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Abi capabilities


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ABI is a global business-to-business marketing public relations agency, consistently named one of the Top 50 Agencies by B-to-B Magazine. Our mission is to consult our clients on marketing public relations strategies that will help them generate growth in revenue, profitability and market share, regionally and globally. From offices in New York, London and Singapore we serve multi-billion dollar, global organizations to smaller, regionally-focused companies.

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Abi capabilities

  1. 1. Capabilities Presentation
  2. 2. Business Profile <ul><li>Founded in 1980, we specialize exclusively in business-to-business marketing public relations </li></ul><ul><li>Our mission is to consult our clients on marketing public relations strategies that will help them generate growth in revenue, profitability and market share, regionally and globally. </li></ul><ul><li>Offices in New York, London, and Singapore </li></ul><ul><li>Industry specialization includes packaging, printing, converting, adhesives/nonwovens, chemicals, plastics, energy, pharmaceutical, medical device, software </li></ul><ul><li>Language capabilities include German, Italian, French, Spanish, Portuguese, Polish, Cantonese, Mandarin, Hindi, Punjabi, Gujrati, Marathi </li></ul><ul><li>Clients range from multi-billion dollar, global organizations to smaller, regionally-focused companies </li></ul>
  3. 3. Client Experience
  4. 4. ABI’s Methodology <ul><li>1) Marketing Consultancy and Media Strategy </li></ul><ul><li>2) Content and Technology Development </li></ul><ul><li>3) Communication and Media Execution </li></ul>
  5. 5. ABI’s Methodology <ul><li>1) Marketing Consultancy and Media Strategy: </li></ul><ul><ul><li>Identify and clearly articulate a company’s business value and differentiated positioning </li></ul></ul><ul><ul><li>Outline the media strategy based on the business goals of the organization </li></ul></ul><ul><ul><li>Develop creative concept outlining recommendations for articulating the positioning visually and through language </li></ul></ul>
  6. 6. ABI’s Methodology <ul><li>2) Content and Technology development: </li></ul><ul><ul><li>Develop key messages for all target audiences by “translating” technical details or into tangible business benefits </li></ul></ul><ul><ul><li>Develop credible content for all media outlets that resonates with key industry specifiers </li></ul></ul><ul><ul><li>Create the visual layer of communication – whether it’s corporate design, screen design, motion design or print design </li></ul></ul><ul><ul><li>Technical consultancy and development of all online components </li></ul></ul>
  7. 7. ABI’s Methodology <ul><li>3) Communication and Media Execution: </li></ul><ul><ul><li>Leverage key industry media in print and online to educate, build/strengthen/modify brand awareness and drive purchasing decisions </li></ul></ul><ul><ul><li>Build communication portals and profiles, such as websites, microsites, YouTube channels, LinkedIn Profiles </li></ul></ul><ul><ul><li>Enhance SEO and build a comprehensive Search Profile through placement of credible content </li></ul></ul><ul><ul><li>Drive traffic to websites, trade show booths, and events through search engine optimization and search profile enhancement </li></ul></ul>
  8. 8. <ul><li>Marketing Consultancy </li></ul><ul><ul><li>Corporate branding </li></ul></ul><ul><ul><li>Product branding </li></ul></ul><ul><ul><li>Brand architecture </li></ul></ul><ul><ul><li>Naming and taglines </li></ul></ul><ul><ul><li>Trade booth design </li></ul></ul><ul><ul><li>Website development </li></ul></ul><ul><ul><li>Marketing strategy </li></ul></ul><ul><ul><li>Sales support </li></ul></ul><ul><li>Content Development </li></ul><ul><ul><li>Positioning and Messaging </li></ul></ul><ul><ul><li>Blog content </li></ul></ul><ul><ul><li>Feature articles </li></ul></ul><ul><ul><li>Testimonials/Case Histories </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Brochure copy </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Podcast scripts </li></ul></ul><ul><ul><li>Speeches </li></ul></ul><ul><ul><li>Web copy </li></ul></ul><ul><ul><li>Story boards and scripts </li></ul></ul><ul><li>Communications </li></ul><ul><ul><li>Media relations </li></ul></ul><ul><ul><ul><li>Print media </li></ul></ul></ul><ul><ul><ul><li>Online media </li></ul></ul></ul><ul><ul><ul><li>Social media </li></ul></ul></ul><ul><ul><li>Trade Show support </li></ul></ul><ul><ul><li>Speaking opportunities </li></ul></ul><ul><ul><li>Executive interviews </li></ul></ul><ul><ul><li>Media tours </li></ul></ul><ul><ul><li>Round-up articles </li></ul></ul><ul><ul><li>Press conferences </li></ul></ul><ul><ul><li>Custom events </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul>
  9. 9. Our Unique Value <ul><li>Global perspective </li></ul><ul><ul><li>Culturally diverse team with varied professional backgrounds located in offices worldwide </li></ul></ul><ul><li>Boutique Approach </li></ul><ul><ul><li>Personal approach to client service, with appropriately staffed global resources </li></ul></ul><ul><li>One-stop-shop </li></ul><ul><ul><li>Brand positioning + marketing + technology </li></ul></ul><ul><li>Technologically savvy </li></ul><ul><ul><li>Ahead of the curve, providing our clients with the most effective communication vehicles available </li></ul></ul>
