Public Company Marketing

Matthew'sfirstjobaftercollegewaswiththebrokeragefirmFirstSummitSecurities,InclocatedinMontville,NJDuringhistenurethereheheldbothSeries62andSeries63brokerlicenseswhiledevelopingtheirinhousecomputersoftwareandwebsites

Fastforwardto2011whereMatthewhadtheopportunitytoprovideprogrammingandconsultingservicestoanewlypubliccompanyThedetailsoftheprojectareoutlinedbelow

CASESTUDY:
Company:AmeriWorksFinancialServices,Inc
StockSymbol: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

LiaisonwithWebProgrammers
MatthewimmediatelytookoverthejobofliaisonbetweenAWKSandtheirwebprogrammingcompanyThishelpedgreatlysincehewasabletospeakbothprogramminggeekaswellasentrepreneurialbusinessSeveralargumentsbetweenAWKSandtheprogrammersweremanagedandMatthewhelpthemunderstandeachotherspointsofviewsandneedsMatthewalsosteppedinandtookcareofseverallastminutecreditcardprocessingsetupissuesonthePOSUwebsite

Website#1isCashierTrainingbiz
ThiswebsitewasdesignedasamarketingpieceforAWKSTheycouldusethiswebsitetohelpselltheservicetosupermarketsandcashierjobseekersFeaturesofthiswebsiteinclude:
•Downloadablesampleofthecourse
•Paymentanddownloadofa70pageeBook
•Amembershipsystemtomanagestudents
•Amobilewebsiteforstudentswhowanttostudythecoursematerialontheircellphones
•Lotsofdifferentdirectionsforeachofthe4versionsofthecourse

Website#2isCashierJobsus
ThiswebsiteisasimplebloggingwebsitedesignedtobecomeanexusforadditionalcashierrelatedinformationAWKSwilldisseminateothervaluableresourceslikehowtowritearesumeforcashiersMatthewsetupthesamecontentmanagementsystemonthissiteascashiertrainingbiz

Website#3isCashierDutiesinfo
ThiswebsiteissetupthroughTumblrcomusingadomainnamealiasThisisanotherbloggingwebsite,perhapsalittlemorerougharoundtheedgesinhowitwillbepresentedUsingtheTumblrmobiletechnologyphotosandcommentscanbepostedtothisblogwhileoutintherealworld

YouTubeChannelisyoutubecom/howtocashier
ThiswastheonlypartoftheprojectthatMatthewbroughthisemployeesinonUsingalocalretailstore,dramatizationsofahorrificcashierwereplayedoutandrecordedfromasecuritycamerapointofview

FacebookandTwitter
ThesewillbecontinuallyusedtocreatetrafficandbuildgeneralawarenesstothePOSUniversityandCashierCertificationconcept

EZineArticles
AfewofthelessonswillbereformattedandpublishedthroughEZineArticlesforanaddedlinkbuildingandawarenesscampaign

DownloadablePDFeBook
Matthewtooktheentirebodyofcoursematerialandfinalizedtheeditingprocess,restructuringthelessonsasneededFromafirsttimeuserperspectiveitwaseasytoidentifytrainingmaterialthatwasoutoforderafter12monthsofrewritesTheentirecoursewasformattedintoa70pagePDFbook

AmazonKindleeBook
AftercreatingthedownloadableeBookMatthewthentookthesamematerialandcreated,andpublished,anAmazonKindleeBookNewaccountsweresetupwithownershiprightsgoingtoAWKS,howevertheofficialpublishercreditsofthebookgotoMatthew'scompanyname

PressRelease
AWKSprovidedaroughdraftpressreleaseforlaunchButitneededspunk,pizazzandtogenerateactualinterest,ratherthanputsomeonetosleepAfterworkingfor30daysontheprojectMatthewfullyunderstoodwhythecoursewasimportantandwhatwouldmakeotherpeoplefeelthesamewayMatthewprovidedhisownsetofpressreleasesthatAWKSusedinsteadoftheirown

FINALOUTCOME:
TheprojectlaunchedtothepubliconFebruary23,2011TheoutcomeisunknownatthetimeofthiscasestudyreviewTheinitialversionofthetrainingprogramhasbeentestedwithmanypeople,andtheneedisapparentAlltheinternetmarketingtoolsareinplaceMatthewhelpedsystematizethesignupandstudentmanagementprocessandalsorevampedthepricingschemetoaccountfortechnologyvariablethatAWKSwasnotawareofAWKSisnowpoisedtogenerateaprofitwiththisventureifadvertisedcorrectlyIntheendthestockholderswillhavetowaitforthequarterlyreportstoshowtheimpactInthemeantimeyoucanwatchthestockbylookingupthesymbolAWKS

ContactMatthewPerosiifyouwouldlikeassistanceinyourowninternetomobilemarketing