<ul><li>The Art of Sharing   </li></ul><ul><ul><li>a Company’s BRAND Story   </li></ul></ul><ul><li>Through INTEGRATED   <...
The  first piece  of the puzzle focuses on strategy —  defining a clear industry position   —  and considers three of the ...
The fourth component —  promotion   —   focuses on sharing the company’s story   in a way that reaches the target audience...
I have drawn on my   versatile writing style   and  keen sense of design   to develop   branded communication strategies  ...
While the  product sectors   and   go-to-strategies   varied,  the objective – to   leverage  an  organization’s strengths...
The samples that I am sharing illustrate  two very  different approaches  to  brand development  based on the  divergent c...
Vitronic Promotional Group Corporate Gifts Wholesaler VPG   | Brand Story <ul><li>BRAND Integration | Positioning </li></u...
In this position, I  reorganized, refocused  and  spearheaded  the  marketing communication ,  product development   and  ...
After attending my first industry trade show soon after joining,  I determined the  message driver  of the distributor bas...
VPG  | Brand Story Once I established a solid industry position  for the new entity –  low cost, design leader  –  I neede...
<ul><li>In this industry, the  keys to success  were  multi-fold : </li></ul><ul><ul><li>Break  through the industry  clut...
<ul><li>Establishing  a  new brand personality   or  identity   </li></ul><ul><li>proved paramount to   turning commodity ...
VPG  | Brand Story The distributor audience took notice –  sales grew by 25%, while profitability grew by 40% .  With a fo...
In the corporate gifts   industry,  print catalogs   remained the  preferred channel  to receive information  and served a...
VPG  | Brand Story VPG | Catalog and Accompanying Collateral <ul><li>I   drove the annual catalog project  — including . ....
<ul><ul><li>Finalized new products  for inclusion </li></ul></ul><ul><ul><li>Developed  accompanying  collateral </li></ul...
2005  Vitronic & Four Seasons Prior to acquiring a competitor and undergoing BRAND INTEGRATION and TRANSFORMATION. The acq...
VPG  | Brand Story 2006  Vitronic | Four Seasons & Admanco YEAR 1  | Visual Integration [This stage completed in less than...
2007 Vitronic Promotional Group [Shows 200+ page catalog with a few coordinating sales collateral pieces] Year 2  |  One B...
2008 Vitronic Promotional Group Joined the ranks of  Top 40 Supplier   of Promotional Products Year 3  |  Full BRAND and  ...
2009  Vitronic Promotional Group Maintained position as  Top 40 Supplier  of Promotional Products YEAR 4  | Full BRAND and...
VPG  | Brand Story The Art of Sharing   a  Company’s BRAND Story   Through INTEGRATED   Marketing Communications 2009  Vit...
Communication channel development   VPG  | Brand Story The Art of Sharing   a  Company’s BRAND Story   Through INTEGRATED ...
<ul><li>A  comprehensive, user-friendly web site   which resulted in a   </li></ul><ul><li>30% increase in e-commerce sale...
VPG  | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications Web Site...
VPG  | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications Email Pr...
Distributor Newsletter  |  Blog To position the company as the industry leader in value-priced, retail-inspired design, I ...
ERG  | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications Eagle Re...
ERG  | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications Previous...
My directive was to  position  this multi-disciplined  real estate company  for third-party business development.  In this...
To  facilitate  the  business development effort ,  I immediately  scheduled a series of meetings  with the department hea...
ERG  | Brand Story <ul><li>This team effort enabled me to   gain consensus   </li></ul><ul><li>as to how to: </li></ul><ul...
The much   higher sophistication level   of the commercial real estate industry  required that a provider support its clai...
<ul><li>I supported three distinct business areas : </li></ul><ul><ul><li>Brokerage and Commercial Property Management  </...
ERG  | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications 1997   E...
1998   Eagle Realty Group The cross-discipline team approach enabled me gain consensus as to how to best position the comp...
ERG | Brand Story The Art of Sharing   a   Company’s BRAND Story   Through INTEGRATED   Marketing Communications Semi-Annu...
SAMPLE  Proposal Cover Letter   MESSAGE DRIVER |  Local Market Expert   I  tailored each proposal  and  accompanying cover...
Web Site Home Page | Office Tower Development   [Now gracing the Cincinnati skyline and known as the  Great American Tower...
Community Involvement   United Way   Communications Chair 2001 – 2004 Western & Southern Financial Group During my tenure ...
