New Media Marketing Plan Aaron Abbott

Aaron
Abbott—www.BrandLessBox.com
1

Running head: NEW MEDIA MARKETING PLAN

The Institute for Forensic Education: New Media Marketing Plan

Aaron Michael Abbott

www.BrandLessBox.com

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The Institute for Forensic Education (IFFE) sells a unique video training experience for

Criminal Justice and Law Enforcement training. The training videos were created for crime

scene investigators, coroners, medical examiners, first responders, police, military, lawyers, etc;

and explores the procedures for approaching and processing of the dead body at various crime

scenes resulting in death, and the autopsy examination process. The resources teach the core

fundamentals of the medico-legal investigation of dead bodies found at the crime scene and how

to maintain viability of trace evidence. IFFE has sold the 7-disc DVD/CD-ROM package for

$795.00 to universities, police departments, government agencies, and the like for 5 years. The

program also includes an Internet based interactive Flash application, a lifetime guarantee on the

physical pieces of the program, and discounts for students and bulk orders.

This plan will focus on two Web sites that will sell the training resources sold by

IFFE. The first site is the existing site, which targets the primary target market segment.

The second site that is being developed is featuring the new tools and media evolutions

presented in this plan—specifically for prospective Criminal Justice students, current

students, their teachers, and anyone who is interested in a career in Criminal Justice. The

existing site will be maintained and optimized with efforts directed to the primary target

market. The new, additional site will satisfy the needs and the opportunity to sell the

training resources directly to the secondary target segmentation. Figure 1 provides

detailed evaluation covering the psychographics, demographics, and digital usage habits

of the current users. This data and these key insights were collected through the internal

surveys and focus groups that IFFE has conducted and received over the past 5 years

(ForensicDeathInvetsigation.com, n.d.).

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Figure 1: Participant Print

Area
Focus
Key
Highlights
or
Insights

General
Overall
user
base
and
While
students
are
technologically
adept
to
our

Profile
prospect
trends
training
resources,
teachers
and
professionals

have
more
challenges.
The
teachers
and

professionals
have
purchased
our
videos,
but

we
need
to
get
it
into
the
student’s
hands

directly.

Participant
23%
of
the
primary
target
market
users
make

Psychographics
use
of
streaming
videos
and
rely
more
on
the

DVDs
they
know
how
to
use.
90%
of
secondary

target
market
users
want
to
use
the
interactive

portion
but
don’t
know
where
to
get
access.

Target
the
secondary
market
in
new
ways.

They
want
and
need
the
information
while

their
teachers
get
frustrated
with
technology,

hurting
the
brand
image.
Focus
on
students,

prospective
students,
and
anyone
interested
in

the
field
of
study.

Digital
Digital
Usage
Habits
95%
of
users
have
Flash
capabilities
and
have

Profile
shown
that
they
are
satisfied
with
the

presentation
of
the
training
content.
80%
of

students
are
on
social
networks
and
60%
have

mobile
access
to
the
Internet.
Both
primary

and
secondary
markets
are
comfortable

navigating
the
Internet.
Make
sites
visually

adjustable
for
teachers
who
have
poor

eyesight.
55%
of
our
users
read
blogs
and

search
for
videos
related
to
crime
scene

investigations.
100%
of
students
interviewed

have
expressed
a
need
for
an
Interactive

learning
experience
that
presents
the
real

world
of
death
investigation.

Content
Consumption
83%
of
users
exhibit
and
express
they
prefer
to

Preferences
watch
video
versus
reading
text.
They

comment
it
facilitates
learning
and
keeps
it

interesting.
90%
of
users
in
the
field
say
that

there
is
a
lack
of
interactive
training
programs

for
Criminal
Justice.
They
have
desire
and
need

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for
new
solutions
and
technologies.
Students

say
they
feel
comfortable
spending
$15-‐$25

dollars
for
these
resources.

Consumer
Content
80%
of
students
interviewed
have
bios
on

Creation
Profile
various
social
networks.
10%
knew
about

SecondLife.com.
35%
frequent
blogs
looking

for
information
and
case
studies.
30%
of

professionals
and
teachers
use
these
networks

but
85%
said
they
would
if
they
knew
it
was

built
specifically
for
Criminal
Justice.

Individual
Current
Users
The
current
database
consists
of
121
users
and

Profiles
271
registered
site
visitors.
They
utilize
the

training
resources
repeatedly
and
are
looking

for
more
and
more
innovative
training
tools.

