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BuildYour Brand To BuildYour Business
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
Dan Duval, CEO/Creative Director
• 22 years of agency experience
• Pas...
mcdougall & duval advertising | Newburyport Chamber
Peter Hale, Director of Public Relations
• 21 years of communications ...
mcdougall & duval advertising | Newburyport Chamber
Overview
BuildYour Brand To BuildYour Business
•The Branding Process
•...
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
Levels of Communication
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
• Rational core message of what your brand represents
• Emotional wrap...
mcdougall & duval advertising | Newburyport Chamber
Car Exercise
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
Internal
• Interview staff (including creative branding exercises) at ...
mcdougall & duval advertising | Newburyport Chamber
1. In a few sentences, how would you describe ABC?
Sample Questions
Th...
mcdougall & duval advertising | Newburyport Chamber
7. What’s the biggest misconception people have about ABC? Biggest
sur...
mcdougall & duval advertising | Newburyport Chamber
The sum total of the thoughts, feelings,
associations or expectations ...
mcdougall & duval advertising | Newburyport Chamber
A brand must
• Be singular
• Be customer-driven
• Evoke a broad emotio...
mcdougall & duval advertising | Newburyport Chamber
Format
•To (the target market),ABC is the (frame of reference) that (p...
mcdougall & duval advertising | Newburyport Chamber
The Branding Process
Making the Positioning Relevant
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
BringYour Brand to Life
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo: Starbucks Coffee
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo: Nike
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo: Google
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo: Kelly’s Roast Beef
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo: Giant Glass
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Logo:The Salvation Army
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Alive Brands
• Singular
• Evoke emotional r...
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Post-Brand Positioning Plan
Define Branding...
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Post-Brand Positioning Plan
Totally Redefin...
mcdougall & duval advertising | Newburyport Chamber
Example: RTN Federal Credit Union
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Example: RTN Federal Credit Union – Logo Re...
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Pepsi Evolution
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Post-Brand Positioning Plan
Changing the Me...
mcdougall & duval advertising | Newburyport Chamber
Logo: IC Federal Credit Union
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Example:“The Meaning” IC Federal Credit Union Case Study
The “I”
The “...
mcdougall & duval advertising | Newburyport Chamber
Example:“The Meaning” TV Spot
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Example:“The Meaning Revisited” TV Spot
mcdougall & duval advertising | Newburyport Chamber
Example:“The Meaning” Print
BringingYour Brand to Life
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Example:“The Meaning” Billboard
mcdougall & duval advertising | Newburyport Chamber
“The Meaning” Web Banner
Example:“The Meaning” Web Banner/Social Media...
mcdougall & duval advertising | Newburyport Chamber
BringingYour Brand to Life
Rewards of Branding
ROI: 178 percent in one...
It’s Not WhatYou Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
• A simple truth: Campaigning used to be about delivering messages
• N...
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Which social networking sites match your brand personality?
It’s Not W...
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Don’t spread yourself too thin
mcdougall & duval advertising | Newburyport Chamber
Brand Consistency
It’s Not WhatYou Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Staff Roles & Responsibilities
mcdougall & duval advertising | Newburyport Chamber
Centralized Management Platform
It’s Not WhatYou Say, It’s What They S...
mcdougall & duval advertising | Newburyport Chamber
Everything you do right is online
• Smart marketers use social media a...
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Top of Mind Awareness
mcdougall & duval advertising | Newburyport Chamber
Reputation Management
It’s Not WhatYou Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Reputation Management
mcdougall & duval advertising | Newburyport Chamber
Everything you do that is perceived to be wrong is online
It’s Not Wha...
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not WhatYou Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
Facebook Likes
• Average # of likes for Banks is 1 like for every $2 m...
mcdougall & duval advertising | Newburyport Chamber
Measurable Results
•We were able to measure engagement to see how many...
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chmaber
mcdougall & duval advertising | Newburyport Chamber
Where AreWe Headed?
