2006 Industry Promotion Plan

1
2006 IndustryPromotion Plan

• Whats inside
• Quarterly story pitches
• Group advertising
• Conference and Trade Show opportunities
• Monthly press releases

2
Editorial Research Story Pitching

• What
• Research and pitch story topics to non-industry
  and general business publications (Barron's,
  Brand Packaging, Business 2.0, etc.) on a
  quarterly basis
• Goals
• Secure articles that demonstrate the link between
  our industry and other sectors
• Reinforce the importance of language within
  global business strategy
• Member Involvement
• Look for GALA PR Specialist Jackie Walshs PR
  Corner in each Member Monthly Update email
  bulletin
• Contribute your companys experiences and case
  studies get your story published!
• Status
• Jackie Walsh has been successful in creating
  interest around our first story pitch on medical
  l10n
• We have had a relatively low response from the
  membership in offering details and case studies
  for article research

3
Group Ads

• What
• Purchase multi-page member company group ads
  composed of
• Member company spotlights
• ¼ page, ½ page and full page member ad placements
  
• General messaging that makes the connection
  between our industry and the publications
  audience
• GALA negotiates rates and finalizes designs
• GALA solicits member involvement, collects member
  payments, purchases the space directly (pending
  firm member commitments), and places the ads. 
• Goals
• To leverage group purchasing power for greater
  discounts
• To create a collective impact with advertising
• To leverage editorial opportunities alongside ad
  purchases
• Member Involvement
• Look for group ad opportunities in each Member
  Monthly Update email bulletin
• Status
• To date, we have organized several group ads in
  MultiLingual magazine and Intercom magazine
• We have researched and targeted several outside
  mid-tier publications for 2006 group ads (see the
  2006PromoPlan.xls calendar for full list)

4
Group Ads

• Below is a sample layout for a 4-page ad buy with
  space for member ads, member content in the form
  of a case study / advertorial, and some general
  company-neutral content

5
Conferences Trade Shows

• What
• Create opportunities for GALA and GALA members in
  the form of group exhibits, speaking slots, and
  general exchange promotion agreements
• Goals
• To inject localization industry-related content
  into new target market areas
• Member Involvement
• Suggest specific conferences and events for GALA
  involvement
• Volunteer to liaise with conference organizers
  (for example, to serve on program committees as
  an industry liaison)
• Volunteer for GALAs Speakers Bureau so that you
  are contacted first with speaking opportunities
• Status
• We already have several media partnerships for
  2006
• Content Week
• Brand Summit
• Managing Global Websites and eCommerce
• Unicode
• IQPC Website Globalization
• Localization World

6
Press Releases

• What
• Distribute monthly press releases on GALA
  activities and GALA-related activities
• Goals
• To increase visibility for GALA as an
  association, and thus increase visibility for
  member companies
• Status
• We have distributed monthly press releases since
  our PR Specialist Jackie Walsh joined GALA in
  October 2005
• Localization World Comes to Seattle
• GALA Announces New 2006-2007 Board Members
• GALA Announces Technology Blog
• GALA Ends 2005 with 180 Members
• These press releases are distributed to PRWeb and
  numerous industry outlets

7

• For details, see the 2006PromoPlan.xls calendar
• Get Involved
• Send your suggestions for stories and articles
• Let us know about specific group advertising
  opportunities that interest you
• Contact Laura Brandon, GALA Administrator
  lbrandon_at_gala-global.org