Current
users
consist
of
the
primary
target

market
while
much
more
attention
will
be

directed
to
the
secondary
market
for
future

marketing
efforts
and
developments.

While new opportunities arise and more data is collected, these profiles will be re-

examined and evaluated as to ensure the company goals and that efforts are valid and

current with the market demand and state of the company and the resource’s brand

awareness. Understanding who the users are will keep the sites valid and interesting after

multiple visits. Understanding who the prospective users are will allow more targeted

marketing efforts and will steer IFFE in the right direction when it comes to developing

new media technologies and experiences.

New media provides a vehicle for IFFE to create new and exciting goals based on

innovative opportunities—even with a limited budget. This program uncovers the reality

behind the glory of Hollywood’s countless television series exposing murder

investigations (CBS Interactive, n.d.). The basis of the new site will be in the selling of

the limited-time, full-access training experience that will provide the user with an

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opportunity to earn a certificate of completion of IFFE’s fundamental training course at

www.CSiTrainingVideos.com. The current site, which has been in existence since 2005,

is www.ForensicDeathInvestigation.com, and focuses on selling the physical DVD/CD-

ROM training program. Efforts to maintain the increasing positioning of the site will be

supported with SEO and SEM optimization in mind (Compete.com, n.d.). However, the

new media discussed throughout this plan will be presented and built with the new site,

www.CSiTrainingVideos.com, as the main vehicle of marketing and media development

efforts. The reason behind this is that IFFE needs to expand its resources and

opportunities while maintaining the current identity for a large portion of site visitors

who are simply waiting on budgets to be approved. With streaming previews in place, it

is important to allow the engaged-future users to complete their transaction with ease

while maintaining access to the previews for their peer reviews of the resources that they

are use to navigating. Most teachers do not have the time to sit down and figure out how

to get to those previews to show their supervisor, or decision maker.

The existing site has been positioned in the minds of many training academies,

universities, and other organizations around the world. The current state of the economy

has forced many of the soon to be users to wait until their budgets are available. Many

budgets have been cut and many have been forced to wait to purchase and implement the

training resources. By walking away from what has been built, or by even expanding

what prospective users are comfortable with, these clients may get lost in the mix. One

valuable insight learned in the past 5 years is that although they are the teachers, they do

exhibit a lot of frustration and a fear in dealing with new technologies on the Internet

(ForensicDeathInvestigation.com, n.d.). Many have a hard time with the idea of

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streaming videos—let alone accessing these streaming previews. By maintaining and

optimizing the existing site, and moving forward by developing the additional site which

will feature the details of this plan, IFFE creates independent sales and marketing

vehicles that can actually act as brand unifiers and will ultimately work as individual

entities to make these training and Internet resources seem larger than life. One caveat to

be aware of when utilizing new product developments to stimulate sales of the same

product is the possibility of product cannibalization (Copulsky, 1976). By utilizing two

sites, targeting separate market segments, with varying business model strategies, this

should be enough to eliminate this concern—especially in the evolving Internet

marketplace.

This initial goal set out is to acquire and convert 50,000 one-time users

Internationally, within the first 6 months of launching www.CSiTrainingVideos.com.

The price point will be anywhere from $10.00 to $20.00 dollars (US) for 7 days of

access, 24 hours a day. Successful conversions at this price point range would generate

anywhere from $500,000.00 to $1,000,000.00 dollars (US) in sales. These conversions

consist of paying for access to the training resources and to take the online test for

certificate of completion. The price point will fit nicely into what people are willing to

spend in these virtual worlds and is based upon user feedback and student focus groups

that have provided great insights into what the students are willing to pay for these

resources (ForensicDeathInvestigation.com, n.d.). IFFE is currently working with the

Saint Lucie County (Florida) Sheriffs Office and the Palm Beach County (Florida)

Sheriffs Department, to have surveys sent out to all employees of the respective

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departments. These responses should lend great insights into what officers and

investigators need and want out of the Internet and training solutions.

There are tremendous new opportunities to develop new media platforms offering

interactive and next generation tools in the field of Criminal Justice and crime scene

investigation. Other conversions will be in place as related to the major key performance

indicators (KPIs) that will work to prove the successes and failures of achieving the new

media goals set out and explained in Figure 2.

