Jacob Cane & Co-SOQ

STATEMENT OF QUALIFICATIONS
Marketing Consultants
JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
CORPORATE HEADQUARTERS
Jacob Cane & Co.
814 N. 350 W.
West Lafayette IN 47906
Website
Phone
Fax
jacobcane.co
765.491.1614
765.494.0391

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
TABLE OF CONTENT
SECTION 1 corporate overview Page 1
- Firm Information
- Quality Control
- References
section 2 services profiles pages 2-5
- Market
Municipality Marketing, Business Marketing, Event Promotion,
Content Marketing, Marketing Campaigns.
- Design
Brand Creation & Management, Web Development, Mobile & Responsive,
Digitial Design, Print Media
- Consult
Analysis, Strategy, Planning & Growth Consulting,
Research & Development, Management & Training,
Business & Real Estate Brokerage, Business Retention &
Economic Development

section 3 PROJECT PROFILES pages
- Case Study
- Methods and Practices
section 5 key personnel pages

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
CORPORATE OVERVIEW
Jacob Cane & Co. provides marketing consulting
services to municipalities, governing agencies and
businesses. We provide the abilbity to promote a
consistent brand message. In managing the brand
and message for the municipality or business
we aim to promote business retention, economic
development, develop stratgies for growth and
planning for the future.
The benefit to the community, is a region that
drives business to the area, operates smoother and
reduces expenses.
Our goal, with every client is to surpass your
dreams of what is even possible with your
community.
background
Jacob Cane & Co. was founded in 1995, in
West Lafayette IN, which gives us a unique
understanding of the type of development needed
to make a community succeed.
For twenty years now, we have operated with one
goal in mind. How we can best serve our clients to
ensure their success.
Over the years we have developed methods and
studies to measure that success and we have
boiled it down to one phrase.
Measure results, Achieve dreams. ®
Having a meaningful way of tracking the results of
our efforts and the plans we put into place is key
to providing exceptional service and effectively
marketing a community or business.
Advancements
We have developed effective methods of marketing,
one of which we call: Amplified and Validated
Marketing ® (AVM). This method uses a
consistent brand message, which is repeated with
clarity and precision over multiple forms of media,
thus amplifying and validating the message each
and every time it is heard. This builds a brand and
provides for a lasting impression on the audience.
“The reason so many entities fail to effectively use
their marketing dollars is because the message and
the method is fragmented and scattered.”
– Jacob Cane
QuAlity Control
All engagements are supervised and reviewed by
experienced personnel with expert knowledge of
the subject and work being performed. Nothing is
submitted to the end clients without first being put
through a multi-check review which is outlined in our
internal documentation, a Quality Control Ensured
Review. ® (QCER).
This involves a balance of design review, color quality
matching, proof-reading and content review, fact
checking, originality review, message review, and
client signature approvals.

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
References
Below are our references, please feel free to contact
them for a reference of our work.
Centier Bank
323 Columbia St.
Lafayette IN 47901
Mrs. Stephanie Knoth, Vice President
765-423-4615
Allstate Insurance Agency
2409 S 18th St.
Lafayette IN 47909
Mrs. Janice Nielsen, Owner
765-477-0303
Mr. & Mrs. Tire, Inc.
1094 Sagamore Pkwy W.
Mr. Curt Lewis, Manager
765-497-2800
Pro Touch Painting & Contracting Inc.
3867 Ledyard Ln.
Mr. Jesse Koesters, President
765-409-4015
Boiler Tech Solutions Inc.
463 Sagamore Pkwy W.
Mr. Joseph Salazar, President
765-631-1065
J & H Property Services Inc.
6520 Flent Creek Ln.
Lafayette IN 47909
Mr. Craig Lewis, President
765-430-2351
Platium Home Mortgage
1010 Main St.
Lafayette IN 47901
Mr. James Werner, Manager
765-429-4444
Speed Pro Imaging Inc.
1010 Main St.
Lafayette IN 47901
Mr. Mark Sweval, President
765-446-8600

