How C. Grant & Company serves clients through Integrated Marketing Campaigns. An overview of process and capabilities, with case studies.

1. C. Grant & Company
Marketing
Communications
Integrated Marketing
Campaigns

2. Integrated Marketing
Communications (IMC)
IMC is a marketing plan designed to ensure that all brand contacts with
customers or prospects are relevant to that person and consistent over
time.
We do this through:
Starting the plan with consumer insights based on data and research
Development of a compelling single message delivered across media
Using each media vehicle creatively to reinforce the message
Developing multiple forms of communication to reinforce the
message
Use of specialized media centered around specific target audiences
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3. IMC Requires a Team of
Specialists
Our experienced team has held professional titles including:
Director of Media Relations, Wheaton College
Columnist, Chicago Sun-Times Media Group
Marketing Manager, Amoco
VP of Marketing, ZonderKidz (HarperCollins)
Art Director, SpringHill Camps
Adjunct Writing Faculty, Wheaton College
Co-owner, Gap Digital Recording
Creative Director, Tyndale House
Adjunct Marketing Professor, Calvin College
Analyst/Consultant, Douglas Shaw & Associates Fund Raising
Senior Associate Editor, Leadership Journal
Author, “An Educator’s Guide to the Internet” (Simon & Schuster) and “A Rookie’s Guide to the
Internet” (Radio Shack)
Professor, School of Electrical Engineering and Computer Science, Washington State University
Senior Director, Corporate and Internet Communications, Zondervan
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4. Our Process
Dialogue:
Collect Data, Listen to Customers, Ask
Questions, Review Previous Performance
Discover:
Analyze Data and Determine the key
insight that will drive new results
Design:
Develop Communications and Marketing
Strategy and Execution Plan
Deliver:
Execute Strategy on Time and on
Budget, Generate Momentum, Analyze
Results, Begin New Dialogue
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5. Case Study
City of West Chicago, IL
Original Campaign Theme: “This is West Billboards
Chicago” to call attention to city assets to
attract new development and increase On-site Promotion
resident pride and satisfaction.
Signage
This was accomplished through:
Constituent Research
Radio Advertising
Direct Mail
Newspaper and Magazine Advertising(Bi-
lingual) Brochures (Bi-lingual)
Event Promotion Retail flyers and posters
Sponsorship Sales Street Banners
Redesign City Seal Website design
Print Newsletters
Media Relations
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6. Case Study
SpringHill Camps
Original Campaign Theme:
“G2G” (Got to Go) tapped the Constituent Research
growth of texting in 2008 among Direct Mail Postcards and Brochures
younger kids and provided a
platform for showing kids the Parental Forms
range of activities they had to go to
SpringHill to experience. Camper booklets
This was accomplished through: Retail flyers and posters
Radio Advertising Consumer-Generated Promotion
Program
Newspaper and Magazine
Advertising Social Network Optimization
Microwebsites Constituent Research (written,
online, focus groups)
Electronic Newsletters (four
versions per month) Church promotion (direct mail,
telemarketing scripts, posters,
Media Relations giveaways)
Billboards Demographic, Behavioral, and
Market Segment List Profiling
On-site Promotion Partial Plan Overview
Email blasts
Signage
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7. Case Study
Pioneer Clubs
Relevant Online Community
Message Platform: Position Membership/Participation
Pioneer Clubs as a
innovative but “safe” Social Network
ministry partner for those Optimization (e.g.Twitter,
involved in the high calling Facebook)
of children’s ministry.
Original Blog Creation/
This was accomplished Posting
through:
External blog postings/
Magazine Advertising comments
Microwebsites Constituent Research
Electronic Newsletters Video creation and
production (training and
Media Relations promotion)
Direct Mail Postcards and Email blasts
Brochures
Google Adwords Campaign
Banner Advertising
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8. Case Study
Raging Waves
Objective: Increase park
attendance during down
economy. Position as a
“day-cation” option for
cash-strapped families and
differentiate from park
district pool options.
Relevant Online Community
This was accomplished Membership/Participation
through:
Social Network Optimization
New Website (e.g.Twitter, Facebook)
Magazine Advertising Original Blog Creation/
Posting
Microwebsites
External blog postings/
Electronic Newsletters comments
Media Relations Constituent Research
Direct Mail Postcards and Email blasts
Brochures
Google Adwords Campaign
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9. Capability Sampler
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10. Print Advertising
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11. Social Network Optimization/
Reviews
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12. Eblasts/Banner Ads
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13. Print and Online
Content
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14. Brochures/Catalogs
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15. Direct Mail
Date
Dear Ministry Leader:
As one working with professionals who seek to integrate their faith and business life, I
though you’d be interested in the attached sampler of our new title, Serving Two
Masters? Reflections on God and Profit by C. William Pollard, chairman emeritus of The
ServiceMaster Company.
This is the follow- up book to Pollard’s best - selling, The Soul of the Firm , which we
published with our sister company Zondervan, and a book that has had enormous
influence in both the business and Christian communities.
This sampler contains four chapters of this just - released book with ideas for further
discussion and questions , in a length that works well in a group setting. These
chapters will engage participants in stimulating dis cussion and give them important
insights they can carry into their workplaces. They will appreciate the advice and
encouragement from a business leader who has been in their place.
I’d encourage you to use this sampler as a special four - week session or us e an
individual chapter to supplement a discussion you are already facilitating. Additional
information and copies of the sampler chapters can be downloaded from the book
website: www.servingtwomasters.com .
The book is now available at bookstores nationwide or online. Special discounts and
ordering information for bulk orders are also detailed in the booklet.
I hope this sampler will be helpful to you and those in your circle of influence.
Sincerely,
Marion Maneker
Vice President and Publisher
Collins Business
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16. Web Design/Games
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17. Media Relations
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18. Research
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19. Branding/Identity
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20. Other
Banners Radio Outdoor
Video/Animation
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21. About Us
Founded 2001 by Christopher Grant, former Senior Vice President,
Marketing at ServiceMaster and Vice President of Marketing at
Zondervan (HarperCollins)
Full-service integrated marketing and research firm (website here)
Office located in historic building in the Chicago suburb of Wheaton,
IL
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22. Partial Client List
Zondervan* Associated Agencies
Jossey-Bass
Willow Creek Association Meisner Aircraft
Redeemer Church/NYC
Wheaton College Center for Student Missions
Sandy Cove
Heartland Alliance for ServiceMaster**
Human Needs and Human Kanakuk Kamps
Aramark
Rights
TH Hilson Company
MicroTek
Raging Waves Waterpark*
LeaderTreks
Tyndale House Publishers
SpringHill Camps*
Wheaton Eye Clinic
Leadership Network
* IMC Clients
TruGreen
Covenant College
Forest Home
Mount Hermon Camps and
Conferences Baker Publishing
Glocal.net Muskoka Woods*
Pioneer Clubs* John Brown University
City of West Chicago, IL* Pine Cove
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23. Thanks
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