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Title: A PROPOSAL FOR


1
A PROPOSAL FOR SELECT GREATER PHILADELPHIA
2
COMPANY BACKGROUND
3

ALTUS GROUP is a strategic marketing agency with
almost 20 years of experience in developing and
implementing creative marketing solutions. Our
experience covers an array of clients and
industries with substantial expertise in the
tourism, health care/pharmaceutical, technology,
biotechnology, automotive and real estate
markets. We look at every marketing challenge
with the end in mind and rely heavily on research
and solid strategy before developing creative
solutions. Thus, our company mantra Marketing
Communications, Marketplace Smart. Staff Size
11 Full-time equivalent, 4 Contract Billings
2,609,000
4
CLIENTS
5
FULL-SERVICE
Marketing Strategic Planning Brand
Development Research Promotion Direct
Database Analysis and Segmentation Program
Planning and Execution Acquisition
Retention CRM eStrategy
Communications Media Planning and
Execution Public Relations Broadcast
Advertising Print Advertising Collateral Intera
ctive - Web Design and Programming Outdoor ASI
6
BRANDING PROCESS
Based on the Aker model and refined over the
years, Altus Groups branding process explores
the Product, Quality and Service attributes that
communicate the core of the brand.
7
COMMUNICATION VERIFICATION PROCESS
  • The RUB TEST
  • assures that the
  • Brand Position is
  • Relevant
  • Unique
  • Believable


Peter Cornish, EVP Director of
Creative
8
COMMUNICATION HIERARCHY
Brand position and brand personality should be
applied to all marketing communication tools.