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Pp Mar Comm Philosphy 06.11

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PHILOSOPHY
Sharing a Company\'s Brand Story Through Integrated Marketing Communications

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Pp Mar Comm Philosphy 06.11

  1. 1. <ul><li>The Art of Sharing </li></ul><ul><ul><li>a Company’s BRAND Story </li></ul></ul><ul><li>Through INTEGRATED </li></ul><ul><ul><li>Marketing Communications </li></ul></ul>JoAnn Riley Beckman MARKETING & COMMUNICATIONS Management Marketing Strategist + Creative Leader + Project | Product | People Champion   513.703.2666 [email_address] www.linkedin.com/in/JoAnnRileyBeckman Philosophy
  2. 2. The first piece of the puzzle focuses on strategy — defining a clear industry position — and considers three of the traditional 4Ps of marketing [product, price, place]. To me, overseeing an organization’s marketing communication efforts is like putting together a puzzle. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Overview
  3. 3. The fourth component — promotion — focuses on sharing the company’s story in a way that reaches the target audience by their preferred channel of communication and motivates the target audience to act. When all the pieces fit — the synergistic effort is reflected in an organization’s bottom line. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Overview
  4. 4. I have drawn on my versatile writing style and keen sense of design to develop branded communication strategies . . . for a full range of media types and platforms for both business-to-business and consumer product and professional services organizations. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Overview
  5. 5. While the product sectors and go-to-strategies varied, the objective – to leverage an organization’s strengths to pursue opportunities for further growth – remained consistent. This effort often began with reinforcing, repositioning or reinventing the brand. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Overview
  6. 6. The samples that I am sharing illustrate two very different approaches to brand development based on the divergent customer drivers of each industry. An earlier stint on the agency side, provided me with a comprehensive understanding of the intricacies of the creative process and a hands-on lesson on how to best manage creative resources to maximize output . The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Overview
  7. 7. Vitronic Promotional Group Corporate Gifts Wholesaler VPG | Brand Story <ul><li>BRAND Integration | Positioning </li></ul><ul><li>PRODUCT Development </li></ul><ul><li>INTEGRATED Channel Marketing Communications </li></ul>The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  8. 8. In this position, I reorganized, refocused and spearheaded the marketing communication , product development and sales support function for a corporate gifts wholesaler. I joined the organization, which I later re-named Vitronic Promotional Group, after it acquired a competitor of equal size. Both companies were well-established players in the industry, but were complacent and lacked solid industry identities and out-dated product offerings. VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  9. 9. After attending my first industry trade show soon after joining, I determined the message driver of the distributor base – new products or product INNOVATION . VPG | Brand Story I kept this insight in mind, when I began integrating the two organizations. In addition, I drew upon a wealth of information published by the industry’s trade associations , including a yearly state of the industry report , which ranked sales by market type. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  10. 10. VPG | Brand Story Once I established a solid industry position for the new entity – low cost, design leader – I needed to translate it – both visually and verbally – to create a personality for the new identity. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications I used this information, combined with results from extensive industry, competitive and sales history analysis to determine the organization’s strengths and where it could best compete in this industry.
  11. 11. <ul><li>In this industry, the keys to success were multi-fold : </li></ul><ul><ul><li>Break through the industry clutter . . . </li></ul></ul><ul><ul><ul><li>characterized by countless promotional offers </li></ul></ul></ul><ul><ul><li>Establish and build the company’s new position </li></ul></ul><ul><ul><li>Simplify the product selection process </li></ul></ul>VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  12. 12. <ul><li>Establishing a new brand personality or identity </li></ul><ul><li>proved paramount to turning commodity items </li></ul><ul><li>into fashion-forward accessories </li></ul><ul><ul><li>I developed a branded communication strategy — encompassing messaging and visual look – </li></ul></ul><ul><ul><li>transforming it from an image of </li></ul></ul><ul><ul><li>your grandfather’s promotional products </li></ul></ul><ul><ul><li>to a leading supplier of </li></ul></ul><ul><ul><li>low-cost, fashion-inspired design </li></ul></ul>VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  13. 13. VPG | Brand Story The distributor audience took notice – sales grew by 25%, while profitability grew by 40% . With a focus on continuous product innovation, the contribution of new products to the bottom line grew from negligible to over 40% in less than three years. The distributor audience took notice. Sales grew over 25%, while profitability grew by 40%. With a focus on continuous product innovation , the contribution of new products to the bottom line grew from negligible to over 40% in less than three years. The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  14. 