Figure 2: New Media Goals

Goals

o Acquire
and
convert
50,000
one-‐time
users
Internationally,
within
the
first
6
months

of
launching
www.CSiTrainingVideos.com.

o Increase
brand
awareness
and
International
sales
to
the
primary
target
market
via

www.ForensicDeathInvestigation.com.
Primary
market
is
the
professionals,

instructors,
and
trainers
of
the
Criminal
Justice
system.

o Create
a
platform
for
the
primary
target
market
that
will
make
them
want
to

come
to
our
Web
site
as
a
resource
for
solutions
and
a
gateway
to
all
things
in

the
Criminal
Justice
field
on
the
Internet.

o Build
a
second
site
for
our
secondary
target
market.
These
are
the
students
and

these
are
also
people
interested
in
crime
scene
and
murder
investigations.
The

URL
for
this
site
will
be
www.CSiTrainingVideos.com.

o Create
a
platform
for
the
secondary
market
that
will
give
the
same
resources
as

defined
for
the
primary
market
as
well
as
a
combination
of
new
media

technologies,
applications,
and
tools.
Make
it
so
coming
to
the
site
to
purchase

our
training
resources
is
almost
ancillary
to
why
they
make
the
visit.

o Brand
the
training
resources
so
that
they
are
known
as
the
fundamental
and

necessary
foundation
for
anyone
involved
in
the
Criminal
Justice
field.

o Utilize
social
networks
and
future
media
opportunities
to
provide
unique
and

innovative
solutions,
tools
and
resources
for
students,
teachers,
trainers,
and

professionals
in
Criminal
Justice.

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One KPI to be focused upon is that of conversions relating to registration and use

of the new media applications, social networking resources, and Web 2.0 tools that will

be provided via the new site. It will be this factor of success that will stimulate viral

expansion, as these resources become known throughout the industry. These evolving

resources are not available in the niches of the Criminal Justice system that IFFE has

been and will be targeting. As these conversions and goals are achieved, IFFE will be in

perfect position to develop mobile applications and to provide innovative Web 2.0 tools

that are currently being researched and developed.

The new media platforms and technological advancements that are evolving daily

on the Internet create a plethora of new opportunities to better serve customers, potential

customers, and non-customers. There are more than 850,000 fans of the popular

television series CSI currently on Facebook (Facebook.com, n.d.). The training program

involves investigation of crime scenes and the processing/examination of dead bodies.

There is no doubt that the fans of the television show would have a vested interest in

these training videos. Further, technology now allows anyone to create virtual worlds

(SecondLife.com, n.d.). Creating virtual crime scenes that will lead into the sale and use

of the training videos will satisfy all three of these segments in different ways. For

instance, any member of any segment of the market can purchase these videos via virtual

worlds—leading to a completely independent profit channels never used by IFFE. Non-

customers will be a welcome challenge and IFFE will set out to create enough curiosity

that none will want to walk away. Existing and potential customers will be given multiple

opportunities to purchase access to videos and other resources, individually, or as a

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package. The point is to remember that the evolving Internet means evolving business

strategy. As long as IFFE stays in the know of what is going on in the world of the

Internet and technologies, these advancements can be applied directly to the segments of

the market niche being targeted. The idea is to give the users something new, and

something that will evolve with them, for them, and by their hands (Figure 3).

Figure 3: Digital Platform Proposition

Digital
Platform
Proposition

To
build
and
provide
an
innovative
platform
for
the
international
Criminal

Justice
community
that
will
not
only
provide
innovative
training
resources
created
and

sold
by
the
Institute
for
Forensic
Education;
but
one
that
will
allow
students
and

professionals
to
communicate,
socialize,
network,
and
create
amongst
themselves
via

the
two
Web
sites.
In
a
sense,
IFFE
will
provide
an
easy
to
use
and
innovative
Internet

experience
that
will
promote
resources
and
education,
and
one
that
will
allow
the
non-‐
experienced
computer
user
in
the
industry
to
step
on
board
and
fit
right
in
with
the

technological
innovations
and
resources
seen
and
used
day-‐by-‐day.

Sales of the training resources have been hindered by high cost ($795.00), and

slow implementation as a result of the current economic recession in the United States.