Market
Peter Cornish, EVP Director of
Creative
9
CREATIVE REPUTATION
Clio Addy OToole Philly Gold New Graphics Radio
Mercury Award Radio Broadcast Award TIA Odyssey
Award HSMAI Adrian Platinum Award
10
PROJECT TEAM
David Jefferys, President David isnt the
typical, lifelong ad guy who picked up a few
buzzwords about marketing along the way. He's an
authentic marketing maven. Branding, marketing,
sales he lives his work. Davids career started
as a sales rep for Digimatics Business Forms
where he established the revenue benchmark for
the companys national effort. He then expanded
his marketing talent at CFC where he directed
John Wanamakers national direct marketing
programs for the sales promotion and credit
marketing departments before moving on to launch
the Donnelley Directory for Dun and
Bradstreet. Understanding first hand the mission
of the clients marketing and sales challenges,
David founded Altus on the client centric
principal long before CRM was an industry
concept. Now, hundreds of clients later, Davids
work is realized in many brands headquartered in
the Philadelphia market. David was graduated from
Villanova University with a B.S. in Accounting
and Marketing. He also earned an A.E. in
Mechanical Engineering from Drexel
University. Tami Sortman, Vice President, Client
Services Energy, focus and professional
enthusiasm are the solid traits of Tami Sortman.
Working with Altus for over 16 years, Tami has
experience in virtually all operations, but
really excels in the hospitality and tourism
industries and heads Altus Groups division
focusing on these markets. Cross-trained from
the creative disciplines, Tami received her
marketing and applied graphics degree from the
Rochester Institute of Technology before
beginning her career as an art director with the
C.A. Reed Company. There, she directed themed
packaged goods design for companies such as
Warner Brothers before accepting a management
position at Texom Graphics in New Jersey. At
Texom, Tami managed the creative operations,
servicing clients such as Merck, Chase Bank,
Kendal, Kodak and Xerox.
11
PROJECT TEAM
Bill Gehrman, Vice President, Strategic
Services Bill has learned how to wear many hats
graphic designer, copywriter, editor, art
director, and more throughout his career, but
his strategic hat seems to fit him best. During
his six years at the Philadelphia Convention
Visitors Bureau, Bill honed his skills as
director of publications. Responsible for
building the PCVBs sales-oriented Web site and
managing all printed communications, Bill quickly
learned the ins and outs of the conventions and
tourism industry. Promoted to director of
marketing programs in 2002, Bill developed and
managed campaigns for the PCVBs citywide
convention sales, short-term meetings sales,
group tour, AAA, and gay and lesbian markets.
Bill became a student of strategic planning and
developed innovative marketing campaigns to
support the PCVBs goals and brand. Bill joined
the Altus Group in December 2004 armed with
contacts, experience and a dream to create
powerful strategic campaigns throughout the
Philadelphia region. Bill has a B.S. Advertising
degree from Syracuse Universitys S.I. Newhouse
School of Public Communications, and is pursuing
an M.B.A. at Temple University. Jim Eagle,
Creative Director As Creative Director, Jim
brings 12 years of successful experience to the
Altus Group from some of the largest ad agencies
in Philadelphia, including Elkman, Tierney and
Brownstein Group, to name a few. He demonstrated
his ability to create and direct collateral,
print, television, Web and other media. He is the
recipient of some of the top advertising awards
in Philadelphia. Jim holds a B.A. from the Art
Institute of Philadelphia. Jim works directly
with the client to develop the overall creative
objective, strategy and imagery required to meet
the needs of our clients. Jim oversees all
aspects of a project, ensuring the project
creative recommendations and strategies work with
the clients budget and production schedule in
order to produce quality work that accomplishes
its goal.
12
PROJECT TEAM
Brian Tennyson, Interactive Creative
Director With over eight years of interactive
experience developing engaging interactive
solutions for the Web, video, and rich media,
Brian successfully produces creative solutions
from initial concepts to the final deliverable.
By always keeping up with the latest innovations
and technology, Brian is able to see beyond the
creative. His keen understanding of what goes
behind the design of interactive components
seamlessly marries the technical and creative
aspects of his problem solving approach.
Experience with clients from Hollywood Boulevard
to Wall Street has led to an understanding of
target audiences and business initiatives as it
pertains to a wide range of business verticals.
Brian spearheaded the creative direction to
develop Nextels suite of interactive selling
solutions. Working closely with the Nextel
branding and corporate identity committee, Brian
and his team developed a series of Web CD-based
product spotlight pieces that could be carried
across Nextel's extensive family of mobile
communication products.
Kevin Couch, Copywriter Kevin has been in the
business of advertising for 16 years. Fourteen of
them have been spent as a copywriter working with
agencies and clients from Boston to Austin to
Philadelphia. His expertise lies in translating
complex ideas and marketing strategies into
compelling creative concepts and copy that
inspire, move and motivate. Kevin has worked on
both regional and national accounts, including
Hard Rock Hotel Casino, Aramark, Pennsylvania
Ballet, New Jersey Lottery, New Jersey Transit,
PNC Bank, Comcast, GMAC, JPMorgan Chase, Dell,
Subway, Burton, Primavera Software, ATT, Sperry
Top-Sider, Fuddruckers, Texas Department of
Transportation, The Western Athletic Conference,
and the acclaimed United Way of Southeastern
Pennsylvania Look the Other Way campaign.
13
PROJECT TEAM
Media Planning Partner Star Group Tom Conti,
Managing Partner/President Mary Padula, Managing
Partner/Senior Vice President, Media
Director Founded in 1985, Star Group provides the
full array of strategic media services, including
planning, buying, market analysis and media
research to increase awareness, enhance brand
presence, drive acquisition and improve loyalty
utilizing all media. Star group is proud of its
position as a truly regional agency, with 195
employees in offices in Philadelphia, Cherry Hill
and Wilmington. Star Group is a WBE-certified
business. Buttoned-up and buttoned down. That's
what makes Tom Conti such a consummate
professional. His demeanor is even and
level-headed. He is thoroughly professional in
the way he conducts himself and yet he is
personally engaging at the same time. Tom has an
inherent talent for drilling down quickly to find
the problem that needs to be addressed. And then
solving it systematically and with precision. Tom
is a businessman who knows business. And the
business that he knows and loves best is
marketing and advertising. Before Star, Tom was
senior managing partner at Gillespie/McCannErickso
n World Group and held upper-management positions
at Earle Palmer Brown and Ketchum Communications.
His experiencefrom brand strategizing to
integrated communications developmenthas
benefited a diverse range of clients including
DuPont, The Port Authority of New York and New
Jersey, Kennedy Heath System and Conectiv. Mary
is one of those people who can talk to anybody.
She is at ease rubbing elbows with Fortune 500
marketing directors as well as the local TV rep.
Mary is a people person. You'll notice it the
moment you meet her, always smiling and
gregarious, Mary has an ease about her that can
make the most intense person, relax. Mary
heads-up our media department. And while Mary is
an outwardly friendly and amicable person, behind
that smile lurks the soul of a shrewd and
tenacious negotiator. Her account experience runs
the gamut government, healthcare, travel and
tourism, hospitality, media (Comcast Corporate
and Paramount Pictures) and GameStop.
14
PROJECT TEAM
Search Engine Optimization UnREAL Marketing
Solutions, Inc. Bob Rothenberg, Executive Vice
President UnREAL Marketing Solutions, Inc. is a
full-service Internet marketing agency founded in
1999 as one of the first Search Engine Marketing
SEM firms in the country. Over the past seven
years, UnREAL Marketing has become nationally
recognized as a top-tier Internet marketing
agency dedicated to helping top global consumer
brands and partner advertising agencies leverage
the power of Internet marketing to achieve
profitable results. Well on our way to becoming
the recognized innovator in results-driven
Internet marketing, Our foundation rests upon
high-level industry relationships, a dynamic and
agile team, and the technological and
organizational knowledge and infrastructure
needed to thrive in the ever-changing Internet
industry.   Our process for delivering every
