![Brand Strategy/Audits:
Boys & Girls Clubs: Brand Essence + Positioning/Segmentation
h5ps://www.dropbox.com/s/gy2a5t45qnn2lhp/BGCMD%20-%20Brand%20PosiIoning%20%26%20Dvp%20-%20Final%203-Apr.pptx?dl=0
CTAP: Strategic/Creative Brief Summary andWork
h5ps://www.dropbox.com/s/64wbe2hxa28em3s/CTAP_Exec%20Commi5ee%20Pres%28email%29.pdf?dl=0
Website/Social Media:
h5ps://www.dropbox.com/s/9x8ma8ylspcigoz/YR1_WebandSocial%20CredenIals_5.9.14.pptx?dl=0
Work/Brochures:
h5ps://www.dropbox.com/s/nzp]31d6t0sudq/YR1_Work_9.7.15.pptx?dl=0
See “Relevant Work” deck for visual examples of brand strategy, website, social media and brochure work as well as
HubSpot/inbound marketing case studies in the educational space.
Relevant Links](https://image.slidesharecdn.com/realizing-aptitudes-ce-160608213528/85/Realizing-Aptitudes-Presentation-9-320.jpg)
Realizing Aptitudes Presentation
- 1. REALIZING APTITUDES BRAND STRATEGY AND EXECUTION MARCH 29 2016
- 2. Contents • Purpose • WhatYou’ve Asked For/Need • Philosophy/Methodology • Phase I – Brand Development – Strategy, Story,Web, Social, SEO – Work/Links • Phase II – Inbound Marketing: – Attract, Convert, Close, Delight – Digital Tools and Metrics • Deliverables • Phasing/Timing • Budget/Terms • Leadership Bios • Next Steps
- 3. Purpose Realizing Aptitudes has requested a proposal “to assist with our messaging, web content, and outreach.” Our proposal will provide a point-of-view on how to maximize the marketing opportunity and budget.The end result will be a suite of traditional and modern marketing tools and creative assets that can be deployed to attract qualified prospects.
- 4. What You’ve Asked For Realizing Aptitudes has requested the following marketing/branding fromYearOne: Website! Develop website – wireframes/sequence/story; existing web developer to build-out site SEO Optimization! Key word, link and organic search strategy and execution Print Collateral! A brochure to be used in-person with schools and non profit staff Social Media Strategy and Initial Implementation! Social architecture, design, look and feel; initial templates/posting
- 5. PHASE I Brand Strategy, Brand Story
- 6. Brand Strategy/Story Brand Strategy Intensive immersion via key stakeholders; brand management exercises; competitive/benchmark analyses; creative brief. Look Book Simplified narrative told in a bold, visual format and used as the basis of the website content. Website Creation Amortize Look Book creative/visual assets on-line. Create the brand's digital hub and fully compatible with HubSpot. Social Media Completely branded and Inbound compatible social media template design and platform development. SEO/SEM Ensure that the website is fully optimized for search.
- 7. Approach We believe that most answers to brand riddles reside within those who know the brand and business best – the client. It is our job to efficiently and effectively pull out the client’s story and to uncover the insight and creativity that resides inside those working with the business day-in and day-out. Private or public sector, non-profit or start-up, our process requires homework, experience and teamwork to do well. Marketing is a team sport. We help clients tell their story – artfully and in a way that helps them to ultimately unlock growth. Leo Burnett called the process “the story well told.” NW Ayer, America’s first agency, called it “human contact.” We listen. We are gifted storytellers and designers.We believe in both modern and ancient marketing techniques that work.
- 8. Methodology YearOne will work closely with various Realizing Aptitudes stakeholders to extract insights that can be leverage for creative. Our strategic discovery process consists of stakeholder interviews, competitive review, and benchmark analysis.This process will be managed by Founder/Managing Director, Michael Stoner. Interviews – prospective students, parents, guidance counselors, program managers and Board members – help us to define what make Realizing Aptitudes special, different and better. Concurrently we will conduct thorough competitive and benchmark analyses so that we are distinctive and learn from other brands who have solved similar problems with our target.
