Pp Mar Comm Philosphy 06.11
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Transcript of Pp Mar Comm Philosphy 06.11
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The Art of Sharing a Company’s BRAND Story
Through INTEGRATED Marketing Communications
JoAnn Riley BeckmanMARKETING & COMMUNICATIONS ManagementMarketing Strategist + Creative Leader + Project | Product | People Champion
[email protected]/in/JoAnnRileyBeckman
PhilosophyPhilosophy
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The first piece of the puzzle focuses on strategy —
defining a clear industry position — and considers three of the traditional 4Ps of marketing [product, price, place].
To me, overseeing an organization’s marketing communication efforts is like putting together a puzzle.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
Overview
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The fourth component — promotion — focuses on sharing the company’s story in a way that reaches the target audience by their preferred channel of communication and motivates the target audience to act.
When all the pieces fit —
the synergistic effort is reflected in an organization’s bottom line.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
Overview
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I have drawn on my versatile writing style and keen sense of design to develop branded communication strategies . . .
for a full range of media types and platforms for both business-to-business and consumer product and professional services organizations.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
Overview
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While the product sectors and go-to-strategies varied,
the objective – to leverage an organization’s strengths to
pursue opportunities for further growth – remained consistent.
This effort often began with reinforcing,
repositioning or reinventing the brand.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
Overview
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The samples that I am sharing illustrate two very different approaches to brand development based on the divergent customer drivers of each industry.
An earlier stint on the agency side, provided me with a comprehensive understanding of the intricacies of the creative process and a hands-on lesson on how to best manage creative resources to maximize output.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
Overview
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Vitronic Promotional GroupCorporate Gifts Wholesaler
VPG | Brand Story
BRAND Integration | Positioning
PRODUCT Development
INTEGRATED Channel Marketing Communications
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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In this position, I reorganized, refocused and spearheaded the marketing communication, product development and sales support function for a corporate gifts wholesaler.
I joined the organization, which I later re-named Vitronic Promotional Group, after it acquired a competitor of equal size.
Both companies were well-established players in the industry, but were complacent and lacked solid industry identities and out-dated product offerings.
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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After attending my first industry trade show soon after joining, I determined the message driver of the distributor base – new products or product INNOVATION.
VPG | Brand Story
I kept this insight in mind, when I began integrating the two organizations.
In addition, I drew upon a wealth of information published by the industry’s trade associations, including a yearly state of the industry report, which ranked sales by market type.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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VPG | Brand Story
Once I established a solid industry position for the new entity – low cost, design leader – I needed to translate it – both visually and verbally – to create a personality for the new identity.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
I used this information, combined with results from extensive industry, competitive and sales historyanalysis to determine the organization’s strengths
and where it could best compete in this industry.
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In this industry, the keys to success were multi-fold:
Break through the industry clutter . . .characterized by countless promotional offers
Establish and build the company’s new position Simplify the product selection process
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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Establishing a new brand personality or identity proved paramount to turning commodity items into fashion-forward accessories
I developed a branded communication strategy — encompassing messaging and visual look – transforming it from an image of your grandfather’s promotional products to a leading supplier of low-cost, fashion-inspired design
VPG | Brand Story
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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VPG | Brand StoryThe distributor audience took notice – sales grew by 25%, while profitability grew by 40%. With a focus on continuous product innovation, the contribution of new products to the bottom line grew from negligible to over 40% in less than three years.
The distributor audience took notice. Sales grew over 25%, while profitability grew by 40%.
With a focus on continuous product innovation, the contribution of new products to the bottom line grew from negligible to over 40% in less than three years.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED
Marketing Communications
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In the corporate gifts industry, print catalogs remained the preferred channel to receive information and served as a year-long reference source.
The company’s transformation occurred over a period of two plus years, beginning with visually integrating the two organizations.
VPG | Brand Story
VPG | Catalog and Accompanying Collateral
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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VPG | Brand Story
VPG | Catalog and Accompanying Collateral
I drove the annual catalog project — including . . .
• Established a memorable theme [clutter breaker]• Depicted that theme graphically • Wrote copy to build upon the company’s position• Determined page by page layout • Oversaw photography and graphic design• Coordinated printing and fulfillment
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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Finalized new products for inclusion Developed accompanying collateral Planned for major trade exhibitions Kept associates in the loop of activities
VPG | Brand Story
VPG | Catalog and Accompanying Collateral
As with all INTEGRATED marketing communication initiatives, I juggled a multitude of projects, including:
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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2005 Vitronic & Four Seasons
Prior to acquiring a competitor and undergoing BRAND INTEGRATION and TRANSFORMATION.
The acquired company’s brand image looked similar.
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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VPG | Brand Story
2006 Vitronic | Four Seasons & Admanco
YEAR 1 | Visual Integration[This stage completed in less than 4 months] VISUAL IntegrationTwo BRANDS | Corporate IDENTITIES [Two 90+ page catalogs]
THEME | Expect the Unexpected
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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2007Vitronic Promotional Group[Shows 200+ page catalog with a few coordinating sales collateral pieces]
Year 2 | One BRAND and Corporate IDENTITY[new name and visual look]
POSITIONING STATEMENT|New Name. Same Trusted Brands.
THEME | New Leader in Real Cool Stuff
PRODUCT FOCUS Change|Lead with TOTE and BAG Lines
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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2008Vitronic Promotional GroupJoined the ranks of Top 40 Supplier of Promotional Products
Year 3 | Full BRAND and Corporate IDENTITY Integration
THEME | Discover the Seven Wonders of the Promotional Products World
VPG | Brand StoryThis 200+ page catalog earned the top industry honor as BEST Full-Line CATALOG.
