Your SlideShare is downloading. ×
Alms overview brochure4 17
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Alms overview brochure4 17

1,830

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,830
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. oa oee
  • 2. W H AT M A K E S U S D I F F E R E N T Brand Positioning Service Model At the root of our Brand Positioning is that we attend to our clients’ By coordinating with a variety of freelance and specialized goals instead of our own. Our unbiased behaviors and unique Service organizations, we can provide everything from single-service to full- Model allow us to arrive at strategic and tactical recommendations service marketing solutions for our clients, while reducing our costs that serve our clients’ objectives best, rather than those designed to and theirs. We see our model as an alternative to the three common address our personal business motives. options available to advertisers: traditional agencies, freelancers, and in-house departments. Appropriate Brand Behaviors It’s one thing to articulate what makes a brand different (traditional agencies will say they also put their clients’ needs first), but here are some examples of how we actually live our brand promise: Digital Media Programming No mark-up on hard costs (including media, printing, photography, etc.) – We charge for time to manage client work, so our media and production recommendations are not biased by a potential mark-up. Published rates – Instead of predicting each client’s threshold of financial Brand Management Experience Management pain, we give them a choice of compensation structures that set the Project Management expectation on both sides for the type of work they require. Intellectual property transfer – We have organized our methodologies and processes in a simple way that enables clients to understand and even adopt them into their own culture. Some of our clients serve as their own project managers by using our online forms to reduce their account service costs. No creative award shows – Our creative solutions are biased toward client audiences rather than the advertising industry’s. We don’t spend our time and clients’ money to prepare entries so we can display trophies awarded by subjective judges in our lobby. What We Do Best No self-promotion – We don’t spend our time and important industry Based on our experience and methodologies, we are an advertiser’s relationships distributing press releases for new hires, staff promotions, best resource for connecting brand strategy to marketing strategy to accounts we “win,” offices we open, or events we attend. creative executions to customer experiences. 1
  • 3. B R A N D P H I LO SO P H Y The most successful brands are guided by a strategic framework that includes differentiated products and services, a defined Brand Positioning and Personality, specific Brand Messaging by audiences, and applied Brand Standards to allow consistency and re-purposing across executions over time. Traditional advertising activities only deliver an expectation for the brand. Customer experiences with a product or service actually deliver the brand (whether those experiences are consistently negative, neutral, or positive). Marketing consulting firms that actually have a branding methodology tend to make it more complicated than it needs to be. Despite clever trademarked names used to describe (and mystify) their process, all effective systems must follow four basic steps: Step 1: Research Step 2: Design Step 3: Execution Step 4: Evaluation Based on these steps, we organize our services into three distinct methodologies to identify the nature of the work and to manage expectations, workflow, and outcomes. 2
  • 4. M ET H O D O LO G I E S Brand Management For clients who want one source for strategic direction, creative direction, and program implementation, we work closely with their management team to develop strategies, plans, and executions. We develop Brand Management Systems by applying various degrees of Research, Design, Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at the following deliverables: • Research • Execution Marketplace Brand Standards Competition Marketing Plans Identity Vehicles Communications Plans External Perceptions/Behaviors Projects Internal Perceptions/Behaviors • Evaluation • Design Results Brand Positioning Execution Brand Personality Design Brand Messaging Research Brand Standards Graphic Standards Language Standards Process Standards Measurement Standards 3
