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3d Performance Branding Overview


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Branding overview for training company that specializes in enterprise technology applications.

Published in: Economy & Finance, Education
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3d Performance Branding Overview

  1. 1. 3dP Branding Overview
  2. 2. <ul><li>Business Goals </li></ul><ul><li>Grow 3d Performance’s corporate client base and ability to generate clients through its own direct efforts. Minimize the firm’s dependence on government work and on systems integration partners to bring 3dP into engagements. </li></ul><ul><li>Shift the mix of new and repeat clients to one in which at least 50% of each year’s clients are recurring. </li></ul><ul><li>Grow from $2 million in annual revenue (2006) to $5 million/year by YE 2009 (assuming $350,000 average deal size). </li></ul><ul><li>Marketing Goals </li></ul><ul><li>Strengthen positioning in target industries i.e. transportation </li></ul><ul><li>Acquire new private sector, mid-size business customers </li></ul><ul><li>Increase customer retention rate </li></ul><ul><li>Strengthen consultant loyalty </li></ul>3dP Branding Overview
  3. 3. <ul><li>Communication Goals </li></ul><ul><li>Position 3d Performance as thought leaders and innovators in the Training industry, specializing in Technology Training </li></ul><ul><li>Position 3dP as a strategic partner to business leaders in mid-size organizations who are implementing business-impacting software </li></ul><ul><li>Develop customer communication programs that enhance loyalty </li></ul><ul><li>Develop marketing tools and communications that brand the company </li></ul><ul><li>Keep 3dP consultants and business partners knowledgeable about company goals and developments </li></ul><ul><li>Build value perception to current and past clients </li></ul><ul><li>Develop tactics to document and assess customer feedback </li></ul><ul><li>Execute repeatable, measurable campaigns </li></ul><ul><li>Audiences </li></ul><ul><li>CEO’s and CFO’s of mid-size organizations who are considering an investment in enterprise-impacting technology to address specific need(s) </li></ul><ul><li>CIO’s and CLO’s charged with the selection, implementation and change management of new technology investment </li></ul><ul><li>Business unit and IT leaders charged with managing the implementation </li></ul><ul><li>HR leadership charged with increasing workforce performance; training, retention </li></ul><ul><li>Current 3dP customers: clients, partners and consultants </li></ul><ul><li>Strategic partners such as IBM, Maximus, Accenture, Bearing Point, etc. </li></ul>3dP Branding Overview
  4. 4. 3dP Branding Overview <ul><li>Communicating to the Business Leadership Audience </li></ul><ul><li>Research conducted by Brandon-Hall revealed that business leaders (CEO’s, CFO’s, CLO’s, CIO’s) approach the enterprise-software purchasing decision driven by real business needs. The research suggests that the following “hot buttons” are pertinent to this group. 3dP marketing communications targeting this audience should consider these perspectives: </li></ul><ul><li>Improve your customer satisfaction </li></ul><ul><li>Increase your market share </li></ul><ul><li>Decrease your operating expenses </li></ul><ul><li>Increase your revenue </li></ul><ul><li>Beat the competition (or at least keep pace) </li></ul><ul><li>Shorten your time to market </li></ul><ul><li>Improve your employee performance </li></ul><ul><li>Reduce your turnover </li></ul><ul><li>Brand recognition is minimal… </li></ul><ul><li>A separate study asked over 200 CLO’s, e-learning managers and training directors to name 10 custom development companies – most could not even name five! Further discussions revealed that most companies chose their outsource partners by word of mouth or geographic proximity. </li></ul><ul><li>(Source: </li></ul>
  5. 5. 3dP Branding Overview <ul><li>Communicating to the Business Leadership Audience, cont. </li></ul><ul><li>Recommendations: </li></ul><ul><li>3dP’s communications to this audience must demonstrate success in helping entities accomplish specific business objectives. (Case studies, articles) </li></ul><ul><li>Communications to this audience must be informative, engaging and tell a story that is relevant to their situation/challenges. (Intelligent without being arrogant) </li></ul><ul><li>3dP’s content should cover all relevant issues. For instance, if no background for a case study on how we helped a client increase market share, we must produce an informative white paper or article on the topic (have it published). </li></ul><ul><li>Networking and referrals are paramount. We must also turn our consultants into “brand evangelists” so they help strengthen our efforts from the inside-out. </li></ul>
  6. 6. <ul><li>Core Messaging </li></ul><ul><li>Company Positioning Statement </li></ul><ul><li>Especially for business leaders in mid-size organizations who are implementing enterprise-impacting software and who understand that inadequate user adoption presents the biggest ROI risk, 3D Performance is the ROI insurance policy – a technology learning solutions partner which is uniquely built to provide the intimate, custom, complete training solution (design, development and delivery) required to ensure increased productivity and performance and they stay connected to clients long term to bridge the gap between ‘knowing’ and ‘doing’. </li></ul><ul><li>- OR - </li></ul><ul><li>3d Performance is a training consulting firm that helps companies evaluate, develop, implement and sustain solutions for technology initiatives. The company ensures increased ROI – in productivity and performance – by bridging the gap between “knowing” and “doing”. </li></ul><ul><li>Elevator Speech – </li></ul><ul><li>3d Performance is a training consulting firm that helps companies increase ROI in technology initiatives through customized solutions. </li></ul>3dP Branding Overview