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Looking for Ideas
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
The OfferYou Can Make
mcdougall & duval advertising | Newburyport Chamber
Like Campaigns
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Like Campaigns
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Compatibility
mcdougall & duval advertising | Newburyport Chamber
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
ProtectingYour Brand
mcdougall & duval advertising | Newburyport Chamber
ProtectingYour Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
ProtectingYour Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
ProtectingYour Brand
mcdougall & duval advertising | Newburyport Chamber
PR/media coverage,
ReinforcingYour Brand
Reinforcing & Protecting the ...
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
ReinforcingYour Brand
mcdougall & duval advertising | Newburyport Chamber
ReinforcingYour Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Brand Ambassadors
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Focus, Fun & Frequency
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
Q & A
mcdougall & duval advertising | Newburyport Chamber
ThankYou!
mcdougall & duval advertising | Newburyport Chamber
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Transcript of "Build your brand to build your business"

  1. 1. BuildYour Brand To BuildYour Business mcdougall & duval advertising | Newburyport Chamber
  2. 2. mcdougall & duval advertising | Newburyport Chamber Dan Duval, CEO/Creative Director • 22 years of agency experience • Past employers include: Costmopolus, Crowley & Daily, McDougall Associates • Manages all concept development activities Jeff Bard, Strategic Planner • 25 years of advertising and direct marketing experience • Past employers include: Arnold Worldwide, Mullen, Direct Results Group • Manages all strategic planning procedures as called for: • Brand positioning plan •Target audience segmentation Meet the Team BuildYour Brand To BuildYour Business
  3. 3. mcdougall & duval advertising | Newburyport Chamber Peter Hale, Director of Public Relations • 21 years of communications experience, both as a reporter and public relations professional • Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media • Manages all public relations planning, messaging and outreach Carie Schelfhaudt, Director of Digital Marketing • Nearly a decade of social media experience • 8 years professional agency marketing experience • Active user since the inception of Facebook and Twitter • Past employers: Communicators International, CD&M Communications, and KG Partners • Leads all agency social media marketing efforts on behalf of clients, and manages the agency’s Facebook- preferred, third-party social media platform Meet the Team BuildYour Brand To BuildYour Business
  4. 4. mcdougall & duval advertising | Newburyport Chamber Overview BuildYour Brand To BuildYour Business •The Branding Process • BringingYour Brand to Life • It’s Not WhatYou Say, It’s WhatThey Say • Reinforcing & Protecting the Brand
  5. 5. The Branding Process mcdougall & duval advertising | Newburyport Chamber
  6. 6. mcdougall & duval advertising | Newburyport Chamber Levels of Communication The Branding Process
  7. 7. mcdougall & duval advertising | Newburyport Chamber • Rational core message of what your brand represents • Emotional wrapping communicating the personality of your brand (the look and feel) • Is it unique, defensible, deliverable and consistent? • Is it meaningful to customers, employees, prospects and partners? The Branding Process DevelopingYour Brand Focus
  8. 8. mcdougall & duval advertising | Newburyport Chamber Car Exercise The Branding Process
  9. 9. mcdougall & duval advertising | Newburyport Chamber Internal • Interview staff (including creative branding exercises) at appropriate and various levels • Partners • Suppliers • Review competitors External • Interview customers • Active • Inactive The Branding Process Information Gathering
  10. 10. mcdougall & duval advertising | Newburyport Chamber 1. In a few sentences, how would you describe ABC? Sample Questions The Branding Process 2. What should be ABC’s short-term goals? Long-term goals? (new budget test) 3. SWOT analysis…what are ABC’s primary strengths, weaknesses, opportunities and threats? 4. What makes ABC distinctive and why is that important? 5. Who is ABC’s target audience?Why should the target audience care about ABC? 6. Is the “low-hanging fruit” upgrading/cross-selling current customers or acquiring new customers?