  11. 11.
  12. 12. <ul><li>Zip-Pak felt that they were missing an opportunity to grow business by focusing </li></ul><ul><li>their selling on purchasing agents and packaging engineers. </li></ul><ul><li>ABI recommended a comprehensive corporate branding program to help Zip </li></ul><ul><li>Pak reach brand owners and marketing managers. In this case, the brand </li></ul><ul><li>needed to be developed, so we started at the beginning: </li></ul><ul><li>Logo development </li></ul><ul><li>Positioning/Messaging </li></ul><ul><li>Style Guide </li></ul><ul><li>Product/Brand Architecture </li></ul><ul><li>Internal Communications </li></ul><ul><li>Publicity Campaign </li></ul><ul><li>Marketing Materials </li></ul><ul><li>Website </li></ul><ul><li>Trade Show Booth Consultation </li></ul>
  13. 13. <ul><li>Solution </li></ul><ul><li>Step 1. Refresh corporate brand and establish guidelines for use of visual and language identity elements </li></ul><ul><li>Step 2. Clarify communication of technology portfolio </li></ul><ul><li>Step 3. Develop messaging platform and marketing materials </li></ul><ul><li>Step 4. Communication to target audiences </li></ul>
  14. 14. <ul><li>STEP 1 - Establish Visual Identity </li></ul><ul><li>Process </li></ul><ul><li>Conduct strategic brand workshop with key decision makers </li></ul><ul><li>Audit all global marketing materials </li></ul><ul><li>Provide corporate brand equity analysis and recommendations </li></ul><ul><li>Redesign logo, if necessary, for consistent use globally </li></ul><ul><li>Develop global corporate style standards </li></ul><ul><li>Develop iconic image to visually represent Zip-Pak’s business </li></ul><ul><li>Develop new communications templates, printed and digital </li></ul><ul><li>Create new portfolio of imagery that conveys the benefits of Zip-Pak technology </li></ul>
  15. 15. <ul><li>The new typography: </li></ul><ul><ul><li>Powerful, consistent weight of the lettering suggests strength, integrity, reliability. </li></ul></ul><ul><ul><li>Angled/italic feature indicates forward movement, innovation. </li></ul></ul><ul><li>The new icon: </li></ul><ul><ul><li>Subtle but significant revisions modernize the logo for a cleaner look </li></ul></ul><ul><ul><li>The color line design® has been added to the logo. </li></ul></ul><ul><li>Improved functionality: </li></ul><ul><ul><li>Designed to reproduce more easily for improved visibility on consumer packaging and small applications </li></ul></ul>Redesign logo for use globally
  16. 16. <ul><li>Iconic image to communicate </li></ul><ul><li>brand benefits </li></ul>
  17. 17. Develop new communications templates, printed and digital
  18. 18. Develop global corporate style standards
  19. 19. Create new portfolio of imagery that reinforces key messages
  20. 20. <ul><li>STEP 2 - Clarify Technology Portfolio </li></ul><ul><li>Purpose </li></ul><ul><li>To facilitate more strategic marketing investments </li></ul><ul><li>Process </li></ul><ul><li>Conduct audit of all Zip-Pak products and brands </li></ul><ul><li>Individual technology brand equity analysis and recommendations </li></ul><ul><li>Brand Architecture Development </li></ul><ul><li>Development of Stage-Gate Process for branding of new technologies </li></ul>
  21. 21. Brand Architecture Development
  22. 22. <ul><li>STEP 3 - Develop Messaging Platform and Marketing Materials </li></ul><ul><li>Process </li></ul><ul><li>Develop new positioning and messaging </li></ul><ul><li>Develop brand book as marketing collateral </li></ul><ul><li>Internal rollout program </li></ul><ul><li>External rollout program </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Trade show booth consultation </li></ul></ul>
  23. 23. <ul><li>New Messaging Platform to reach Brand and Marketing Managers </li></ul>
  24. 24. <ul><li>Sales messaging document </li></ul>
  25. 25. Hartz® Refreshes Its Pet Food Brands and Grows Sales with Resealable Packaging MasterPack Increases Cheese Packaging Sales by 30% With New Resealable Packaging Solution Brand Brochure Ten Ren Tea Company Strengthens Brand Awareness and Provides Added Value with Resealable Pouches
  26. 26. <ul><li>Global Testimonial Series supports consistent language identity </li></ul>
  27. 27. Modular Trade Show Booth Design
  28. 31.
  29. 32. CASE STUDY:
  30. 33. <ul><li>Develop new positioning and messaging – “Brand-Building Packaging” </li></ul><ul><li>Work with CEO on global internal communications program </li></ul><ul><li>Develop new logo and corporate identity guidelines </li></ul><ul><li>Create and execute thought-leadership initiative </li></ul><ul><li>Support positioning with strategic testimonial program </li></ul><ul><li>Design new global corporate website </li></ul>
  31. 34. New Corporate Logo and Tagline
  32. 35. Thought Leadership Initiative
  33. 36. Testimonial Program
  34. 37.
  35. 38. <ul><li>Results </li></ul><ul><li>Stock price rose from nearly $1 per share to more than $24 per share </li></ul><ul><li>Sales rise by nearly 20% </li></ul><ul><li>Industry-wide recognition of Crown innovations </li></ul><ul><li>Tonality of coverage changed significantly </li></ul>
  36. 39. For more information, please visit or reach us directly: New York: + 1 212-529-4500 London: + 44 207-014-3500 Singapore: + 65 6296-4384 [email_address]