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BackBone Announces Marketing Program
Giving IT Companies Broad Access to Largely Untapped "Third
Economy": the Booming Non-Profit Sector.
Leading strategic communications firm provides technology companies
with the direction and resources needed to overcome barriers
unique to the fast-growing Not-For-Profit (NFP) sector;
BackBone names Industry veteran to lead firm's NFP practice.
BackBone, Inc. (BBI) a high-tech marketing, PR and business
development firm widely known for its innovative Startup 1.0
and PR.exe 2.0sm programs geared toward IT start-ups, today
announces a new initiative designed to make non-profits profitable
for technology companies. BackBone's new NFP practice,
headed up by a respected industry veteran, provides IT companies
with customized programs that give them the tools and
direction they need to successfully access this rapidly expanding
market. Dubbed the "Third Economy" (behind the private
and public sectors), the Not-for-Profit sector accounts
for 1.4 million of 13 million businesses operating in
the U.S. BackBone's NFP practice comes on the
heels of its strategic partnership with a London-based communications
firm and is consistent with the company's objective of developing
new, cost-effective communications and sales channels
for IT companies seeking to remain competitive in a tightening
global economy.
"The NFP market is an alluring yet elusive target, particularly for technology
companies, given the diversity of businesses and business cultures within the
NFP community, their respective budgetary constraints and the general slow
embrace of new technologies," said Charles Epstein, BackBone President. "We
are pleased to announce the naming of John Torres to head up BackBone's
new NFP practice. John brings years of experience in developing successful
marketing and sales programs aimed at selling software and services into this
difficult to navigate and penetrate sector. We look forward to working with aggressive
IT companies and implementing NFP-focused programs that maximize their profitability."
Program Components
1. Sector Analysis. BackBone evaluates
several key criteria in light of the client company's product
and service offerings. This is fundamental in identifying
the NFP segment(s) offering the client the best opportunity;
it also sets the direction of all subsequent marketing initiatives.
a. NFP Type: the three major types, 501(c), 501(c)3 and
Governmental, have different needs and sales processes. · Size:
price points are determined by Annual Operating Budget, number
of employees, absence/presence of in-house IT infrastructure/staff, etc.
b. Organizational Structure: this defines the nature and type
of technologies the organization is most apt to need or embrace.
2. Competitive Analysis. BackBone conducts
a thorough review of competitors selling into the NFP
sector and establishes clear market differentiators. BackBone's
comprehensive sources include select Internet sites (i.e.,
Nonprofit Charitable Organizations, Philanthropic Advisory
Service, Internet Nonprofit Center, Nonprofit Resource Center),
trade publications (i.e., Chronicle Of Philanthropy,
NonProfit Times, Philanthropy News Network) and analysts
tracking the NFP sector.
3. Targeted Marketing Campaign. Following
phase one and two, BackBone's customized NFP marketing programs integrate
the following:
a. Targeted prospect database: BackBone compiles a database
of appropriate contacts filtered according to the criteria
defined above.
b. Mailings: BackBone writes and distributes mailings to the prospect
database.
c Public Relations: product announcements, case studies,
etc. are developed and disseminated to leading trade publications.
d. Event Exhibitions: BackBone compiles list of events and
develops themes designed to drive booth traffic.
e. Speaking Opportunities: based on the compilation of events,
BackBone writes and submits speaking proposals on the client's
behalf.
"As a company focused on the NFP sector I can attest to how difficult
it is gaining entree," said Stan Hellman, President of Stan Hellman
Co., leading accounting software solution providers for the NFP sector. " With
the right message, program and approach, IT companies can realize great returns
concentrating on this market. Those with limited experience in this sector will
be helped immeasurably by the direction and resources the BackBone program
provides."
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