VDC/ X-Factor Brand Jam Presentation: What's Your Unique Value Proposition?

Holiday Brand Jam

X-FACTOR FILMMAKERSBADASS WOMEN. BADASS MOVIES.

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ORGANIZED CHAOS

Cambridge Design Group • Rick Tracy, Creative Director • 978-263-9035 • [email protected] © 2014 Cambridge Design Group, Inc. ALL RIGHTS RESERVED.

mailto:[email protected]?subject=How%20Can%20We%20Help%20You?



Organized Chaos

Urban Dictionary says Organize Chaos means: A term used to describe an area, room, etc. which looks extremely messy, but the owner (founder) knows exactly where everything is.



Behind the Brands




• Cambridge Design Group, Inc. (CDG) full service graphic design studio founded in 1993

• CDG specializes in helping medical device companies achieve their next level of growth through creative and targeted design

• In a true partnership with our clients we're empowered to use creative design, marketing and branding strategies — which inevitably leads to stronger brands and more profitable companies


CDG’s Branding Expertise



• It seems like a simple question, but the answer is anything but simple

• If you’re confused by your brand, your customers will be confused too

• Everyone here knows, Apple is considered to be one of the most valuable brands in the world

• Its brand creates a “feeling” about the company that leaves a deep impression on customers

• In short, your brand is how customers perceive you. So how do you create an effective brand?


What the Hell is Branding?




Brand Umbrella

• Who are you as people? — Venture Development Center

• What is your longterm vision? — Orex Computed Radiography

• What are your business goals? — Orex Computed Radiography

• What does your company do (elevator pitch)? — Platinum Medical Imaging

• What is your Unique Value Proposition (UVP)? — iPhone Video

• Who are your customers? — Story



Who are you as people?


William Brah = VDC










Brand Umbrella



Orex Computed Radiography: an Israeli medical device company

• CEO wanted to globally mobilize x-ray technology

• The differentiator: An inexpensive, durable, mobile X-ray processor that didn’t need a darkroom

• To drive home the message we selected a beach environment:the antithesis of a darkroom

What is Your Longterm Vision?




• Campaign kicked into high gear so Orex could put on the face of a bigger company

• CEO of Orex knew that to grow his business he needed to invest in building credibility for the brand

• Target audience wanted a device that could move throughout a medical facility—so we branded the mobility in a way they wouldn’t forget...

Orex’s Next Step




Orex’s Ad Campaign

“Inexpensive Extreme Mobility”—These high concept print ads evoked a visceral reaction rather than focusing on the technical aspects of the product. The industry started to take notice.





Brand Umbrella









Business Goal: Acquisition

Kodak acquired Orex for $55 million in cash.

“I would say CDG was 50% responsible for the acquisition. The brand awareness they created made our product look damn good in the eyes of the end-user as well as the potential buyers.” — Hillel Bachrach, CEO of Orex

CDG extended the brand to the product collateral and exhibit graphics





Brand Umbrella









What is Your Elevator Pitch?


Platinum Medical Parts

We sell high quality after-market MR imaging parts with one of the highest rated service records in the country. Our inventory is the largest in the industry and every part goes through a rigorous Quality Assurance program.



What is Your Elevator Pitch?




Platinum’s Ad Campaign

“Why is Platinum so Valuable?”—This print ad campaign ran for nine months and creatively focused on the high quality service that differentiated Platinum Medical Parts from its competitors.




Platinum’s Consistent Brand

• The success of Platinum Medical Parts led to a merger with a CT systems/replacements parts company near San Francisco.

• CDG now had the challenge of re-branding this new company under the new name: Platinum Medical Imaging.






• The success of Platinum Medical Parts led to a merger with a CT systems/replacements parts company near San Francisco.

• CDG now had the challenge of re-branding this new company under the new name: Platinum Medical Imaging.


End Cap End Cap

Experience the Difference in 5 Star Service

Our Parts Set Us Apart• Expert order support • One of the industry’s largest inventories• Lower restocking costs

Maintenance AgreementsMade Easy• Service matched to your budget and response needs• Off-hours support and 24x7 coverage

PLATINUM

Worry-Free Turnkey Sales• Find the MR that meets your needs• One-stop installation and training




• Re-branded the company as Platinum Medical Imaging, a coast-to-coast company servicing CT and MRI devices

• Service continued to be a differentiator, but explaining the merger to their customer base was of primary importance

• And now they offered more services than ever before

Platinum Medical Imaging




“The Combination of Excellence”—Two technologies under one roof while retaining their five star service was the new message.

Platinum Medical Imaging




The success of Platinum Medical Imaging and CDG’s branding caught the eye of a company in the UK with a rich history in MRI, Oxford Instruments.Oxford Instruments acquired Platinum Medical Imaging for $55 million, $18 million in cash and $37 million deferred over three years.

CDG extended the brand to the exhibit graphics, an award winning website and product collateral.






Brand Umbrella









• It’s what makes you different and earns you a special place in the minds of your potential customers

• Competitive advantages that you perceive as game-changing are often irrelevant in the minds of consumers

• Your brand must speak to who you are, and only then will it resonate with your target audience

• Obsession with great brands allows these companies to reach for the Holy Grail of marketing, brand loyalty

• iPhone Video

• Saddleback Leather Video


Your Unique Value Proposition?

https://www.youtube.com/watch?v=FL7yD-0pqZg&feature=player_embedded

https://www.youtube.com/watch?v=FL7yD-0pqZg&feature=player_embedded

http://www.saddlebackleather.com/videos

http://www.saddlebackleather.com/videos




Brand Umbrella









Who are Your Customers?