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
services profiles
Our services our separated into three main divisions:
Market, Design and Consult. Thus allowing the client
to have the means of managing they’re marketing
needs from one source.
Through these services we deliver a great deal of
knowledge and specialized talent to the table when
solving the unique problems of our clients.
market
Municipality Marketing
We understand the needs and constraints of
municipalities and deliver marketing solutions that
are strategic, innovative and practical to meet their
unique needs and challenges. Our results-oriented
advisors has many years of experience in this field
and fully understands both the benefits and limitations
of implementing strategic marketing strategies for a
municipality.
We use a step-by-step systematized approach that is
fitted to the needs of each of our clients. Our highly
collaborative method includes:
• Review, analysis and discussions with staff,
council and community stakeholders in order to
gain an understanding of the current environment.
• Strategic planning sessions with senior
management and selected stakeholders to address
issues and identify opportunities.
• Development of an action-oriented marketing
strategy and plan that sets a clear direction for the
initiative and how progress will be measured.
• Training and ongoing coaching in the
implementation of the strategy.
And this process will help you:
• Build your municipal brand.
• Prioritize programs, services and
communications activities.
• Streamline the creation and distribution of the
message and brand.
• Diversify revenue.
• Demonstrate results.
Business Marketing
Anew Business Marketing ® is a marketing strategy
created by Jacob Cane & Co. where we begin with a
new approach when it comes to marketing a company.
Too often ad dollars are wasted by business owners
when trying to hold on to ineffective or dated
marketing campaigns. We offer a better, balanced,
more focused approach combining Anew and AVM
Marketing. Business is about to get a whole lot better.
Are marketing efforts effectively promoting your
message? Is there a meaningful way of tracking the
results of your efforts? Are advertising funds spent
on radio, television or print with little or no measurable
results? Do you feel that the marketing budget is
wasted because there isn’t a clear focus or message?
These are the questions that many business owners
face every day. We can manage your marketing plan
and deliver a constant, focused and effective message
to a targeted audience of potential clients.
The reason so many business owners fail to effectively
use their marketing dollars is because the message
and the method is fragmented and scattered. – Jacob
Cane
Example: you have an idea to attract new business so
you purchase some radio ads from the representative

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
that stopped by. The representative works on a
commercial for you and it goes on the air. A week
goes by and you haven’t received even one call. After
a couple of weeks you have received a few calls but
no sales and decide that it was a waste of advertising
dollars. Consequently, you try some print ads or
mailers, or maybe even a commercial on television
with not much better results.
Each time you spend hard earned advertising dollars
on these promotions, the campaigns are put together
by different people with different messages and
graphics. You’re convinced that this is the method
that will work every time… and in the end you have
seen little results. Sound familiar?
There is a better way that is far more effective and
produces real results. What if you purchased radio
ads, sent out flyers and produced a TV commercial
that were all designed and coordinated by the same
team, promoting the same message to your target
audience? While this was being done, your Twitter
account, company Facebook page, website and all
other social media outlets were promoting the same
product/service using the same message at the same
time.
The result is that each time a customer sees or hears
the message it is amplified and validated by the
message that he/she has already heard through a
different media outlet. Each point of contact with the
customer becomes more effective and more likely to
produce a result.
This method, which we call “Amplified and Validated
Marketing” ® ( AVM ) is just one example of how we
can assist you in delivering a targeted, consistent and
more effective message to your customers.
Event Promotion
What a difference a well designed plan can make.
When you have an upcoming event such as an
anniversary, new product launch, new service offering,
store opening or you’re opening a new business, you
have enough on your mind without dealing with the
marketing of this event. We will assist you with the
promotion of an event and ensure that it runs smoothly
and has the desired effect on your business.
We can also teach you how an event such as an
anniversary can be used to market your business and
promote your years of service to your customers and
community.
Content Marketing
Content marketing is focused not on selling, but on
communicating with customers and prospects.
Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.
This information can be presented in a variety of
formats, including news, video, white papers, e-books,
infographics, case studies, how-to guides, question
and answer articles and photos.
Managing the content and the message deleivered
through the content of a large organization can be
challanging. With the correct management in place
this task can be streamlined. We have systems in
place to ensure all content is deleivered quickly and
deleivers the greatest impact.