14. In the corporate gifts industry, print catalogs remained the preferred channel to receive information and served as a year-long reference source. The company’s transformation occurred over a period of two plus years , beginning with visually integrating the two organizations. VPG | Brand Story VPG | Catalog and Accompanying Collateral The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  15. 15. VPG | Brand Story VPG | Catalog and Accompanying Collateral <ul><li>I drove the annual catalog project — including . . . </li></ul><ul><ul><li>Established a memorable theme [clutter breaker] </li></ul></ul><ul><ul><li>Depicted that theme graphically </li></ul></ul><ul><ul><li>Wrote copy to build upon the company’s position </li></ul></ul><ul><ul><li>Determined page by page layout </li></ul></ul><ul><ul><li>Oversaw photography and graphic design </li></ul></ul><ul><ul><li>Coordinated printing and fulfillment </li></ul></ul>The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  16. 16. <ul><ul><li>Finalized new products for inclusion </li></ul></ul><ul><ul><li>Developed accompanying collateral </li></ul></ul><ul><ul><li>Planned for major trade exhibitions </li></ul></ul><ul><ul><li>Kept associates in the loop of activities </li></ul></ul>VPG | Brand Story VPG | Catalog and Accompanying Collateral As with all INTEGRATED marketing communication initiatives , I juggled a multitude of projects, including: The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  17. 17. 2005 Vitronic & Four Seasons Prior to acquiring a competitor and undergoing BRAND INTEGRATION and TRANSFORMATION. The acquired company’s brand image looked similar. VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  18. 18. VPG | Brand Story 2006 Vitronic | Four Seasons & Admanco YEAR 1 | Visual Integration [This stage completed in less than 4 months] VISUAL Integration Two BRANDS | Corporate IDENTITIES [Two 90+ page catalogs] THEME | Expect the Unexpected The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  19. 19. 2007 Vitronic Promotional Group [Shows 200+ page catalog with a few coordinating sales collateral pieces] Year 2 | One BRAND and Corporate IDENTITY [new name and visual look] POSITIONING STATEMENT | New Name. Same Trusted Brands. THEME | New Leader in Real Cool Stuff PRODUCT FOCUS Change | Lead with TOTE and BAG Lines VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  20. 20. 2008 Vitronic Promotional Group Joined the ranks of Top 40 Supplier of Promotional Products Year 3 | Full BRAND and Corporate IDENTITY Integration THEME | Discover the Seven Wonders of the Promotional Products World VPG | Brand Story This 200+ page catalog earned the top industry honor as BEST Full-Line CATALOG . The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  21. 21. 2009 Vitronic Promotional Group Maintained position as Top 40 Supplier of Promotional Products YEAR 4 | Full BRAND and Corporate IDENTITY Integration THEME | There’s no place like Vitronic! COLORS and FABRICS and FRINTS, oh my! VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  22. 22. VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications 2009 Vitronic Promotional Group Accompanying cover letter for catalog mailing
  23. 23. Communication channel development VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications VPG | E-COMMERCE -> Web Site and Email Strategy Proved vital to creating the perception of freshness in an industry driven by new products.
  24. 24. <ul><li>A comprehensive, user-friendly web site which resulted in a </li></ul><ul><li>30% increase in e-commerce sales </li></ul><ul><li>A cost-effective email strategy which enabled me to distribute sales collateral electronically , reducing the print budget by 30%. </li></ul>VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications To maximize promotional spend , I added a strong digital presence , which was more cost-effective and measurable than print or paid media. Once again, copy and graphics, which I refreshed constantly to reinforce the company’s brand value of continuous product innovation , took a light-hearted, story-telling approach.
  25. 25. VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Web Site | HOME PAGE THEME | Explore the Seven Wonders of the Promotional Products World. The Journey Resumes in Quest of Striking . . .
  26. 26. VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Email Program I developed a content schedule, which focused on time relevant ideas such as seasonal products, promotions, new products and gift ideas. SAMPLES | Product-focused emails
  27. 27. Distributor Newsletter | Blog To position the company as the industry leader in value-priced, retail-inspired design, I developed a newsletter | blog that featured industry relevant topics and promotional ideas VPG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  28. 28. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Eagle Realty Group Full Service Commercial Real Estate Provider <ul><li>CORPORATE | BRAND Identity </li></ul><ul><li>CREATIVE SERVICES Management </li></ul><ul><li>INTEGRATED Marketing | Corporate Communications </li></ul>
  29. 29. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Previously, it handled real estate investment, development, leasing and management needs for its parent, Western & Southern Financial Group. Once again, I joined this company at a time of transition in its history. Eagle Realty Group made a strategic decision to acquire a company as a means to expand its property management and brokerage services to third-party accounts.
