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1. CAPABILITIES STATEMENT
SYNERGY MARKETING STRATEGY & RESEARCH, INC:
Insight-Driven Strategies that Inspire Growth
CORPORATE VALUES
We lead with Integrity. Execute with Passion. Innovate with a Focus on Results.
COMPANY OVERVIEW
Synergy Marketing Strategy & Research, Inc. provides marketing research, marketing strategy and training to
help organizations effectively connect to customers, engage employees and grow.
VALUE PROPOSITION
Produce bottom-line results by starting with data and insights. Deliver excellent marketing ROI, drive
productivity and improve culture. Clients experience up to 25% growth in revenues and market penetration,
and 20% increase in employee retention and productivity, year-over-year.
CORE COMPETENCIES: MARKETING RESEARCH
 Advanced Analytics
 Brand Assessment (BloomPrint™)
 Brand Awareness Studies
 Climate Studies
 Communications Audits
 Competitive Analysis
 Customer Segmentation Studies
 Customer Surveys (Web, Telephone,
Intercept, Social Media)
 Data Mining
 EEO and Diversity Studies
 Employee Engagement Surveys
 Ethnographic Research
 Focus Groups
 Internal Reporting
 Mystery Shopping
 New Product Marketing
 Persona Design
 Product Utilization Testing
 Shop-a-longs
 Social Listening
 Voice-of-Customer Analysis
Note: Synergy’s Focus Group Concierge™ boasts two Northeast Ohio locations, two high-technology full-service
focus group facilities and national recruiting capabilities.
CORE COMPETENCIES: MARKETING STRATEGY
 Brand Strategy
 Category Management
 Communications Planning
 Customer Experience Optimization
 Customer Loyalty
 Customer Research Activation
 Digital Experience Optimization
 Go-to-Market Strategy
 Marketing Mix Optimization
 Marketing Strategy
 Messaging Platforms
 Pricing Strategies
 Stakeholder Ecosystem Mapping
 Strategic Planning
 Visioning and Ideation
Note: Synergy’s signature product, BloomPrint™ for Brands is the only brand assessment and activation tool of
its kind – maximizing our six-dimensional model to drive brand effectiveness. It’s “Miracle Grow” for brands!
CORE COMPETENCIES: STRATEGIC EXECUTION
 Brand Development
 Brand Voice
 Community Engagement
 Content Development
 Corporate Communications
 Customer Experience Training
 Employee Engagement Training
 Event Marketing
 Influencer Outreach
 Marketing and Brand Integration
 Marketing Campaigns
 Media Buying
 Monitoring Trends & Insights
 Social Media Toolkits
 Thought Leadership

2. ©2018 Synergy Marketing Strategy & Research, Inc. 2
Capabilities Statement
INDUSTRIES SERVED
 Banking and Financial
Services
 CPG
 Education
 Electrical Products
 Food Service
 Government
 Healthcare
 Manufacturing
 Nonprofit
 Professional Services
 Retail
 Travel, Tourism &
Attractions
BUSINESS DIFFERENTIATORS
 Recognized as supplier of choice to government entities, Fortune 500 corporations and leading
nonprofit organizations
 Nationally and regionally recognized, award-winning strategic campaigns
 Recognized as top minority-owned research firm in Ohio
 Rigorous research methods and strategic models
 Two world-class focus group facilities through Focus Group Concierge™ practice (Akron, Cleveland)
EXPERTISE, EXPERIENCE & EDUCATION
 Key consultants hold Master’s and/or Doctoral Degrees
 Key executives with Fortune 100 executive management experience
 Highly experienced facilitators with degrees in Management, Marketing, Strategy & Analytics
 Full-service research designers, analysts and social scientists
 Tenured communications, brand and creative strategists on-staff
PARTIAL CLIENT LIST
 Best Buy, Inc.