While the cost is high when speaking about DVD resources it is the price point that the

primary target market has responded to and feel confident paying for the training

program (ForensicDeathInvestigation.com, n.d.). Many potential users have said that

their budgets were cut so they cannot purchase the training program right now. It comes

down to a simple waiting game, supported by timely and well-received product

reminders—or message vehicles. While many companies have thousands/millions of

dollars to spend on marketing efforts, the realistic budget that IFFE has to begin with in

development of these new media marketing efforts is around $500.00 per month. While

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many of the PPC and SEO efforts will be executed internally, to save money, this budget

can and will be able to build a solid foundation that will generate more sales to double

this budget every month. Ultimately, IFFE will position itself and have the resources to

develop mobile applications, Web 2.0 tools, and other innovative media technologies that

will make its resources known throughout the expanding niche of Criminal Justice

education and training resources.

A budget of $500.00 dollars in the traditional world of marketing and brand

positioning is enough to get you, maybe, a few classified advertisements in a market

related magazine for a month or two. However, the evolving world of Internet

technologies and new media opportunities opens up so many new touch points—physical

and digital. These will allow IFFE to stretch this $500.00 dollars and actually achieve

tremendous growth rates. After optimizing the existing site with organic keywords, IFFE

has seen a 30% increase in traffic in the past two months, as compared to the previous

two months (Google Analytics, n.d). Conversions are not increasing as steadily, but IFFE

knows that the conversion takes time within the modalities of the existing product

structure. This is the purpose of developing the new site—more sales options, easier

conversions, all at lower prices.

The most important aspect is to understand the goals clearly and to determine the

KPIs that will direct technological developments and methods for message delivery. The

obvious first steps will be to continue existing organic SEO efforts and combine them

with strategic keyword PPC strategies (Google Keywords, n.d.). While there are

numerous keywords that would generate massive click through traffic, it will be most

important to track which keywords lead to the most conversions. IFFE will budget about

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20% of the initial $500.00 for PPC use (Google AdWords, n.d.). There are a number of

searches by prospective students, and they will be targeted initially. The remaining 80%

of the budget will be carefully utilized in order to grow presence virally over the Internet

via the countless social networks, virtual worlds, mobile opportunities, internal videos,

and so on. While the initial $500.00 dollars does not seem like much, IFFE has to make it

work. One reason it is possible is that this training resource is a unique program that has

no direct competitor in the Criminal Justice education niche (Compete.com, n.d.). By

looking into the behaviors patterns of current and prospective users, IFFE can utilize the

low-cost and viral nature of these new media channels to grow this budget right along

with growth of the company and resources.

Stepping forward from the physical products and redirecting to provide digital

resources and experiences will reposition IFFE in the eyes of its users and the industry as

a whole. By focusing on tools and solutions for the secondary market, the segment

consisting of the students and people interested in crime scene investigations, new sales

opportunities are born. While the current site has streaming Flash video previews and

other interactive portions, IFFE is developing the additional site where the majority of

this channel mix will be implemented (Figure 4). This site, for the secondary market, will

Figure 4: Channel Mix Plan

Channel
Type
Purpose
in
Customer
Cycle
Metrics

Web
sites
Utilize
existing
site
and
develop
new
site
to
target
Amount
of

multiple
market
segments
at
once.
Use
to
acquire
and
traffic
versus

retain
users
of
the
Web
2.0
tools
we
will
provide
in
number
of

order
to
sell
them
our
training
resources.
Use
as
a
registrants;

resource
for
all
things
Criminal
Justice
for
students
Number
of

and
professionals.
Create
an
experience
so
that
the
users
utilizing

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general
population
who
is
curious
about
the
content
streaming

will
want
to
purchase
our
training
experience.
resources;

Track
users
of

new
media
we

implement

into
the
sites

function

Mobile
Apps
Allow
access
to
information
in
the
field,
quickly
and
Track
usage
of

conveniently.
Allow
mobile
photo
and
video
uploads
apps;
Track

for
documentation
of
crime
scene
photographs,
virality
of

video,
audio
recordings,
etc.
Allow
remote
access
via
these
apps

video
feeds
from
mobile
devices.
This
will
promote
from
users
to

brand
awareness
by
usage
and
innovation
of
future
users;

resources
for
the
industry.
Track
response

rates

Blogs
Will
help
in
acquisition
of
users
and
the
retention
of
Track
readers

clients.
Author
of
training
resources
will
host
the
blog
and
those
who

and
create
an
International
forum
for
questions,
comment;

answers,
and
discussions
relating
to
cases
and
Track
the
sites

Criminal
Justice
topics.
they
are

coming
from

Social
Utilize
Ning.com
to
create
a
branded
social
network
Track
the
fans,

Networks
for
students
and
professionals
to
communicate
and
friends,
etc.

facilitate
ideas.
Also
can
be
used
for
job
listings
and
established
in

other
necessary
resources.
the
various

social

networks

Second
Life

Create
interactive
crime
scenes
for
the
purpose
of
Track
visitors,

virtual
investigations.
Build
a
classroom
and/or
an
users,
and

interactive
training
experience
as
another
medium
to
repeat
users;

sell
our
training
videos.
This
will
capture
new
users
Obtain

who
are
technologically
advanced.
interactive

feedback
from

these
users

involve such resources as creating blogs for Criminal Justice by authorities in the field,

streaming training solutions accessible by all at affordable rates, interactive flash and

mobile applications, and so much more as the budget grows and technologies develop.