  7. 7. <ul><li>Core Messaging, cont. </li></ul><ul><li>Audience: CEO’s, CFO’s, CIO’s, CLO’s, IT Management </li></ul><ul><li>3d Performance is a technology training consulting firm focused on your ROI and learning objectives. We are uniquely built to provide a complete, custom training solution that increases productivity and performance. We stay connected to you long term to ensure ongoing workforce adoption. </li></ul><ul><li>Key Messages </li></ul><ul><li>3dP enables a higher return on the investment you make in business-impacting technology. We do this by ensuring workforce adoptability, performance and productivity. </li></ul><ul><li>We evaluate your technology environment and provide a complete solution. This starts with consulting with you to learn how to optimize your investment; implement workforce transition and training; even advise you on change management strategies if needed. </li></ul><ul><li>Our knowledgeable staff of experts design, development and deliver training customized for your organization. </li></ul>3dP Branding Overview
  8. 8. Core Messaging, cont. Audience: HR Officers and Management 3d Performance is a training company that designs, develops and delivers custom solutions focused on increasing your workforce productivity and performance. We stay connected to you long term in order to bridge the gap between ‘knowing’ and ‘doing’, to optimize your retention and technology ROI. 3dP Branding Overview
  9. 9. Possible Taglines: Delivering Sustainable Workplace Learning Designed to Inspire. Developed to Deliver. Design + Development that Delivers Performance. Customized training. Inspired performance. Get a Higher Return on Learning Learning with Many Returns Maximizing Your Return on Learning Maximizing Your Learning Investment Customized learning that returns performance! Learning Designed to Inspire Training Delivered | Performance Inspired 3dP Branding Overview
  10. 10. Recommended Taglines: Learning Delivered | Performance Inspired Maximizing Your Learning Investment Maximizing Your Return on Learning Get Higher Returns on Learning Customized learning. Inspired performance. Design + Development that Delivers Performance. Complete Performance. Training Delivered | Performance Inspired 3dP Branding Overview
  11. 11. Branding Guidelines
  12. 12. <ul><li>Going forward, 3d Performance’s brand identity must be defined and developed apart from its principals, so that positioning and increased marketability can take place. </li></ul><ul><li>The following guidelines form the basis for the 3d Performance Branding Guide, a living document that helps us consistently convey the 3d Performance brand promise. </li></ul><ul><li>The 3d Performance Branding Guide will continually grow to include all of the company’s communications and work products. </li></ul>Branding Guidelines Introduction
  13. 13. Branding Guidelines Logo Usage (Logo elements + tagline + orientation + reversing + b/w and color versions) Logo full color w/tagline Logo grayscale without tagline
  14. 14. Branding Guidelines Imagery
  15. 15. Branding Guidelines Samples we’ve got answers. You’ve got questions.. 3 d performance Learning Dimensions 3 d performance Publication In this issue: How to a;ljr;era p. 2 When to let the … p.4 Presentation Folder 3 d performance Training for Results. Marketing Brochure White Paper 3 d performance Don’t let Training bleed you. How to get better returns on your Learning Investment.
  16. 16. Branding Guidelines Samples 3 d performance Learning Dimensions 3 d performance Folder or Flyer In this issue: How to a;ljr;era p. 2 When to let the … p.4 Presentation Folder 3 d performance 3 d performance How to Create a Learning Culture An AE in Vegas. Your in Orlando.Ljeorpalnfz;ldfsldfz;ljsdf;ozjf;lnsdf;oijsdofizldfz;odjf;lsdnf;ojdf;lzsdf;ozjdfzn’pjsadl;fnzl. You’re all spread out (but not your training). An AE in Vegas. Your in Orlando.Ljeorpalnfz;ldfsldfz;ljsdf;ozjf;lnsdf;oijsdofizldfz;odjf;lsdnf;ojdf;l Performance Inspired. Learning Delivered… Publication Ad White Paper
  17. 17. Branding Guidelines Creative Vendor Selection <ul><li>To ensure that our creative vendors (agencies, freelance individuals, etc) can uphold our branding, communications and creative standards, the following selection process should be followed: </li></ul><ul><li>Develop a Creative Brief that includes the following: </li></ul><ul><ul><li>Project Manager and contact info </li></ul></ul><ul><ul><li>Background/Overview/Purpose of project (include attachments if necessary) </li></ul></ul><ul><ul><li>Objectives (with clear expected outcomes) </li></ul></ul><ul><ul><li>Target audiences </li></ul></ul><ul><ul><li>Messaging: Primary and secondary (‘most important’ to ‘please include’) </li></ul></ul><ul><ul><li>Mandatory elements/content to be included (i.e. logo, tagline, etc.) </li></ul></ul><ul><ul><li>Schedule of deliverables </li></ul></ul><ul><ul><li>Scope of work expected </li></ul></ul><ul><ul><li>ALSO INCLUDE: - Backup materials: previous deliverables; favored samples; competitor samples; etc. - For long format deliverables: outline with copy points, visual and graphic direction </li></ul></ul>
  18. 18. Branding Guidelines Creative Vendor Selection, cont. <ul><li>2. Contact 2 to 3 agencies and request proposals for the project. </li></ul><ul><ul><li>BE SURE TO REQUEST: </li></ul></ul><ul><ul><li>Staff (on hand and outsourced / assigned to this project) </li></ul></ul><ul><ul><li>How you manage projects (approach, processes, procedures) </li></ul></ul><ul><ul><li>Your status reporting process </li></ul></ul><ul><ul><li>Your hourly rate (beyond scope of project) </li></ul></ul><ul><ul><li>Samples and client list </li></ul></ul><ul><ul><li>Your payment terms </li></ul></ul><ul><ul><li>ALSO INCLUDE: </li></ul></ul><ul><ul><li>Our deadline for receiving proposal </li></ul></ul><ul><ul><li>The approved Project Brief </li></ul></ul><ul><li>Review proposals and make selection. </li></ul><ul><li>4. Contact selected vendor and schedule meeting. Inform others that agency has been chosen and that their proposal is appreciated. </li></ul>