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED
Marketing Communications
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2009 Vitronic Promotional GroupMaintained position as Top 40 Supplier of Promotional Products
YEAR 4 | Full BRAND and Corporate IDENTITY Integration
THEME | There’s no place like Vitronic!COLORS and FABRICS and FRINTS, oh my!
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
2009 Vitronic Promotional Group
Accompanying cover letterfor catalog mailing
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Communication channel development
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
VPG | E-COMMERCE → Web Site and Email Strategy
Proved vital to creating the perception of freshness in an industry driven by new products.
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A comprehensive, user-friendly web site which resulted in a 30% increase in e-commerce sales
A cost-effective email strategy which enabled me to distribute sales collateral electronically, reducing the print budget by 30%.
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
To maximize promotional spend, I added a strong digital presence, which was more cost-effective and measurable than print or paid media.
Once again, copy and graphics, which I refreshed constantly to reinforce the company’s brand value of continuous product innovation, took a light-hearted, story-telling approach.
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VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Web Site |HOME PAGE
THEME | Explore the Seven Wonders of the Promotional Products World. The Journey Resumes in Quest of Striking . . .
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VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Email Program
I developed a content schedule, which focused on time relevant ideas such as seasonal products, promotions, new products and gift ideas.
SAMPLES | Product-focused emails
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Distributor Newsletter | Blog To position the company as the industry leader in value-priced, retail-inspired design, I developed a newsletter | blog that featured industry relevant topics and promotional ideas
VPG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing
Communications
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ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Eagle Realty GroupFull Service Commercial Real Estate Provider
CORPORATE | BRAND Identity
CREATIVE SERVICES Management
INTEGRATED Marketing | Corporate Communications
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ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Previously, it handled real estate investment, development, leasing and management needs for its parent, Western & Southern Financial Group.
Once again, I joined this company at a time of transition in its history. Eagle Realty Group made a strategic decision to acquire a company as a means to expand its property management and brokerage services to third-party accounts.
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My directive was to position this multi-disciplined real estate company for third-party business development. In this role, I served in a consulting capacity on three levels:
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
ERG | Brand Story
Core Business With three primary areas
Executive Management Corporate | Employee Communications
Enterprise or Parent Company Cross Communications Team United Way
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To facilitate the business development effort, I immediately scheduled a series of meetings with the department heads to learn about their operations.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
I soon learned that the business areas operated as silos. This discovery prompted me to form a cross-discipline team, comprised of representatives of the primary business areas to:
Facilitate communication Share marketplace activities and contacts Build possible synergies
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ERG | Brand Story
This team effort enabled me to gain consensus as to how to:
• Best position the company in its defined markets• Develop a visual branding program• Formulate messaging• Develop key business tools such as:
o a universal capabilities brochure - which could be customized for each business area
o a web presence
The Art of Sharing a Company’s BRAND
Story Through INTEGRATED Marketing Communications
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The much higher sophistication level of the commercial real estate industry required that a provider support its claims with empirical evidence such as:
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
• number of transactions, • proof of assets under management• references and results from satisfied clients
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I supported three distinct business areas:
Brokerage and Commercial Property Management Residential Property Management Investment Management
The business development and sales process in each area differed greatly, but the bottom line was the same — the client wanted proof of success.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
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ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
1997 Eagle Realty Group
Executive management developed a capabilities brochure without input from the core businesses.
When I joined the company, the department heads voiced concerns that the brochure took a one size fits all approach and did not contain the information relevant to their business areas.
At that point, the company had selected a logo design and corporate colors.
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1998 Eagle Realty Group
The cross-discipline team approach enabled me gain consensus as to how to best position the company in its defined markets, develop a visual branding program and develop key business tools such as a universal capabilities brochure, which could be tailored to each business area, and a web presence.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Corporate Level |Visual IDENTITY Program
VISUAL BRANDING Focused On:
A look that conveyed conservative and worldly, but progressive
A messaging platform based on empirical proof of performance,
in addition to sharing the benefits of being backed by a financial power house
and the synergies gained by employing a full-service operation
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ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Semi-Annual Market Report | PERSPECTIVE
MESSAGE DRIVER | Local Market Expert To position the company as the local market expert, I published a semi-annual market report which chronicled key transactions in the specialties of office, retail and industrial leasing, in addition to the sales of investment properties.
In this industry sector, keeping a pulse on the marketplace is second only to strong client relationships.
Brokerage Services
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SAMPLE Proposal Cover Letter
MESSAGE DRIVER | Local Market Expert
I tailored each proposal and accompanying cover letter to address concerns of the owner — whether they were a result of a national event or property specific. The average proposal ran 20 to 30 pages.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Residential Property Management
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Web Site Home Page |Office Tower Development
[Now gracing the Cincinnati skyline and known as the Great American Tower at Queen City Square] The project took 15 to 20 years of planning before it rose from the banks of the Ohio River.
During my tenure with Eagle, I developed many sales tools — including a web site, numerous brochures and proposals — before the development even broke ground.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Investment Management | Development
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Community Involvement United Way
Communications Chair2001 – 2004Western & Southern Financial Group During my tenure chairing the communications aspect of this fundraiser, I developed a unified graphic look based on each year’s theme and then applied it to an integrated 4-level associate campaign, which utilized the company intranet, email and print.
In addition to championing the project, I wrote copy for the various communication tools.
ERG | Brand StoryThe Art of Sharing
a Company’s BRAND Story
Through INTEGRATED Marketing Communications
Corporate Communications