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IFFE will also focus on creating several communities in social networking sites

and is coordinating an interactive crime scene simulator in Second Life. While user-ship

will be limited to start off, IFFE could actually utilize those resources to create animated

crime scenes for training purposes. If this catches on, it could prove to be a pioneering

experience in the world of online training for Criminal Justice. Second Life is so user

friendly that students could actually utilize the channel to create crime scenes themselves.

Efforts of selling the physical production to the primary market segment will

continue while the digital media realms will be fully realized and present in the new site

that will target the secondary market segment. While the budget is limited, as previously

discussed, these channels are all within realistic reach as the new world of social media

and networks creates avenues for anyone to create blogs, social networks, and other

media channels for little or no cost. Much of the budget to start off with will be utilized to

pay for the premium services, like those offered by Ning.com, to brand pages for visual

integration into the look and feel of the IFFE Web sites and resources (Ning.com, n.d.).

The social network being built on Ning.com will be an IFFE social network in the eyes of

the consumer, not a Ning.com network.

The new focus on students gives IFFE great opportunity, as the students are, for

the majority, avid computer and Internet users. For too long, IFFE has attempted to give

the primary market the ability to resell the training solutions to their students, IFFE’s

secondary market. As many users want to get the resources into the individual hands of

their students, the process is much more complex than it would seem looking in from the

outside. Some have taken up to two years to purchase just one set. Considering the

position of the primary segment as compared to the needs of the secondary market

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segment, the nature of the training resources, combine with the multitude of evolving

media technologies to generate the results IFFE has been working to achieve. By

targeting market segments in social networks, and by evaluating the navigation behaviors

of the users, IFFE can target and attract new users to the site using these low-cost, high-

traffic media channels. For such a refined niche, the opportunities are growing

exponentially compared to the options IFFE had five years ago.

IFFE has an ability to be truly effective with the limited budget that is currently

accessible. The con of the situation is the low budget means more of a time investment.

In many circumstances, your time investment can cost more than paying a contractor to

handle this part of the job. However, in this circumstance, the time will be mostly spent

in communicating with users via social networks and by creating blogs and resources

users need. This has to work as the budget limitations do not force a choice between

mediums or channels to use. Rather, it is a budget that says, “Do what you can with me.”

The pro is that IFFE’s efforts will be personalized and will force the company to build

business a model that creates a personal experience for each and every user. This creates

brand loyalty and one cannot put a price on that. Further, these direct connections open

up numerous avenues for valuable feedback and gaining an innate understanding of the

users, and potential users behavioral patters while navigating the Internet.

Although the biggest problem to face is the minimal budget, with patience and

persistence, great successes will be seen, same as if IFFE were starting out with a much

larger budget. Building from the ground up will also lend to more insights and forced

creative use of the various channels in the mix. IFFE will focus on providing the most

innovative content, but does recognize the importance of what consumers will contribute

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down the road. The company-generated content will provide the framework and

information required to purchase and access the training resources; while building and

providing the infrastructure for the participants to take it further as the brand grows in the

market. Figure 5 shows the various content that forms the foundation of what content

IFFE does and will provide to the current and future users.

Figure 5: Content Outline (Company Generated)

Key
Content
Purpose/Participant
Dynamic
or
Sources
of
Content

Benefit
Static/Frequency

Streaming
Allows
users
instant
and
Static
but
dynamic
in
Internal

Flash
Videos
high
quality
access
to
nature
as
this
content
productions.

our
unique
videos.
is
new
to
most
users.

Interactive
Taking
the
video
the
Dynamic
as
users
will
Internal

Training
users
learn
from
and
be
guided
randomly
productions.

Experience
create
online
game
like
through
the
topics.

learning
experience.

