Marketing for Where You Want to Be
10 Proven Ways to Strategically Grow
© 2011 ClearEdge Marketing
January 26, 2011
Leslie...
2
Our Agenda
About ClearEdge Marketing
Challenges and Opportunities
What Marketing Can (and Can’t) Do
Marketing for Growth...
3
About ClearEdge Marketing
About ClearEdge Marketing
Founded in 2006, ClearEdge is an award-winning marketing firm
headqu...
4
About ClearEdge Marketing, cont.
Outsourced Marketing: Our Unique, Flexible Model
Branding & Messaging
Competitor and in...
5
Challenges and Opportunities
Grueling competition to win an audience.
6
Challenges & Opportunities
Competition for Your
Prospects’ Attention
Is Everywhere
In their pockets — Mobile devices
On ...
7
Challenges and Opportunities
Finding the
money for
marketing
programs today
is not easy.
8
What Marketing Can (and Can’t) Do
Marketing Cannot…
Make the sale – great sales
processes and teams still
required
Work ...
9
Marketing for Growth Top 10
10
#1 Turn Clients Into
Raving Fans
11
The Goal: Raving Fans
A Secret Sales Weapon
Your clients are powerful resources with broad networks of…
Colleagues
Peer...
12
Got Clients or Fans?
Do clients refer their contacts to your company?
Do they participate in testimonials and case stud...
13
Tips for Client/Fan Conversion
Tip 1: Engage Clients
at Several Levels
Executive sponsor
Project manager and
team leade...
14
Tip 2: Conduct Client Satisfaction Surveys
You Want to Learn…
If clients are satisfied and how to make them happier
How...
15
Tip 3: Create Case Studies and
Gather Testimonials
Case Studies Work Because They…
Demonstrate capabilities
Underscore ...
16
The Result?
An Organized Network of Fans
Who Refer Your Business
17
#2 Compete for
Industry Awards
18
How many of you have applied for an award either
for your company, one of your staff members or one
of your clients?
QU...
19
Why Enter Industry Awards?
Worth their Weight in Gold
The “cool” factor:
“It’s a chance for everyone to rally around th...
20
Awards in Action
Talon Professional Services
2010 Bronze Tower Award, Corporate Identity
Business Marketing Association
21
Awards in Action
EdgeLink
Award: 100 Best Companies
to Work for in Oregon
From: Oregon Business
Magazine
Broadcasting C...
22
#3 Speaking
Opportunities
23
Speak at Industry Events
Speaking Opportunities
Local business groups
Local, regional and national
business and industr...
24
The Value of Events
Many legs
Provides multiple avenues for building brand recognition, gives
you a reason to contact a...
25
Webinar Best Practices
Target your audience
Choose a great topic for
your audience
Partner with an expert
Promote it ev...
26
Webinars in Action
Harvey Nash Webinar Series
Average of 60 attendees per
webinar
6-8 webinars per year
44 appointments...
27
Market Validation
Harvey Nash
2010 Gold Tower Award, Best Webinar Series 2010
Business Marketing Association
28
#4 Pulse Surveys
29
Multiple Touch Points
Do You Have
Marketing Tools and
Resources for All
Phases of the Sales
Life Cycle?
30
Do you currently have marketing tools that can be
used in all stages of the sales life cycle (reaching,
acquiring, deve...
31
Member in Action: SCS
The Marketing Tactic
Thought leadership on Business Intelligence (BI)
o Pulse Survey
o Survey Rep...
32
How It Worked
Clients asked to participate in
select survey and would receive
thought leadership insights and
opportuni...
33
Results to Date
Survey achieved a 14% response
rate, which is well above the
widely accepted 10% mark of “a
very good r...
34
Key Takeaway
Thought leaders are as important as
cultivating thought leadership.
34
What You Can Do:
• Identify interna...
35
Pulse Survey Best Practices
Narrow your audience
Choose a great topic
for the media and
your audience
Keep it short, 10...
36
STAR BASE Consulting’s Annual Pulse Survey
85 responses
5 appointments to date
8 requests for report without prior
appo...
37
#5 Public Relations
38
Public Relations
Provide business updates and
introduce experts ― Buzz
Build relationships with media
Identify target p...