  • 5. M ET H O D O LO G I E S Experience Management We help clients deliver their brand through managed experiences that cater to how audiences feel about their interaction with the brand, which leads to powerful preference and loyalty. We develop Experience Management Systems by applying various degrees of Research, Design, Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at the following deliverables: • Research • Execution Physical Clues Orientation People Clues Coaching Process Clues Experience Clue Map External Perceptions/Behaviors Experience Standards Internal Perceptions/Behaviors • Evaluation • Design Results Experience Motif Execution Experience Pathways Design Experience Clue Map Research Experience Standards Behavior Standards Process Standards Measurement Standards 4
  • 6. M ET H O D O LO G I E S Project Management We consider clients with whom we are not engaged for Brand Management or Experience Management services to be Project Management clients. In these relationships, we collaborate and execute based on client input by individual projects. These relationships and projects may employ single or multiple services, and they are often coupled with a client’s existing resources, including traditional agencies, freelance workers, and/or in-house capabilities. The less strategic or creative collaboration required of us, the less responsibility we assume for outcomes. • Input • Execution Brand Strategy, Personality, Standards Production Relevant Material Placement Creative Brief/Project Initiation/Budget Process Requirements • Design Estimates Communications Creative 5
  • 7. PRODUCTS AND SERVICES Products and services may be delivered by At Large staff, selected affiliates, or a combination of the two. Products • Advertising Services Studio Selection • Brand Management Systems Television • Strategic Direction Directing Brand Positioning Radio Collaboration • Media Planning/Execution Brand Personality Print Analysis Opportunity Identification Brand Messaging Outdoor Program Development Space/Cost Negotiating Brand Standards Direct Mail Resource Management Analysis Reporting Graphic Standards Point Of Sale • Creative Direction Order Placement Logos, Page Personalities, Templates • Public Relations Concepting Administration Language Standards Plans Analysis • Research Taglines, Naming Architecture, Articles Strategy Alignment Primary Style Guides, Templates Press Releases • Graphic Design Secondary Process Standards Roles, Workflows, • Digital Media Art Direction Observation Documents/Forms, Information Interviews/Focus Groups Websites Page Layout Management, Brand Reviews Interactive CDs Mechanical Production Surveys Measurement Standards Objectives, Existing Research/ E-mail Marketing • Copy Writing • Event Planning/Execution Metrics, New Research/Metrics • Collateral Scripting Opportunity Identification • Experience Management Systems Brochures Editing Space/Cost Negotiating Experience Motif Catalogs Proofreading Logistics Management Clue Map Stationery Packages • Project Management Attendance Experience Standards • Signage Estimating Reporting Behavior Standards • Illustration/Photography Scheduling • Promotion Planning/Execution Process Standards • Presentations Organizing Input/Output Opportunity Identification Measurement Standards • Events Group Facilitation Cost Negotiating • Communications Plans • Training/Coaching Reporting Logistics Management • Media Plans Curriculum • Production Supervision Reporting • Product Plans E-Learning Programs (Print/Broadcast) • Digital Media Programming Talent Selection 6
  • 8. CO M P E N S AT I O N PAC K AG E S The following are options for employing the services of At Large Marketing Solutions. Scenarios are designed to address various client budget and process needs. Each project requires a project input session, agreement on deadlines and deliverables, and a time and hard cost estimate approved by the client. All hard costs, including media and/or production, are billed at net (i.e., no mark-up). SESSION COSTS EXECUTION RATES Brand Development Session: Package A $2500 Premium Rates Includes extensive preparation, two At Large Directors Typically applies to organizations with complex communications needs, (one at no charge), up to 5 hour session, and expansive market presence, and a large marketing department where we session report. provide strategic leadership and have deep knowledge and experience in their industry. Involves complete At Large strategic team time, we make significant Brand Development Session: Package B $1500 non-billable time investments in their business, and projects receive priority Includes minimal preparation, one At Large Director, response within our system. up to 3 hour session, and session report. Standard Rates Experience Development Session: Package A $2500 Typically applies to organizations with advanced communications needs, Includes extensive preparation, two At Large