service begins with a solid platform of
competitive landscape information. We take
nothing for granted in this dynamically changing
landscape. The subsequent steps build on the
analysis and we continue to aggressively monitor
the competition and also new opportunities in
technology across the length of marketing
campaigns. UnREAL Marketing Solutions clients
include Wilmington Trust Bank, SpeedoUSA,
Citizens Bank, Davids Bridal Group, Calvin Klien
Underwear and Steiner Sports. As Executive Vice
President, Business Strategy, Bob Rothenberg is
responsible for overseeing Delivered Services to
clients and New Business Development for UnREAL
Marketing. He spearheads the strategic direction
of client accounts and works with clients to
increase ROI and penetration into their target
markets. Prior to joining UnREAL Marketing, Mr.
Rothenberg was the owner and operator of RHR
Marketing, a Sports Entertainment Consultancy
that performed various marketing duties for a
wide variety of clients including Footlocker,
NEXTEL, NBC, USA Networks, and the NHL.
15
RELATED EXPERIENCE
Altus Group specializes in destination marketing
and has worked with many economic development
agencies to reach a variety of business-to-busines
s and consumer markets. Altus Group currently
works with the Philadelphia Convention Visitors
Bureau, Greater Philadelphia Tourism Marketing
Corporation, Greater San Diego Business
Association, Chicago Convention Tourism Bureau
and Greater Pittsburgh Convention Visitors
Bureau. Altus Groups experience also reaches
across Select Greater Philadelphias target
industries. Altus Group has provided branding,
strategic and creative services to Life/Bio
Sciences (Isolagen, Freedom-2, Sirna
Therapeutics), Chemical (Sea Land Chemicals,
NCeed Enterprises), IT (Infomc, icm, ArcPlan) and
financial (First Union, Opus) companies.
16
RELATED EXPERIENCE
CASE STUDY Isolagen
Isolagen, Inc. is a biotech company that
specializes in the development and
commercialization of its autologous cellular
system (ACS) technology. With five secured
patents and five additional patents pending, the
Isolagen Process represents a unique breakthrough
in ACS technology in the overall approach to
cosmetic and medical therapy. Specifically, the
Isolagen Process has potential applications in
cosmetic dermatology, cosmetic surgery,
periodontal disease, and reconstructive
dentistry, among other therapies. Isolagen hired
Altus Group to develop its corporate brand and
creative to support investor relations activities
in the United States, and enhance its brand
communications in the United Kingdom. Altus
Group began work in October 2005 on brand
development, corporate identity, positioning and
Web site design and development. In 2006, Altus
Group developed a video to educate potential
investors about the ACS technology, Isolagen
vision and product trials. The Altus Group team
worked closely with executive level staff,
including the CEO and Vice President of
Marketing, as well as other contractors such as
the marketing and public relation firms in the
United Kingdom. Altus Group provided the
foundation for a successful global brand and
solid positioning to communicate to a slice of a
slice of a demographic. The Web site sets the
stage for the launch of Signature Treatment
Centers in the UK to attract the target audience
to the appropriate facility. Isolagen has yet
to completely launch the UK initiatives and is
awaiting approval of trials in the U.S.
17
RELATED EXPERIENCE
CASE STUDY Isolagen (continued) Timeline
October 2005 to September 2006 Results
Measurable results are not yet available since
the campaign has not yet launched. Budget 312
,000 Reference Martin Schmeig, CFO Phone
610-203-7624
18
RELATED EXPERIENCE
CASE STUDY Greater Philadelphia Tourism
Marketing Corporation The Greater Philadelphia
Tourism Marketing Corporation (GPTMC) is the
leisure destination marketing agency for
Philadelphia and the four surrounding
countryside counties. In 2003, GPTMC announced
a three-year, 1 million investment to attract
the valuable gay travel market to Philadelphia.
GPTMC approached Altus Group to develop a
creative campaign to position Philadelphia in the
gay travel market that would be in sync with
mainstream Philadelphia tourism efforts while
reflecting the pride and sensibilities of the gay
and lesbian community. Altus Group first
conducted research that proved that, while gay
and lesbian travelers are drawn to the region's
historical attractions, they seldom choose
destinations that do not offer gay and lesbian
social and cultural activities to make them feel
welcome. The research presented a challenge
combine three messages (historical attractions,
gay and lesbian social activities, and a
gay-friendly attitude) into one idea. Altus Group
created a tagline to communicate all of this
Get Your History Straight and Your Nightlife
Gay. Our national ads gave the theme line a
colorful twist by combining some of
Philadelphia's historical icons with the rainbow
symbol of gay and lesbian pride. Whimsical
treatments of history such as Betsy sewing her
flag, Ben flying his kite, and George crossing
the Delaware River proclaim that Philadelphians
have a sense of humor and a history of
encouraging freedom and new ideas. These eyeball
grabbers were placed in carefully selected
national gay publications that focus on travel
and leisure. In year two, Altus Group expanded
the campaign to create the first television
commercial in the world targeting gay travelers
for a destination. The results of the campaign
have increased economic impact for the region and
positioned Philadelphia as a leader in the U.S.
gay travel industry.
19
RELATED EXPERIENCE
CASE STUDY Greater Philadelphia Tourism
Marketing Corporation (continued)
Timeline July 2003 to June 2006 (Contract has
now extended into fourth year) Results ROI of
153 in economic impact for every 1 spent on the
campaign More than 600 hotel room nights
consumed by Philadelphia Freedom hotel package,
generating in excess of 100,000 in
revenue Budget 1 million over three
years Reference Sharon Rossi, Vice President
of Advertising Phone 215-599-0791
20
PROJECT APPROACH
Altus Group will use the following process to
refine the strategy and develop creative and
determine final tactics for Select Greater
Philadelphias campaigns. This timeline outlines
the preferred steps in developing a final plan
and implementation over two months this schedule
can be modified and shortened to accommodate
Select Greater Philadelphia needs. January Conduc
t interviews and branding workshop with staff and
stakeholders. Develop brand development document
to serve as campaign foundation. Review all
research available from Select Greater
Philadelphia determine if additional research
is recommended. Further research recommended
media vehicles with Select Greater Philadelphias
input. Conduct corporate intelligence phone
interviews with industry experts, companies that
have recently located to the region, and a
sample of prospective clients to better
understand the motivators, needs and concerns of
the target audience. Identify key events in 2007
that are important to Select Greater
Philadelphias marketing campaign. (i.e. trade
shows, conventions, etc.) February Present media
and promotional schedules to Select Greater
Philadelphia for review and feedback. Modify/enha
nce creative based on additional research and
present for approval. Finalize all schedules and
creative.
21
PROJECT COMPONENTS
Strategic Deliverables Media Plan Search Engine
Optimization (SEO) Plan Web Site Enhancement
Plan Guerrilla Bluetooth Plan
Tactical Deliverables Print Ads Online Ads Radio
PSAs Web Site Redesign with Enhancements Trade
Show Booth Promotional Giveaways Bluetooth
Billboards and Delivery Content Direct Mail
Direct E-mail Template PowerPoint Template SEO
Implementation
22
STRATEGIC RECOMMENDATIONS
23
TARGET AUDIENCES
Real estate brokers and investors who represent
companies considering relocation Businesses
engaged in cluster industries of Life Sciences,
Bio Tech and Pharmaceuticals, Financial Services,
Information Technology and Communications, and
Professional Services Executives and political
leaders in the Greater Philadelphia
region Opinion leaders and influencers including
members of the press Greater Philadelphia
residents and business leaders Corporate
Executives Corporate Location Professionals Site
Selectors Real Estate Consultants Merger
Turnaround Specialists
24
MESSAGE POINTS
  • Primary messages provided by Select Greater
    Philadelphia
  • Great value for business
  • Fast-growing clusters (namely Life/Bio Sciences,
    Chemicals, Financial Services and Information
    Technology and Communications)
  • Exceptional quality of life
  • Highly educated and talented workforce
  • Outstanding and numerous educational and research
    resources
  • Excellent location and transportation connections
  • Innovative and passionate and can-do spirit
  • Diverse knowledge-based economy
  • Center for IT innovation