39
Required for Success
In-house experts
Use your own expertise or that of your staff to
become a reliable resource for th...
40
Public Relations in Action
41
#6 List Development
& Cold Calling
42
How long has it been since you updated your
prospect list?
1 – 2 months
6+ months
1 year
More than one year
Never
QUEST...
43
List Development & Cold Calling
Focus: A well-defined list of
prospects grounds your efforts
Clarity: There is little g...
44
List Development Best Practices
Conduct an Internal Audit
Have a sales team list “spring cleaning”
Send out “update you...
45
Cold Calling Best Practices
70% of the population need at least
5 contacts before they'll trust you
enough to grant an ...
46
#7 TAP Your Targets:
Target Account Programs
47
Target Account Program (TAP)
What Is It?
A scheduled, targeted weekly mail-based or drop-in
program for target accounts...
48
Why TAP?
Increase Customer Relationships
Regularly get in front of decision
makers
Push Your Sales Team
Get your sales ...
49
TAP in Action
IBS Results to Date
28 meetings
20 requirements
5 new billable clients
6 placements
50
TAP in Action
Consultis Results to Date
253 acknowledgements
155 meetings
61 requirements
9 placements
“The sales campa...
51
#8 KIT Programs
Keep-in-Touch
52
Keep-in-Touch Program (KIT)
What Is It?
A scheduled program of tools and resources that keep businesses
connected with ...
53
Why KIT?
Maintain Strong Customer
Relationships
Keep Your Brand and Services in
Front of Your Clients
Build Credibility...
54
KIT Best Practices
Share thoughtful, useful content
What does your audience want to know?
Create short, benefit-oriente...
55
#9 Get Social
56
The Power of Social Media
The way people communicate is changing,
evolving…sales and marketing programs should
span as ...
57
Social Media. What Should
You Be Doing?
58
Put a Plan in Place
SET A GOAL
Where are we?
Where do we want to be?
How do we get there?
Agree upon metrics…
59
Define Metrics that Matter
Be Open to New Metrics
INVOLVEMENT: Web analytics measure if a person is present through sit...
60
Identify Communities
Discover places where key
clients, candidates and
partners are meeting,
interacting and networking.
61
Assign Some Voices
Identify internal team members that can help contribute
content—thought leadership, industry insight...
62
Social Media in Action
Consultis
779 fans to date
Targets candidates
Highlights a “featured job”
on the wall nearly eve...
63
#10 Website
Optimization
64
Website Reminders
Your website is still #1 marketing tool
65
Website Best Practices
A Website must be:
Functional
o Is it well organized? Attractive?
o Does it convince people to t...
66
Do you have strong SEO best practices in place?
QUESTION?
67
Why SEO is a MUST
Without good SEO...
You can’t be found
You give competitors a free
advantage
SEO Tips
Get your conten...
68
Marketing for Growth Top 10
1. Create Raving Fans
2. Win Awards
3. Speak To and For the Industry
4. Survey and Report Y...
69
70
Register for Next Webinar
Your Brand Matters! What
Does it Say About You?
Tuesday, May 10
12:30-1:30 p.m. ET
Register: ...
71
Let’s Talk
Your Questions, Experiences & Thoughts.
Let’s Share & Learn.
72
Thank You!
For More Insights, Contact Me Anytime
Leslie Vickrey, President of ClearEdge Marketing
Tel: 312.731.3149
E-m...
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Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond

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This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.

For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.