substantial market presence, and a small marketing department where we Directors (one at no charge), up to 5 hour session, provide strategic leadership and have significant knowledge and/or experience and Exprience Clue Map. in their industry. Involves a majority of At Large strategic team time, we make Experience Development Session: Package B $1500 moderate non-billable time investments in their business, and projects receive Includes minimal preparation, one At Large Director, preferred response within our system. up to 3 hour session, and Experience Clue Map. Discount Rates Communications Planning Session: Package A $1300 Typically applies to organizations with basic communications needs, niche Includes one At Large Director, up to 2 hour session, market presence, and little or no marketing department where we provide and Communications Plan. Project Management services, and have adequate knowledge and/or experience in their industry. Involves some At Large strategic team time, we Communications Planning Session: Package B $1000 make minimal non-billable time investments in their business, and projects (with purchase of Brand Development Session) receive secondary response within our system. Includes one At Large Director, up to 2 hour session, and Communications Plan. See tables on following pages for current rates and options. 7
  • 9. R ECO N C I L E D H O U R S Brand/Experience Research $120/hr Brand/Experience Design $150/hr Brand/Experience/Project Execution Activity Premium Rates Standard Rates Discount Rates Strategic Direction $130/hr $110/hr $90/hr Creative Direction 130 110 90 Graphic Design 120 100 80 Copy Writing 120 100 80 Project Management 110 90 70 Production Supervision 110 90 70 Travel 25 25 25 8
  • 10. BANK OF HOURS We can offer clients further savings for establishing a “Bank Of Hours,” or pre-payment, as follows: 1. Blended rate figured at the lowest rate (not counting travel) in the client’s rate structure for establishing a minimum 120-hour bank. 2. Client earns a rebate of 12 free future hours for every 120 hours pre-paid and consumed. At the end of each month, a report on the bank of hours is submitted, based on subtracting work (by project, activity, and quarter hours). When the bank is exhausted, and with prior approval, we invoice for a new bank of hours before any more work is executed. Brand/Experience Research $100/hr Brand/Experience Design $130/hr Brand/Experience/Project Execution Activity Premium Rates Standard Rates Discount Rates Strategic Direction $110/hr $90/hr $70/hr Creative Direction 110 90 70 Graphic Design 110 90 70 Copy Writing 110 90 70 Project Management 110 90 70 Production Supervision 110 90 70 Travel 25 25 25 9
  • 11. WORK PROCESS Need Identification • Brand Management Brand Development Session • Experience Management INVOICE Experience Development Session client: The Standard Rate Company date: 10/20/2006 invoice#: 9999 • Project Management activity dates: October Project Input Session advertising services PROJECT: Logo (SRC0001) ESTIMATE $1,570.00 ACTIVITY RATE/HR HOURS CHARGE Client Agreements Creative Direction $110.00 2.00 $220.00 Graphic Design $100.00 8.25 $825.00 • Work Agreement Project Management Production Supervision $90.00 $90.00 2.75 1.50 $247.50 $135.00 AMOUNT DUE 14.50 $1,427.50 • Confidentiality Agreement Project is complete and within the allowable 10% of the original estimate. • Cost Estimates PROJECT: Website (SRC0002) • Work Plans/Schedules ESTIMATE $2,020.00 ACTIVITY RATE/HR HOURS CHARGE Strategic Direction $110.00 5.00 $550.00 Creative Direction $110.00 7.50 $825.00 Graphic Design $100.00 3.50 $350.00 Time Accounting Project Management $90.00 3.25 $292.50 Travel $25.00 2.50 $62.50 All time for approved projects is recorded daily by quarter hour AMOUNT DUE 21.75 $2,080.00 according to seven service categories: PROJECT: Client Service (SRC2006) ACTIVITY RATE/HR HOURS CHARGE • Strategic Direction Graphic Design Project Management $100.00 $90.00 0.25 0.25 $25.00 $22.50 Production Supervision $90.00 0.50 $45.00 • Creative Direction AMOUNT DUE 1.00 $92.50 • Graphic Design TOTAL AMOUNT DUE: $3,600.00 • Copy Writing check payable to At Large Marketing Solutions • Project Management 1201 E. Washington Street Greenville, SC 29601 • Production Supervision Tax ID # 05-0522618 Terms: Net 30 days • Travel Depending on the Work Agreement, clients receive either monthly or single-project invoices detailing time spent, category of work, and associated costs by project. 10