25
INSIGHTS
Select Greater Philadelphias target audience is
made up of a varied and multi-layered array of
professionals. The target audience can be grouped
by a) target industry clusters, b) real estate
consultants, or c) geographic markets. Proximity
(to resources, transportation, workforce,
education, etc.) is a primary decision-making
factor for many industries. The corporate
location business is based on a mix of
relationships and hard facts. All decisions are
made with a mix of left- (logical, analytical)
and right-brain (intuitive, holistic)
functions. The target audience may not be aware
of Select Greater Philadelphia or its
services. The marketing message must speak to and
relate to the varied audiences. A marketing
campaign cannot move companies to the region the
marketing must work to place Philadelphia in
consideration for a companys location. The
creative implementation of Select Greater
Philadelphias campaign must reflect the regions
brand.
26
SITUATION
MARKETING CHALLENGE Select Greater Philadelphia
needs to correctly position the Greater
Philadelphia region in the consciousness of a
diverse set of corporate location professionals
and company executives in order to place
Philadelphia on the list of location/relocation
options. GOAL Communicate Greater Philadelphias
position in the corporate location market and
Select Greater Philadelphias related services to
generate information requests and
leads. STRATEGIES Primary Position Greater
Philadelphia as a superior location for doing
business in the U.S. Secondary Position Select
Greater Philadelphia as the ultimate resource for
corporate location information for the Greater
Philadelphia region.
27
POSITIONING
POSITIONING STATEMENT The Greater Philadelphia
region is the superior place to do business in
the United States. SUPPORTING STATEMENTS Greater
Philadelphia has a long history of innovative
spirit and can do attitude. Greater
Philadelphia provides proximity to political,
financial, natural, educational and human
resources that are critical to business growth
and success. Greater Philadelphia provides a
quality of life that features rich assets and
high value. Greater Philadelphia offers a lower
cost of doing business.
28
RATIONALE
Business location and relocation decisions no
matter what the size of the company involve a
complex equation of quality of life,
transportation, work force, costs and other
factors. The location process generally involves
negotiations with local and state governments as
well as government-sponsored incentives. While
marketing cannot affect these final arrangements
and negotiations, marketing can place Greater
Philadelphia on the list of destinations to be
considered. Also, location decisions are not made
in a linear world they are made on a holistic
basis. The most appealing destination must be
satisfying to the company on many levels
quality of life, cost effectiveness, labor pool,
etc. While one destination may stand out in one
or numerous areas, it is the entire package that
will place a destination at the top of the list.
Greater Philadelphias richness of resources,
unparalleled location and cost value provide such
a superior package. Very few regions in the U.S.
can satisfy business needs on so many levels.
Greater Philadelphia may not be number one in
every category, but it offers the best
environment for business success. And, Greater
Philadelphia represents 11 counties in three
states, each of which boasts distinct benefits.
The goal of Select Greater Philadelphias
marketing campaign must be to communicate this
superior holistic package, and get the region
listed on every short list. Once this is
accomplished, Select Greater Philadelphias
services can provide the support to locate the
company in the region.
29
RECOMMENDATIONS
  • Altus Group recommends the following campaign
    foci
  • Target Industries
  • Make the Life/Bio Sciences industry cluster the
    primary target because
  • Capitalize on Success Greater Philadelphia
    already has a successful critical mass of
    businesses in this cluster, and is experiencing
    growth in the cluster.
  • Capitalize on Past Investment Select Greater
    Philadelphia and its partners made a significant
    investment to reach this segment during the 2005
    BIO convention in Philadelphia.
  • Capitalize on the regions focus The
    Commonwealth of Pennsylvania has made the growth
    of this industry a priority. The Philadelphia
    Convention Visitors Bureau recently renamed its
    Health Congress as the Life Sciences Congress,
    and is placing an emphasis on bringing more
    industry meetings to the city.
  • There appears to be location potential from
    companies in the European Union, where labor and
    tax issues create a reason for location in the
    U.S. The growth of flights between Philadelphia
    and Europe continue to enhance the regions
    connections with European companies.