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
Marketing Campaigns
Planning for Marketing Campaigns must align with
Brand Strategy. Marketing campaigns are the means
for connecting with a marketplace, to create impact,
mold prospection, and to position an entity as that
certain “something.”
Campaign copy and creative should always support
the brand strategy and messages.
Below are the areas in which Jacob Cane & Co.
can truly change the direction of an organization or
municipality through an effective marketing campaign.
Generate campaign ideas and strategies
• Identify all of the goals that will need
marketing support.
• Evaluate ideas and options (traditional
activities, Internet marketing, social media,
telemarketing, direct mail, email and publicity)
to determine which ones are most effective for
meeting a particular goal.
Target your audience
• With more specific targeting, speak more
directly to the prospect and raise response
rates in the process.
Deliver one or two key messages and a call-to-
action
• It’s easy for prospects to become
overwhelmed, focus the message. Move a
prospect just one step at a time.
• Creativity — the market is bombarded with
messages daily, so grab their attention and
engage them.
Creating a budget and estimate a return on
investment
Projecting marketing ROI is a powerful exercise that
forces you to think through and estimate results for the
important metrics of a campaign:
• Impressions, or exposure to your campaign
creative
• Conversions, or those who take action from
the impression
• The steps required to move from a conversion
to a customer
• The number of units sold, and the profit from
each
• The items of your campaign budget
• The estimated ROI of your campaign
Measuring results
When a campaigns result is measured, it’s easier to
gain budget approval the next time around. Know
exactly which programs produce the highest return.
• Determine how you will account for results.
• Capture the data needed – unique phone
numbers, emails, unique URLs, etc.
• Choose a subset or two versions of an ad; test
them in small quantities and choose the best
one for rollout.
• Keep the testing cycle going and track results
over time. Improve response rates and return
on investment.

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
design
Brand Creation & Management
Creating a brand for a community involves far more
then appealing design. It involves creating an image
and message about your community that is attractive
to tourist, potential residents and businesses. Slogans
like “something for everyone” or “great family fun” don’t
get the job done anymore. It has to be something
unique that stands out and is unforgettable. It needs
a catch that makes people want to travel to see what
you have that’s not available in other communities.
Our goal when working with a community is to
discover the unique attractions that they possess
and make them the centerpieces of the brand. Once
the brand identity is creating we go about building a
figurative moat around that brand. The Moat: The
term was first coined by Warren Buffett to describe
a company’s durable competitive advantage that
protects it from competition, like a moat protects a
castle.
Example: Las Vegas, with their slogan of
“what happens in Vegas says in Vegas”.
Can you think of any other city in the US
that competes with Vegas when it comes
to gambling and nightlife? They have
successfully created a brand and a moat
around that brand; think of how much
marketing, branding and development a city
would have to do to even begin to compete
with Las Vegas when it comes to gambling
and nightlife.
This is the type of branding of a community that is
sustainable; this has been done through affective
brand management. This is the approach we take
when it comes to brand creation and management,
discover unique qualities, market them and build
a moat so that people know locally, regionally and
nationally that your community is the ONLY place to
go to get what you offer. A community can be know
for a lot of good attributes, like good schools, low
crime, etc. But it has to be great a one thing which
attracts people and business to the area.
Using our Brand Management & Community
Identity (BMCI) services we can create a brand that
produces results for your community.
Web Development
“A Commitment to good online practices and the
posting of up-to-date, reliable information is essential
to successful e-government.” - Jacob Cane
When starting the process of designing a website for
your municipal, we look at the community as a whole
and determine how a website would best benefit that
community. The municipal or governing body’s website
will be part of the overall brand and message that is
delivering to the public through it’s marketing.
The idea of a website has changed over the years. It
is no longer a static page of information only viewed
from a home desktop, it has become a mobile,
interactive, adaptive instrument that views expect to
work and deliver the information they want about your
community.
If the website is not currently up-to-date with fresh
content and compatible with the latest technology,
viewers see it as a reflection of your communities
ability to adapt to the changing world.

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
One-on-One Design
Our designers’ work directly with the end client to
ensure the end product is exactly what is expected.
Custom Graphics
All of our design work is created from custom original
artwork to make your design unique and inline with
your style and branding.
Content Management
Your site will be designed using a Content
Management System (CMS) that allows you to easily
change and update your website content to keep the
site fresh and up-to-date.
Standard Compliant (W3C)
Our websites are designed using the latest technology
set forth by W3C. We use HTML 5 and CSS 3 along
with the latest standards for custom graphics. We
follow the BEST PRACTICES FOR AUTHORING
HTML put in place by the W3C, which includes
Mobile responsive design practices. Our objective
is to improve the user experience of the Web when
accessed from any devices.
Mobile & Responsive
Responsive Web Design (RWD) is a web design
approach aimed at crafting sites to provide an optimal
viewing experience—easy reading and navigation
with a minimum of re-sizing, panning, and scrolling—
across a wide range of devices (from mobile phones
to desktop computer monitors)
Using the latest features available with HTML 5
responsive design should now be apart of every
website campaign. Viewers want to be able to
easily and quickly access the information they need,
responsive design allows this to happen regardless of
the device. Our site designs begin with a responsive
first approach.
Digitial Design
With the amount of time people spend online, digital
design is the main focus of most marketing. We use
our design skills to create powerful interactive layouts
that capure the audience and delivers a real impact.
Print Media
Every Door Direct Mail
Find the customers who matter the most.
Every Door Direct Mail ® | U.S. Postal Service ®,
is designed to help you reach every home, every
address, every time.
Direct targeted marketing pieces mailed to the areas
of town and neighborhood from which you want
customer. We can design, print and manage your
entire direct mail marketing campaign from start to
finish. We can help you locate areas that would be
best for your type of business and design a mailer that
meets the USPS specification for the EDDM program.