- 9. Brand Strategy/Audits: Boys & Girls Clubs: Brand Essence + Positioning/Segmentation h5ps://www.dropbox.com/s/gy2a5t45qnn2lhp/BGCMD%20-%20Brand%20PosiIoning%20%26%20Dvp%20-%20Final%203-Apr.pptx?dl=0 CTAP: Strategic/Creative Brief Summary andWork h5ps://www.dropbox.com/s/64wbe2hxa28em3s/CTAP_Exec%20Commi5ee%20Pres%28email%29.pdf?dl=0 Website/Social Media: h5ps://www.dropbox.com/s/9x8ma8ylspcigoz/YR1_WebandSocial%20CredenIals_5.9.14.pptx?dl=0 Work/Brochures: h5ps://www.dropbox.com/s/nzp]31d6t0sudq/YR1_Work_9.7.15.pptx?dl=0 See “Relevant Work” deck for visual examples of brand strategy, website, social media and brochure work as well as HubSpot/inbound marketing case studies in the educational space. Relevant Links
- 10. DELIVERABLES Brand Development and Inbound Marketing
- 11. Phase I Deliverables BRAND STRATEGY SituaIon Analysis Target Insight SegmentaIon Essence Wheel SWOT Analysis Strategic Pyramid CompeIIve Review Benchmark Analysis Key Brand Benefit CreaIve Brief WEB CREATION Tell the Realizing ApItude’s story simply, visually and effecIvely on the key digital plaform Robust, funcIonal capabiliIes: • Mobile responsive • WordPress-based plug-ins • AnalyIcs integrated • SEO opImized • HubSpot compaIble Easy navigaIon and benefit-focused copy, visuals and infographics Staging environment for on-going tesIng and adjustments Design for In-bound markeIng capabiliIes LOOK-BOOK CreaIve Brief Content Outline Design OpIons, Revisions Copy + Revisions Printer-Ready NaIve Files Printer Proofs Press Check Finished Brochure
- 12. Phase II Deliverables – HubSpot/Digital Ecosystem Content Buyer Profiles Blogging Email Marketing Mobile Marketing Social Media Offers Landing Pages Calls to Action Digital Marketing Analytics Lead Generation SEO PPC CRM Inbound Sales Viral Marketing
- 13. AGENCY LEADERSHIP Michael Stoner/Dana Wotruba
- 14. Michael Stoner: Founder I Managing Director – Bio After over a decade working in marketing/brand management for DIAGEO and Moët-Hennessy, Michael conceived ofYearOne as a way to bring top- tier marketing talent, strategic thinking, creativity and entrepreneurship to start-up and neglected brands. He began his career on the agency side working on Toyota and Hyundai. Moving onto the Miller Lite account, Michael was the last account executive on the classic “All-Stars – Tastes Great/Less Filling” campaign. Making the jump to the client side at DIAGEO/Moët-Hennessy, Michael held nearly every brand management role through CMO and SVP, Marketing working on: Johnnie Walker, J&B,The Classic Malts of Scotland, Moët & Chandon, Dom Perignon, Hennessy,Tanqueray, Belvedere, Ciroc and Russian Standard. During his tenure at DIAGEO/Moet-Hennessy, Multicultural Marketing was one of several disciplines that reported directly to him. During his 30 + year marketing career, Michael has been instrumental with several iconic, campaigns including Johnnie Walker’s “KEEP WALKING,” Foster’s “How to Speak Australian,” and Hyundai’s “Cars that Make Sense.” He also created and launched DIAGEO’s longest-ever running promotional program, the Johnnie Walker Mentor Program. Renamed the Johnnie Walker Journey, the program remains active in 10 US and 15 International markets 25 years later. The former GM of MKTG in NY and Director of Accounts/Business Strategy at TDA_Boulder, Michael is a PhD candidate and Adjunct Instructor on the topic of consumer/brand strategy and campaign development on the hill at CU/Boulder. An avid rock climber and skier, Michael lives in Louisville, Colorado, with his wife andYellow Lab now that his two daughters are off to college.
- 15. Dana Wotruba: Partner I Creative Director – Bio Dana began her career in the print world of newspaper at Griffen Publishing where she honed her classical design skills and helped make all of the Griffen’s publications and their clients’ work beautiful. With what can be described as a restless creative energy to be ever more conceptual, she moved to Rick Johnson & Company where she worked her way up through the ranks from Studio Artist to Graphic Designer to Sr.Art Director. There, Dana worked on every imaginable client and broadened her creative experience to include the entire marketing mix of TV, print, outdoor, direct mail, digital and social media.As with most small agencies, her responsibilities included more than just the creative product and she got her hands dirty with consumer research and strategy. So, while a creative first and foremost, she can hold her own with brand geeks of the world. Just prior toYearOne, Dana had been producing award winning creative at 29 Lime and K2MD, both Albuquerque agencies, which have given her the opportunity to expand her creative skills into the realm of website design, interactive, photography and illustration. The young mom of two little ones, Dana lives in Erie, CO and is married to a left-brained electrical engineer, making them the perfect left/right-brained, analytical/creative couple. She is also an avid skier and, when she can, would rather be in Park City, Utah on the slopes. Which means she fits in very nicely (and defines) our a creatively- driven Boulder start-up agency.
- 16. Realizing Aptitudes to review and reflect Questions, clarifications, modifications If go, YearOne to develop a project Scope Execute scope and upon initial payment, initiate brand audit Next Steps
- 17. Michael Stoner Founder | Managing Director mstoner@yr1boulder.com 914.357.1255 Dana Wotruba Partner I Creative Director dwotruba@yr1boulder.com 505.977.7602 Contact
- 18. Thank You. The Intellectual Property Rights in all materials (including but not limited to, any artwork, designs, photography, story boards, slogans, scripts, reports, films, tapes, analysis, recommendations and other materials) prepared byYear One pursuant to this presentation belong toYear One, and may not be used by Client or any vendor assigned by Client without the written consent ofYear One.