Brand Communicating Strategy

Preston

T H E P R E S TO N C R E AT I V E M A R K E T I N G S TO RY

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Authenticity

T H E S TO RY B E H I N D YO U R B R A N D

Enterprises as old as humankind are finding a new voice.

Organic foods, natural fibers, sustainable energy, and 3,000 year old folk remedies are coming together as the $230 billion LOHAS – Lifestyles of Health and Sustainability – industry, dominated by 50 million “Cultural Creatives.”*

Cultural Creatives are a diverse lot. Geographically. Demographically. Politically. Economically. They’re linked by values, by ecology and spirituality, and by a common disdain for sound bites and media hype. They want whole stories, an authentic narrative of the companies behind the goods and services they purchase.

“The story’s about you.” Horace, 65-8 BC

The voice of the LOHAS industry is that of the storyteller.

Throughout history, stories have made complex messages understandable. It was true in primitive cultures. It was true in your own childhood. Among the world’s religions, stories and parables taught the great lessons in life.

Stories entertain. Stories motivate. Stories clarify. The story of your brand, vividly told, can unite your organization. Build loyalty among your customers. Gain the attention of the media and the financial community.

We tell the story behind your brand.

* Sources: Natural Business Magazine: Ray, Paul and Sherry Ruth Anderson, The Cultural Creatives, 2000

O U R S TO RY

Va l u e

At Preston Creative Marketing, our associates learned the craft of marketing by working for some of America's leading brands and retailers. We employ those sophisticated marketing techniques...from research and strategy through message creation...to support firms that are committed to making a positive difference, not just a profit.

We specialize in building healthy brands for organizations dedicated to building healthy lives for their customers, their employees and their communities. Our nationwide network of associates – researchers, strategists, designers, filmmakers, writers, PR and media specialists – bring a measure of expertise and affordability previously inaccessible to all but the largest marketers.

Steve Preston and his associates are frequent speakers on

“The universe is made of stories, not atoms.”

brand-related issues at corporations and industry conferences. Preston Creative Marketing is a member of Businesses for

Muriel Rukeyser, the Speed of Darkness

Social Responsibility, P3: Colorado for Socially Responsible Business, the Denver Better Business Bureau and the Alliance for Healthcare Strategy and Marketing.

W H AT W E B E L I E V E

1. We believe in innovative research, seamlessly aligned with brand marketing strategies and creative output. 2. We believe in fair pricing, and in full disclosure of our costs to our clients. 3. We believe in working for our clients, not for the media. That’s why we choose not to accept media commissions. 4. We believe in doing good, effective work. If it happens to win awards, we believe they belong in our clients’ offices, not ours. 5. We believe in technology that brings the best minds to the project, no matter where they live. 6. We believe in treating our clients, their customers, and our associates with respect and intelligence. 7. We believe we deserve the same consideration in return.

Branding

B R A N D S L E AV E A L A S T I N G I M P R E S S I O N S . J U S T A S K A C OW

The essence of branding goes back to the cattlemen–differentiating livestock from those of their neighbors’ when they all look alike. Consumer products and packaged goods marketers have long understood that there’s little functional difference between colas, tires, even televisions and computers. People choose, and often remain loyal, to one brand over another because of non-functional differences–their emotional connection with Coke over Pepsi, Michelin over Goodyear, Sony over RCA, Gateway over IBM.

Branding is much more than advertising, logos or graphic standards. It’s the essence how your customers identify you and distinguish you from your competitors.

A brand is not the property of the marketing department. It lives in the minds of your customers. Brands are reinforced (or compromised) whenever any part of your organization comes into contact with any customer–from their telephone conversations with your customer service representatives to the bills they receive in the mail.

A strong brand is the foundation for all marketing communications. Activities such as sales promotion, public relations, new product or service introductions, interactive multimedia and database marketing all must illuminate and reinforce the brand.

Branding is central to PCM’s strategic analysis of your organization, a holistic examination which goes beyond mere words and pictures. Because your story is your brand.

BRANDING BELONGS EVERYWHERE:

Market Research Strategic Planning Corporate Identity Programs Graphic Design Brochures and Print Collateral Print Advertising TV and Radio Website and E-commerce CD-ROM Presentations Call Centers Publication Design Annual Reports Consumer contact opportunities

Portfolio

gaiam.com 2nd generation website launched October 2001

gaiam.com 1st generation website launched February 2000

S H O R T S TO R I E S

activelifenetwork.com chiropractic health network

Portfolio

S H O R T S TO R I E S

Redesign of existing site after Gaiam’s acquisition of wholepeople.com

unkai.com, taking the “Boulder lifestyle” to Japan

Marketing

O U R M A R K E T I N G C O M M U N I CAT I O N S P L A N N I N G M O D E L

I.

