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Marketing Strategy

The marketing strategy will continue to focus on developing, increasing and maintaining brand name recognition, while positioning eCareer Connections as the vertical of choice for healthcare facilities, recruiters and candidates. The success of today’s Internet advertising is based on how fast and effectively candidates are attracted to use the services of the company and on how big of a brand exposure the Company job boards have in the search engines. The goals outlined in the marketing strategy are to increase the Company’s share of the U.S. market of Internet healthcare job advertising and to position it at the highest level of search engines. This will establish a solid pattern of sales and revenue growth.

The key components of the marketing strategy are as follows:

Targeted Market Research and Analysis

eCareer Connections has access to vast research data, which will permit the Company to define potential markets and sales prospects. ThroughConnections’ management team will guide the design, development and eCareer implementation of the Company’s strategic efforts to build a successful business and increase value for its shareholders.

The business strategy of eCareer Connections is based on the following proven principles: constant monitoring and analyzing the web performance of ads, and corporate web presence of all 150 job boards, the Company will be able to optimize investments, increase web presence and thus secure growth and high revenues.

Intelligent Branding Strategy

Brand Development and Positioning

The Company will continue to develop, increase and maintain the eCareer Connections brand as a Internet vertical aggregator company, servicing all job advertising needs of the healthcare industry.This positioning will also apply to all 150 brands to be acquired by the Company.

Brand Differentiation

eCareer Connections will continue to develop and increase brand awareness across all e-channels as a leader in Internet healthcare job advertising vertical. All 150 brands to be acquired will follow this strong individuality and focused position for each one of the brands.  

Brand Expansion

The Company will continue to expand its brand with the newly acquired companies and services. That will enforce it presence in more and more markets and thus contribute to its revenue.

Capitalizing on Brand Recognition

The value of eCareer Connections services and the ability of the Company to attract the best candidates are directly connected to the brand recognition. The Company will continue to use all tools and channels to increase the profitability of the eCareer Connections brands.

Job Product Packaging and Positioning

Each of the projected 150 job boards will represent a product per se. That will require a packaging of the offered services, payment schedules and targeting specific markets. With experience in all healthcare professional recruiting services, the Company will be able to position all job boards as leaders in their respective markets and thus augment overall eCareer Connections revenue.

Profitable Advertising and Sales Operations

Smart Internet Search Engine Optimization

Since the Internet search engines are the most profitable for Internet advertising, a vast amount of the intellectual and technical resources of the company will be concentrated to Search Engine Optimization (SEO). With the decline in keyword usage by the main search algorithms applied by the leading search engines, smart solutions of well placed tags, embed semantic formulas in job description and domain names, the Company will receive much more exposure for less cost. In addition to this method, traditional adWords buys will continue to help the marketing efforts of the Company.  

At the beginning, the Company will start with more than 15,000+ national healthcare positions advertised across its Internet job boards. eCareer Connections will also begin operation with a resume databank of 50,000 highly qualified

Database Advertising

eCareer Connections, through its management team, has long-established relationships with 2,000 healthcare facilities nationwide, and a database of the decision makers and recruiters of these facilities. In addition to that, a one million-strong database of healthcare professionals is accessible through the management team. That will give direct access to advertise to the users of the job boards – employers and potential candidates. With this advantage, eCareer Connections will have the most cost-effective database advertising campaigns in existence.

Online and Off-Line PR

Micro-blogging sites and active participations in groups, pages and causes in social websites will insure positive results from all PR results of the Company. In addition, eCareer Connections will profit from its relationships with universities, healthcare facilities and other networks to promote recruiting events, and increase brand exposure through live PR.

Aggressive Pricing

In the beginning of its operations and for new clients, the Company will offer free job postings. In addition to this, eCareer Connections will design a competitive pricing model for individual and bulk job posting fees, as well as advertising packages.

Telephone Sales and Marketing

eCareer Connections will directly contact potential recruiters and healthcare facilities in order to increase its client base.

Local and National Press

If a client need arises, eCareer Connections will complement its Internet advertising with an additional exposure in local and national press.

Specialized Online and Offline Publications

This channel will be used to attract both candidate resumes and job postings by clients. Professional association websites are used to source for the best candidates, as well as for healthcare recruiters and facilities to find cost-effective solutions for their Internet job ads.   

Direct Mail

Direct e-mail or traditional direct mail campaigns to already established clients and new prospects will contribute to the marketing efforts of the company, by increasing sales and revenue.

Tradeshow and Conference Presentations

The Company will target healthcare industry trade-shows and professional conferences and participate with vendor exhibits and keynote speaking engagements. Technology shows and SEO shows, as well as advertising forums will be very important to establish presence and attract attention to all pertinent job boards.

Internet and New Technologies

Social Networking

eCareer Connections will continue to expand its presence professional, general and private social networks such as linkedin.com, Facebook, and specialized healthcare private networks at ning.com. The Company also will create its own professional networks specialized by profession, type of engagement (temporary, permanent or travel) and geography.

Twitter and Micro-Blogging

Micro-blogging is another great channel to capture candidates. twitter continues to grow at an unprecedented rate. As free job opening broadcasting, it is a very valuable tool for the Managers of all eCareer Connections job boards.

Blogging and Specialty Forums

Healthcare professional blogs will continue to increase, and advertising in their web space is highly productive, since both clients and candidates read the most popular of them.

Mobile Advertising

With four billion mobile phones currently in use, poised to grow to 6 billion in 2013, mobile computing greatly overpasses the usage of personal computers (one billion worldwide). Ninety-eight percent of mobile phones have text messaging abilities, and more and more mobile phones joined the iPhone revolution by installing job search apps. In the future, this channel will be the most important for job advertising. eCareer Connections will provide each of the 150 job boards with mobile solutions (job postings, search, employee search for candidates) and thus stay on the edge of technology and Internet advertising.

Cross-Promotional Advertising and Strategic Marketing Alliances

eCareer Connections will partner with Universities, Campuses and organizations, such as the AARP, to attract qualified candidates.

For New Graduates

eCareer Connections will establish its image as an expert in the field of healthcare career development by sponsoring important career services, such as career advice strategies, assistance and information, salary statistics, resume preparation, and interview coaching. This way, besides establishing and reinforcing the eCareer Connections brand, the Company will empower new graduates with the proper tools and industry knowledge to enter the healthcare industry.

For Baby Boomers

eCareer Connections will offer a section of separate job boards in order to capture candidates from the Baby Boomer generation who seek alternative professional development, without taking away their desire to live a pleasant and fulfilling retirement. The Company is aware that the millions of Baby Boomers engaged in healthcare careers have the ability and wish to continue their careers into later years. Tens of thousands of Baby Boomers involved in healthcare careers will be looking to work past the traditional retirement age. eCareer Connections will continue to target this segment of the workforce with appropriate advertising. The Company will establish key marketing alliances with organizations and companies already offering career and lifestyle advice services to retired people. By advertising job positions to Baby Boomers, the Company will leverage their wish to work. Cross-advertising programs with the AARP and other similar organizations will not only increase its candidates’ pool, but will give the option to Baby Boomers to work the hours and shifts they desire, without affecting their relaxed lifestyle.