  • 12. STA F F R O L E S Strategy Director Creative Director Design Director Account Director Account Manager Account Coordinator Primary Primary Primary Primary Primary Primary External External External External External External Brand Management Brand Management Graphic Design Strategic Planing Strategic Planning Project Support Experience Experience Concepting Brand Management Project Management Client Experiences Management Management Print Production Project Management Public Relations Strategic Planning New Business Photography New Business Media Services Concepting New Business Copy Writing Internal Internal Internal Internal Internal Internal Process Management Process Management Process Management Process Management Process Management Process Management Business Technology Business Administration Administration Secondary Secondary Secondary Secondary Secondary Secondary External External External External External External Project Management Project Management Project Management Research Research Research Research Broadcast Production Experience Management Affiliate Management Affiliate Management Affiliate Management Internal Internal Internal Internal Internal Internal Marketing Marketing Marketing E-File Management Marketing Technology Office Supplies Office Services 11
  • 13. D I R EC TO R P R O F I L E BILL NICHOLSON Owner, Strategy Director AGENCY EXPERIENCE CLIENT EXPERIENCE At Large Marketing Solutions, Greenville, SC International Brands Owner, Strategy Director Navistar International Parts Division, Michelin Passenger and Heavy Truck Tires, Volvo Trucks North America, Volvo Construction Henderson Advertising, Greenville, SC Equipment Vice President/Management Supervisor National Brands Marketing.com, Overland Park, KS Truckstops of America (TravelCenters of America), Kelly-Springfield Vice President/Account Supervisor Tire Company Rockett Burkhead Lewis & Winslow, Raleigh, NC Regional Brands Account Supervisor Carolina Hurricanes, Cleveland Indians, Cleveland Browns, Cleveland Lumberjacks, SouthTrust Bank, Southern Connector Marcus Advertising, Cleveland, OH Account Supervisor EDUCATION The Ohio State University Arocom Marketing Group, Akron, OH Bachelor of Arts, Journalism MBA - 1980 12
  • 14. D I R EC TO R P R O F I L E MIKE McCAFFREY Owner, Creative Director AGENCY EXPERIENCE CLIENT EXPERIENCE At Large Marketing Solutions, Greenville, SC International Brands Owner, Creative Director AC-Delco, Bridgestone Tires, Chevrolet, Chrysler-Plymouth, Delco Products, Dollar Rent A Car, Firestone Mastercare, National Car Rental, Experience Engineering, Greenville, SC O’Neill, Rockwell International VP, Experience Director National Brands FKQ Advertising, Tampa, FL Arrow Electronics, Busch Gardens, Canandaigua Wines, Ingram Associate Creative Director Computer, General Motors (Buick, Cadillac), Melitta Coffee, Mennen, Office Depot, Pennwalt, Progressive Insurance, Super Kmart, Tech Levy, King & White, Buffalo, NY Data Corporation Copywriter Regional Brands BJK&E, Southfield, MI The Buffalo News, Clearwater Nissan, Elios Pizza, Empire of America, Copywriter First Federal of Michigan, The Florida Orchestra, Ford Dealers of WNY, H. Lee Moffit Cancer Center, Kash n' Karry Food Stores, Kelly Services, Lintas: Campbell-Ewald, Warren, MI Lexus of Tampa Bay, The Litchfield Company, Rutenberg Homes, St. Copy Writer Bonaventure University, The St. Petersburg Times, The Tampa Bay Storm, The United Way, University Hospital EDUCATION University of Michigan Bachelor of Arts, English - 1984 13
  • 15. D I R EC TO R P R O F I L E DAVID PEAR Design Director AGENCY EXPERIENCE CLIENT EXPERIENCE At Large Marketing Solutions, Greenville, SC National Brands Design Director Arrow Electronics, General Motors (Buick, Cadillac), Gerber Childrenswear, IBM Advanced Business Institute, Office Depot Experience Engineering, Inc., Greenville, SC Senior Art Director Regional Brands BSA Sales, Computer Design and Consulting, D&D Ford, Diversified Gerber Childrenswear, Greenville, SC Security, Inc., Greenville Braves, Greenville Hospital System, Greenville Artist Little Theatre, Nissan of Greenville, Skyland Automotive, The Litchfield Company, University Hospital Ad South Advertising Group, Spartanburg, SC Graphic Designer EDUCATION Frostburg State University Bachelor of Fine Arts, Graphic Design Minor, Business Administration - 1994 14
  • 16. F E AT U R E D A F F I L I AT E S Strategic Direction Project Management Public Relations Bestbrandz Fox Marketing Brett Communications John Garrard Kim Fox Tim Brett www.bestbrandz.com www.foxmarketinginc.com www.brettcomm.com Vivaldi Partners Broadcast Production Thomason PR www.vivaldipartners.com Gromvision Beth Thomason Corporate Video Production bthomason@bellsouth.net Graphic Design Greg Grom Mighty Mouse Productions www.gromvision.com Virginia Hayes Janice Antley virginiahayespr@yahoo.com mightymouse@mindspring.com Media Planning/Execution Tankersley Media Spain Lutz Leah Tankersley spainlutz@earthlink.net tankmedia@charter.net Upriver Studio Jean Eisen Chris Thomas jeisonmedia@gmail.com upriverstudio@earthlink.net Research Copy Writing Research Works HI Creative Collaboration & Copy Russell Stall Helen Ingram rstallpmr@aol.com helenaingram@excite.com Qualified Prospects, LLC Thinking Cap Jason Keenan Christa Sorauf jason.keenan@charter.net thinkingcapone@charter.net 15