STRATEGIC BRAND ANALYSIS

A.Customer Analysis 1. MARKET TRENDS 2. CUSTOMER MOTIVATIONS 3. UNMET NEEDS 4. CUSTOMER SEGMENTATION (DEMOGRAPHICS, PSYCHOGRAPHICS, ETC) 5. “MOST VALUABLE” CUSTOMER CRITERIA

B. Competitive Analysis 1. BRAND IMAGES & IDENTITIES (WHO IS THEIR CUSTOMER?) 2. STRATEGIES, POSITIONS AND PROMOTIONS 3. PRODUCTS 4. DISTRIBUTION 5. BUDGETS & PRICING 6. OPPORTUNITIES & THREATS

C. Self Analysis 1. EXISTING BRAND IMAGE (HERITAGE) 2. DESIRED BRAND IDENTITY 3. ORGANIZATIONAL MISSIONS & VALUES 4. RESOURCES & CONSTRAINTS 5. STRENGTHS & WEAKNESSES

II.

RESEARCH: FILLING THE KNOWLEDGE GAPS

A.Customer (Market) Research B. Environmental (Competitive, Economic Trend) Research C. Organizational Sampling (Aligning Internal and External Audiences)

III. OBJECTIVES (SPECIFIC, QUANTIFIABLE)

A.Organizational Goals B. Marketing Goals C. Marketing Communications Goals

IV.

HOW CUSTOMERS BUY: THE FCB PLANNING GRID

A.Rational vs Emotional Purchase Decisions B. High-Involvement (High Risk) vs Low-Involvement (Low-Risk) C. Customer Decision-Making by Category 1. USP CATEGORIES (HIGH-INVOLVEMENT, RATIONAL) 2. BRANDING CATEGORIES (HIGH-INVOLVEMENT, EMOTIONAL) 3. POSITIONING CATEGORIES (LOW-INVOLVEMENT, EMOTIONAL) 4. SAMPLING CATEGORIES (LOW-INVOLVEMENT, RATIONAL)

D. Strategies by Organization 1. PLOT OUR CURRENT AND DESIRED POSITION 2. PLOT COMPETITIVE POSITIONS 3. STRATEGIC IMPLICATIONS 4. TACTICAL IMPLICATIONS

Planning

V.

MARKETING COMMUNICATIONS STRATEGY

A.Promise and Support (Can we deliver on the promise?) B. Audience Segmentation C. Tone & Manner D. Mandatory Considerations E. Alignment with other organizational goals (Training, Alliances)

VI.

MARKETING COMMUNICATIONS TACTICS

A.Creative Strategy B. Media Strategy C. Public Relations, Special Events, Sales Promotion Strategy D. Budgets and Timing

VII. EVALUATION AND MONITORING

A.Message Effectiveness, Cost Efficiency B. Organizational and Environmental Changes Impacting Strategy C. Schedule to Review, Refine, Revise Activities

“Make the research creative and the creative smart. “ Steve Preston

M U T UA L T RU ST

W H AT M A K E S U S YO U R A G E N C Y ?

Preston Creative Marketing brings the best minds to the project, no matter your location. Your account is strategically directed from our headquarters in Denver, Colorado.

Our organization is comprised of a nationwide team of extraordinarily talented, successful entrepreneurs. Each brings a carefully crafted expertise to the table. There are no secondstringers or wannabees here.

PCM’s streamlined infrastructure gives us the freedom to be nimble and responsive. We go beyond the scope of the norm and thrive on developing creative solutions to the most complex and demanding challenges.

There’s an integrated approach to both the simplest assignment, as well as the most comprehensive ones. PCM’s capabilities range from television and print advertising to advanced interactive solutions. Thus, we can ensure that your brand is fully integrated and reinforced throughout all of your communications.

We develop a balance of strategic thinking and boundless imagination. Everything we do is rooted in sound communication strategies that are geared toward achieving big-picture objectives.

PCM works smart. We don’t have interns burning your billable time while they learn. Each person on your team knows the ropes

An Adhocracy works best when individuals in an organization must perform creative tasks in a rapidly changing environment.”

and how to get from A to Z the fastest and most effectively.

