IYB Target Market & RATES Handbook
science+art=emotion

2008 Target Market
A - Small to Medium Sized Enterprises (our main client)
This Company would have the following criteria:
- one of the Directors is tasked with the job of managing the marketing
- no marketing department
- fast growing enterprise
- around 100 employees
- around 10m turnover
- we will avoid free creative pitches
- experiential organisation (large part of the purchase is about customer experience)
e.g. Cloud9, Gleneagles, The Royal Yacht Britannia, Harvey Nicks, Luxury Scotland, Kitchens
International, Charlie Miller
The main thing about this company is that I can affect change quicker by talking directly to the main
decision maker - they will be into the strategy part. We have to work harder for this client, but the
rewards are greater (good chunk of A's required)
B - Corporate (the bread and butter)
This Company would have the following criteria:
- marketing department
- 100 employees +- 10m + turnover
- strategy will be in place
- marketing director or manager is the main point of contact
- they don’t need to have agencies doing free creative pitches
- they have a marketing budget they will have to spend
- Corporate organisation e.g. Scottish Widows, BAA, Gleneagles Hotel, Miller Ventures
The main thing about this kind of organisation is they need to spend. We need to give creative
solutions within a tight corporate structure (we need a good balance of A’s and B’s)
C - Small Fast Growing or Dynamic (Fun)
This Company would have the following criteria:
- one of the Directors is tasked with the job of managing the marketing
- no marketing department
- fast growing or dynamic enterprise - 5 + employees - fast growing, people, profit, turnover
- we will avoid free creative pitches
- experiential organisation (large part of the purchase is about customer experience)
e.g. Boudiche, Annie Smith, Ride of My Life, Rushy Glen,
The main thing about this company is that they will be more fun and open to creativity
We need a balance of all of the above (but much less C required)
science+art=emotion © ignite your brand 2008

1 - Science (Strategy) - Package Costs
WHO ARE YOU - Brand Workshops
Mini Brand Workshop - up to 6 people - £2600
- Based on a company of less than 20 employees
- turnover of 250k-1m
Med Brand Workshop - 6-10 people - £3600
- Based on a company of between 20-50 employees
- turnover of 1m-5m
Full Brand Workshop - 10-14 people - £4400
- Based on a company of between 50-100 employees
- turnover of 5m+
WHO ARE THEY 1 - Website Competitor Analysis
Competitor Analysis - up to 5 competitors - £2400
Competitor Analysis - 5-10 competitors - £3200
Competitor Analysis - 10-15 competitors - £3600
WHO ARE THEY 2 - Full Collateral Competitor Analysis
Based on Brochures, Websites, Stationery, Offices
Competitor Analysis - up to 5 competitors - £5000
Competitor Analysis - 5-10 competitors - £7500
Competitor Analysis - 10-15 competitors - £9000
WHAT THE CUSTOMER WANTS - Customer Research
Customer Research - £4200
- Based 20 existing and 20 prospective customers - questionnaire
science+art=emotion © ignite your brand 2008

2 - Science & Art - Daily Rates
STRATEGY (Science) - Consultants
Senior Brand Workshop Strategist - £1200 per day
- Based on a senior Brand Strategist expertise. This person will run and manage the Brand Workshop. They
will be responsible for reporting back to the client and making the recommendations
Senior Brand Workshop Consultant - £1000 per day
- Based on a support consultant. This person will support the Senior Strategist in the management and
collation of all Brand Workshop outcomes
GRAPHIC DESIGN (Art) - Creative Director, Senior Designer, Designer
Creative Director - £800 per day
- The creative Director's role will be to push the boundaries of the graphic communications. This means
answering the brief and pushing the concepts fiurther.
Senior Designer - £700 per day
- The creative Director's role will be to push the boundaries of the graphic communications. This means
answering the brief and pushing the concepts fiurther.
Designer - £450 per day
- The main role here is to produce the design and artwork for all collateral.
science+art=emotion © ignite your brand 2008

3 - Expertise - MD Fast Track Support
Business MD Fast Track & Support - Consultants
Small Business - Business Consultant - £1000 per session (12 month Contract)
- Based on a company of less than 20 employees
- turnover of 2500k-1m
- Yearly Contract
Small/Medium Business - Business Consultant - £1500 per session (12 month Contract)
- Based on a company of between 20-50 employees
- turnover of 1m-5m
- Yearly Contract
Medium Business - Business Consultant - £2500 per session (12 month Contract)
- Based on a company of between 50-100 employees
- turnover of 5m+
- Yearly Contract
science+art=emotion © ignite your brand 2008

Ignite Your Brand Ltd
Waterside House
Suite 6, Third Floor
46 The Shore
Edinburgh
EH6 6QU
: 0131 467 7787
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: 0131 467 7786
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info@ignite-yourbrand.co.uk
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: www.ignite-yourbrand.co.uk
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