  • 17. CLIENT PROFILES While we execute work for more companies than are represented here, we consider clients to be those for whom we fulfill the majority of their needs in the defined methodology, and have done so for them at least within the past year. Client Industry Methodology % Of Billings Contact Contact Information Buster Kennedy 200 East Broad Street Elliott Davis Accounting Brand Management 8 Greenville, SC 29606-6286 Marketing Manager (864) 242-2645 Brand Management Tim Brett 330 B Pelham Rd, Suite 200 Brett Communications Public Relations 8 Greenville, SC 29615 Project Management Owner (864) 239-0616 Greenville Federal Brand Management Matt Tebbets 1501 Wade Hampton Blvd. Financial Services 8 Greenville, SC 29609 Credit Union Experience Management VP, Marketing (864) 235-6309 Brand Management Bill Love 515 Michelin Road MTC Federal Credit Union Financial Services 8 Greenville, SC 29605 Experience Management CEO (864) 458-1102 Midland, MI Dow Chemical Corporation Manufacturing Project Management 5 Rob Vallentine (989) 636-0462 712 Congaree Road Sportsclub Fitness Brand Management 5 Bill Egan Greenville, SC 29607 (803) 790-5004 Wendy Thacker 6 Logue Court ScanSource Partner Technology Brand Management 5 Greenville, SC 29615 Marketing Services Project Management Laura Wencil (864) 329-8242 Kim Fox P.O. Box 3904 Fox Marketing Marketing/Advertising Project Management 5 Pawleys Island, SC 29585 Owner (843) 995-3188 Pierce Marks P.O. Box 15425 Innovative Adhesives Specialty Printing Project Management 4 Senior Vice President Augusta, GA 30919 (706) 828-7775 Extruded Polystyrene Susan Herrenbruck 4223 Dale Boulevard Building Materials Brand Management 4 Woodbridge, VA 22193 Foam Association Executive Director (703) 730-1601 16
  • 18. CLIENT PROFILES Client Industry Methodology % Of Billings Contact Contact Information John Ludwig 205 East Broad Street SDI Technology Services Project Management Greenville, SC 29601 President & CEO (864) 679-0006 P.O. Box 931 Brand Management Blanton Phillips Simpsonville, SC 29681 BPStaff, Inc. Human Resources Project Management President (864) 298-3409 80 Byrdland Drive Indexx Printing Brand Management Jorden Finn Greenville, SC 29607 Owner (864) 234-1024 101 Slater Road JPS Glass Fiber Glass Brand Management Tim Woodlee Slater, SC 29683 Manufacturing Marketing Manager (864) 836-1363 2320 East North Street, Suite LL Salvation Army Community Service Project Management Tara Holley Greenville, SC 29607 (864) 232-9027 Brand Management Tracy Kuhn P,O Box 1349 Pace Electric Company Utilities Easley, SC 29614 Project Management Director of Sales and Marketing (864) 859-0911 Bestbrandz Brand Consulting Brand Management John Garrard (706) 799-0067 Project Management President 40 Phillips Golf Group Sports & Recreation Brand Management Blanton Phillips (864) 298-3409 Brand Management Charles Emory 330 Pelham Road, Building A Phillips Staffing Human Resources Greenville, SC 29615 Project Management President (864) 679-4510 P.O. Box 1768 Renaissance Outdoors Landscape Products Brand Management Cory Brown Easley, SC 28641 Project Management (864) 246-1195 James Egan 511 Leitner Street P.O. Box 520 Graniteville Specialty Fabrics Specialty Fabrics Project Management Graniteville, SC 29829 President (803) 663-2698 Brand Management Herb Dew 300 Coffee Street Human Technologies, Inc. HR Staffing Greenville, SC 29601 Experience Management President (864) 467-0330 Lisa Faller 15351 Roosevelt Blvd. FKQ Advertising Marketing/Advertising Project Management Clearwater, FL 33760 President (727) 539-8800 Philippe Meyersohn 279 Guelph Street Neilson Dairy Dairy Products Brand Management Georgetown, Ontario L7G 4B3 Marketing Manager (905) 702-5032 17
  • 19. CO N TAC T At Large Marketing Solutions, Inc. 330 Pelham Road, Building B, Suite 200 Greenville, SC 29615 office: (864) 527-1190 toll free: (866) 541-0192 www.atlargemarketing.com Directions Directions to Greenville office from GSP International Airport 1. 85 South to 385 North 2. Take Haywood Rd. Exit and turn right on Haywood 3. Go to Pelham and turn left 4. 330 Pelham is on the left (but you’ll see a big 300 address on the sign) 5. Park anywhere and go into Building B 6. Go to the second floor, end of the hall 18
  • 20. SO U T H C A R O L I N A B U S I N E S S L I C E N S E 19

×