Public Company Marketing

Matthew's first job after college was with the brokeragefirmFirstSummitSecurities,InclocatedinMontville,NJDuringhistenurethereheheldbothSeries62andSeries63brokerlicenseswhiledevelopingtheirinhousecomputersoftwareandwebsites

Fastforwardto2011whereMatthewhadtheopportunitytoprovideprogrammingandconsultingservicestoanewlypubliccompanyThedetailsoftheprojectareoutlinedbelow

CASESTUDY:Company:AmeriWorksFinancialServices,IncStockSymbol:AWKS

GOAL:AWKSwantedtheirfirstprojecttobelaunchedcorrectly,andforittosurpassshareholderexpectations

BACKGROUND:AWKSputmorethan12monthsofresearchintocreatingawebsiteforpointofsalecashiertrainingandcertificationThewebsiteiswwwposuniversitycomanditusesWordPressandMoodleastheunderlyingtechnologiestopowerthesiteHowever,bothsystemsarenotoriousfordifficultsetupswhentryingtoaccomplishsomethinguniqueDeploymentanddevelopmentofthePOSUwebsitetookmorethan6monthssimplytogetWordPressandMoodletoworkwell

INITIALHIRING:MatthewmetwiththeAWKSexecutivesinearlyJanuary2011,spendinganentiredayattheirofficesinPennsylvaniatogetanideaoftheoperation,employeesandexecutivegoalsOnthatsamemorninghealsohadoneofhisemployeesinNewJerseysitandvideorecordtheirusageofthecurrentbetaPOSUwebsite

Thedaylongmeetingcoveredtopicsofmobilemarketing,training,AmazoneBooks,advertisingandbrandingThevideorecordingwassentoverandMatthewsatwiththetopexecutiveandwatchedtherecordingandtogetherwasabletoidentifyareasofthetechnologythatstillneededwork

INITIALFINDINGS:InordertogainrecognitionwithjobseekersandsupermarketownersthisnewservicewouldhavetogettheirattentionMarketresearchatthetimeidentifiedthatnoothercompanywasprovidingacertificationprogramforcashiertrainingHowever,Matthew'sfindingsalsoseemedtoindicatethatnoonewassearchingonlineforthattypeoftrainingeitherAlthough,afterinterviewingseveralrandompeopleitwasdiscoveredthatitseemslikethereisalevelofdissatisfactionwithgrocerystorecashiers,butitalsoseemslikethereisageneralassumptionthatnothingcanbedoneabouttheproblem

InorderforthePOSUprogramtobeeffectiveitwouldhavetobeintroducedatthesametimeinalldigitalformatsandmadeavailablethroughthewidestpossibledistributionnetworks

PROJECTSTRATEGY:

3Newwebsitesformarketingandadditionaleducation
1Twitteraccount
1FacebookBusinessPage
EZineArticles
AmazonKindleeBook
DownloadableandprintablePDFbook
MobilewebsitewithsimilarfunctionalityofthePOSUsite
YouTubeChannel
Multiplepressreleases

PROJECTIMPLEMENTATION:MatthewwasgivenfullcreativefreedomofprojectimplementationThisallowedhimtousethecontentmanagementsystemheprogrammedandusesforallhisothercustomers

LiaisonwithWebProgrammersMatthewimmediatelytookoverthejobofliaisonbetweenAWKSandtheirwebprogrammingcompanyThishelpedgreatlysincehewasabletospeakbothprogramminggeekaswellasentrepreneurialbusinessSeveralargumentsbetweenAWKSandtheprogrammersweremanagedandMatthewhelpthemunderstandeachotherspointsofviewsandneedsMatthewalsosteppedinandtookcareofseverallastminutecreditcardprocessingsetupissuesonthePOSUwebsite

Website#1isCashierTrainingbizThiswebsitewasdesignedasamarketingpieceforAWKSTheycouldusethiswebsitetohelpselltheservicetosupermarketsandcashierjobseekersFeaturesofthiswebsiteinclude:•Downloadablesampleofthecourse•Paymentanddownloadofa70pageeBook•Amembershipsystemtomanagestudents•Amobilewebsiteforstudentswhowanttostudythecoursematerialontheircellphones•Lotsofdifferentdirectionsforeachofthe4versionsofthecourse

Website#2isCashierJobsusThiswebsiteisasimplebloggingwebsitedesignedtobecomeanexusforadditionalcashierrelatedinformationAWKSwilldisseminateothervaluableresourceslikehowtowritearesumeforcashiersMatthewsetupthesamecontentmanagementsystemonthissiteascashiertrainingbiz

Website#3isCashierDutiesinfoThiswebsiteissetupthroughTumblrcomusingadomainnamealiasThisisanotherbloggingwebsite,perhapsalittlemorerougharoundtheedgesinhowitwillbepresentedUsingtheTumblrmobiletechnologyphotosandcommentscanbepostedtothisblogwhileoutintherealworld

YouTubeChannelisyoutubecom/howtocashierThiswastheonlypartoftheprojectthatMatthewbroughthisemployeesinonUsingalocalretailstore,dramatizationsofahorrificcashierwereplayedoutandrecordedfromasecuritycamerapointofview

FacebookandTwitterThesewillbecontinuallyusedtocreatetrafficandbuildgeneralawarenesstothePOSUniversityandCashierCertificationconcept

EZineArticlesAfewofthelessonswillbereformattedandpublishedthroughEZineArticlesforanaddedlinkbuildingandawarenesscampaign

DownloadablePDFeBookMatthewtooktheentirebodyofcoursematerialandfinalizedtheeditingprocess,restructuringthelessonsasneededFromafirsttimeuserperspectiveitwaseasytoidentifytrainingmaterialthatwasoutoforderafter12monthsofrewritesTheentirecoursewasformattedintoa70pagePDFbook

AmazonKindleeBookAftercreatingthedownloadableeBookMatthewthentookthesamematerialandcreated,andpublished,anAmazonKindleeBookNewaccountsweresetupwithownershiprightsgoingtoAWKS,howevertheofficialpublishercreditsofthebookgotoMatthew'scompanyname

PressReleaseAWKSprovidedaroughdraftpressreleaseforlaunchButitneededspunk,pizazzandtogenerateactualinterest,ratherthanputsomeonetosleepAfterworkingfor30daysontheprojectMatthewfullyunderstoodwhythecoursewasimportantandwhatwouldmakeotherpeoplefeelthesamewayMatthewprovidedhisownsetofpressreleasesthatAWKSusedinsteadoftheirown

FINALOUTCOME:TheprojectlaunchedtothepubliconFebruary23,2011TheoutcomeisunknownatthetimeofthiscasestudyreviewTheinitialversionofthetrainingprogramhasbeentestedwithmanypeople,andtheneedisapparentAlltheinternetmarketingtoolsareinplaceMatthewhelpedsystematizethesignupandstudentmanagementprocessandalsorevampedthepricingschemetoaccountfortechnologyvariablethatAWKSwasnotawareofAWKSisnowpoisedtogenerateaprofitwiththisventureifadvertisedcorrectlyIntheendthestockholderswillhavetowaitforthequarterlyreportstoshowtheimpactInthemeantimeyoucanwatchthestockbylookingupthesymbolAWKS

ContactMatthewPerosiifyouwouldlikeassistanceinyourowninternetomobilemarketing