30
RECOMMENDATIONS
  • Target Audiences
  • Place an emphasis on reaching corporate
    executives over real estate brokers/ consultants
    and site selectors
  • While real estate brokers, site selectors and
    other consultants are used by some of the people
    some of the time, trying to capture this diverse
    audience is an ineffective media strategy.
  • Corporate executives can be reached through
    industry-specific media and events, which
    supports the industry-specific cluster strategy.
  • Select Greater Philadelphias local stakeholders
    and ambassadors can identify corporate executives
    and representatives more effectively than they
    can various consultants they travel in the same
    circles.
  • Messages
  • Reinforce the industry cluster strategy by
    emphasizing messages about Philadelphias success
    in those clusters, and those message points that
    relate specifically to those industries.
  • Greater Philadelphia stands apart from other
    regions in the U.S. for its proximity to
    population, resources and transportation.
    Capitalize on this message.

31
MEDIA RECOMMENDATIONS
32
MEDIA STRATEGY
  • Altus Group always develops its Media Strategy
    before its Creative Strategy to ensure that the
    campaign is driven by a sound strategic plan.
    The creative can then be developed to support the
    strategy.
  • MEDIA STRATEGIES
  • Outreach Program
  • Create positive associations for Select Greater
    Philadelphia by utilizing media forms and
    vehicles most relevant to current and potential
    prospects.
  • Reach prospects through innovative and surprising
    vehicles so that the message will resonate with
    the audience and communicate the innovation of
    Greater Philadelphias brand.
  • Use innovative media vehicles that will reflect
    the regions brand.
  • Push Select Greater Philadelphia to audience
    through aggressive Search Engine Optimization.
  • Local Program
  • Since more business moving to the Philadelphia
    Region helps everyone, we recommend asking the
    media to support this program with the following
  • Become goodwill ambassadors and provide
    testimonials within their medium.
  • Provide remnant space and added value
    enhancements for a small budget allocation.

33
MEDIA VEHICLES BY AUDIENCE
Print Print Print Trade Shows Trade Shows
  Direct Marketing Business Pubs News-papers In flights Domestic International Online Radio
                 
Industry Clusters              
Life/Bioscience Industry                
Chemical Industry                
IT Communications                
Financial Services                
                 
Real Estate Brokers              
                 
Relocation Managers                
                 
Turnaround / Failure Specialists              
               
European Union Companies            
                 
Greater Philadelphia Opinion Leaders Residents                
34
MEDIA RECOMMENDATIONS
  • OUTREACH PROGRAM PRINT
  • Reach them while reading industry news
  • Include full-page ads within specific industry
    publications. Considerations include Chemical
    Week, Blacks Guide, Bio-IT World,
    Telecommunications, American Banker, Financial
    Times and National Relocation Real Estate
    Magazine.
  • Reach them while traveling
  • Include full-page ads in airline publications,
    specifically in months that coincide with major
    industry events.
  • Reach them with a surprise gift
  • Through Forbes direct marketing program, we can
    select specific job titles across Select Greater
    Philadelphias industry clusters and purchase a
    gift subscription to Forbes that includes the
    following
  • Letter on Select Greater Philadelphia letterhead
    detailing the subscription gift, introducing
    Select Greater Philadelphia, and inviting them to
    visit a special landing page to learn more about
    the region. The landing page will enable Select
    Greater Philadelphia to track responses.
  • Four cover wraps on the biggest issues of the
    year (on the gift subscription copies) to
    continually reinforce the Select Greater
    Philadelphia brand and communicate important
    messages about the region.

