Services

  Strategic Marketing

Have you ever gone grocery shopping when you are hungry and/or without a list? What happens? What begins as a trip to pick up a gallon of milk and a few items turns into a “grab what looks good” excursion – and it all looks good when you’re hungry with no guidelines.

Unfortunately, this is how many businesses approach their marketing efforts. They buy what may look good, but it is a far cry from what they actually need. The best way to avoid buying junk food when shopping or spending advertising dollars in areas of little impact is knowing what you need, why you need it, and how much is enough. Be strategic! Be purposeful!

The basis of every solid marketing strategy is research, planning, implementation, management and growth. Our company has years of hands-on experience in getting the job done, because our strategies are not simply based on theory, but extensive experience. This operational and re-structuring expertise enables us to see the whole picture. From strategy to implementation, we have a proven track record of success.

Note: The following segments outline the key areas of emphasis for our strategic marketing services. It is important to us that our clients understand not only what we do, but why we do it. In an effort to help everyone grasp our strategic marketing approach, we are using an auto analogy to make the concepts more relatable.

1. Research & Analysis - "Where do you stand"

In practical terms – When you go to a dealership to buy a vehicle, you have certain things in mind – a brand, color, features, warranties, and ultimately the cost. Ideally, you have done your homework. If you have, you already know your parameters and can shop and negotiate within the circle of opportunity. If you have not, you may find yourself very disappointed. You may not be able to afford the vehicle you want, or worse, you buy the expensive vehicle regardless and put yourself in financial straits.

In marketing terms – It’s imperative that businesses have a firm understanding of where they have been, and currently reside, before making efforts for improvement. Companies who do not take the time to go through this exercise will most likely see very little results. What should have been an investment in the growth of their business becomes a painful expense.

The following services take into account the entire experience between businesses and their customers. The quality of the business-to-customer (B2C) interaction is significantly improved and ultimately reflected in the results by properly planning and organizing personnel, operations, and communication components of a service.

Services:

• Quantitative and qualitative research
• Strategic analytics
• Short vs. long-term goals & objectives review
• Market position / segmentation analysis
• Target audience(s) analysis
• Communications analysis
• Outbound vs. inbound initiatives analysis
• Competitor analysis
• Personnel & operational efficiency review

2. Planning - "Defining the road map"

In practical terms – You’ve done it. The vehicle you have always wanted sits in your driveway, and you’re itching to take it on a trip. You think to yourself, this would be a great time to go to that beach I’ve always wanted to visit. If you simply jump into the driver’s seat and take off, you’ll surely end up somewhere – but most likely not where you intended.

Your trip requires planning. You define the destination, get directions, pack your bags with enough clothes and sun block, take money, etc. Your new vehicle will also need fuel and care throughout the trip to stay in tip-top shape. Properly planning for your trip will ensure that you reach your destination, on time, on budget, and prepared for what lies ahead.

In marketing terms – We take what we have learned in the research and analysis phase, and transform it into an actionable, strategic plan. Additionally, we define the budget, timeline, technology, and deliverables necessary to complete the work.

Services:

• Strategy development
• Internal vs. external roles assignment
• Methods alignment
• Resources strategy
• Brand strategy
• Content strategy
• CRM strategy
• Media buying negotiations and placement
• Measurability benchmarks and analysis

3. Implementation - "Where rubber meets the road"

In practical terms – You’ve bought the right vehicle. You’ve properly planned for your trip. You’re as good as there. But, you still have to get behind the wheel and put your foot on the gas. Vehicles and the best-laid plans don’t drive or implement themselves. It takes effort.

In marketing terms – A roadmap/strategy is only valuable when followed. Sure, there may be detours along the way. However, staying the course is critical when seeking to achieve carefully defined goals and objectives. We are not just good at research and planning, we are implementers! Whether we are driving or riding shotgun, we are qualified and experienced at both.

Services:

• Execution management
• Technology deployment
• Resource alignment
• Process optimization
• Integration training

4. Management - "You’ve bought it… are you taking care of it?"

In practical terms – A vehicle is a necessary investment, but quickly begins loosing value the moment you drive it off the lot. It requires constant maintenance in order for you to get the maximum mileage from your purchase. Whether you intend to keep it until the wheels fall off, or trade it in on the next greatest thing in a couple of years, you must take care of it! Anyone who does not put the elbow grease into taking care of their investment is cutting short the opportunities they could have enjoyed.

In marketing terms – Just as a vehicle does not take care of itself, neither will your marketing programs. Granted, some initiatives will continue to run with little to no assistance. However, most will require constant supervision and upkeep. Many companies invest greatly on programs, but fail to anticipate the amount of work some programs require. The solutions we provide for our customers always take this into account. We also provide the tools and expertise to ensure that the programs continue to run smooth and deliver results.

Services:

• Content Management Systems (CMS)
• Campaign rollover concepts
• Customer Relationship Management (CRM) programs
• Data analytics conversion reporting
• Technical and strategic consultation services

5. Growth - "Keep moving forward"

In practical terms – This aspect of the analogy may seem tricky. Obviously, vehicles don’t grow, but they can be enhanced. Some enhancements are purely cosmetic, while others affect performance. For instance, a new more powerful engine can be added, or for you street racers, a tank of nitrous. The point is, in order to stay competitive in business, you must always be seeking to improve and grow.

In marketing terms – Business is a constant uphill battle. If you’re not moving forward, then you’ll soon start drifting backwards. We develop strategies that take into account the ever changing trends and conditions within the market. This enables our clients to take advantage of opportunities and continue progressing forward. After all, it’s much easier to add accessories to a vehicle than it is to go back to the dealership and start over.

Services:

• Strategic consultation
• Outbound and inbound growth solutions
• Market expansion modeling

  Design + Communications

High quality design and communications is in our blood… it’s what we do

When you are sick, you go to the doctor. When you need financial planning, you see an accountant. So why, when it comes to design, would you hire a friend, college student, secretary or do it yourself? Simply put, there’s an extreme difference in impact and execution when you compare professional design with the untrained designer’s efforts.

We understand that people don’t like to spend money on things they believe can be done in-house. However, this is not one of those things! Companies that take the do-it-ourselves approach often end up hurting their brand in the process, and achieve little to no results.

Design is much more than how something ultimately looks (making something pretty) in print or online. Design is a process of solving communication challenges. It is the expression of an idea – the relaying of a message. If done correctly, design influences the mind, moves people to action, and positively affects the bottom line.

Services:

• Online and offline solutions
• Branding development & management
• Key value offer messaging
• Market perception and growth models
• Top-of-mind positioning

Inbound Marketing

Inbound marketing is the concept of being found by consumers, instead of aggressively pursuing them. Outbound marketing leverages the “stalking” technique, while inbound marketing is the method of “waiting at the waterhole.”

Consumers have become very good at blocking out unsolicited advertising. The invention of TiVo, satellite radio, iPods, hulu, etc… has forced many businesses to reevaluate their approach to acquiring leads. We understand human behavior, and are experts at utilizing inbound marketing tools to relay your business value and entice consumer interest.

Services:

• Online media planning
• Website design and development
• Content Management Systems (CMS)
• Multi-media development
• Technology solutions / systems integration
• Quality assurance and deployment
• Search Engine Optimization (SEO), Search Engine Advertising (SEA), Search Engine Management (SEM): organic and naturalized
• Social media campaigns
• Blogging content strategies
• Email campaigns
• Texting campaigns
• User loyalty program development
• CRM programs
• Marketing analytics