Post on 15-Dec-2015
transcript
WE KNOW OUR COMPANY, PRODUCTS AND
CULTURE, AC&P PROVIDES THE OBJECTIVITY
AND MARKET PERSPECTIVE THAT HELPS US
POSITION THAT TO THE OUTSIDE WORLD.
IT’S A COLLABORATIVE AND COMPLEMENTARY
RELATIONSHIP… AND IT WORKS!
“
”Johnny Boan | Vice President, Marketing | KEMET Electronics Corporation
The AC&P Value Strengthen your sales effort by ensuring
that you are selling to market realities… not market assumptions
Ensure that the presentation of your business is aligned with the intelligence and credibility of your company, your product, your service…and your self
The AC&P DNA Athorn, Clark & Partners is a marketing
communications, positioning and branding firm focused on developing strategic marketing programs for companies selling complex products and services
Process driven by tangible business objectives
Provides both strategic direction with program execution and stewardship
BVA Defined Early intervention to directly and tangibly impact on a
company’s ability to: Sell product Sell services Sell itself
– on an accelerated time frame.
THE BENEFITS
WHEN WE SOLD TO MARCONI, WE RECEIVED A
HIGHER VALUATION DUE TO THEIR ASSESSMENT
THAT FORE WAS SEEN AS A PREMIUM TELECOM
BRAND. ATHORN, CLARK HAD A LOT TO DO WITH
BUILDING THAT BRAND RECOGNITION.
“
”Tom Gill | Chief Executive Officer | FORE Systems
BVA Defined: Ensure
market assumptions are grounded in market realities
that what you’re selling is what is being bought
the most efficient go-to-market strategy
that you have a look and feel that is professional
that resource deployment is focused on filling the pipeline (i.e., Leads, Leads, Leads)
faster revenue opportunities/shorten sales cycle
DUE DILIGENCE
BVA Defined: THE PROCESS
Create platform to reach goals
Identify purchase criteria
Execute sales support program
Draw the business communication strategic map
Understand market dynamics and performance
Business strategy/model
Establish success criteria
Prioritize the target audience(s)
Lay the foundation for the brand
Successful MarketEngagement {
DNA Decoded
Market OpportunityIdentified {
Market-Facing Value Articulation
Services Provided: Strategic Positioning
From Messaging Architectures to Corporate Identity
Marketing From Digital to Traditional From Fully Integrated Web Development
to SEO/SEM From Sales Support to Advertising
AC&P IS REALLY GOOD AT BUILDING A BRAND
THAT BECOMES A LEVERAGIBLE CORPORATE
ASSET.
“”
Pam Mallette | Vice President, Marketing | Ericsson
WE ORGINALLY HIRED ATHORN, CLARK TO
HELP US WITH A NEW CONSUMER ADVERTISING
CAMPAIGN. THEY WENT BEYOND THAT TO
DEVELOPING A NEW BRAND FOR THE ENTIRE
ASSOCIATION.
“
”Chris Vranas | Executive Director | American Association of Orthodontists
BEFORE AFTER COMPANY
ChemImageChemImage is an optical engineering company that develops chemical, ramen and fluorescence imaging technologies for chemical and biological applications.
International Baseball FederationThe International Baseball Federation is the Olympics-recognized association for global baseball. It represents over 125 countries at all levels of play from professional to youth organizations.
nMetricnMetric is a software solutions firm that has developed a real-time performance optimization software for production and physical logistics, powered by Smart Jobs™ distributed software objects.
GlobalOptionsGlobalOptions is a leading risk mitigation company for both the public and private sector. It provides an integrated suite of services, ranging from DNA analysis to insurance fraud investigations.
BEFORE AFTER COMPANY
Donated Orthodontic ServicesDonated Orthodontic Services is the charitable arm of the American Association of Orthodontists. It matches people who otherwise couldn’t afford orthodontic treatment with registered doctors willing to provide the total service for free.
THESE GUYS BEGAN WITH US WHEN WE WERE JUST
AN IDEA AND AS SUCH, WERE INTEGRAL TO THE
REALIZATION OF THE COMPANY’S BUSINESS PLAN
FOR GROWTH THROUGH STRATEGIC ACQUISITION.
AS OUR CHIEF MARKETING OFFICER, THEY HELPED
US BUILD GOG INTO A $120 MILLION DOLLAR FIRM IN
5 YEARS, FAR EXCEEDING THE ORIGINAL TARGET.
“
”Dr. Harvey Schiller | Chairman and CEO | GlobalOptions Group