‘Global Georgia’
International Marketing Communications Campaign Managed by Carla Plouin Assignment Overview Oct. 2011
Assignment’s Overview (1) RESOURCES • $4 million annual budget / 4 year initiative • 10 international offices / 16 target countries • Aggressive global marketing, advertising and PR campaigns • Partnership with sales team GOALS
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Market and position the State as a strategic and critical location for international investment, investment trade and tourism in order to increase by 15% between 2007 and 2011 the leads to generate increased investment and job creation throughout the State of Georgia. Georgia
>37%!
Assignment’s Overview (2) •
Build the Global Georgia team
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Raise R i Georgia’s G i ’ visibility i ibilit iin kkey markets through targeted marketing initiatives
Direct Mktg
Travel
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Build and develop relationships with in-market key decision makers
Advertising
$4 million
Marketing Collateral
Memberships
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Target each country’s top 3 pull markets Plan and manager the $4-million annual budget
Research
PR
Events
Web
Assignment’s Outcome (1) •
Management of (up to 12 at the same time): – 5 account managers – 2 communications i ti specialists i li t – 3 interactive specialists – 6 international marketing reps + 3 agencies of records + 12 vendors
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Advertising: – 80+ ads published/yr – 40 publications, 9 countries – 6 languages – 220 million in circulation – 2 series of new creatives
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PR:
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150 articles published/year 60 publications,12 countries 8 languages 350 million in circulation 4 national PR awards
Assignment’s Outcome (2) •
Traditional Marketing: – More than domestic 50 trade shows per year – More than 20 international trade shows per year – More than 80 pieces of marketing collateral produced each year – Speaking engagements and trade associations involvement – Corporate giveaway program – More M th than 60 special i l events t per year: iinternational t ti lb business i missions, hosting delegations, round tables, media events…
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Interactive: – Website in 7 languages – Redesign of two websites – Launch of a mobile site – SharePoint Intranet – iPhone App
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Social Media Blogs CRM automated campaign Interactive presentations Videos
Some Examples‌
Global Advertising Campaign Total ad buy >$1.5 million per year with 1/3rd added value.
7 languages, 8 industry groups
Global Media Relations & Coverage Examples of Activities
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Media-relations in the US and 10 countries
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Multipliers, chambers and trade associations partnerships
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Media familiarization tours Special events’ media coverage Editorials C Customized i d media di kits ki Media monitoring Roundtables Case studies Media trainings
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Roundtables Case studies Media trainings
Global Media Coverage Sampler
China Daily Newspaper April 1, 2008
China Economic Daily Newspaper - July 1, 2008
Online Presence & Promotion •
Interactive banners (click to targeted site)
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HTML newsletters
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Membership and sponsorship image presence
On-line advertising Language, event and industry-specific
Chile
German
Website in 7 Languages • Chinese • English • French • German • Italian • Japanese • Korean • Portuguese • Spanish
global-georgia.org l b l i
Blogs Total T t l Sessions: S i Total Page Hits: Total Budget:
5 5,497 497 9,500 $0
Social Media
Facebook LinkedIn Twitter YouTube RSS
Print Materials Materials Transcreated in 7 languages
Trade Shows Examples p
Special Projects Example: a pe O Office ce Ope Opening g in China C a
Further samples from this or previous integrated marketing projects available upon request. request