Developing an Effective Online Marketing Plan  

A business plan is a basic strategic guide showing where your business should be going over the next one to five years. A marketing plan is a subset of the business plan. It lays out the goals and quantifiable objectives for all of your company’s marketing activities, such as TV, radio, print, or online. An online marketing plan is a subset of the marketing plan for all online activities. The center of the plan is the Web site, but the overall plan could include more than just the site. It could include e-mail, mail subscriptions or lists, newsgroups, online advertising, and even chat room participation. This paper discusses the elements of an online marketing plan, the strategy, tactics, and offers. It also briefly discusses an example project.

Caldanaro, Regina M. and Jodie Pait. STC Proceedings (2001). Careers>Management>Marketing

Your Role in Supporting Sales-Force Automation  

When given a user manual to write or a Web site to put together, your role as a technical communicator is clear. But what is your role when supporting sales tools? How can you help your company market their technical products? The first step to understanding your role is to understand what a sales-force automation (SFA) solution could mean to your company. This workshop defines SFA and the potential benefits. Further discussion covers deciding on an information delivery method, determining data organization and management, and identifying audience needs.

Caldanaro, Regina M. and Jodie Pait. STC Proceedings (2000). Articles>Documentation>Writing>Technical Writing