35
MEDIA RECOMMENDATIONS
OUTREACH PROGRAM ONLINE We recommend a heavily
Web-based marketing campaign. The target
audiences are Web-savvy and are looking for hard
data about a region. To complement the offline
program, we recommend creating an overlay
strategy with search as well as including added
value online sponsorships (display media) of the
publications and trade shows references in this
plan. On average, users exposed to both display
and search advertising converted at a rate of 22
higher than search alone Atlas DMT, July 2006
36
MEDIA RECOMMENDATIONS
  • OUTREACH PROGRAM TRADE SHOWS CONVENTIONS
  • Reach them when they gather to learn new ideas.
  • Establish a strong, innovative presence for
    Select Greater Philadelphia and Greater
    Philadelphia at major trade shows and conventions
    that attract industry cluster executives and
    corporate location professionals.
  • Purchase ads within trade publications and trade
    show daily issues
  • Purchase sticker placement on hotel newspapers
  • Use BlueCast posters and displays in
    high-traffic areas in convention center, hotels
    or areas with heavy pedestrian traffic

37
MEDIA RECOMMENDATIONS
OUTREACH PROGRAM TRADE SHOWS
CONVENTIONS Recommended Trade Shows Biotechnology
Industry Organization (BIO) Have a presence in
Boston in 2007, but increase efforts in San Diego
in 2008 to reach Life Sciences companies located
in California. BIO Europe Chemical Technology
Conference Chemical Week Conference American
Chemical Society Urban Land Institute Real Share
Conference Series
38
MEDIA RECOMMENDATIONS
OUTREACH PROGRAM BLUECASTING BlueCasting is a
proximity marketing platform which allows two-way
transfer of data to/from mobile devices based on
proximity of such mobile devices to a BlueCast
server. It leverages the growing number of
Bluetooth enabled devices including mobile
phones, PDAs and portable computers. BlueCasting
delivers high-bandwidth delivery of digital data,
without network charges, on an opt-in basis. The
BlueCast software tools allow the system to be
highly personalized, tracking users and
delivering them relevant content. The service
also provides remote monitoring via an
easy-to-use Web interface. This emerging
technology can be applied to Select Greater
Philadelphias campaign through Bluetooth-enabled
posters and displays during targeted industry
trade shows and events. The BlueCast server will
send a text message to all Bluetooth enabled
devices that pass 150 feet of the display,
inviting the user to download a short video about
Select Greater Philadelphia. By taking advantage
of new technologies, individuals with
Bluetooth-enabled devices can be prompted to
download the promotional video and any other
media. The tone of the video we will create will
be fast-paced and high energy. The main visual
components will be aerial B-roll of the region,
along with company and University logos that will
support text that communicates the key
messages. The video will reside on the Select
Greater Philadelphia Web site and can be used as
a downloadable element in an outdoor marketing
campaign. The technology can be applied to poster
sites, train, air and bus terminals, public
spaces, trade show booths or interactive kiosks.
39
MEDIA RECOMMENDATIONS
HOW BLUECASTING WORKS
40
MEDIA RECOMMENDATIONS
  • OUTREACH PROGRAM DIRECT E-MAIL
  • Enhance Select Greater Philadelphias current
    Select News e-mails by purchasing double opt-in
    e-mail lists targeted at C-level worldwide
    executives.
  • Build frequency of 6-12 e-mail sends to the
    audience over the year. These e-mails will take
    the form of electronic brochures to remind the
    audience of Select Greater Philadelphia
    resources.
  • This strategy will create a database of
    interested companies and will allow Select
    Greater Philadelphia to remind them to include
    the Greater Philadelphia region on their short
    lists.