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Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond

  1. 1. Marketing for Where You Want to Be 10 Proven Ways to Strategically Grow © 2011 ClearEdge Marketing January 26, 2011 Leslie Vickrey, President & Founder ClearEdge Marketing
  2. 2. 2 Our Agenda About ClearEdge Marketing Challenges and Opportunities What Marketing Can (and Can’t) Do Marketing for Growth Top 10 Your Questions, Our Answers
  3. 3. 3 About ClearEdge Marketing About ClearEdge Marketing Founded in 2006, ClearEdge is an award-winning marketing firm headquartered in Chicago, IL 95% of our clients are technology services firms Operate on a unique and flexible outsourced marketing model o Become virtual department on a monthly retainer or project basis o Special forces for internal marketing when bandwidth needs arise o Offer small- to medium-sized companies an opportunity to invest in marketing without carrying the overhead of an entire department Team of strategic and tactical marketing professionals with experience managing global marketing operations o Strategists, Project Managers, Writers, Designers, Developers
  4. 4. 4 About ClearEdge Marketing, cont. Outsourced Marketing: Our Unique, Flexible Model Branding & Messaging Competitor and industry analysis, brand development, go-to-market strategy and messaging Digital/Interactive Website, search engine optimization, blogging, social media, video Campaigns Lead generation and Target Account Programs (TAP), Keep-in-Touch (KIT) programs, customer care programs, recruiting and retention programs Sales Collateral Custom tools that fit strategically into the sales cycle, including: brochures, presentations, proposals, surveys, business perspective articles, case studies, testimonials, introduction and follow up HTMLs and letters, etc. Public Relations Press releases, rapid response programs, editorial calendar, speaking opportunities, media training, articles, awards Event Support Seminars, conferences, roundtables, webinars
  5. 5. 5 Challenges and Opportunities Grueling competition to win an audience.
  6. 6. 6 Challenges & Opportunities Competition for Your Prospects’ Attention Is Everywhere In their pockets — Mobile devices On their desktops — Web, direct mail, social media Around the house — Web, TV, telemarketing, direct mail When they’re with friends — Social media, events
  7. 7. 7 Challenges and Opportunities Finding the money for marketing programs today is not easy.
  8. 8. 8 What Marketing Can (and Can’t) Do Marketing Cannot… Make the sale – great sales processes and teams still required Work magically—like any strategic process, it’s about plans, hard work, smart insights and creativity Despite those Challenges Marketing Can… Build your brand Get and hold the attention of key audiences Influence sales Be affordable Help you better address the changing marketplace
  9. 9. 9 Marketing for Growth Top 10
  10. 10. 10 #1 Turn Clients Into Raving Fans
  11. 11. 11 The Goal: Raving Fans A Secret Sales Weapon Your clients are powerful resources with broad networks of… Colleagues Peers Friends and family They are the smartest, most direct pathway to new sales success A Client Fan Will… Give your business great referrals Spread positive word of mouth Provide marketing legitimacy (back up your claims)
  12. 12. 12 Got Clients or Fans? Do clients refer their contacts to your company? Do they participate in testimonials and case studies that demonstrate your company’s value and capabilities? Do they speak positively of your brand and become an indirect yet highly effective component of your sales and marketing strategy? QUESTIONS?
  13. 13. 13 Tips for Client/Fan Conversion Tip 1: Engage Clients at Several Levels Executive sponsor Project manager and team leader Peers (developer-to- developer, tester-to- tester)
  14. 14. 14 Tip 2: Conduct Client Satisfaction Surveys You Want to Learn… If clients are satisfied and how to make them happier How their needs are changing If any accounts are in peril Benefits Easy to implement More cost effective than ever Provides data for benchmarking your performance over time Tools Online surveys (e.g. Survey Monkey, Zoomerang) and feedback tools (e.g. NetPromoter, Inavero) Keys to Success Surveys need to occur regularly Share results Tips for Client/Fan Conversion
  15. 15. 15 Tip 3: Create Case Studies and Gather Testimonials Case Studies Work Because They… Demonstrate capabilities Underscore qualifications and experience Show a solution in action/help sales tell a story Reveal results Testimonials Work Because They Are… Authentic Personal Distinctive Evidence Tips for Client/Fan Conversion
  16. 16. 16 The Result? An Organized Network of Fans Who Refer Your Business
  17. 17. 17 #2 Compete for Industry Awards
  18. 18. 18 How many of you have applied for an award either for your company, one of your staff members or one of your clients? QUESTION?
