This is an integrated marketing plan for a Seattle based software company. The strategy explores measures to increase social media engagement, organic search engine optimization and improve overall brand voice with the goal to increase sales.

1. UBI-INTERACTIVE
A software that can turn any surface into a touch screen

2. ISSUES
• Lack of Brand Awareness
• Stagnant Sales
• Complicated Pricing
Structure
• No Marketing Strategy
• Organization Goal: Increase
Brand Awareness
• Marketing Goal – Deliver a cost
effective Marketing Strategy
with recommendations on
 Pricing Structure
 Target Segments
 Brand Voice and Messaging
 Social Media Strategy
GOALS

3. Competitive and Comparative Analysis

4. Potential Target – Retail Stores
THE WHY
• Mix the ease of online shopping with real-
time shopping gratification
• Engage Shoppers with interactive content
• Demand - Record breaking 1.3 million sales
in 2013 for interactive whiteboards and flat
panel displays
THE HOW
• Car dealership waiting areas to raise
product awareness
• Social media tag boards during big sale
events
• Interactive games in toy stores/departments
• Feature videos of top designer trends

5. THE WORLD IS YOUR TOUCH SCREEN
Mix of Rational &
Emotional Appeal
NEW TAGLINE

6. Brand Voice Spectrum
• Keep it Simple – Fun – Inspiring
• Talk human to human, NOT business
to business
• Develop a style guideline that is
followed across all platforms and
campaigns

7. Proposed Distribution Plan
Current Distribution
Ubi
Website
Proposed Dynamic Distribution
Ubi
Website
Microsoft
Stores
Direct
Sales
Social
Media
Events
and
Trade
Shows

8. Messaging & Positioning Framework
Message 1
SIMPLE
Message 2
VALUE
• Hassle-free set-
up.
• Cutting-edge
technology and
simple enough for
a child.
• High experiential
quality for user
and spectator.
• Unique product
at a great price.
• It is not a
hardware, but a
lifelong software
with great
customer service.
• Microsoft
vouched for it!
Target Audience
 Consumers: Digital Natives and
Millennial
 Buyer: Educators, Innovation Head at
Government Agencies, Small & medium
scale Enterprisers, Retail Managers (25-
39 years)
Positioning
 Digital: Creating brand awareness,
unique product with a promising future
in the touch-screen market
 Positioning the product as one with
endless possibilities:
Desired
Takeaways
 An larger than life experience for
everyone
 Great product at affordable price

9. At-a-Glance
What is the most differentiating idea that will
attract the customer?
Ubi-interactive gives a unique experience by
empowering the user to transform any surface into
an interactive touch screen.
Tension
What is the psychological pain point(s) in the
buyer’s mind?
Cutting edge technology is either too expensive or
too complicated
Question
What can we do to change this mindset?
• Show the buyer how simple it to use the
software – even a child can use it.
• Price comparison advertising
Talk-Value
What about the product or the brand can help
us start a conversation with the buyer?
• Potential player in the future of ubiquitous
interactive displays
• Approved by Microsoft
• Hassle-free technology (no cables/wires etc.)
• Easy portable and minimum liability (of
damages) in comparison to display screen
Proposed Creative Brief

10. Integrated Marketing Strategy
INBOUND
• Content Marketing
 Blog on Kinect
 Video blogs with customer
testimonials
• Social Media
 Facebook (Engaging current and
potential customers)
 LinkedIn (Finding new leads)
 Twitter – Daily deals (Limited
offers)
• Website SEO & Content Strategy
 Keywords
 Content layout
OUTBOUND
• Google AdWords
• Email marketing
• Sales Kit - Skype sales
• YouTube advertising
• PR strategy
 Tech blogs
 News blogs
 Networking events
• Show up – Tech fests, Trade shows,
Conferences

11. SEO & SEM Plan
• Optimize the website with keywords to
create a higher conversion rate
• Run small test AdWords campaign.
Continue AdWords campaign on a larger
scale if results are positive
• Seek PR opportunity and work on social
marketing
Low
Competition
High
Volume
High
Relevance

12. Social Media Strategy
•Engage - Leverage
existing community
• Identify and incentivize
Brand ambassadors
• Cross promote blogs and
videos
•Provide customer service
Facebook
•Increase Twitter
interactions
•Target tech enthusiasts
and influencers
•Identify relevant hashtags
to optimize reach
•Promotions – Limited
period offers
Twitter
•Target Brands and
Retailers
•Publish press coverage
•Engage with CTO’s of
small, mid size companies
•Push product demo videos
•Hiring
LinkedIn
•Create stories using
customer feedback
•Publish rich content on
relevant topics
•Follow style guide
•Yearly content audit
Blogs
Series of 30 to
60 sec videos
•Product
Demo
•Stories
around each
consumer
persona
Targeting
customers
through
YouTube Ad
Manager
•Hobbyists
•Tech
Enthusiasts
Budget: $2000
to reach 20,000
target
customers
•CPCs/CPVs
(cost per
click, view)
$0.10

13. Integrated Implementation Plan
IN-HOUSE
• SEO and Content Strategy
• Social Media
• Webinars
• YouTube Advertising
• Google AdWords
Hire a PR Agency
Phase 1
Brand
Awareness
IN-HOUSE
• Email Marketing
• Skype Sales
• Events, Trade Shows and
Conferences
Hire Sales
Recruiting Agency
Phase 2
Direct
Sales
Phase 3
Collaborations
• Students and Universities
• Museums
• Local Retailers
• Public Services
Plan Next 3 Phases

14. ROI
ROE
20% sales increase in next 9-months
• Website
 15% increase in inbound traffic
 10% increase in outbound traffic
• Facebook
 5% monthly increase in fans
 5% monthly increase in reach
 3% monthly increase in likes/sharing/ posts.
 2% monthly increase in comments/posts.
• Twitter
 5% monthly increase in followers.
 3% monthly increase in @replies.
 3% monthly increase in retweets.
• YouTube
 8% monthly increase in channel views.
Success Scoreboard

16. THANK YOU