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Executive Summary Scope of work Vulcan Consulting Group aims to generate an in-depth and conclusive branding strategy for

the Chief Executive Officer of WAR !" Andre# Van $oy% Our methods include the presentation of both online and offline materials that #ill represent Andre#&s identity and garner more attention to his brand% website'he #ebsite itself serves as a hub for all of the deliverables and as the main site for the blog% 'here is a tab for each deliverable #ith screenshots of #hat each one loo(s li(e% An online portal aids the proposal because it acts as a more lasting" online version of the content presented% 'he #ebsite is the main medium used for the uploading of original blog content and #ill be uploaded #ee(ly% wikipedia'o help create and expand his brand" #e created a Wi(ipedia page for Andre# Van $oy" focusing on his early life" his career pursuits" his personal life" and his current events% A Wi(ipedia page is a hotspot for #eb searches and is optimi)ed to be one of the top five results #hen searching for a particular (ey term% *t provides a summary of Andre#" adds credibility to his brand" and generates more traffic by providing an easier method for accessing his information% Blogs 'he personal blog circulates around t#o branding themes+ ,Get Over *t- and ,.eeing 'hings from a /ifferent erspective%- 'he blog is updated every 0riday 1,0ood for 'hough 0ridays-2 and includes content uploaded by Andre# that he personally is interested in discussing" #hich see(s to sculpt his professional identity% 'he posts #ill be short" simple" and engaging to the reader% 'o expand his brand" it is important that Andre# embeds content outside the blog #ith the aid of social media% 'hese themes and posts #ill overlap #ith the activity on Andre#&s social media platforms to generate greater online traffic% social media 'he social media plan centers around three main platforms+ 0aceboo(" '#itter" and 3in(ed*n% 'o establish a dialogue #ith fans on 0aceboo(" it is important that Andre# posts three or more times per #ee(" especially during the high-traffic periods on 'hursday" 0riday" and .unday afternoons" and maintains the promotion of his upcoming events% When using t#itter" it is advised Andre# posts at least t#o t#eets per day to create an online presence% *t is also recommended he posts during the highest-traffic time from 4+55-6+55 7 daily% 'he 3in(ed*n posts #ill center on Andre#&s more professional" business persona% We suggest Andre# posts t#ice per #ee( to 3in(ed*n and announce any recent activities related to his field% 'he goal of the social media plan is to build a reputation amongst fans" colleagues" peers" and professionals ali(e% TMP talk 'he 'echnology 7anagement rogram at the 8niversity of California" .anta 9arbara offers a training program for engineering and science students to hone their managerial and entrepreneurial s(ills in

technology-based companies% '7 offers a #ide variety of outreach programs" such as public lectures" #or(shops" conferences" as #ell as mentorship and net#or(ing opportunities% Andre# is a candidate for mentorship in this program for the .pring of 45:;% <e #ill share his personal story" provide advice for students" and create media content to use on his #ebsite% *f Andre# becomes a mentor for the stuents news release 'he final deliverable #e have for Andre# is a moc( ne#s release for his 'E/ 'al( that he has been nominated to spea( at in 7arch 45:= in Vancouver" Canada% 'he theme of his 'E/ 'al( is ,Get Over *t- in #hich Andre# #ill share his personal story of success% *t describes the obstacles Andre# has overcome" such as cancer and the rise and fall of his first company% 'he ne#s release contributes to the expansion of Andre#&s brand by adding content to both his #ebsite and his online identity%

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