2. Karen Kerski • 6801 Loch Raven Blvd., Towson, MD 21286 • www.catalpha.com • kkerski@catalpha.com • 410.337.0066
When you hire Catalpha you get over 30 years of branding, marketing and retail packaging experience behind your product launch. We are
not just designers. Packaging and branding are business investments and need business strategists who are creative professionals. We
listen and then research your market. We look at the competitive landscape and come back to you with solid solutions that are written and
designed to attract your buying audience. Our abilities go beyond brand and packaging. We develop websites, e-commerce sites, retail
displays, tradeshow booths and press kits... all the marketing tools you need to promote and get your company noticed and build sales.
Catalpha follows a custom process when we create for our clients. Our first step is collecting enough information and direction about your
packaging needs in order to prepare this initial proposal. With approval of proposal we continue the process with simple online research and
scout 2 stores to evaluate the competition. We consult with you to gather critical information to understand your brand positioning, business
goals, and business objectives. This is done so that our creative efforts merge all that you need into a solution that sets your product apart
on the shelf so it works to build your business.
We request that our client’s complete our Creative Request Form. Long and short-term business goals need to be considered when
developing the creative brief because they direct design efforts. It is important to review your competitors products in a retail environment to
provide the best information to Catalpha. Client must provide product for package development, logo, photography and/or artwork already in
use for brand guidance. Brand recognition is built through consistent use of graphic standards and visuals.
I look forward to speaking with you about this proposal.
Respectfukly,
Karen Kkekrski
3. Karen Kerski • 6801 Loch Raven Blvd., Towson, MD 21286 • www.catalpha.com • kkerski@catalpha.com • 410.337.0066
OUR PROCESS
Discovery Phase
Getting all the information. It’s never too much! The Discovery
Phase is where we begin to collaborate, starting with reviewing your
business and marketing plans. We roll up our sleeves and ask the
tough questions to clearly define what this project needs to achieve
and why your audience should care.
• What are your objectives?
• Who is your audience and what are their expectations?
• What message are you trying to convey?
• How do you interpret the competitive landscape?
• What are the industry best practices?
We want to define the pivotal features and benefits that set the
product or service apart from the competition. We listen closely to
fully understand the scope of work you are requesting. After this
discovery, we’re proceed to the next phase.
Research/ Strategy Phase
At this stage, we work to confirm or correct assumptions. We scout
a few local stores and do simple online research. Drawing on our
extensive knowledge and experience we create a plan of attack
based on scope of work as understood from the Discovery Phase.
We may come back to you with additional questions or needs.
Through this process, we look at your competitive edge and how
that translates into a key benefit to your customer, define target
audience motivators and marketing tools that reach your audience.
We consider the competitive landscape and industry best practices.
Once we have gathered all the information, we present a strategy
and budget for accomplishing your goals.
Creation Phase
Inspiration comes from many places, but is always driven by your
business and marketing goals. Creative development begins with
what we learned in discovery: market image, brand perception,
target audience, audience motivators, and delivery mechanisms. Our
main objective is to develop creative solutions that get results. We
use the intelligence gathered from our meeting with you along with
independent research, competitive knowledge of your market, and
our years of experience to develop copy and visuals that resonate
with your audience. It’s the critical balance of visuals, words, and
delivery that get your message seen and drive response. Long term
goals require graphic and message consistency to grow and maintain
brand recognition with your target audience. When we work for an
established brand we follow brand guidelines. If you are a new brand
or require a brand refresh our strategy will establish a brand format.
From initial concept to completion, we keep you involved. It is the
open flow of communication during the creative process; multiple
checkpoints and approvals that help us develop the solutions that
How Catalpha Works With You
4. Karen Kerski • 6801 Loch Raven Blvd., Towson, MD 21286 • www.catalpha.com • kkerski@catalpha.com • 410.337.0066
meet your needs. Be assured that through every step honoring
your brand image is a priority. Catalpha develops and presents 2-3
options for creative direction and 2 rounds of refinement to achieve
design approval before moving to the Producton Phase. Clearly
defined content for all project pieces are hammered out in this phase
to allow production to focus on execution.
Production Phase
In this phase we focus on producing the finished product whether
it be preparing files for print, producing and publishing a website
or campaign. It could also be applying the creative concept across
a packaging line or extending the copy and design to create the
additional marketing tools in your project. We plan the timeline of
executables and coordinate with the Catalpha team, outside sources,
and you to ensure deadlines and budgets are met. Open lines of
communication are key to accomplishing every phase and are no
less important now. Thorough planning at the Strategy and Creative
Phases outlined key factors and the lead times so everyone knows
their responsibilities and budgets. It takes a unified effort to meet
deadlines and utilize funds to the max.
