IMC Plan Goals: Year 1

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IMC Plan Goals Year 1

• Create awareness of Morocco as a viable
  investment and trade partner.
• Formulate Introductions
• Start Conversations
• Build Relationships

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Global Slogan
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United States Positioning Theme Old Friends,
New Opportunities
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Target Market

• Segments
• Key business decision makers
• Corporate executives headquartered in the U.S.
• Expatriates employed in U.S. firms in Morocco
• Trade organizations associated with Architects,
  Builders and Interior Designers
• Individuals who work on behalf of consumers and
  buy, sell, install and recommend design materials
  
• Consumers
• Defining Characteristics
• B2B Utilize technology, great demand on time
• B2C Educated, 75,000 minimum income, 40-70
  years of age

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Marketing Strategy
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Three-Phase Regional Focus
New York City
Boston
Omaha
Chicago
Los Angeles
Phase I Midwest
New Orleans
Phase II West Coast
Orlando
Phase III East Coast
Museum Exhibit
Trade Shows
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Marketing Mix Events

• Tactics
• Private Museum Receptions (4)
• Executive Breakfast in New York City

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Marketing Mix Public Relations

• Tactics
• Press Release
• Press Kit
• News Conferences
• E-mail Blasts

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Phase I Kick Off Joslyn Art Museum Omaha,
Nebraska
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News ConferenceVIP to Visit Museum Exhibit
Podium Banner
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Private Museum Receptions
Museum Invitation
Museum Handbill
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Miscellaneous Press Releases
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Correspondence
Survey (multi-purpose)
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Marketing Mix Advertising

• Tactics
• Brand Manager
• B2B Advertisement
• B2B and B2C Web Site

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B2B AdvertisementChief Executive and CFO
Magazines
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B2B www.connectingmorocco.com
Marketing MixB2B Web site
B2B Home Page
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Marketing MixB2B Web site
About Morocco
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Marketing MixB2B Web site
Invest in Morocco
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Marketing MixB2B Web site
Morocco-U.S. Free Trade Agreement
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Marketing MixB2B Web site
Industry Sectors
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Marketing MixB2C Web site
www.connectingmorocco.com/designmaterials
B2C Home Page
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Marketing MixB2B Web site
Calendar of Events
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Marketing MixB2B Web site
Related Links
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Marketing MixB2B Web site
Contact Us
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Marketing MixB2B Web site
Site Map
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Marketing Mix Sales Collateral

• Tactics
• Sales Tool Box

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Sales Tool Box
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Sales Tool Box
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Sales Tool Box
Pre-loaded USB Flash Drive
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Sales Tool Box
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Marketing Mix Personal Selling

• Tactics
• Custom Executive Tour
• Airport Package

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Custom Executive Tour Invitation
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Custom Executive Tour Airport Executive Pickup
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Custom Executive Tour Handwritten Welcome
100 USD converted to Dirham and GPS cell phone
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Custom Executive Tour Itinerary
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Airport Package Inserts
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Marketing Mix Trade Publications and
Events

• Tactics
• B2C Advertisement
• Trade Show Package

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B2C Advertisement
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Pre and Post Tradeshow E-mail Blasts
Post Tradeshow Blast
Pre-Tradeshow Blast
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Tradeshow Booth Layout
Floors covered in Moroccan Cork
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TradeshowInteractive Tools
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Major Summary Points

• Year 1 Goals Achieved
• Museum exhibit reaches B2B and B2C target
  markets
• Public relation activities create awareness
• Trade show activities start conversations
• Personal selling activities build relationships
• Web site connects and data mines visitors
• 33 million total impressions

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Thank you for the Opportunity to become an Old
Friend