 Case Western Reserve University
 Cleveland Clinic
 Cleveland Hopkins Airport
 Eaton Corporation
 Fisher Foods
 Great Lakes Science Center
 Kent State University
 Key Bank, NA
 Microsoft Corporation
 Ohio Department of Health
 Ohio Department of Medicaid
 Ohio Department of Transportation
 PNC Bank
 Positively Cleveland
 Proctor & Gamble
 Snap-On
PARTIAL RECOGNITION & AWARDS LIST
 Cascade Capital Business Growth
Awardee (Smart Business Magazine,
2016)
 Pillar Awardee for Community Service
Medical Mutual, 2015)
 Women Who Excel (Smart Business
Magazine, 2015)
 Greater Cleveland’s Top Entrepreneurs
(COSE/Kaleidoscope Magazine, 2012)
 Top Ten Women Business Owners
(NAWBO, 2010)
 ATHENA® International Award
Finalist (Athena Intl., 2010)
CORPORATE DATA & CONTACT INFORMATION
NAICS CODES
 541611: Administrative and General
Management Consulting Services
 541613: Marketing Consulting Services
 541910: Marketing Research & Public
Opinion Polling
 611430: Professional & Management
Development Training
CORPORATE DATA
Fed Tax ID TIN: 16-1645655
Duns: #140543658
DBE Certified
MBE Certified: #MBE-0631
EDGE Certified: #EDGE-0631
Incorporated: Ohio – 2002
CONTACT INFORMATION
Crystal Ogden
3634 West Market Street
Suite 104
Akron, OH 44333
Office: 216-431-0008
Fax: 216-333-1180
Email: cogden@synergyloyalty.com
www.facebook.com/SynergyStrategyResearch
https://www.linkedin.com/company/synergy-marketing-strategy-&-research-inc.
w w w . S y n e r g y L o y a l t y . c o m

3. ©2018 Synergy Marketing Strategy & Research, Inc. 3
Capabilities Statement
OUR TEAM
SYNERGY MARKETING STRATEGY & RESEARCH, INC:
Insight-Driven Strategies to Inspire and Engage for Growth
Synergy’s Management Team
Dr. Rachel Talton is CEO of Synergy Marketing Strategy & Research, Inc (“Synergy”). In
addition to Dr. Talton’s success as an entrepreneur, she is an award-winning expert and
published scholar in the areas of brand trust and employee loyalty.
Prior to founding Synergy, Dr. Talton was Executive Vice President of Marketing Programs,
Inc., where she led Corporate and Business Programs. Between 1997 and 2001, Dr. Talton’s
consumer insights were used to help build one of the most successful retail small business banking programs
in the U.S. for National City Bank (now PNC).
In 2008, Dr. Talton designed the Synergy Trust Index™ (STI), which measures consumer trust and distrust in
the largest corporations in the U.S., and TrustTrends™, which ranks the most trusted brands in the U.S. These
tools provide executives with critical information to drive consumer loyalty in varying industries.
Dr. Talton earned her Doctor of Management from Case Western Reserve University’s Weatherhead School of
Management, where she serves as Adjunct Professor of Marketing. Her research is focused on the impact of
perceptions of trust, satisfaction and value on consumer loyalty in dynamic industry environments. She holds
an M.B.A. with a concentration in Finance from Cleveland State University and a B.A. in Psychology. She is a
lifetime member of Beta Gamma Sigma International Business Honor Society.
James M. Talton
From the executive suites and strategic business management circles to strategic planning
and research management for global multinational firms, James M. Talton is an expert in
operations excellence and human resource performance.
As Synergy's Chief Operating Officer, James is responsible for staff management, strategic
oversight of all client projects, and business development. Additionally, he provides executive coaching to
senior executives and entrepreneurs on leadership, business growth strategies and organization
effectiveness. His interpersonal and relationship-building skills fit perfectly with Synergy's client-focused
mission.
Before joining Synergy, James served as Executive Vice President for Forest City Enterprises, where he
directed all human resources departments and company programs including new diversity initiatives. Prior
to joining Forest City, he was Global Vice President of Human Resources and the Vice President of North
American Research Operations for a London-Based pharmaceutical company, where he directed all clinical
research and quality assurance. Additionally, as Senior Vice President for Rite Aid, he directed the extensive
growth of the company and implemented significant leadership development and training programs.
He received a Bachelor of Science in biology and chemistry from Knoxville College in Knoxville, Tennessee,
and a Master of Science in industrial and labor relations from St. Francis College in Loretto, Pennsylvania.