An old man, his young daughter and a donkey were going to town. The girl rode on the donkey and the father walked. As they went along they passed some people who remarked that it was a shame the old man was walking and the young girl was riding. The father and daughter thought maybe the critics were right, so they changed positions.

Later, they passed some people that remarked: “What a shame, he makes that young girl walk.” They then decided they both would walk!

Soon they passed some more people who thought they were stupid to walk when they had a decent donkey to ride. So, they both rode the donkey.

Now they passed some people that shamed them by saying how awful it was to put such a load on a poor donkey. The father and daughter said they were probably right, so they decided to carry the donkey. As they crossed the bridge, the donkey’s weight was just too much and they lost their grip on the animal and he fell into the river and drowned.



• The moral of the story? When Marketing your company, if you try to please everyone, you might as well… Kiss your ass good-bye.*

• Your goal should be to connect more strongly with a smaller audience, so your influence can spread much more quickly

• Also called niche marketing

• A niche does not exist, it is created by identifying needs that are being addressed poorly or not at all by other companies

• Now let’s take a look at our startup, X-Factor Filmmakers


Who are Your Customers?

* I can’t take the credit for this story. I’ve altered the characters slightly, but I got this from Michael Port’s excellent Book Yourself Solid.

http://www.amazon.com/Book-Yourself-Solid-Reliable-Marketing/dp/0470281901/?tag=thintraf-20

http://www.amazon.com/Book-Yourself-Solid-Reliable-Marketing/dp/0470281901/?tag=thintraf-20



X-Factor Filmmakers is the Next-Gen studio filling a lucrative gap missing in Hollywood—female driven movies. We are the online destination for filmmakers and fans to interact with each other and obsess over curated movies and original X-Factor productions about badass women.




X-Factor Filmmakers, the Beginning• Lauren was a film student we

realized how few professional female directors there are in the industry

• She took it as a challenge both professionally and socially and X-Factor Filmmakers was born

• It was built on the foundation of raising awareness and funds for talented female filmmakers

• It was a boot strapped, grass roots campaign with passion. But we always had a bigger goal in mind.

X-Factor Filmmakers T-Shirts




• Launched a brand around Lauren’s confident and vivacious personality to encourage female filmmakers and build Lauren’s professional presence

• Reached out to local theaters, sponsored NYU film festivals and WIF events, sold X-Factor t-shirts, ran short film contests, raised awareness through local TV, radio stations, print media and acquired sponsors for awards

• We pushed for Kathryn Bigelow to win the Best Director Oscar using local advertising—Perfect timing

Poster in Local Theater

Grass Roots Marketing





• We strategically placed our first poster at a local theater knowing our target audience was there.

• It caught the eye of a Boston Sunday Globe Magazine editor and she sought out Lauren for an interview. We knew we had something.

• X-Factor used the interview and a timely press release to launch an online bracket contest to determine the best film directed by a female over the past 25 years.

Boston Globe Magazine Interview

Public Relations





• Participants voted for the best female directed film and one lucky person earned a Netflix subscription for predicting the winner. Kathryn Bigelow's "The Hurt Locker" won and she provided a quote to promote the results in our press release.

Email Announcement Online Contest Page Contest Poster in Theater

Online Bracket Contest





• Lauren moved to LA, worked on numerous film projects and began making her mark as a writer/director/editor.

• But we realized that we couldn’t help other filmmakers while becoming filmmakers—unless we did it full time and with a different philosophy. We knew we had to help ourselves before we can impact the world of film.

• So our message began to change. We had to focus less on funding and more on raising awareness and becoming role models for female filmmakers. Therefore instilling confidence in them by sharing in our success.

• Starting with the foundation of our grass roots organization, we are transforming X-Factor Filmmakers into a Next-Gen Film Studio based on our new philosophy...

The Pivot





• X-Factor Filmmakers is a company with a longterm vision. “SweetDesert Palm” is our first product in a long line of female-centric films.

• Adopting the philosophy of CDG’s innovation, we began branding the film even before the script was fully developed.

• In order to produce the film and generate revenue we need to attract industry influencers and acquire a passionate audience.

“Sweet Desert Palm” Movie Poster

The Next-Gen Film Studio





• Like any great marketing campaign, it's not one thing, it's a combination of many. We are currently working to identify our market opportunity, perform market testing and acquire an audience using our concept trailer, website, poster, postcards, blogging, FB and Twitter, radio, local events, script readings, etc...

Poster in Theater Award Winning Website with Trailer American Web Design Award

“Sweet Desert Palm” Marketing



http://www.cambridgedesign.com/News-CDG_2013_Website_Award.html







• We have spoken at length with James Franklin of Assemble and are very close to bringing them on as our website resource.

• We are testing an ARG, “Stalk a Character”, to engage our audience through email conversations with a character of their choosing.

• Emily Best has convinced us to partner with Seed&Spark as the crowdfunding resource for “Sweet Desert Palm”.

“SDP” Online Relationships







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The passion, energy and talent that X-Factor Filmmakers brings to the table is a perfect match for this “New World” of independent filmmaking. Dogfish and X-Factor Filmmakers: Think of the possibilities...

Dogfish Accelerator, NYC







Incubator, VDC


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VDC/ X-Factor Brand Jam Presentation: What's Your Unique Value Proposition?

Small Business & Entrepreneurship

Transcript of VDC/ X-Factor Brand Jam Presentation: What's Your Unique Value Proposition?