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
consult
Analysis, Strategy, Planning &
Growth Consulting
This practice consists of evaluating a business or
municipal to determine its current position based on
a selected method or applied study. The collected
data is then analyzed to determine the best strategy
and set forth in a plan to achieve meaningful and
sustainable growth for the company or municipal.
Our initial engagement will consist of studying the
business, municipal or department to determine
what is working in terms of marketing and what
can be improved and how best to implement
changes. This exercise provides valuable and
independent insight into the workings of an entity
that management can then use to make informed
decisions.
Analysis of Municipal &
Governments
Brand Management & Community Identity (BMCI)
Putting the Community as the focus of a brand is
essential. Considering the number of departments,
agencies, bureaus, alliances and development
groups that a community may have, it can be
challenging to maintain a consistent brand image
and message for a community. The brand is
not merely a logo or a slogan, it’s the idea and
perception people have about your community as
tourists, businesses and residents. Maintaining or
creating a positive perception and identity for a
community is our focus.
General Survey of Municipal (GSM)
This study is intended to gather a wealth of
information about a community to insure we, as a
firm, and you as a client, has a full understanding of
the current state of affairs with a community. This
information is then used as a starting point to map
a path to our goals.
Municipal Marketing Plan (MMP)
Once we know where we stand and what goal we
wish to reach, we will develop a marketing plan
to achieve those goal in the most efficient way
possible.
Central Business District Study (CBDS)
Determining the viability of a central (downtown)
business district and recommendations on how best
to establish or improve a district.
Agency Promotional Plan (APP)
The promotion of a plan or program within a
community that has its own unique place or set of
goals while still ensuring that this promotion fits
within the overall branding and marketing of the
community.
Tourism Promotion Program (TPP)
Attracting tourism to the area using the existing
assets of a community, while promoting new areas
of interest as they become viable for promotion in
accordance with the Municipal Marketing Plan.
A N A LY S I S
STRATE GY
PL ANNING
CONSULTING
GROWTH

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
Organizational Structure Study (OSS)
In many cases, when working with communities,
it is discovered that the confusion surrounding
their brand or identity is more deeply rooted in
the organizational structure of the community
its self. This study provides an outline of those
organizational structures that may be hindering a
clear message about the community from being
properly disseminated, with recommendations as
how best to correct those structures.
Business Retention & Expansion Study (BRES)
Retaining and expanding existing businesses
is often more successful in terms of economic
development than recruiting new ones from other
towns. This process helps communities understand
local business needs to make necessary
improvements – allowing businesses to stay in the
community, grow, and become more committed
to the community. Our strategies get the broader
community involved in business retention and
expansion planning.
Economic Development Planning (EDP)
Attracting new business to the community can be
a time-consuming and involved process that takes
many years to complete. It is absolutely essential
to start with a well-thought out and comprehensive
plan as to how your community is going to proceed.
The plan should take into consideration as a
basis, Talent supply and Education, Innovation,
Infrastructure, Business Climate, Competitiveness
and Governance Systems.
Analysis of Businesses
Service Marketing Plan (SMP)
How will we promote our services to our customers
given the current industry and market trends for a
billable rate that is comparable to the competition
yet stainable for the firm to succeed?
Product Marketing Plan (PMP)
How will we promote our product to our ideal
customers given the current industry and market
trends for a price that is comparable to the
competition? Formulating a well-researched answer
to this question is one of the most important steps a
company can take toward future success!
Online Presence Evaluation (OPE)
When working with new clients interested in
increasing their brand visibility we often start
with an OPE. This study look at all their online
outlets, Facebook, Twitter, Website, etc. and helps
determine what needs to be done to promote a
consistent brand message across all outlets of
online media.
Cost of Goods Sold Study (CGS)
Determining the actual cost of goods sold is key
to running a profitable company, many hidden
factors come into play that are often overlooked:
Labor hours, Storage cost, etc. We can determine
the break-even point for employee tasks based
on all costs of goods sold factors. Streamlining
the process and setting efficiency goals is a step
towards a more profitable company.
Profit Margin Analysis (PMA)
From an income statement you can determine four

