Jacob Cane & Co-SOQ
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This document provides a statement of qualifications for Jacob Cane & Co., a marketing consulting firm. It outlines their services in market, design, and consult categories. Their market services include municipality marketing, business marketing, event promotion, and content marketing. Their goal is to help clients achieve their dreams through consistent brand messaging and marketing strategies that are tailored to each client.
Jacob Cane & Co-SOQ
- 1. 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 STATEMENT OF QUALIFICATIONS Marketing Consultants
- 2. STATEMENT OF QUALIFICATIONS Marketing Consultants 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
- 3. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.
- 4. STATEMENT OF QUALIFICATIONS Marketing Consultants 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. West Lafayette IN 47906 Mr. Curt Lewis, Manager 765-497-2800 Pro Touch Painting & Contracting Inc. 3867 Ledyard Ln. West Lafayette IN 47906 Mr. Jesse Koesters, President 765-409-4015 Boiler Tech Solutions Inc. 463 Sagamore Pkwy W. West Lafayette IN 47906 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
- 5. STATEMENT OF QUALIFICATIONS Marketing Consultants 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
- 6. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.
- 7. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.
- 8. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.
- 9. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.
- 10. STATEMENT OF QUALIFICATIONS Marketing Consultants 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
- 11. STATEMENT OF QUALIFICATIONS Marketing Consultants 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
- 12. STATEMENT OF QUALIFICATIONS Marketing Consultants 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
- 13. STATEMENT OF QUALIFICATIONS Marketing Consultants 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.