1. ith almost 30 years of experience, unlimited
creativity, and more than a dash of humor,
Dinah Olanoff has met challenges like these
marketing and communica-
-
ing with a variety of business
types, from Fortune 500 com-
panies to municipalities and
schools, she has consistently
demonstrated the ability to
“get the job done.”
“So often, resource suppliers
will approach a problem with
a pre-determined solution
in mind. Their goal is to get
solution. I have always found
that with the proper preliminary groundwork, at
least one clear process will emerge. Along with
an understanding of who you are communicat-
ing with, and strong key messages, mechanical
requirements such as schedule, budget, and
resource allocation, help to determine the most
appropriate approach.”
The City of Cambridge recently called on
Dinah to help design and implement a social
marketing campaign targeting middle school
parents. The program was designed to raise
awareness of the growing problem of underage
drinking. Dinah was selected to work with the
Cambridge Prevention Coalition because of her
strong track record with the Department of Hu-
man Service Programs in designing their brand
and identity. This project was also a major
undertaking, incorporating collaboration across
every DHSP agency. The result was a coherent
design that remains central to the Department’s
marketing and communication efforts to this
day.
When State Street Corpora-
tion embarked on an internal
change initiative, one of their
organizational management
challenges was to ensure
effective internal communi-
cations. Dinah was selected
as the consultant to manage
the “Beyond the Horizon”
initiative, which effectively
communicated change to over
6000 employees in the Boston
area over a three year period
of rapid growth.
Calling on her writing and visual expertise,
Fidelity Investments engaged Dinah for the
design and development of six newsletter titles
for distribution across a variety of internal and
external customer channels.
Analog Devices also engaged
newsletter and communica-
tions expertise, resulting in
two titles that managed highly
technical information.
“Development and execution
of projects like these are an
example of tools that help to
communicate ongoing mes-
sages. By understanding the
bigger picture, you can build
effective programs that dif-
ferentiate you in the market-
place.” says Dinah.
Strong, effective communications are exactly
what Dinah’s clients will tell you they count
on. Over time, she has developed a loyal cus-
tomer base, along with the well earned reputa-
of service provider.
When ScooterBug, Inc. decided to grow
beyond its comfort zone and expand into new
vertical markets, they asked Dinah to create
the new marketing function. To date, Scooter-
Bug has a new branding program, a library
of marketing collateral, and several new lead
generation programs designed to expand their
reach into new, vertical markets.
“There is only one thing I know for sure in a
world where technique and tools are changing
rapidly.” Dinah says. “What matters most is
being authentic. If that is your true platform —
from which everything else comes — you can
communicate anything.”
For more information, port-
folio samples, or references,
please contact
Dinah Olanoff at
617-285-1769 or email
dinaho@comcast.net
“Marketingsuccessintheserviceindustry—especiallyin‘highemotion’
settings,requiresmorethaneffectiveinfrastructure.Itrequiresastrong,
believablebrandandbuy-infrombothtopdownandbottomup.Thiscan
onlybeachievedwhenthereistotalcommitmentonthepartofleadership.”
W
TheRightFit
Toremaincompetitive,everyorganizationneedstoidentifyopportunities,
developpracticalandeffectivestrategies,andexecuteacrossmultiplechannels.