Marketing Roundtable - February 12, 2013


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You've got great instincts. A wonderful product and a winning personality. Now all you need is a plan to march forward into the world. Come to SPARK's Marketing Roundtable and in a workshop environment answer some key questions and develop your own Brand Strategy Map that will set you on a path—a path you have defined simply and clearly—to successful marketing.

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Marketing Roundtable - February 12, 2013

  1. 1. Marketing Roundtable:5 Minutes to a Brand Plan February 12, 2013 © Ann Arbor SPARK
  2. 2. A Brand is... Gestalts: Beliefs, perceptions and experiences. Strategy Dualities: Concurrently rational and emotional. Truths:Tactic yours, but everyone’s. Not just s Programs
  3. 3. A Brand is... Simple: The six second rule is real. Strategy Authentic: Like-mindedness is the key. Tactic Aligned: Both inside-out and outside-in. s Programs
  4. 4. Brand Alignment ProcessYour Brand Plan answers these key questions: Where Are We? Are We Where Do We Getting There? Want To Go? Who Must How Will We Do What? Get There?
  5. 5. Brand Strategy MapYour Strategy Map gives you a snapshot of your plan.
  6. 6. Vision (7 year target – 2020) Reconsider is firmly established as thought leaders in the integration of financial services with the new economy. We are a knowledge center for research and an attractor of quality talent who are rewarded with opportunities for firm ownership, service line expansions, and community involvement. Metrics of Success $30 million in AUM (assets under management) by end of 2013; $100 AUM by 2016 1,000 members in our membership program by 2016 70% new business from referrals; 90% client retention rate (brand loyalty)
  7. 7. Customer Portfolios Current Clients Average age: 46 Average number of consulting hours contracted: 5 Average County location: Washtenaw Lost faith/trust/disillusioned with the traditional financial services industry 54% entrepreneurs Future Clients Average age: 45 Average Account size: $300,000 Average number of consulting hours contracted: 8 Expanded reach to Wayne and Oakland counties Lost faith/trust/disillusioned with the traditional financial services industry 50% entrepreneurs Services/Products Hourly consulting Community education Money management Membership program Research
  8. 8. Strategic Initiatives Launch money management services in Q2 2013 Launch membership program in 2014 Help establish a 501c3 for financial literacy education program development opportunities Build community awareness about the ‘new economy’ Catalyze local investing opportunities through regional stakeholdersTactics Solicit speaking engagements on topics not being addressed by our competitors (crowdfunding, the new economy, local investing, how to do a background check on a financial advisor, etc.) Send associates to represent our firm at key regional events to expand our reach, visibility, credibility, and research content Participate in the Ypsilanti BNI chapter (Business Network International) Host a monthly workshop at Spark East (A New Financial Philosophy for a New Economy) Post education minute vlog posts on YouTube Get on a local radio station for a regular weekly financial minute spot Conduct a community capital research project for Washtenaw County OCED Continue to engage the Advisory Board we established during start-up as ambassadors for our firm Apply to be a TEDxDetroit presenter Submit our firm for the Michigan Social Entrepreneur Challenge competition
  9. 9. Next Marketing Roundtable March 12, 2013 © Ann Arbor SPARK