Public Company Marketing

Matthew's first job after college was with the brokerage firm First Summit Securities, Inc. located in Montville, NJ. During his tenure there he held both Series 62 and Series 63 broker licenses while developing their inhouse computer software and websites.

Fast forward to 2011 where Matthew had the opportunity to provide programming and consulting services to a newly public company. The details of the project are outlined below.

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