Connect like never before.

Transcription

1 Connect like never before. Introducing Security Management CM A turnkey solution for Content Marketing & Lead Generation CONTENT CREATION & MARKETING 27

2 CONTENT CREATION & MARKETING Adding Another Dimension to the Conversation Great content is the foundation of your marketing and communications strategy. But dedicated staff writers are an expense few companies can afford. Even fewer marketing executives can commit their own time to researching, writing, and producing the compelling content. That s why Security Management is introducing Security Management CM (Content Marketing), a new creative services program that puts a team of experienced professional journalists and creative staff at your disposal on a project basis. Great Content Security Management CM creates unique, powerful opportunities to engage the ASIS community and the professional security practitioner. This strategy relies on fostering and advancing conversations between the thought leaders who create industry solutions and the security practitioners who deploy them. The metric for success will be the authentic relationships established between your brand and your prospects and customers. Branded content that informs and educates is ideal for products and services with a long purchase cycle. It establishes your brand as a leader and communicates your expertise in delivering specific solutions. Great content pays additional dividends in earned media from trade press and in grassroots exposure as it is passed along online. It can go around the world before an ad gets its first click-through. And most importantly, it reaches clients at every stage of the sales process from the top of the funnel through the evaluation and product life cycle. Professional Journalists Create Your Content Security Management CM offers a team of talented journalists with years of experience in the security industry. ASIS members are leaders in the discipline of security from across the breadth of industry and government. And Security Management CM journalists write to that audience Great content is the foundation of your marketing and communications strategy. Put a team of experienced professional journalists and creative staff at your disposal on a project basis. Security Management CM creates unique, powerful opportunities to engage the ASIS community. Great content establishes your brand as a leader and communicates your expertise in delivering specific solutions. Most importantly, content marketing reaches clients at every stage of the sales process. 28 Security Management CM can help your company connect in a multitude of ways

3 like no one else can with authority and a clear voice that anticipates their questions and understands their priorities. Project-Based Content Creation White papers and case studies are the indispensable core around which content marketing strategies revolve. Security Management CM provides an affordable solution to launch a Content Marketing project with defined costs and expectations. This turnkey solution covers every aspect including: reporting, writing, editing, design, and production. All white papers will be delivered in the form of a high-quality printresolution pdf. White Papers Though the subject matter will determine length, baseline projects will typically run 4-6 published pages. White papers focus on a relatively narrow subject and are based on your company s existing resources, interviews with 1-2 subject matter experts in your company, and general research. White Paper $6,000 net Case Studies Case studies focus on specific installations or applications of a technology, products, or services. Case studies require more extensive interviews, often with company representatives, end-users, and installers. Substantial site-specific and product-specific research is required and the content is subjected to rigorous fact-checking. Case Study $8,000 net Original Research Projects Original research is conducted through surveys and interviews of ASIS professional members. Research project deliverables consist of an executive summary, full results, charts, and graphics. The base cost of custom research includes an survey of questions pushed to 10,000 12,000 randomly selected ASIS members. Specific demographics can be targeted to meet the needs of specific research objectives. Custom Research $7,500 net (More complex studies can be quoted.) Companion White Paper based on research $4,500 net additional Project-Based Content Creation Security Management CM provides an affordable solution to launch a Content Marketing project. Actively Distributing Take advantage of a proven strategy to distribute your content to the ASIS audience. Generating Leads Turnkey lead generation means every download generates a lead and every lead is immediately delivered. Building Brand Community Integrated content marketing campaigns do more than generate leads, they build brand communities. Creating Conversations Engaging content is thought leadership that creates conversations between your customers, prospects, and your brand. Let Security Management CM help establish your company as a leader

4 Custom Content Marketing Choosing ASIS as a partner in any content marketing strategy opens unique opportunities to become part of the ASIS body of knowledge and member resources: Your company listing in the Security Management Buyers Guide is upgraded to Silver level for a full year allowing you to post white papers, case studies, events, images, and more. It also conveys priority ranking in your product categories. Establishing Trust Purchase decisions that affect a company for 2-10 years impact careers. That s why the foundation of any major business decision is trust. Content marketing builds trust by being generous with objective information at the top of the purchase funnel, throughout the purchase, and for the lifetime of the product. Contact Editor: Mike Moran (703) , mike.moran@asisonline.org Your branded content is indexed so that relevant searches anywhere within the ASIS online environment produce your content in the results. A high-profile thumbnail of your branded content is run in the monthly Security Management Buyers Guide newsletter (circulation 60,000). Your brand is promoted with display ad blocks in Security Management Daily 1 week per month for the first three months after publication. All Security Management CM content is distributed from the Security Management Buyers Guide through an unrivalled turnkey lead management system. Registration information will be delivered to you real-time via and in periodic activity reports. Marketing and Distribution Package promotion of up to 3 content assets... $5,000 net for 3 months. Additional display advertising packages on ASIS digital and print publications can be purchased at a 20% discount to promote your project. Biggest Content Marketing Challenge Sample White Paper Producing Content that Engages Prospects and Customers 41% Producing Enough Content Budget to Produce Content 20% 18% Lack of Buy-in/Vision from Executive Management 12% 30 Project-Based Content Marketing and Distribution