Online
Let
potential
clients
see

Based
on
schools,
Static
but
updated
as

Directory
of
who
is
utilizing
the
institutions,
new
users
purchase

our
training
resources.
agencies
and
programs.

Professional
departments
who

Users
purchase.

Exploration
of
Provided
as
a
channel
of
Dynamic.
Both
author
Author
and
users.

Topics
and
communication
of
the
training

Cases
between
author,
users,
resources
and
users

and
future
users.
will
communicate

regularly.

Calendar
of
Provides
to
inform
users
Dynamic.
Other
Criminal

Events
of
what
is
going
on
in
Justice

the
Industry.
associations,

agencies,
institutes,

departments,
etc.

Library
of
Case
Provide
users
with
in-‐ Static
but
updated
as
Professionals
who

Studies
depth
and
original
new
contributors
are
partner
with
the

opportunities
to
learn
acquired.
company.

from
real
cases.

Tutoring
Provide
solutions
to
Dynamic.
Users
and
author

resources
users
that
will
facilitate
will
discuss

Aaron
16

learning
with
the
questions
brought

author.
up
by
user.

Virtual
Crime
Provide
users
with
3D
Dynamic
and
created
Author
and
internal

Scenes
virtual
crime
scenes
for
monthly.
developers.

learning.

While the resources deal with teaching the fundamentals of processing the dead

body at a crime scene and how the entire process should be executed—no pun intended;

IFFE must focus on creating an experience that goes beyond the content of the training

resources and into the minds and daily needs of each market segment being targeted. This

is what will keep them coming back for more. Each market segment has their specific

needs and desires. It is the pivotal keystone for IFFE to understand that user generated

content will allow the brand to grow that much faster—with global impact (Figure 6).

Figure 6: Content Outline (Consumer Generated)

Content
Type
Tools
Prompts
and
Linkage
to
Platform

Promotions
Proposition

Student
Registration
and
Utilize
desktop
and
Will
allow
students
to

Profiles
profile
for.
mobile
access.
see
who
they
are
and

Incorporation
of
an
Incorporate
Ning.com
where
they
are,
as

internal,
site
specific,
as
the
social
network
well
as
teachers
and

social
network.
platform.
Stay
in
tune
professors.
Creating
a

with
your
peers
and
global
community

instructors.
that
will
connect
the

Criminal
Justice

education

community.

Job
Listings
Companies,
Agencies,
Criminal
Justice
Job
Will
ensure
that

Institutes,
etc.
can
Board
that
is
niche
students
will
be

post
jobs
for
specific
and
gives
free
searchable
by
the

graduates
and
other
access
to
all
registered
professionals
who
will

job-‐seeking
users.
Both
desktop
hire
them.

professionals.
and
mobile
access
will

be
provided
and

updates
will
occur

Aaron
17

daily.

Crime
Scene
CSI
photo
gallery
will
Share
the
real
world
of
Will
add
user
created

Photo
allow
professionals
to
your
investigative
content
that
relates

Storage

upload
crime
scene
experience
with
directly
to
the

photos
to
their
profile.
aspiring
investigators
programs
we
sell
for

They
can
send
links
to
or
anyone
else
in
the
training
purposes.

their
students
or
other
field.
Will
also
provide

peers.

solutions
for

technologically

challenged

investigators
and

students.

Interactive
Interactive
crime
Will
be
created
Will
guarantee
an

Crime
Scene
scene
builder
that
will
monthly
to
start
in
innovative

Investigation
allow
students
to
cooperation
with
environment
that

and
Crime
collaborate
and
partners.
Allow
students
will
want
to

Scene
Builder
investigate
crime
students
to
investigate
come
back
to

scenes.
Will
be
real
crime
scenes
in
investigate
and
test

modeled
after
real
the
realm
of
their
skills.

cases.
SecondLife.com

or

internally
when

budget
allows.

Student
Blog
Student
blog
on
site
Allow
students
to
Encourage
split
but

and
accessed
via
communicate
coherent
information

desktop
and
mobile.
between
one
another
between
all
segments

for
various
needs
and
of
our
target
markets.

info.

Trainer
Blog
Trainer
blog
on
site
Trainers
can
discuss
Encourage
split
but

and
accessed
via
advancements
and
coherent
information

desktop
and
mobile.
new
technologies.
between
all
segments

of
our
target
markets.

Professional
Professional
blog
on
Professionals
can
Encourage
split
but

Blog
site
and
accessed
via
discuss
what
is
going
coherent
information

desktop
and
mobile.
on
in
the
world
of
CSI.
between
all
segments

of
our
target
markets.