  11. 11. mcdougall & duval advertising | Newburyport Chamber 7. What’s the biggest misconception people have about ABC? Biggest surprise? The Branding Process Sample Questions 12. Corporate personality test (celebrity spokesperson) • Now •Tomorrow 8. What is the current market perception? What is the desired perception? 9. Rank your top 5 competitors.What 5 words come to mind when I say (name each competitor and our organization…what is your primary point of differentiation against this group? 10. Rank from 1-10 (1 the lowest and 10 the highest) your strengths in the following areas 11. (Compare #1 competitor from above) 13. Last thoughts
  12. 12. mcdougall & duval advertising | Newburyport Chamber The sum total of the thoughts, feelings, associations or expectations a consumer experiences when he or she is exposed to your name, trademarks, products, services, interactions, designs and symbols representing you. Suggested Brand Positioning The Branding Process
  13. 13. mcdougall & duval advertising | Newburyport Chamber A brand must • Be singular • Be customer-driven • Evoke a broad emotional response • Communicate a specific rational appeal A brand position defines: •Target audience? • Frame of reference (What) • Point of difference (Why) The Branding Process Suggested Brand Positioning
  14. 14. mcdougall & duval advertising | Newburyport Chamber Format •To (the target market),ABC is the (frame of reference) that (point of difference). • Desirable, Sustainable,Available, Supportable Suggested Brand Positioning The Branding Process
  15. 15. mcdougall & duval advertising | Newburyport Chamber The Branding Process Making the Positioning Relevant
  16. 16. BringingYour Brand to Life mcdougall & duval advertising | Newburyport Chamber
  17. 17. mcdougall & duval advertising | Newburyport Chamber BringYour Brand to Life BringingYour Brand to Life
  18. 18. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Starbucks Coffee
  19. 19. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Nike
  20. 20. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Google
  21. 21. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Kelly’s Roast Beef
  22. 22. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Giant Glass
  23. 23. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo:The Salvation Army
  24. 24. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Alive Brands • Singular • Evoke emotional response • Rational appeal
  25. 25. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Define Branding Needs •Totally redefine • Message change
  26. 26. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Totally Redefined Brand • Logo tired & stale • Evolve • Shake things up internally • Morale boost
  27. 27. mcdougall & duval advertising | Newburyport Chamber Example: RTN Federal Credit Union BringingYour Brand to Life
  28. 28. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example: RTN Federal Credit Union – Logo Redesign
  29. 29. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Pepsi Evolution
  30. 30. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Changing the Message • Recognized logo • Brand equity • Need to maximize assets
  31. 31. mcdougall & duval advertising | Newburyport Chamber Logo: IC Federal Credit Union BringingYour Brand to Life
  32. 32. mcdougall & duval advertising | Newburyport Chamber Example:“The Meaning” IC Federal Credit Union Case Study The “I” The “C” The Attributes BringingYour Brand to Life
  33. 33. mcdougall & duval advertising | Newburyport Chamber Example:“The Meaning” TV Spot BringingYour Brand to Life
  34. 34. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example:“The Meaning Revisited” TV Spot
  35. 35. mcdougall & duval advertising | Newburyport Chamber Example:“The Meaning” Print BringingYour Brand to Life
  36. 36. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example:“The Meaning” Billboard
  37. 37. mcdougall & duval advertising | Newburyport Chamber “The Meaning” Web Banner Example:“The Meaning” Web Banner/Social Media BringingYour Brand to Life
  38. 38. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Rewards of Branding ROI: 178 percent in one year • New loans: $3.5 million • New deposits: $1.7 million
  39. 39. It’s Not WhatYou Say, It’s What They Say mcdougall & duval advertising | Newburyport Chamber
  40. 40. mcdougall & duval advertising | Newburyport Chamber • A simple truth: Campaigning used to be about delivering messages • Now, it’s about creating personal relationships with brands • To today’s consumer, conversations are far more important than direct messages alone Brand Ambassadors It’s Not WhatYou Say, It’s What They Say • eConsultancy Survey showed 97% of people questioned in a survey said their buying decisions are influenced by social groups. Social media allows us to connect with these social groups. Social groups become more potent as they become public through social media.
