This document outlines a communication strategy and campaign to connect businesses with the Commonwealth. It discusses communicating the value proposition to different business segments including large businesses, state-wide contract holders, and small/minority-owned businesses. The campaign execution section details using testimonials and demystifying the complexity of doing business with the state. It provides a timeline of communication channels and marketing materials to use over the months of November through January, including social media, email blasts, newspapers and public access TV.

1. Connecting your Business
with the Commonwealth
Presented by:
Deepa Buddhavarapu
October 19, 2011
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2. Agenda
• Communication Strategy
• Communication Channels
• Timeline
• Marketing Materials
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3. Partner with the Business
Community to achieve the
Commonwealth’s goals for greater
economic benefit
Communication Objective
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4. What’s in it for me?
• Program Design & Positioning
• Segmentation
• Value Proposition
Branding Opportunity
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5. Program Design and Positioning
Market it as a Business Networking Opportunity
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6. Segmentation and Value Proposition
• Brand association with the Commonwealth
• Corporate Social Responsibility
Large Businesses
• Enhancing existing relationships
• Finding new vistas
State-Wide Contract
Holders
• Getting visibility
• Establishing business links/Enabling success
• Level playing field
Small Businesses
Minority/Women Owned
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7. Campaign Execution
Creating Marketing Campaign based on
value proposition
Segment
Small Business Owners, Minority/
Women Owned Businesses or Certified
Disadvantage Business Enterprises
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12. Campaign Execution
Generic campaign that
targets all business segments
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13. Campaign Execution
Testimonials
Fits in well with the program design
and business networking concept
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14. 14

15. Campaign Execution
Demystifying the complexity
involved in doing business
with the State
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16. 16

17. Campaign Execution
Brand Association with the Commonwealth
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18. 18

19. CSR Campaign that targets Businesses
with CSR goals
Campaign Execution
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20. 20

21. Campaign Execution
Timeline Communication Channel Marketing Material
First Week of November OSD Website/Twitter/
LinkedIn/You-Tube/
Facebook/Electronic Display in
the lobby/OSD e-News/
Craigslist
Social Media
Updates/Electronic Ad
Third Week of
November
Social Media updates/Comm-
Pass User Email Blasts/ E-mail
Database/Chamber of
Commerce/Pamphlets at
Office Building
E-Mailers/Social Media
Messages/Power Point
Slides/Pamphlets
Second Week of
December
Social Media updates/Public
Access TV/WBN/Local
Newspapers Calendar
section/Craigslist/MBTA
Social Media Updates/
Power-Point Slides/Print
Ad/Electronic Ad/Poster
(optional)
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22. Campaign Execution
Timeline Communication Channel Marketing Material
Third Week of December Social Media Updates/Public
Access TV/WBN/Local
Newspapers Calendar section/
Craigslist/MBTA
Message/Power-Point
Slides/Print Ad/Electronic
Ad/Poster (optional)
First Week of January Association Events/Chamber
of Commerce/Twitter/ Comm-
Pass User Blasts/OSD e-News/
Lobby display
Social Media Message/
Power-Point Slides/Print
Ad/Electronic Ad
Second Week of January Twitter/Email-Database/Local
Newspapers/Public Access TV
Social Media Message/
Power-Point Slides/Print
Ad/Electronic Ad
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23. Thank You
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