dB C Media

doug.crets@gmail.com

+1.917.499.1993

New York, NY

Conversation and Context Marketing for 2Tor.com and the MAT program at USC
The focus of this proposal is conversation marketing through the four major social platforms and
through information sharing and blogging.
Conversation on an individual and on a group level will drive interaction with the brand.
Personal interaction with the brand will build trust and loyalty, and calls to action will be easier
to implement at scale. Calls to action will be delivered to the community as it forms to drive lead
generation and to build a compelling case for more brand loyalty of 2Tor.com and MAT.
Marketing and communications procedures already in place will benefit from the scaled and
personal approach to marketing implemented by dB C Media.
dB C Media will partner with 2Tor.com and MAT to create this conversation and develop a
series of goals and achievements that will measure success during the life of the campaigns, and
after the campaigns have ended.
Briefing
The principals at 2Tor.com and MAT USC wish to broaden the media influence and brand
outreach of the MAT program. The company and the program wish to drive lead generation.
2Tor.com and MAT have in place a strong analytics engine and a community manager role that
will drive the identification of influencers who consume and share content, develop meaning in
the brand, and share with other influencers. This proposal adds a social communication layer to
the offering that allows for others to speak loyally about the brand, create a larger audience and
build a reputation for accurate information, trustworthy conversation and insights.
The proposal comes with the basic package of weekly and monthly reporting on campaign
success and benchmark achievements.
Offers
Utilize Facebook changes to engage in deeper conversation and to push out reporting
Use Smart Lists and Subscription services to present communication to potential 2Tor.com and
MAT leads, and to offer a rewarding brand experience to social influencers in the education and
teaching verticals.
Now that Facebook has made it possible to engage with people much like the Google+ interface,
it is much easier to locate 2Tor.com and MAT brand ambassadors, as well as education
influencers who produce messaging and information needed by the community. By utilizing

Facebook pages, dB C Media can influence the curation of this information in a destination page
for people to consume.
dB C Media will create three tiers of reporting for these conversations and this page:
1. Press release reporting and produced blog content that can be pushed to media
influencers to tell the 2Tor.com and the MAT story, in granular and broad ways
2. Broader national and state coverage about laws, proposals, ideas and policies that
affect teachers
3. Educator-specific reporting that looks at the work being done by great teachers, and
spreads that news out to other teacher influencers and educators
4. One-on-one conversations at a destination page that will be a source on a daily basis

Utilize new Timeline feature to create contests for teachers

dB C Media will work with the marketing team at 2Tor.com to create contests focused on media
sharing. Teachers will be asked to share photos, videos, and interviews in a way that will boost
interaction with the 2Tor.com and MAT brands. dB C Media will use tools like Olapic.com to
create the template for these user-generated video and photo contests.
Winners of content-generation contests will be given the opportunity to speak at events that are
geared towards an internet audience like Jeff Pulvers #140 Conferences. Content that meets
editorial criteria created in partnership between dB C Media and 2Tor.com will be folded
into the blog. Those teachers and education influencers who wish to be volunteer bloggers will
manufacture more content and push to other influencers through social platforms like Twitter,
Google+, Tumblr and Facebook. Each of these social platforms will have a MAT destination
built into them.
Content will be curated by influencers, supported by a visible and communicative editorial team
led by the principals of dB C Media. This content, over time, will generate traffic, influence, and
a database of readers and creators that will function to push people towards 2Tor.com and MAT,
and programs like it. The initial push element will be derived from the extensive education
databases held by dB C Media.
dB C Media will also leverage its deep connections with entrepreneurs in the ed tech space and
in the social good startup world, to create real-world micro-conferences and events with
2Tor.com and MAT as flagship sponsors. Content from these events will be shared on
destination sites within the social platforms. Video from these events will be livestreamed to the
destination sites, especially Facebook.
Utilize social check-in tools to create awareness and drive traffic to site

dB C Media will work with community managers and the marketing and communication staff of
2Tor.com, MAT, as well as potential graduates and new enrollees to create awareness around the
MAT name. People driven to websites will generate leads.
Use the Foursquare platform, and a number of other social check-in platforms, dB C Media will
work to create a national check-in campaign (like a National Education Awareness Day) geared
towards teachers looking to take a step up in their education career.
Utilize Social Influence tools to create influencers, and to locate influencers
Example: Use established relationship with Klout.com CEO Joe Fernandez to find and develop
teacher influencers using a marketing campaign and events, organized around 2Tor.com and
MAT names and people.
Go beyond locating the right influencers to generate buzz and marketing around teaching and
the teacher program. Find people and convert them into teacher influencers through a campaign
that drives awareness and opens traffic to lead generation website.

Utilize influence platforms dedicated to the art and craft of teaching

Use a relationship with Skillshare to enable current teachers in the New York City school system
to teach best-practices. 2Tor.com and MAT will brand these events, and shareable lesson plans
and slides on Slideshare.com will push the brand to other teachers, who will use these lesson
plans in their own daily teaching activities. The viral nature of the co-branded content will drive
traffic back to the MAT program.
Live Interviews at Significant Events
Leverage existing teacher / ed tech relationships, and relationships with 2Tor.com and MAT,
present the audience of large education-related conferences with a package for live interviewing.
1. dB C Media offers live interviews of significant education leaders and influencers,
current teachers, and entrepreneurs
2. dB C Media leverages relationships to create an extension of several conferences that are
devoted to the work that 2Tor.com and MAT do, making them a branded portion of live
events streamed over the Internet
3. dB C Media uses its current Meetup group, in a non-monetary partnership with a major
book publishing brand, to create interest-driven events in New York City and the
surrounding area. 2Tor.com marketing professionals speak at each of these events and
distribute collateral

Blog material and social media marketing

All of the information created from the campaigns listed below will live on a central blogging
platform that will be actively edited and pushing out breaking news and analysis.
Using a variety of social media platforms and using seeded content and audience / community
interviews, a network of bloggers drive content back to the area of interest.
Set up interviews between well-known education influencers and the MAT program specialists
and students. Content is housed in the 2Tor.com and MAT blogging real estate.
The proposal is delivered with the following fee structure: a one-time setup and execution fee
and a monthly retainer for the lifetime of the brand campaigns.
Start-up fee: $15,500 can be customized to the clients system and pricing expectations
Monthly retainer (after the first month), to drive the project through its lifespan -- $2,500

Signed,

Douglas Crets, Director & Founder, dB C Media, LLC

September 24, 2011
New York, New York
+1 917.499.1993