By diving in and evaluating the psychographics and demographics in relation to

the user-generated content, IFFE can create some innovative tools that would cause both

segments to use the same resources for different reasons—repeatedly. The ultimate goal

Aaron
18

is to take the participant motivations and make them compliment each other while

making sure that all past, current, and future users are aware of what IFFE is providing

and developing. The messaging plan outlines how each customer segment will be

handled, communicated with, and informed (Figure 7).

Figure 7: Messaging Plan

Segment
Purpose
Content
Frequency

High
Value
Educate
them
about
E-‐mail
and
landing
Initially
when

Customers
the
benefits
of
pages
with
content
showing
no
use
of

(Primary
market
utilizing
Flash
explained
and
Flash
resources.

who
use
DVDs
resources
versus
tutorials
discussing

more)
DVDs.
use.

High
Value
Inform
them
of
new
E-‐mail
and
landing
As
events
occur
but

Customers
developments
and
pages
with
feedback
no
less
than
bi-‐
(Primary
market
to
gain
feedback
on
forms,
test
Flash
monthly.

who
use
Flash
what
they
need
and
applications,
etc.

resources)
want.

High
Value
Inform
them
of
new
E-‐mail
and
landing
As
events
occur
but

Customers
developments
and
pages
with
feedback
no
less
than
bi-‐
(Secondary
market
to
gain
feedback
on
forms,
test
Flash
monthly.

who
pay
for
what
they
need
and
applications,
etc.

training
resources)
want.

Registrants
Educate
them
on
E-‐mail
with
landing
1
week
after

(Have
not
what
we
have
to
pages
holding
registration
on
the

purchased
training
offer
and
the
surveys
that
give
free
site
with
no

resources)
benefits
to
them.
photos
and
info
purchase.
Then

Ask
for
their
away.
monthly.

feedback.

Return
non-‐ Educate
them
on
E-‐mail
with
special
2
days
after
second

purchasers
what
we
have
to
offer.
visit
with
no

offer
and
the
purchase.

benefits
to
them.

Ask
for
their

feedback.

New
users
Thank
you
letter.
E-‐mail
with
opt-‐in
Immediately
after

Inform
them
of
new
options
and
other
purchase.

developments
and
promotions.

to
gain
feedback
on

Aaron
19

what
they
need
and

want.

Old
users

Ask
them
where
E-‐mail
with
special
3
months
after
last

(No
longer
utilize
they
went.
Inform
offer.
use
of
interactive

online
services)
them
of
current
Flash
resources.

resources.
Ask
for

feedback
for
reason

of
non-‐use.

With the existing budget challenge, the ultimate goal is stimulating a viral

expansion loop that would circulate between the primary and secondary markets—and all

users in general. Providing mobile applications that connect students to teachers, or

having an “ask a pro” section may be some of the things that can attract the prospective

user. A job board that is niche specific is the most obvious example of what to implement

that is already out there in the general world of the Internet, but not readily available in

the Criminal Justice market. By taking the job board a step further, when the budget

allows, IFFE can develop an app that would notify students immediately when new jobs

are posted, or when their profile was evaluated and by whom. Innovation in functional

experience will lead to new content that will stimulate traffic, and low cost solutions will

complete the conversion of the sale and/or the registration.

The content is one-of-a-kind and people are all drawn to the concept of death.

While some cannot even think about looking, others cannot get enough. There is a

curiosity with the content and an almost obsessive behavior by the people who are using

the resources currently. The nature of the subject will be the main reason users and

prospective users tell their friends. It could be students sharing with students, or a fan of

the TV show CSI sharing with another fan (CBS Interactive, n.d.). No matter, the

Aaron
20

combination of the content and offering Web 2.0 tools with innovative mobile

applications will put IFFE at a technological advantage over every single would be

competitor on the Web in the world of Criminal Justice Internet resources.

The experience must be based upon the needs of the market segments and IFFE

must effectively predict the resources that will be used down the road. It will be

necessary to implement the viral plan in order to stimulate users to spread the word. This

will not only allow IFFE to save money, but will more importantly provide integrity for

the brand position. The key is to make them feel that if the user and/or potential user

spread the brand message and resources, they will benefit from this viral expansion as

well as IFFE will. With a profound interest in developing mobile apps, games, and Web

2.0 tools for students and professionals in the Criminal Justice system, IFFE is setting the

stage to bring a lot of firsts to the industry. The viral plan will ensure success and

knowledge of the resources at a very low cost to IFFE if received by the target market

(Figure 8).