  19. 19. 19 Why Enter Industry Awards? Worth their Weight in Gold The “cool” factor: “It’s a chance for everyone to rally around the company—which is great for morale—and the application process raises questions that opens the door for people to talk.” — Jeff Miller, Founder and Managing Director of EdgeLink Clients are flattered Visibility in the marketplace Third-party validation Staff pride increases
  20. 20. 20 Awards in Action Talon Professional Services 2010 Bronze Tower Award, Corporate Identity Business Marketing Association
  21. 21. 21 Awards in Action EdgeLink Award: 100 Best Companies to Work for in Oregon From: Oregon Business Magazine Broadcasting Channels: o News o Boilerplate o Marketing About EdgeLink EdgeLink is a Portland-based, technology staffing firm that recruits the area’s best mid-to-executive- level technology professionals on a contract, contract-to-hire and direct-hire basis. EdgeLink’s client companies include Digimarc, Sharp Laboratories, RuleSpace, Ensequence, Biamp Systems, RNA Networks. Since its inception in 2003, EdgeLink earned the 100 Best Companies to Work for in Oregon by Oregon Business Magazine three years in a row: 2009, 2008 and 2007.
  22. 22. 22 #3 Speaking Opportunities
  23. 23. 23 Speak at Industry Events Speaking Opportunities Local business groups Local, regional and national business and industry associations Conferences Webinars Benefits Reach a diverse audience Gain industry validation Increase brand credibility
  24. 24. 24 The Value of Events Many legs Provides multiple avenues for building brand recognition, gives you a reason to contact a client, you can be creative! Demonstrates thought leadership Gives you clout as an expert in a particular area Direct contact Allows you to get in front of prospects Insight Lets you learn more about a prospects pain points or business needs
  25. 25. 25 Webinar Best Practices Target your audience Choose a great topic for your audience Partner with an expert Promote it everywhere Offer incentives Communicate often Make it dynamic Follow up
  26. 26. 26 Webinars in Action Harvey Nash Webinar Series Average of 60 attendees per webinar 6-8 webinars per year 44 appointments to date 5 deals in the pipeline
  27. 27. 27 Market Validation Harvey Nash 2010 Gold Tower Award, Best Webinar Series 2010 Business Marketing Association
  28. 28. 28 #4 Pulse Surveys
  29. 29. 29 Multiple Touch Points Do You Have Marketing Tools and Resources for All Phases of the Sales Life Cycle?
  30. 30. 30 Do you currently have marketing tools that can be used in all stages of the sales life cycle (reaching, acquiring, developing, retaining)? If so, what are they? QUESTION?
  31. 31. 31 Member in Action: SCS The Marketing Tactic Thought leadership on Business Intelligence (BI) o Pulse Survey o Survey Report o Event – Panel discussion on survey results The Goal To connect with the senior-most IT leaders and/or the most senior BI representative at client and prospect companies Networks Leveraged Clients: A narrow swath of 250 existing, former and prospective clients for survey participation Staff: BI practice and thought leader Clients: A small panel of clients to participate in survey event
  32. 32. 32 How It Worked Clients asked to participate in select survey and would receive thought leadership insights and opportunities (event invites) Survey report is developed and delivered in person and by mail to survey participants and prospects Panel event created to share and discuss survey findings with SCS thought leaders, SCS clients and a network of clients/prospects
  33. 33. 33 Results to Date Survey achieved a 14% response rate, which is well above the widely accepted 10% mark of “a very good response” Panel event had a 63% turnout rate, which is on par with similar type events Three current clients participated as panelists; shared real world BI experiences; answered several audience questions
  34. 34. 34 Key Takeaway Thought leaders are as important as cultivating thought leadership. 34 What You Can Do: • Identify internal team members who can fill your channels with great content—thought leadership, industry insights, etc. • Find ways to connect thought leaders with your greater networks: blogs, events, social networking, etc.
  35. 35. 35 Pulse Survey Best Practices Narrow your audience Choose a great topic for the media and your audience Keep it short, 10-15 questions Get a substantial respondent pool Incorporate SMEs in analysis Provide a report with good, actionable insights Generate local (and national!) PR Keep it going—write blogs based on each key finding, link to survey
  36. 36. 36 STAR BASE Consulting’s Annual Pulse Survey 85 responses 5 appointments to date 8 requests for report without prior appointment 1 new client Pulse Survey in Action “The STAR BASE Consulting Pulse Survey became a part of every sales call we made. The data we had was relevant to our prospects and helped give us much greater credibility in our meetings.” — Jeff Welsh, President, STAR BASE Consulting, Inc.