41
MEDIA RECOMMENDATIONS
LOCAL PROGRAM PRINT We recommend purchasing
remnant and bonus space within the local business
publications and major daily newspapers.
Additional value enhancements can include
banners/buttons within their Web sites.
Considerations include Philadelphia Business
Journal The Philadelphia Inquirer Wilmington
News Journal Camden Courier Post
LOCAL PROGRAM RADIO By allocating a small budget
from the contingency to a powerhouse station such
as KYW-AM, we may be able to receive a PSA
schedule on KYW, WDEL-AM and WPHT-AM. Another
added value would be a link on KYW Web site.
42
MEDIA RECOMMENDATIONS
  • SEARCH ENGINE OPTIMIZATION ORGANIC TRAFFIC
    BUILDING
  • The initial phase of SEO is broken into two parts
    with multiple initiatives for maximum search
    coverage and effectiveness.
  • 1. SEO Research
  • Keyword List Create a list of keywords specific
    to target audience and selection process.
  • Initial Ranking Report To be used as a baseline
    to measure the success of the campaign.
  • Competitive Analysis Prior to optimization,
    research any natural optimization efforts
    conducted by the competitors. This research will
    include an Initial Ranking Report and a link
    popularity check.
  • 2. On Page SEO Optimization
  • Site Audit Analyze the site correct any
    aspects which may be negatively affecting search
    engine rankings.
  • Basic Enrichment Program Meta Tags Alt Tags
    Header Tags JavaScript Optimization
  • Content Creation or Enhancement Keyword
    Optimized Pages Articles Enhanced Content
    Pages Geo-Targeted Pages
  • Sitemap Cross Linking
  • Supplementary Content Blogs Optimized Press
    Releases RSS Integrating relevant blogs,
    press releases and news content on your site with
    RSS is an easy and effective way to keep your
    site fresh
  • Link Building Initial link purchasing to get
    immediate traction and link building after On
    Page Optimization is indexed for 30 days
  • Reporting Maintenance Monthly keyword reports
    and ongoing optimization (up to 4 hours per month)

43
MEDIA RECOMMENDATIONS
SEARCH ENGINE OPTIMIZATION PAID SEARCH OUTREACH
AND ENRICHMENT PROGRAM We recommend taking a
broader initial keyword approach to outreach to
the target audience via Google and Yahoo. Our
objective is to launch with a focused spend
designed to deliver a measured volume of traffic,
while establishing a baseline for performance and
potential for roll-out over the course of the
campaign. Ultimately, we will transition to an
integrated marketing strategy with keywords as
other elements of the offline campaign take hold
so that we enable the campaign to benefit from
the diverse marketing levers, which will provide
umbrella support to enhance campaign
effectiveness from cross over audiences. The
search campaign will be testing into 10 percent
of the available universe of search for the
target audience each month will ensure we are
able gauge responsiveness of the audience before
growing spend.
44
CREATIVE RECOMMENDATIONS
45
CREATIVE STRATEGY
Companies located in the Greater Philadelphia
region can enhance their opportunities for
GREATNESS because of the regions unique
qualities and people who make things
happen. The campaign will be anchored by the
slogan, BE gt using the mathematical greater
than symbol. This slogan relates directly to
the Select Greater Philadelphia name, and the
Greater Philadelphia region. The slogan tells
the audience what they want to hear that they
and their company can be greater, be more
successful, be more profitable. We are telling
them that they can be all of that, and more, here
in Greater Philadelphia. As stated in the
strategic rationale, while Philadelphia may not
be number one in every factor for corporate
location, the region offers a superior package
that covers the cost of doing business, proximity
to resources, quality of life and an innovative
spirit. Greater Philadelphia has a long history
of innovation that has enhanced quality of
business and quality of life. The creative
campaign will use the accomplishments of famous
residents of the region to demonstrate what can
be accomplished in the region. Using icons such
as Benjamin Franklin, Thomas Edison and the
Dupont family which cover the tri-state region
the creative will juxtapose their business
accomplishments with related quality of life
images. The body copy will point to messages
that support the regions position as a superior
place to do business. Using a mix of proven
achievement, quality of life and hard fact
elements, this campaign will satisfy both the
left brain (logical, analytical) and right brain
(intuitive, holistic) thinking of the target
audience.
46
CREATIVE SOLUTION
Be Greater is a positive and appealing message
to any audience. It touches upon business and
personal satisfaction. The slogan connects being
greater with being in Greater Philadelphia, and
reinforces the Select Greater Philadelphia name.
47
PRINT ADS
The print ad campaign looks back at the notable
achievements made by people in the Greater
Philadelphia region, while projecting forward to
what the reader can achieve when doing business
here.
48
PRINT ADS
While the copy speaks about business success
(left brain), the dominant photo speaks to
quality of life (right brain).
49
PRINT ADS
Note the proposed change in color to the Select
Greater Philadelphia logo. By adjusting the blue
and orange application, the colors reinforce the
message from headline to tagline to logo.
50
BANNER ADS
Animated Web banner.
51
BANNER ADS
Animated Web banner.
52
BLUECASTING
The BlueCast campaign will alert convention
attendees and encourage them to download a video
about Greater Philadelphia.
53
DIRECT / TRADE SHOW MARKETING
54
WEB SITE
  • Altus Group will develop creative and functional
    enhancements to Select Greater Philadelphias
    current Web site to accomplish the following
    goals
  • Integrate the creative campaign and messaging
    throughout the site to support Greater
    Philadelphias position as the superior place to
    do business.
  • Develop additional online resources and value to
    the target audience to support Select Greater
    Philadelphias position as the ultimate resource
    for information about the region.
  • Maximize Search Engine Optimization efforts.
  • Establish mechanisms to track the return of the
    marketing campaign.
  • The following are a few ideas of Web site
    developments that can enhance communciation and
    service.
  • Landing Pages
  • A series of landing pages can be developed with
    information specific to real estate and site
    selection consultants, as well as each of the
    identified industry clusters. These pages will
    provide a direct link to information relevant to
    each audience and provide for analysis of
    marketing tactics and Web site visitation by
    audience segment.
  • Continued