Figure 8: Viral Plan

Content/Format
Purpose/Function
Viral
Prompt

Teaser
videos
Explain
what
the
training
program
is
Send
to
10
friends
and
get
24

from
training
all
about
and
have
those
who
are
hours
access
to
the
Interactive

program.
interested
and
want
access
spread
portion
of
the
training
content.

the
information
around
to
their

peers.

Fake
Crime
A
realistic
parody
on
a
crime
scene
Humor
and
will
be
produced
in

Scene
Video
staged
to
scare
the
crime
scene
hopes
it
will
become
a

investigators.
People
who
are
dead
YouTube
hit.

come
back
to
life.

Free
Crime
Get
users
and
prospective
users
Get
10
Crime
Scene
Photos
for

Scene
photos
spread
the
brand
to
their
network
of
sending
5
friends.
And
a
5-‐
and
videos.
peers.
minute
teaser
of
the
Gunshot

Training
Video
for
10
friends.

Aaron
21

With confidence and effective development of the concepts IFFE is creating, IFFE will

definitely need turn to some of the next generation advertising and interactive media

agencies to assist in the development and implementation of the creative concepts and

anticipated technologies. While IFFE creates new channel technologies to introduce these

tools to the target market segments, within a very specific niche, it makes planning much

more refined and strategic—allowing IFFE to come up with some innovative tools for the

market. IFFE will keep widget ads on the site to a minimum to make visitors feel as if

they are in a pure training environment, and not the targets for marketing. However, IFFE

will utilize these widget ads on strategic external sites, as the budget grows. IFFE will be

turning more to the ad networks and campaign management resources versus utilizing a

creative agency in order to ensure that the target market is aware of the resources,

solutions, and training that is provided. The digital awareness plan explains the key

channels, means, and metrics that are to be utilized in the roll out of these advertising and

brand awareness strategies (Figure 9). The main ad networks IFFE is looking to utilize

include Offerpal Media, The SL Agency, and Widgetbox.

Figure 9: Digital Awareness Plan

Type
Site
or
Digital
Channel
Role
Key
Metrics

Display
The
major
social
networks,
Banner
ads
that
Click
through

AllCriminalJusticeSchools.com
stream
Flash
Videos
of
and

and
it’s
ad
network,
AAFS.org,

training
resources.
conversions.

CBS.com
and
it’s
ad
network,
Interviews
and

PoliceOne.com
and
it’s
ad
statistics.
Build
brand

network
image
and
awareness.

Search
Keywords
on
Google,
Yahoo!,
Build
traffic
and
brand
Click-‐through

Bing
and
the
major
recognition
across
the
and

International
search
engines.
globe.
conversions.

Affiliate
ICSIA.org,

Existing
partnerships
Click

LineofDuty.com,
that
will
be
expanded
thorough
and

Aaron
22

SOHOteam.com.
in
utilized
in
future
conversions.

developments
of

training
resources
and

new
media
tools
and

promotions.

Sponsorship/
Utilize
sponsorships
in
video
Position
the
training
Click
through

Negotiated
games,
MMO’s,
and
virtual
resources
in
the
eyes
and

Space
worlds
dealing
with
CSI, of
the
users
who
are
conversions.

military, war, etc.

playing
these
games—
the
students.

As far as gaming opportunities, when the budget allows for these media channels

to be purchased, it will be very beneficial to advertise on any game that relates to police,

military, war, etc. Everyone from police officers, to Navy Seals, benefit from the training

resources. Putting the content in front of anyone who shows any interest in anything to

do with investigation, protection, and public service from military to emergency response

is of vital importance to their success and IFFE’s. As many ad opportunities in actual

video games will cost more money that the existing budget allots, IFFE will begin with

building a resource in SecondLife.com. By taking advantage of their low-cost

opportunities, IFFE can build a virtual crime scene that could be the beginning of

something big for the Criminal Justice system. When plausible, IFFE will dive deep into

MMO’s, video games, and virtual realities. As these will be the future of the Internet

experience—it has to go 3D one day—we can begin to lay groundwork for the Criminal

Justice training experience of tomorrow, today.

IFFE will make great use of Flash generated and text/image advertisements that

relate to the few existing print ads and classified ads in circulation. Dynamic ads such as

widgets and mobile apps that provide unique solutions for both students and teachers, as

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