  37. 37. 37 #5 Public Relations
  38. 38. 38 Public Relations Provide business updates and introduce experts ― Buzz Build relationships with media Identify target publications Be on the lookout for newsworthy information Community involvement New hires/promotions/acquisitions/ mergers Pulse surveys Blogs (can turn into bylined articles) New business New services Events Awards
  39. 39. 39 Required for Success In-house experts Use your own expertise or that of your staff to become a reliable resource for the media Awards Good PR topics that can be added to brochures, company profiles and website to bring distinction and credibility Places to look: o Industry associations o Clients and vendors o Local media outlets
  40. 40. 40 Public Relations in Action
  41. 41. 41 #6 List Development & Cold Calling
  42. 42. 42 How long has it been since you updated your prospect list? 1 – 2 months 6+ months 1 year More than one year Never QUESTION?
  43. 43. 43 List Development & Cold Calling Focus: A well-defined list of prospects grounds your efforts Clarity: There is little guessing about who you are going after Results: An accurate list quadruples the effectiveness of a cold calling campaign Appointments: You won’t have an opportunity to get a meeting if you don’t call and ask for one
  44. 44. 44 List Development Best Practices Conduct an Internal Audit Have a sales team list “spring cleaning” Send out “update your profile” e-mails If needed, hire help Find New Prospects Conferences and events Online registration on your website Referrals and co-registration Carefully consider renting and buying lists Maintain, Maintain, Maintain! Have a regularly scheduled clean up Conduct regular evaluations of list building tactics
  45. 45. 45 Cold Calling Best Practices 70% of the population need at least 5 contacts before they'll trust you enough to grant an appointment Increase cold calling activity to increase sales Take time to measure activity and find out what is working and what is not Have a precise value proposition Offer something (a demo, a prize) Use scripts Take good notes Follow up, many, many times! DO YOU HAVE ANY COLD CALLING BEST PRACTICES WORTH SHARING?
  46. 46. 46 #7 TAP Your Targets: Target Account Programs
  47. 47. 47 Target Account Program (TAP) What Is It? A scheduled, targeted weekly mail-based or drop-in program for target accounts 4-8 weeks, depending on target and service/solution (on average 10 prospects p/sales rep p/campaign for drop-off; increases for mail-based) Branded Components: A weekly postcard and giveaway tied into a campaign theme Touch Item Follow up Week One Mail note card and/or HTML Follow up call Week Two Drop off #1 Follow up call/e- mail/LinkedIn Week Three Drop off #2 Follow up call/e-mail Week Four Drop off #3 Follow up call/e-mail Week Five Drop off #4 Follow up call/e-mail
  48. 48. 48 Why TAP? Increase Customer Relationships Regularly get in front of decision makers Push Your Sales Team Get your sales team out to “pound the pavement” ROI is Easy to Measurement A simple way to measure sales and marketing message effectiveness Engage in Direct Contact I one of today’s most successful marketing approaches
  49. 49. 49 TAP in Action IBS Results to Date 28 meetings 20 requirements 5 new billable clients 6 placements
  50. 50. 50 TAP in Action Consultis Results to Date 253 acknowledgements 155 meetings 61 requirements 9 placements “The sales campaign broke down client barriers, it set us apart from all of the other competitors trying to get in the door and significantly increased our activity even during a downturn.” ― Jamie Delsing, Managing Partner, Consultis
  51. 51. 51 #8 KIT Programs Keep-in-Touch
  52. 52. 52 Keep-in-Touch Program (KIT) What Is It? A scheduled program of tools and resources that keep businesses connected with existing clientele, great coming off a TAP What Can It Include? Feature articles, blogs Team profiles Digital marketing Webinars, social media activity Events Client case studies and testimonials
  53. 53. 53 Why KIT? Maintain Strong Customer Relationships Keep Your Brand and Services in Front of Your Clients Build Credibility Warm Them Up for Future Sales and Recruiting Calls
  54. 54. 54 KIT Best Practices Share thoughtful, useful content What does your audience want to know? Create short, benefit-oriented subject lines (make it catchy) Time campaigns well Send campaigns when your audience will open o Tuesday/Wednesdays between 10 a.m. and 3 p.m. tend to have highest open rates (some say Friday and weekends work well too!) Include sales teams in the process Forward with personal note—easy, thoughtful touch point Promote across everything you do, including social media Set goals, measure results What open rates/click through rates to do you want to achieve? Start at 18% with goal of 25%+ Set goal, measure, enhance and increase!