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
levels of profit margins – gross, operating, pretax
and net. Using the PMA over a period of time, this
analysis detects consistency or positive/negative
trends in a company’s earnings.
Burn Rate Analysis (BRA)
The rate at which a new company uses up its
capital to finance overhead before generating
positive cash flow from operations. It’s a measure
of negative cash flow.
Sustainable Growth Rate Calculation (SGRC)
A sustainable growth rate is the maximum growth
rate that a business can sustain without having to
increase financial leverage.
Performance Evaluation (PE)
Annual performance reviews are an important part
of employee development and it also allows you as
the employer, to determine what the best course
of action moving forward with your staff from an
impartial third party.
Research & Development
Investigative activities our company conducts on
behalf of our clients with the intention of making a
discovery that will either lead to the development of
new methods, products or services.
Our Research and development services is one of
the means by which an entity can experience future
growth by developing new attractions for tourism or
systems to expand their community.
At the beginning of each engagement with a municipal
or community, our job begins with an intense amount
of research into the area. We start at the highest
level, drilling down to the local level, insuring from the
beginning that we have a wealth of information on
which to base our decisions and strategies.
Our R&D services can also be pointed directly at
a specific problem or issue that is affecting the
advancement of an entity or community. Finally
solving a problem that have long been overlooked
or not set as a priority by a community produces a
catalysis that results in jobs and growth as for the
area.
Management & Training
The lack of understanding and knowledge to perform
a task correctly or simply not knowing when to apply
certain procedures is often at the core of any issue
that is troubling a community. This issue can quickly
be turned around with the proper management and
training of key personnel that are responsible for
performing any task necessary for the community
success. Left unchecked, this type of confusion can
spread and effect more and more areas and cause
problems for the areas that are working correctly.
Target training with measured results will correct the
issues.
Our management and training services can quickly
streamline and systemize the task and procedures
necessary to complete a project or improve a
program. We focus on solving daunting problems,
which when corrected makes an essential sector of an
entity or community run smoothly for the benefit of all.
Business & Real Estate Brokerage
Our business brokerage services allow our firm to
assist buyers and sellers of privately held business
in the buying and selling process. We perform a full

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391
key personnel
Jared C. Fagan
Marketing Consultant, President and founder of
Jacob Cane & Co.
Purdue University, West Lafayette, IN 1995-1997.
School of Technology, Technical Graphics
Communications.
Founded Jacob Cane & Co., Indiana Corporation,
1995 - Marketing & Consulting firm.
Founded Capital Options Inc., 2005 - Financial and
Business Services Corporation
Co-Founded a Real Estate Brokerage firm, 2006 -
Real Estate Investment and Brokerage services
Licensed Real Estate Brokerage, Indiana 2006
Studied Business economics and formation, 2006 ,
Sutton, Graham, Kiyosaki, Morris, McQuown
Studied Governmental history, 2007, Shlaes, Carr,
Studied Business history, 2008, Chernow, Mellon
Co-Founded Lafayette Busienss Networking LLC.,
2008 - Local business networking and community out
reach group.
Co-Founded Citizens In Action LLC., 2007 -
Community orginnzation and education.
Professional Marketing Consulting Summary
Market Penetration: Developing a model that moves
an entity from a monologue to a dialogue with the
customer is now required. Disseminating information
is no longer effective by itself; customers demand
interaction to achieve brand loyalty.
Brand Management: Focusing on a consistent
brand message across all forms of media is key to
establishing and managing a successful brand. The
objective being to build an impenetrable moat around
an entity using the brand thus creating competitive
advantage.
Initiatives and Main Contributions
• Founded Jacob Cane & Co.
• Served as President and Chairmen of the Board
from 1995 to present.
• Business model - Created a unique business
model for the foundation of a marketing firm
that focuses on client success as the means of
obtaining future business.
• Combined three central services as divisions
of the company: Marketing, Design and
Consulting. Thus allowing the client to have the
means of managing they’re marketing needs
from one source.
• Created structure and systemized our approach
to problem solving.
• Developed, “Measure results, Achieve dreams”.
® Which has become core of our company and
our thinking.
• Developed, “Amplified and Validated Marketing”
® (AVM). The theory put into practice, a
consistent brand message used across all
media simultaneously produces a lasting and
favorable impression on the target audience.
• Developed, Custom Graphics, Company
standards
• Innovation and Standards, Web Development
• Innovation and Standards, Analysis, Stradegy,
Planning & Growth consulting studies.

Jacob Cane & Co-SOQ

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