55
WEB SITE
Resource Locators Since proximity to resources
has been shown to be a critical decision-making
factor in corporate location, we recommend a
series of database-driven maps that will enable
prospects to locate various resources in relation
to the Greater Philadelphia region. Where are
local universities involved in life science
research? What areas provide easy access to rail
lines and ports? What are the best locations for
easy access from Philadelphia to Washington, D.C.
and New York City? Point and click to learn why
Greater Philadelphia offers the best locations
for doing business. Needs Location
Assessment With so many factors involved in the
corporate location process, how can Greater
Philadelphia stand out and demonstrate its
overall advantage as a place to do business?
Select Greater Philadelphia can offer a free
online needs and location assessment to its
target audiences that will provide a high level
of service and communicate the regions assets.
Users will be asked a series of 20-30 questions
to identify their corporate location needs.
Questions will cover transportation, workforce,
industry, financial and other parameters.
Questions will be based on yes/no or factor of
importance answers rather than hard numbers. At
the end of the questions, the Web site will
generate a report detailing how Greater
Philadelphia can fulfill the users needs.
BlueCast Altus Group will integrate the
BlueCast video content into the Web site for
maximum exposure.
56
BUDGET
57
PROPOSED BUDGET
Year One (January 1 to June 30,
2007) Creative/Agency Services 100,000 Media
Print (Outreach) 180,000 Print
(Local) 30,000 Online (Outreach) 75,000 Dire
ct (Outreach) 15,000 BlueCast
(Outreach) 60,000 Search Engine
Optimization 60,000 Web Site Development 80,00
0 Trade Show Marketing 120,000 Contingency
20,000 TOTAL 640,000 Budget figures are
based on the recommendations in this proposal.
Final implementation may affect budget allocation
after consultation with Select Greater
Philadelphia.
BUDGET NOTES Creative services expected to be
largest in Year One to develop campaign. Limited
local campaign due to six-month
period. Targeted, measurable direct mail effort
in Year One to analyze results. BlueCast trial at
industry trade show to measure effectiveness. Orga
nic SEO only in Year 1. Complete majority of Web
enhancements in Year 1, for use in future
years. Initial creative development will limit
implementation before June 30, thus creating a
lower than expected budget.
58
PROPOSED BUDGET
Year Two (July 1, 2007 to June 30,
2008) Creative/Agency Services 100,000 Media
Print (Outreach) 240,000 Print
(Local) 90,000 Online (Outreach) 75,000 Dir
ect (Outreach) 20,000 BlueCast
(Outreach) 90,000 Search Engine
Optimization 100,000 Web Site Development 20,0
00 Trade Show Marketing 200,000 Contingency
50,000 TOTAL 985,000 Budget figures are
based on the recommendations in this proposal.
Final implementation may affect budget allocation
after consultation with Select Greater
Philadelphia.
BUDGET NOTES Increase direct mail spending,
assuming successful results from Year 1. Decrease
in costs of Organic SEO, and begin investment in
Paid Search Outreach. Increase BlueCast efforts
and trade show marketing, with emphasis during
BIO 2008 in San Diego. Web site development
decreases after first year. Contingency fund
increases to capitalize on best results from Year
1.
59
PROPOSED BUDGET
Year Three (July 1, 2008 to June 30,
2009) Creative/Agency Services 100,000 Media
Print (Outreach) 240,000 Print
(Local) 90,000 Online (Outreach) 75,000 Dir
ect (Outreach) 20,000 BlueCast
(Outreach) 80,000 Search Engine
Optimization 100,000 Web Site Development 20,0
00 Trade Show Marketing 150,000 Contingency
80,000 TOTAL 955,000 THREE-YEAR
TOTAL 2,580,000
BUDGET NOTES Increased contingency to capitalize
on successes of Years 1 and 2. Contingency fund
increases further to capitalize on best results
from Years 1 and 2. Budget figures are
based on the recommendations in this proposal.
Final implementation may affect budget allocation
after consultation with Select Greater
Philadelphia.
60
PROPOSED BUDGET
Notes Regarding Subcontractors If selected by
Select Greater Philadelphia, Altus Group will
subtract the following amounts with partner
firms Partner UnReal Marketing Solutions,
Inc. Tasks Search Engine Optimization Contract
Amount 260,000 over three years Partner Star
Group Tasks Media Planning (print and
online) Contract Amount Approximately 110,000
over three years
61

ALTUS GROUP David Jefferys, President 211 N.
13th Street Philadelphia, PA 19107-1688
215-977-9900 ext. 11 Fax 215-977-8350 E-mail
jefferys_at_altus-group.com www.altus-group.com
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