PCM’s team of successful independent

Lee G Bolman and Terrence E. Deal Reframing Organizations: Artistry, Choice, and Leadership

businesses choose to work together, quickly and efficiently. It’s the product of longstanding relationships, facilitated by technology and based on trust.

The combined mutual trust between the client, PCM and team members is what makes a successful strategic partnership for you.

Personnel

STEVE PRESTON STRATEGIC & CREATIVE DIRECTION

A copywriter and broadcast producer by training, Steve identifies his chief responsibility as “translator.” Since he’s fluent in the languages of marketing, media, research and creative and production, his job is to ensure all PCM associates get the information they need to do their jobs. A thirty year industry veteran, Steve’s client base has included such names as Allen-Bradley div. Rockwell International, Miller Brewing, WAM!NET, Gaiam, GE Medical Systems, Tenneco, Baxter, and scores of healthcare delivery organizations coast-to-coast.

A lifelong student, Steve’s graduate studies have included Organizational Design & Behavior, Adult Education, and Mass Communications Theory at The University of Colorado-Boulder, The University of Wisconsin-Milwaukee, and Indiana University/Purdue University-Indianapolis. He has served as an Adjunct Professor at Marquette UniversityMilwaukee. He is a member of P3: Colorado for Socially Responsible Business, The Denver Better Business Bureau, Business for Social Responsibility, and the Alliance for Healthcare Strategy and Marketing.

“You do wonders for the industry - whether they know it or not - and certainly are a great antidote to my cynicism.” Kristen Geipel Vice President, Marketing Mercy Medical Center, Cedar Rapids, IA

MEET OUR COLLEAGUES

LAURA MANTHEY ART DIRECTION

A thinking-person’s designer, Laura brings a finely-tuned strategic marketing sense to the often-subjective world of graphics. Her work for clients such as Gatorade, Kohler, BRIO Toy, Midwest Express Airlines, S.C. Johnson Wax, Canterbury of New Zealand, Wisconsin Energy and Colorado Pen Company have earned Laura national recognition in awards shows and industry journals. Laura, who holds a B.F.A. from the University of WisconsinEau Claire, credits her pragmatic approach to design on early training. “I was a Fuller Brush girl during my teens,” she explains. “That’s when it first sunk in-drawing is easy, selling is hard.” I keep a Fuller Brush on my desk, just to remind me.

Personnel

ALI SELIM BROADCAST PRODUCTION

Since forming his first production company in 1989, Ali become one of America’s premier film directors, featured in publications such as Adweek and Backstage Shoot as one of the most sought-after directors in the country. His reel (and ours) is the product of hundreds of successful commercials for national brands like Coca-Cola, IBM, A-1 Steak Sauce, KFC, Citibank VISA (U.S. and Europe), along with regional clients. Ali’s commercials, dramatic films and documentaries have received such prestigious awards as the Gold Lion from Cannes, a Silver Hugo from the Chicago International Film Festival, and a CINE Golden Eagle for “exemplifying excellence in American Filmmaking.” Ali has been an honoree at International Film Festivals in New York, London and Seattle. His work is part of the permanent collection of the Museum of Modern Art (MOMA) in New York City.

SUE PRESTON PUBLIC RELATIONS A principal of Preston Creative Marketing, Sue

“In a recent survey of 50 marketers -

has managed national accounts for clients such

including titans such as

as Midas International and Allied Van Lines.

Procter & Gamble, Philip Morris, Citibank, Nike and Burger King –

With over twenty-five years in the media rela-

half said traditional full-service

tions field, Sue's experience has included work

advertising agencies are obsolete.”

for leading corporations, PR agencies, nonprof-

USA TODAY, 11.30.98

its and the media. She’s detail oriented and a strategic thinker.

Sue honed her national PR skills by representing a veritable "who's who" of American brands, including such names as Oscar Mayer (she introduced a new fleet of Wienermobiles to America's highways after a thirty year absence), Pillsbury, Ralston Purina, DowBrands, Baldwin Pianos, Miles Laboratories, Kitty Litter Brand cat box filler, along with nonprofit organizations United Cerebral Palsy, PBS and Goodwill Industries.

DAVID LAKEY

NUTRACEUTICAL AND NATURAL PRODUCTS

Dave brings over 9 years experience in sales and marketing from The Chlorox Company. He’s further expanded his channel distribution and branding experience as IVC’s past VP Marketing, where he helped build their supplement brand and increase channel distribution. Currently, as President of The Lakey Group, Dave specializes in branding and marketing plans for nutraceutical and ecological markets. Dave is on the board of directors for The Food Alliance, a certifier and marketer of sustainable agriculture products. TFA is the forefront of ‘eco-labeling’ and giving consumers a choice in their food supply.