5 Campaign-based Content Marketing Security Management CM offers a high degree of flexibility in delivering the solutions that will meet your objectives, on your schedule, and within your budget. White papers and case studies can be quick self-contained initiatives a great place to get started. But content marketing at its best is not a tactic or even a campaign, but a longterm strategy. Whether you are responsible for an agile start-up company with a small staff or a multinational that needs to supplement existing resources, Security Management CM can work with you to tailor a strategy that serves your objectives and meets your budget. Strategic Communication Strategies White papers and case studies are the best known, most frequently sought, and most widely shared component of a content marketing strategy. But they create the greatest return on investment when they are published in the context of a carefully constructed communications campaign that lights flares around them. A wide range of content can be created on a project basis or as part of a blended campaign contract to include: Blog Posts Newsletters Feature Stories Executive Interviews/Bios Press Releases Social Media/Twitter Posts News and Trends Curation Rich Media In a broad spectrum approach to content marketing, Security Management CM capitalizes on the remarkable array of technologies and tools available today that provide permissionbased avenues to clients. These include: Webinars (see pages of the 2014 Security Management Media Kit) Infographics and Data Visualizations Slideshows Video Audio/Podcasts Animated Interactives Scale your solution for Long-Term Success

6 Podcast Sponsorships Security Management editors produce one or more podcasts per month, and all are archived for 12 months on our website, as well as on itunes. The typical Security Management podcast is downloaded 2,500 to 5,000 times within one year. Security Management covers a wide range of topics in its monthly podcasts, and the sponsor provides seconds of customized advertising content at the start of each one, with another segment of similar length for closing content. Additionally, each sponsor s logo appears: with the URL link on the podcast page of Security Management Online next to the Security Management logo as the podcast is being downloaded next to the podcast link on the Security Management Monthly Web Preview e-newsletter Finally, the podcast sponsor is eligible for a reciprocal posting of the podcast link on its website. For exclusive sponsorship: $10,400 net annually $3,150 net per quarter $1,600 net per month CSO Roundtable: This is a chance to be the exclusive sponsor of the annual CSO Roundtable Security Summit that occurs just once a year. It s attended by the Chief Security Officers from the largest corporations and institutions around the world. The sponsor receives generous acknowledgment throughout the event and three free admissions to the event for senior executives. It is a rare opportunity to connect with the most dynamic leaders in the security industry. Contact your sales rep for more details. 32 Security Management Webinars: Credentialed, authoritative, and valued.

7 Security Management Custom Webinar Sponsorships Custom webinars enable the sponsor to select a compelling topic, develop the content, and participate in presenting during the event. Security Management supports sponsors at every step. Our editor will also assist in tailoring your concept to ensure your webinar is eligible for re-certification credits. Security Management websites Master recording of event Fantastic features help deliver qualified leads Every aspect of a webinar is quantified and measured, so you receive customized reports that present a clear understanding of who your audience is, and how you can continue to build that relationship. Partner with a staff editor We dedicate a staff editor to assist sponsors with the development of webinar content and presentation. This same editor serves as moderator and is available for all rehearsals. All of this plus best practices coaching on webinars for lead development is included at no extra cost. Security Management also partners with the global leader in webcasting and virtual events, On24, to ensure delivery of feature-rich, interactive, highly branded events with robust lead generation and reporting capabilities. The custom webinar package includes: Best practices, topic and presentation development Script coaching, survey drafting, and collateral materials (white papers, fact sheets) for attendees to download Pre and post event marketing and audience development Unlimited event rehearsals Securing CEU re-certification approval Sponsor-branded event console for live and archived event Unlimited registration and attendance at the live event and for the full year. Lead reports including question logs, attendee interactivity, and more. Full presence on the ASIS and Detailed lead management reports for each live event Survey Report User Questions Report Presenter Chat Report Usage Summary Media Campaign Tracking Custom Registrant Report Interactivity Report Presentation Log For a full list of Security Management Custom Webinar sponsorship benefits, view the Advertising tab at Contact your sales representative for details, and Mike Moran, Special Projects Editor, at to explore webinar topics. Security Management Custom Webinars: Three months are recommended for full development and marketing options. Custom presentation content must be submitted in advance to the ASIS Education Department to avoid conflicts with other programs or policies. Topics and presentations must be informative and not sales-oriented for the program to be officially sanctioned by ASIS and for attendees to be eligible for CEU credits. Webinar Attendance and Participation 6/26/14 3/19/14 3/6/13 6/20/13 Average Registrants 604 1,978 1,586 1,022 1,298 Live Attendees 289 1, Avg. Engagement Time 57 min. 56 min. 55 min. 53 min. 55 min. Audience Questions DIGITAL PUSH Webinar Rates and Discounts Frequency discounts apply to the number of events in any 12-month period. Please note: All rates are NET. 1X 2X 3X 4X 6X Security Management Custom Webinars $15,000 $12,750 $12,000 $11,250 $10,500 Sponsorships: More ways to connect. 33