  55. 55. 55 #9 Get Social
  56. 56. 56 The Power of Social Media The way people communicate is changing, evolving…sales and marketing programs should span as many mediums as possible! Power to easily edit and create content Tools to share and broadly distribute content, opinions, insights, experiences and media Forums for easy, regular and low-cost communication and congregation Clients can rely more heavily on personal networks to make buying decisions: 78% of consumers trust peer recommendations, only 14% trust advertisements (Source: www.socialnomics.net)
  57. 57. 57 Social Media. What Should You Be Doing?
  58. 58. 58 Put a Plan in Place SET A GOAL Where are we? Where do we want to be? How do we get there? Agree upon metrics…
  59. 59. 59 Define Metrics that Matter Be Open to New Metrics INVOLVEMENT: Web analytics measure if a person is present through site visits, page views, time spent, etc. INTERACTION: Addresses more robust actions people take, such as signing up for an e-mail, posting a comment, etc. INTIMACY: The affinity that a person exhibits in the things they say or the actions they take INFLUENCE: Addresses likelihood that a person will recommend your service to someone else. (Source: Forrester’s Four Components of Engagement)
  60. 60. 60 Identify Communities Discover places where key clients, candidates and partners are meeting, interacting and networking.
  61. 61. 61 Assign Some Voices Identify internal team members that can help contribute content—thought leadership, industry insights, community knowledge, etc.
  62. 62. 62 Social Media in Action Consultis 779 fans to date Targets candidates Highlights a “featured job” on the wall nearly every day Candidates can apply for jobs, take polls, watch videos, see pictures and more… “Social media is helping us connect with candidates ... more and more we are placing candidates we find through Facebook with our clients.” - Jamie Delsing, Managing Partner, Consultis “Cool man! Very innovative!” - Director of Corporate Information Technology
  63. 63. 63 #10 Website Optimization
  64. 64. 64 Website Reminders Your website is still #1 marketing tool
  65. 65. 65 Website Best Practices A Website must be: Functional o Is it well organized? Attractive? o Does it convince people to take action? Well designed o Is the layout interesting and clean? o Does it grab users? Content smart o Is it clear what you do? o Are messages easy to understand? o Is it written to the right audience? o Does it promote action? Contain SEO! o At a minimum title tags, keywords and meta descriptions … make it easy to find! Make sure your site is always ready to win business
  66. 66. 66 Do you have strong SEO best practices in place? QUESTION?
  67. 67. 67 Why SEO is a MUST Without good SEO... You can’t be found You give competitors a free advantage SEO Tips Get your content SEO friendly (title tags, key words and link rich) Link everywhere (internally and externally) - register your site! Use bullets Put most important content up front Add and create content regularly o Blogs o News o Multimedia (video) 57% of Websites are using Google Analytics
  68. 68. 68 Marketing for Growth Top 10 1. Create Raving Fans 2. Win Awards 3. Speak To and For the Industry 4. Survey and Report Your Findings 5. Increase PR Activity 6. Improve Prospect Lists and Cold Calling 7. Leverage TAPs (Target Account Programs) 8. Incorporate KITs (Keep-in-Touch Programs) 9. Engage in Social Media 10.Optimize Your Website
  69. 69. 69
  70. 70. 70 Register for Next Webinar Your Brand Matters! What Does it Say About You? Tuesday, May 10 12:30-1:30 p.m. ET Register: https://www2.gotomeeting.com/register/842058547
  71. 71. 71 Let’s Talk Your Questions, Experiences & Thoughts. Let’s Share & Learn.
  72. 72. 72 Thank You! For More Insights, Contact Me Anytime Leslie Vickrey, President of ClearEdge Marketing Tel: 312.731.3149 E-mail: lvickrey@clearedgemarketing.com www.clearedgemarketing.com www.facebook.com/clearedgemarketing www.twitter.com/clearedgemktg

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