Personnel

KEI IZAWA GLOBAL BRANDING

Kei Izawa, creator of the first Japanese based e-commerce site for Rocky Mountain area products and services, brings a global branding and eBusiness perspective to PCM. He began his career with JETRO, a semi-governmental organization promoting international trade and spent 14 years with General Motors in Detroit, the United Kingdom, Tokyo and Germany. GM’s Opel Japan Division became the first automotive company to launch an official Internet site [1994], and increased sales nearly 2700% in 4 years. He has been widely quoted in publications in Japan and overseas, including The Wall Street Journal,

Washington Post, Newsweek, Automotive News, and the International Herald Tribune.

While in Japan, Kei established a network of computer literate advertising and marketing specialists, graphics and games experts, translation firms, event organizers and electronic publication editors and publicists – now the foundation for his current team of professionals working on his Boulder, Colorado based Unkai.com project. Kei is fluent in Japanese, English and Spanish, with varied proficiency in Chinese and German.

BILL KLING MEDIA

Bill’s client-side experience has given him a unique strategic perspective toward media planning and buying. In addition to his agency background, Bill’s stints as Vice President of Marketing for Laser Centers of America, and Manager of Advertising Services for the Drackett Company (Windex, Endust, Drano and other national brands) has created a sense of marketing discipline and cost accountability few media professionals can match. His diverse background includes work for LEXIS-NEXIS, Cincom Software, Moller-Wedel Microsurgical and Cincinnati Microwave.

BRANDT WILKINS ART DIRECTION AND COPY

An art director as well as an accomplished copywriter, Brandt’s strategic sensibilities were honed on accounts like BMW, IBM, Sony, Four Seasons Hotels, RCA, UPS and Waterford Wedgwood at New York shops Ammirati and Puris and Burkhardt and Christy. His marketing portfolio includes work on accounts such as CommNet Cellular, IBM, Aurum Software, Sony Professional products, RCA, and BMW. His distinctive perspective has also been influenced by his years as an English instructor in Botswana, Africa. Brandt’s shelves are stocked with awards from the One Show, Communication Arts, the New York Art Directors Club, the Print Regional Annual and many others.

Personnel

ROBERT ELROD PRINT and WEB DESIGNER

Robert Elrod has worked on the agency and client side as an Art Director, overseeing the design and production of both print and interactive collateral. His client side experience includes positions at KN Energy and Janus Capital Corporation, with responsibilities for creating both online and off-line marketing materials. His agency experience allowed him to develop identity systems, branding concepts, logos, multimedia, web and print collateral for a wider variety of clients. HIs experience includes Gaiam, HealthSmart Vitamins, Village Homes, Highlands Ranch, Excalibur Associates, Prime West Developers, PC Power Drive Corp, Gordon Sign, and others.

TY BOHANNAN TECHNOLOGY

Ty brings fourteen years experience in technical design and eBusiness solutions to the PCM team, the last four years of which have focused on launching or improving business on the Web. Ty served for ten years as a premier U.S. Navy Cryptologic (data security) technician, traveling throughout Asia (he is fluent in Japanese) installing and maintaining secure data communication systems or the National Security Agency. Since his discharge, he has applied his Internet and eBusiness experience for companies like Lucent Technologies, Microsoft and eManage.com. A strategic thinker with a solid tactical base, Ty was recently selected to research and chair a Rocky Mountain conference on the role of technology in the healthcare industry.

MICHAEL BEIN MARKET RESEARCH

One of America’s foremost experts on “laddering” research, Michael is skilled at uncovering the motivations and value systems which drive consumer behavior – a field of study vital to the success of service industry and intangible marketing. Michael’s insights sparked creative breakthroughs in categories as diverse as healthcare, utilities, dairy products, retailing and beer; his research team spearheaded the creation of the landmark “Miller Time” campaign for Miller High Life, and continues to conduct research for MBC brands including Miller Lite, High Life, Ice House, Molson Canadian and Genuine Draft.