4. ©2018 Synergy Marketing Strategy & Research, Inc. 4
Capabilities Statement
Robin Segbers has nearly 30 years of experience helping clients realize their brands' full
potential and develop healthy, thriving brands. She is recognized across numerous industries
for her ability to:
 Develop truly differentiated brand and positioning strategies
 Align internal audiences to deliver the brand promise
 Design effective brand experiences
 Manage brand portfolios, brand architecture
 Develop and implement market research to generate audience insights that drive strategy
Her pragmatic approach equips organizations with the insight and tools necessary to align their operational
strategies and tactics around a single, inspiring, and attainable brand promise. She has proven results in a
variety of industries including healthcare, building products, consumer packaged goods, consumer durables,
banking, and many others.
Robin spent much of her career working with well-known brands including The J.M. Smucker Company,
Sherwin Williams, GE Lighting, Goodyear, Pfaltzgraff, T.J. Marzetti Company, Arhaus Furniture, Parker
Hannifin and many others. Her strength in brand strategy, market research, and marketing strategy lead to
successful brand and product launches, marketing campaigns, and market share growth for many clients.
In healthcare, Robin has worked with many health systems throughout the US as well as other brands
including Philips Medical Systems, Invacare, MDG Medical, Ross Laboratories, Hill-Rom, and Providence
Health Plan.
Robin holds her Master of Business Administration from Ohio State University and graduated Summa Cum
Laude from Kent State University with a Bachelor of Science degree.
Matthew Selker
Matthew is an exceptional organizational performance and change management
consultant. With his counsel, organizational leaders better understand their
environments, themselves, their employees, and their customers, enabling the strategic
alignment and attunement of assets around organizational goals. He is a highly sought-
after expert on improving organizational and individual outputs within budget, strategic
planning, employee engagement, ideal management, building and sustaining post-modern
leadership and managerial competence, and organizational turn-around.
His tenure in organizational performance and change management consultancy exceeds 10 years. He
provides consulting service to for-profit, non-profit, and government entities; serving a multitude of business
sectors. His corporate and nonprofit leadership experience includes serving as the executive director of a
community development corporation and as the CEO of a wireless firm.
He earned his Bachelors in Business Administration degree from Edinboro University of Pennsylvania,
Masters in Public Administration degree from the Levin College of Urban Affairs at Cleveland State University,
and his education in Positive Organizational Development and Change from the Weatherhead School of
Management at Case Western Reserve University.
He has authored or co-authored research on organizational effectiveness, emotional intelligence
competencies in non-profit executive directors, the evolution of work, and leadership competencies of future
leaders. He is currently writing a book about advancing stalled organizations entitled ‘Unstuck: a leaders
guide to achieving the next level and is published by the American Society for Public Administration.

5. ©2018 Synergy Marketing Strategy & Research, Inc. 5
Capabilities Statement
Kathy A. Lentner is a consultant with 15 years of experience in research communications,
marketing/advertising, and organizational development. Her past work includes brand
building & development, strategic planning, focus group moderation, small & large group
facilitation, workshop design & facilitation, appreciative inquiry and change management.
She has been a board member and consultant for Ohio Environmental Council and has
consulted for St. Luke's Foundation, University Circle Inc., Greater Cleveland Regional Transit Authority,
Cleveland Museum of Art, Cleveland Botanical Garden, Cleveland International Airport, Metro Health, and
other regional for profit and non-profit organizations.
Kathy has taught as an adjunct faculty member at Kent State University. Kathy earned her bachelor’s degree
from Marietta College and master’s in organizational development and analysis from Case Western Reserve
University.
Crystal Ogden joined Synergy after a successful 10-year engagement with a global
automotive aftermarket supplier. During her tenure, she wore many hats, including
marketing, project management, sales, and executive and marketing department support.
She managed all aspects of the company's involvement in international trade shows and
special events, as well as corporate communications materials and marketing department
budgeting. She also served as a communication and organization hub for the group.
Here, Crystal acquired the rare combination of skills, experience and passion that allow her to motivate her
team members and maintain their enthusiasm throughout a project lifecycle. As a member of the Synergy
team, Crystal's exceptional capabilities ensure that the deadlines are met and promises are kept. Crystal's
targeted-insights ensure our diverse clientele have everything they require—sometimes at a moment's
notice—rather like a trade-show.
Crystal holds a BS/BA in Marketing Management from the University of Akron, where she graduated Cum
Laude. She is also a certified Project Management Professional.