Implementation Phase
In this stage, we make sure that what you had in mind for your
project comes to life! Final production files are put through our
time tested quality check points that ensure trouble-free files. We
print, distribute, and monitor completion of work. We may fine-tune
campaign elements when possible and gather valuable data to make
your current and future marketing efforts the best they can be.
The Creative Process has now come full circle. Knowledge and
momentum from the completed cycle will drive the next full creative
cycle.
How Catalpha Works With You
17. A Website Works 24-7
Karen Kerski • 6801 Loch Raven Blvd., Towson, MD 21286 • www.catalpha.com • kkerski@catalpha.com • 410.337.0066
A website is a visual beacon to attract prospects and customers to engage or buy from a company. It works 24-7. Simply, it is a
salesperson, an extension of your marketing department, provides the information the customer is looking for that will compel them to call
and do business with you. The website is a foundation for you internet marketing.
60% of all customers research on-line
before contacting a business.
Having the right “Call to Action” will let you capture those leads earlier in
the sales process providing you opportunity to nurture and convert.
ADDRESSES OF CATALPHA DESIGNED SITES:
htt
http://www.lenoranailcolors.com
p://www.lilyjewelers.com/
http://www.smythjewelers.com/
http://www.sollevinson.com/
http://www.amcbmidwife.org/
https://www.tctcomputing.com/tctcomputing/
http://www.loanebros.com/
20. Karen Kerski • 6801 Loch Raven Blvd., Towson, MD 21286 • www.catalpha.com • kkerski@catalpha.com • 410.337.0066
Testimonials
“Here we are 23 years later, and you’re
still here. What’s with that? Is it that
you continually deliver results? Is it the
wonderful quality you consistently deliver?
Is is the terrific value you always give us?
Is it because the ROI on all your pieces
deliver? Perhaps it’s all the above. (OK, it is
all the above.)
Don, I just want to acknowledge that I’m
pleased and impressed with how well
you and your team consistently, reliably,
and beautifully deliver for us. It’s very rare
for an agency to be consistently creative,
sincerely conscientious, and continually
deliver the quality of product that you have.
You earn our continued business with
every catalog, flier and special piece you
do.
Thanks... with sincere gratitude.”
Tom Smyth, President/Owner, Smyth
Jewelers
“I just wanted to follow up with you on the
Saws Plant Project. Catalpha has provided
us with a full layout of material costs,
printing costs and hard goods. They have
even included websites and service hours
for third party vendors. This attention to
detail and organized format is an incredible
help saving time on this fast paced project.
Catalpa’s efforts have surpassed my
expectations and I really appreciate their
true partnership with DEWALT.”
Christine Howell, Brand Manager
“I would highly recommend Karen
and Catalpha Advertising. Karen and I
developed a complete redesign of all
in store POS and branding materials
from start to finish. They were very detail
oriented, flexible and innovative. They
often worked to produce a great product
on very short timelines and were very
accommodating and great to work with.”
Sara Simonsen, Customer Marketing
Manager at Mead Johnson Nutrition
“Karen Kerski and her team at Catalpha
have been a reliable and valued resource
for years. Despite being handed unrealistic
deadlines and/or cramped budgets,
Catlapha has always manage to deliver a
superb product back that met the creative
need. Her communication throughout the
process is very consistent and when under
pressure to pull concepts together for a
third party, helps keep me informed and in
turn inform the client. Great service!”
Allison Lawrence, National Account
Manager at Stanley Black & Decker , Inc.
“Karen pays close attention to detail and
is extremely punctual. I had the pleasure
of working with her from 2004 - 2007. I
would highly recommend her work.”
Gary Peeples , Managing Director, Global
Business Development and Marketing for
Michael Phelps. Formerly w Coca-Cola &
Black & Decker
“I’ve had the pleasure of working with
Karen--directly and indirectly--since 2002.
Karen is always very thorough and asks
lots of questions to ensure her projects
run smoothly from start to finish. She
clearly watches both sides of the income
statement--creating pieces that generate
sales while simultaneously making sure
the design can be manufactured cost
effectively. The result is profit. From one
business owner to another, I appreciate
that Karen is involved and available from
the beginning of the project through final
payment. I would recommend Karen
and Catalpha Advertising and Design to
anyone!”
Dave Flach, President Bassett Printing
Corporation
21. 6801 Loch Raven Blvd.
Towson, MD 21286
www.catalpha.com
kkerski@catalpha.com
410.337.0066
MDOT certified Woman Owned Business since 1988.