  41. 41. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Brand Ambassadors
  42. 42. mcdougall & duval advertising | Newburyport Chamber Which social networking sites match your brand personality? It’s Not WhatYou Say, It’s What They Say
  43. 43. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Don’t spread yourself too thin
  44. 44. mcdougall & duval advertising | Newburyport Chamber Brand Consistency It’s Not WhatYou Say, It’s What They Say
  45. 45. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Staff Roles & Responsibilities
  46. 46. mcdougall & duval advertising | Newburyport Chamber Centralized Management Platform It’s Not WhatYou Say, It’s What They Say
  47. 47. mcdougall & duval advertising | Newburyport Chamber Everything you do right is online • Smart marketers use social media as a tool for top of mind awareness • If managed properly, social media should: It’s Not WhatYou Say, It’s What They Say Top of Mind Awareness • Be the everyday voice of your brand • Establish you as a subject matter expert • Make you a resource for relevant newsworthy information • Allow you to generate leads
  48. 48. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Top of Mind Awareness
  49. 49. mcdougall & duval advertising | Newburyport Chamber Reputation Management It’s Not WhatYou Say, It’s What They Say
  50. 50. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Reputation Management
  51. 51. mcdougall & duval advertising | Newburyport Chamber Everything you do that is perceived to be wrong is online It’s Not WhatYou Say, It’s What They Say
  52. 52. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  53. 53. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  54. 54. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  55. 55. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  56. 56. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  57. 57. mcdougall & duval advertising | Newburyport Chamber It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  58. 58. mcdougall & duval advertising | Newburyport Chamber Facebook Likes • Average # of likes for Banks is 1 like for every $2 million in assets. • 500 would be considered average for South Shore Bank • South Shore Bank has 1,663 likes It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank Twitter Followers • 213Twitter Followers •Twitter benchmarks not available for banking industry • 8% - 26% of Facebook fans appears average when comparing to area banks •We have 13% of our number of Facebook fans
  59. 59. mcdougall & duval advertising | Newburyport Chamber Measurable Results •We were able to measure engagement to see how many people clicked on any of our posts. • Engagement and retweets were highest on days when we post about the Bank. • In February, we reached 95,000 users via social media • Promoted posts really help increase the reach • Next up? LinkedIn! It’s Not WhatYou Say, It’s What They Say Case Study: South Shore Bank
  60. 60. Reinforcing & Protecting the Brand mcdougall & duval advertising | Newburyport Chmaber
  61. 61. mcdougall & duval advertising | Newburyport Chamber Where AreWe Headed? Reinforcing & Protecting the Brand
  62. 62. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Looking for Ideas
  63. 63. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand The OfferYou Can Make
  64. 64. mcdougall & duval advertising | Newburyport Chamber Like Campaigns Reinforcing & Protecting the Brand
  65. 65. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Like Campaigns
  66. 66. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Brand Compatibility
  67. 67. mcdougall & duval advertising | Newburyport Chamber Brand Compatibility Reinforcing & Protecting the Brand
  68. 68. mcdougall & duval advertising | Newburyport Chamber Brand Compatibility Reinforcing & Protecting the Brand
  69. 69. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand ProtectingYour Brand
  70. 70. mcdougall & duval advertising | Newburyport Chamber ProtectingYour Brand Reinforcing & Protecting the Brand
  71. 71. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand ProtectingYour Brand
  72. 72. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand ProtectingYour Brand
  73. 73. mcdougall & duval advertising | Newburyport Chamber PR/media coverage, ReinforcingYour Brand Reinforcing & Protecting the Brand
  74. 74. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand ReinforcingYour Brand
  75. 75. mcdougall & duval advertising | Newburyport Chamber ReinforcingYour Brand Reinforcing & Protecting the Brand
  76. 76. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Brand Ambassadors
  77. 77. mcdougall & duval advertising | Newburyport Chamber Brand Ambassadors Reinforcing & Protecting the Brand
  78. 78. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Brand Ambassadors
  79. 79. mcdougall & duval advertising | Newburyport Chamber Focus, Fun & Frequency Reinforcing & Protecting the Brand
  80. 80. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Focus, Fun & Frequency
  81. 81. mcdougall & duval advertising | Newburyport Chamber Reinforcing & Protecting the Brand Focus, Fun & Frequency
  82. 82. Q & A mcdougall & duval advertising | Newburyport Chamber
  83. 83. ThankYou! mcdougall & duval advertising | Newburyport Chamber
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