Uploaded byTed Kolota
Kolota Cm Capabilitities
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
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Kolota Cm Capabilitities
- 1. Kolota Creative Marketing InnovativeMarketing and Communications Solutions
- 2. Kolota Creative Marketing:Introduction “We don’t just conceive strategy, we help you bring it to life.” Business model • Ted Kolota Provides all core services, Research including: – Brand strategy – Market research Social – Program development/execution E-business Media • Ted may also provide creative Ted services such as web design, Kolota collateral, etc. • Additional services may be provided through a network of trusted Trade Graphic specialists Shows Design – Quantitative and qualitative research – Web, e-business and social media – Multi-media design and production 2
- 3. Who We Are TedKolota – Principal • 25 year marketing professional • Agency -15 year career at global ad agencies: Grey, Ayer, FCB • Corporate – marketing leader at EMC, Blue Cross Blue Shield, Tufts Health Plan • Small company – the marketer at three startup companies. 3
- 4. What We Do Brand Strategy/ Brand Identity E business and Market Research social media and Analysis Communications Advertising Strategy Sales Collateral Public Relations 4
- 5. How we doit Are you positioned for maximum What is your “Brand DNA” ? return on your marketing dollar? Profitability Immersion High How to Sales Communications Competitive get here? Analysis Audit Analysis Competitor Revenue Growth Customers – (why Internal Direct they buy) External Competitors Low Competitor Non-customers – Press Coverage Best-in-category (why they don’t) Competitors You High Positioning Analysis Your Brand Low DNA 5
- 6. How we doit (cont’d) Enhance brand to reposition Communications planning and differentiate and execution Best in Customer Class Needs and Attributes Brand Wants DNA Brand Identity Sales and Market Messaging Brand Strategy Investors/ Employee Stakeholders Communications 6
- 7. What makes usdifferent We work with every level of 25 year heritage of excellence in management on program creative thinking development • We know how to build good Senior relationships Leadership Functional • We deliver sound strategic Management Individual communications Contributors • We excel at high quality creative output – Through our resources…. – and through yours 7
- 8. Breadth and depthof experience… a broader perspective to our solutions Corporate/ Healthcare Business/ Education Brand Identity Technology Consumer 8
- 9. Services 9
- 10. Full Service Offering Three Service Tiers Senior Leadership – Strategic brand identity and Brand strategy, corporate marketing corporate communications Client Functional Managers – In-depth programs across Level How we create customer value departments or business units Product and program managers – Individual product or Go to market activities program services 10
- 11. Brand Identity andStrategy Services Level - Senior Leadership - Brand strategy, corporate marketing Name/Logo Brand Identity Who We Are, System What We Stand For Trademarks • Communications audit – processes, resources, messages, conflicts • Competitive analysis – benchmarking, competitive positioning • Marketing Research – corporate attitude and awareness, brand equity studies • Brand identity strategy – repositioning, restaging, new identity launch 11
- 12. Communications Planning Services Level - Functional Managers : “How we create customer value” Sales/ Product Human Engineering Manufacturing Marketing Management Resources The Process Message Matrix –key output • Identify business unit goals • Messaging “play book” • Situation analysis: • All communicators – Intensive review of marketing problem • All audiences – Result : isolate key facts to drive communications plan : Your promise to your customers • Plan Components How you solve How you engineer Market velocity – – Messaging strategy business problems performance shareholder value – Media Mix – Audience delivery 12
- 13. Tactical Services Level - Product and program managers - go to market activities Sales Collateral Product Info Developers Recruitment Web, Ad, PR Service and Spec Sheets Partners Employee Events/Shows Technical Events ProductSupport Solutions Communications Marketing Program Services • Organize and develop program content – Brainstorming/idea generation – Program strategy and planning – Messaging • Execute program elements – Creative strategy – Concept development – Design and copywriting 13
- 14. Summary • We offera full range of services • We have developed marketing solutions for 35 companies in several business sectors Senior Leadership • We can help solve your Brand strategy, corporate marketing marketing problems at any level in your organization Client Functional Managers Level How we create customer value • Let’s talk about how we can meet your needs. Product/Program Mgrs Go to Market Activities 14
- 15. Service Modules Corporate Brand Business Unit Products/Programs How we engage with your organization Three service modules – Each contains a package of services tailored solve business problems at different levels in the company • Corporate • Business unit • Product or program – These can be modified, but each package contains an optimal solution to meet your needs. – They may be combined to provide an end-to-end marketing solution 15
- 16. Corporate Brand IdentityModule Corporate Brand Business Unit Products/Programs Goal: Improved brand Deliverables to Business strength and stature Units: driving revenue growth • Corporate brand and shareholder value platform – key messages Process: • Corporate positioning – • Briefing on state of differentiation from key corporation competitors • Communications audit • Brand Identity system • Competitive Analysis – Graphic guidelines • Measure baseline – Design grids attitudes – customers • Re-stage/reposition • Time frame – 3 to 4 months 16
- 17. Business Unit Module Corporate Brand Business Unit Products/Programs Work within existing brand Goal: Unified message Deliverables to Product identity guidelines platform to drive and Program Managers customer value and • Communications strategy revenue growth • Unit level Process: • Product/program • Review business unit level goals, background documents. • Message matrix containing unit level messaging • Prepare Situation analysis: targeted toward product Intensive review of the and program level marketing problem audiences • Develop comprehensive communications plan for the business unit and its various piece parts • Time frame – 2 – 3 months 17
- 18. Products and ProgramsModule Corporate Brand Business Unit Products/Programs Work within existing brand Work within existing Goal: Powerful go-to- identity guidelines business unit strategies market programs driving sales and revenue growth Process: • Organize and develop program content with a multi-functional team within the organization. • Develop comprehensive communications plan for the business unit and its various piece parts • Time frame – 1-2 months 18
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Editor's Notes
- #17 Corporate Brand Identity ServicesCommunications Audit: in-depth analysis of your company’s communications output. internal and external communications; employee and investor communications. press releases, press coverage, advertising, brochures, website, annual report Competitive Analysis: compare key strategic competitors’ corporate messaging and positioning. Mission, vision, values, differentiation , supporting messaging and proof points.Plot key competitors and best-in-class competitors (if different). Set benchmarks for best-in-class positioning.Brand Equity Study: quantitative measures of corporate and competitive scores on key attributes of performance in meeting customers’ needs and wants, including brand strength, and stature. Brand Identity Strategy : based on findings of analyses above, chart a course to improve measures of brand equity by re-staging or creating a new brand identity.
- #18 Situation analysis: Intensive review of marketing problemResult : isolate key facts to drive communications planPlan ComponentsMessaging strategyMedia MixAudience delivery