KARL WEISS MARKET RESEARCH

Karl Weiss brings 15 years experience in market research, with special expertise in research design and statistical analysis. He offers the high tech and healthcare industries’ unparalleled market research and consulting. His client list includes NEC Corporation (Japan), NEC Computer Systems, Hewlett Packard Storage Systems, Compaq Computer, Gateway Computer, Kaiser Permanente, BC/BS and Cigna. Specializing in product testing, market segment and potential identification, competitive evaluation, brand equity research, pricing research, product positioning and road maps, customer satisfaction/retention studies and distribution channel research. Karl Weiss is founder and president of Market Perceptions, Denver.

Personnel

JOSEPH PTACEK

STRATEGIC BRANDING AND CAUSE MARKETING

As PCM’s cause marketing specialist, Joe leveraged his award winning marketing experience at Denver’s Mercy Medical Center’s to include consulting to hospitals and NFL teams throughout the country. His healthcare marketing resume includes work for St. Joseph’s Hospitals in Phoenix and Atlanta, St. Mary’s Hospital in San Francisco, and Mercy Hospitals in Detroit and Pittsburgh.

As president of a sports marketing firm, he co-branded cause marketing promotions for Wendy’s, Kellogg’s, the Mercy Hospital System, the Denver Broncos, San Francisco 49ers, and six other NFL teams. Joe is the driving force behind a celebrity branded beverage company, producing products for All-Pro wide receiver Ed McCaffrey, Bob “Mr. Baseball” Uecker, and the Denver Broncos, with proceeds supporting charities in Colorado and Wisconsin.

RANDALL RYAN AUDIO

Trained as a classical pianist from the age of 5, Randall spent 12 years on the road as a rock musician, and composed his first regional radio hits at the age of 19. His eclectic musical sensibilities routinely link such diverse influences as Wagner, Chick Corea, Metallica and Elton John. In recent years, Randall has composed original branding scores for Ford, Chrysler, the Cincinnati Reds and Sega,The Learning Channel, Finlandia Vodka and The Discovery Channel. A nationally recognized technology pioneer, Randall specializes in creating and delivering of original music and streaming video online.

SAM FRANK NEW PRODUCT AND BRAND DEVELOPMENT

Sam Frank offers extensive new product and brand management experience, having directed the brand and marketing efforts for consumer products with companies such as G. Heileman, Dole Packaged Foods, Miller Brewing Company and the Personal Products division of Johnson and Johnson. He’s been instrumental in the branding of dummie.com and nolo.com. Sam is President of Brand Builders. His previous position as Executive Vice President and General Manager of The Design Group, a nationally recognized identity and consultancy firm specializing in corporate and brand identity, naming and package design, ensures clients a broad spectrum of experience. Sam lectures at business schools and to the American Marketing Association nationwide on the new product development process.

BOB SCHULTZ COPY

Copywriting is raised to an art level with Bob Schultz. This talented copywriter served as Creative Supervisor at McDonald Davis & Associates, Milwaukee, for 9 years. Since leaving the agency, Bob has crafted words for a variety of campaigns for as many different clients; Colorado Pen Company, Texas Heart Institute, Blue Cross & Blue Shield of Wisconsin, Johnson Controls, Wisconsin Energy, Boulder Community Hospital and numerous others.

Experience

P C M a n d A S S O C I AT E E X P E R I E N C E

LOHAS • Gaiam • Active Life Network • HealthSmart Vitamins • Unkai.com • Earth’s Best

Consumer Products and Services • Miller Brewing Company • RCA • Gatorade • S.C. Johnson Wax • Resort Condominiums International • Citibank VISA • CUNA Mutual Life • Coca Cola • Kentucky Fried Chicken • BRIO Toy • Hunter Douglas

Healthcare Delivery • Mercy Medical Center

“Stories are the single most powerful form of human communication.”

• M·Plan/Senior Smart Choice • Georgetown University Medical Center • Texas Heart Institute

Peg Neuhauser Corporate Legends of Love

• Coram Prescription Services • St. Joseph Hospital/Creighton University Medical Center • Boulder Community Hospital Medical Products • GE Medical Systems • Cook, Inc. • Baxter • Surgitek Div., Bristol Meyers Squibb • Alpharma Pharmaceuticals • Upjohn Healthcare Services • Hil-Rom

Retail • ShopKo Stores • Colorado Pen Company • Hunter Douglas • Wisconsin Lottery • Merle Harmon’s Fan Fair • Budgetel Hotels • Faye’s Upscale Women’s Clothing • Bigsby & Kruthers Fine Clothing • Shopko/Cub Food Pharmacy • Senty Foods • Corampharmacy.com