  30. 30. My directive was to position this multi-disciplined real estate company for third-party business development. In this role, I served in a consulting capacity on three levels: The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications ERG | Brand Story <ul><li>Core Business </li></ul><ul><ul><li>With three primary areas </li></ul></ul><ul><li>Executive Management </li></ul><ul><ul><li>Corporate | Employee Communications </li></ul></ul><ul><li>Enterprise or Parent Company </li></ul><ul><ul><li>Cross Communications Team </li></ul></ul><ul><ul><li>United Way </li></ul></ul>
  31. 31. To facilitate the business development effort , I immediately scheduled a series of meetings with the department heads to learn about their operations. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications I soon learned that the business areas operated as silos. This discovery prompted me to form a cross-discipline team , comprised of representatives of the primary business areas to: <ul><li>Facilitate communication </li></ul><ul><li>Share marketplace activities and contacts </li></ul><ul><li>Build possible synergies </li></ul>
  32. 32. ERG | Brand Story <ul><li>This team effort enabled me to gain consensus </li></ul><ul><li>as to how to: </li></ul><ul><ul><li>Best position the company in its defined markets </li></ul></ul><ul><ul><li>Develop a visual branding program </li></ul></ul><ul><ul><li>Formulate messaging </li></ul></ul><ul><ul><li>Develop key business tools such as: </li></ul></ul><ul><ul><ul><li>a universal capabilities brochure </li></ul></ul></ul><ul><ul><ul><ul><li>- which could be customized for each business area </li></ul></ul></ul></ul><ul><ul><ul><li>a web presence </li></ul></ul></ul>The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  33. 33. The much higher sophistication level of the commercial real estate industry required that a provider support its claims with empirical evidence such as: ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications <ul><li>number of transactions, </li></ul><ul><li>proof of assets under management </li></ul><ul><li>references and results from satisfied clients </li></ul>
  34. 34. <ul><li>I supported three distinct business areas : </li></ul><ul><ul><li>Brokerage and Commercial Property Management </li></ul></ul><ul><ul><li>Residential Property Management </li></ul></ul><ul><ul><li>Investment Management </li></ul></ul>The business development and sales process in each area differed greatly , but the bottom line was the same — the client wanted proof of success. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications
  35. 35. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications 1997 Eagle Realty Group Executive management developed a capabilities brochure without input from the core businesses. When I joined the company, the department heads voiced concerns that the brochure took a one size fits all approach and did not contain the information relevant to their business areas. At that point, the company had selected a logo design and corporate colors.
  36. 36. 1998 Eagle Realty Group The cross-discipline team approach enabled me gain consensus as to how to best position the company in its defined markets, develop a visual branding program and develop key business tools such as a universal capabilities brochure , which could be tailored to each business area, and a web presence . ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Corporate Level | Visual IDENTITY Program <ul><ul><li>VISUAL BRANDING Focused On: </li></ul></ul><ul><li>A look that conveyed </li></ul><ul><li>conservative and worldly, but progressive </li></ul><ul><ul><li>A messaging platform based on </li></ul></ul><ul><li>empirical proof of performance , </li></ul><ul><li>in addition to sharing the benefits </li></ul><ul><li>of being backed by a financial power house </li></ul><ul><li>and the synergies gained by </li></ul><ul><li>employing a full-service operation </li></ul>
  37. 37. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Semi-Annual Market Report | PERSPECTIVE MESSAGE DRIVER | Local Market Expert To position the company as the local market expert , I published a semi-annual market report which chronicled key transactions in the specialties of office, retail and industrial leasing, in addition to the sales of investment properties. In this industry sector, keeping a pulse on the marketplace is second only to strong client relationships. Brokerage Services
  38. 38. SAMPLE Proposal Cover Letter MESSAGE DRIVER | Local Market Expert I tailored each proposal and accompanying cover letter to address concerns of the owner — whether they were a result of a national event or property specific. The average proposal ran 20 to 30 pages. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Residential Property Management
  39. 39. Web Site Home Page | Office Tower Development [Now gracing the Cincinnati skyline and known as the Great American Tower at Queen City Square] The project took 15 to 20 years of planning before it rose from the banks of the Ohio River. During my tenure with Eagle, I developed many sales tools — including a web site, numerous brochures and proposals — before the development even broke ground. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Investment Management | Development
  40. 40. Community Involvement United Way Communications Chair 2001 – 2004 Western & Southern Financial Group During my tenure chairing the communications aspect of this fundraiser, I developed a unified graphic look based on each year’s theme and then applied it to an integrated 4-level associate campaign , which utilized the company intranet, email and print. In addition to championing the project, I wrote copy for the various communication tools. ERG | Brand Story The Art of Sharing a Company’s BRAND Story Through INTEGRATED Marketing Communications Corporate Communications

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