Transcript media recommendations

A PROPOSAL FOR
SELECT GREATER PHILADELPHIA
COMPANY BACKGROUND
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
CLIENTS
FULL-SERVICE
Marketing
Communications
Strategic Planning
Media Planning and Execution
Brand Development
Public Relations
Research
Broadcast Advertising
Promotion
Print Advertising
Direct
Collateral
Database Analysis and
Segmentation
Interactive - Web Design and
Programming
Program Planning and Execution
• Acquisition
• Retention
Outdoor
CRM
eStrategy
ASI
BRANDING PROCESS
Based on the Aker
model and refined
over the years, Altus
Group’s branding
process explores the
Product, Quality and
Service attributes that
communicate the core
of the brand.
COMMUNICATION VERIFICATION PROCESS
The RUB TEST
assures that the
Brand Position is
• Relevant
• Unique
• Believable
Peter Cornish, EVP
Director of Creative
COMMUNICATION HIERARCHY
Brand position and brand personality
should be applied to all marketing
communication tools.
Market
Peter Cornish, EVP
Director of Creative
CREATIVE REPUTATION
Clio
Addy
O’Toole
Philly Gold
New Graphics
Radio Mercury Award
Radio Broadcast Award
TIA Odyssey Award
HSMAI Adrian Platinum Award
PROJECT TEAM
David Jefferys, President
David isn’t 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.
David’s career started as a sales rep for Digimatics Business Forms where he established the revenue benchmark for the
company’s national effort. He then expanded his marketing talent at CFC where he directed John Wanamaker’s 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 client’s marketing and sales challenges, David founded Altus on the “client
centric” principal long before CRM was an industry concept. Now, hundreds of clients later, David’s 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 Group’s 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.
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 PCVB’s 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 PCVB’s 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 PCVB’s 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 University’s 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 client’s budget and production schedule in order to produce quality work that accomplishes its goal.
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 Nextel’s 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, AT&T, 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.
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/McCannErickson World Group and held upper-management
positions at Earle Palmer Brown and Ketchum Communications. His experience—from brand strategizing to integrated
communications development—has 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.
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, David’s
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.
RELATED EXPERIENCE
Altus Group specializes in destination marketing and has worked with many economic development agencies to
reach a variety of business-to-business 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 Group’s experience also reaches across Select Greater Philadelphia’s 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.
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.
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
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.
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
PROJECT APPROACH
Altus Group will use the following process to refine the strategy and develop creative and determine final tactics
for Select Greater Philadelphia’s 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
Conduct 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 Philadelphia’s 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 Philadelphia’s marketing
campaign. (i.e. trade shows, conventions, etc.)
February
Present media and promotional schedules to Select Greater Philadelphia for review and feedback.
Modify/enhance creative based on additional research and present for approval.
Finalize all schedules and creative.
PROJECT COMPONENTS
Strategic Deliverables
Tactical Deliverables
Media Plan
Print Ads
Search Engine Optimization (SEO) Plan
Online Ads
Web Site Enhancement Plan
Radio PSAs
Guerrilla Bluetooth Plan
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
STRATEGIC
RECOMMENDATIONS
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
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
INSIGHTS
Select Greater Philadelphia’s 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 company’s location.
The creative implementation of Select Greater Philadelphia’s campaign must reflect the region’s brand.
SELECT GREATER
PHILADELPHIA PROPOSAL
25
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 Philadelphia’s position in the corporate location market and Select Greater Philadelphia’s
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.
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.
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 Philadelphia’s 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 Philadelphia’s 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 Philadelphia’s
services can provide the support to locate the company in the region.
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 region’s 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 region’s connections with European companies.
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 Philadelphia’s 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 Philadelphia’s 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.
MEDIA
RECOMMENDATIONS
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 Philadelphia’s brand.
Use innovative media vehicles that will reflect the region’s 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:
1)
Become goodwill ambassadors and provide testimonials within their medium.
2)
Provide “remnant” space and added value enhancements for a small budget allocation.
MEDIA VEHICLES BY AUDIENCE
Print
Direct
Marketing
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
Business
Pubs
Newspapers
Trade Shows
In flights
Domestic
International
Online
Radio
MEDIA RECOMMENDATIONS
OUTREACH PROGRAM: PRINT
Reach them while reading industry news
Include full-page ads within specific industry publications. Considerations include: Chemical Week, Black’s
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 Philadelphia’s
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.
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
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
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
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 Philadelphia’s 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 Bluetoothenabled 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.
MEDIA RECOMMENDATIONS
HOW BLUECASTING WORKS
MEDIA RECOMMENDATIONS
OUTREACH PROGRAM: DIRECT E-MAIL
Enhance Select Greater Philadelphia’s 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.
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.
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)
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.
CREATIVE
RECOMMENDATIONS
CREATIVE STRATEGY
Companies located in the Greater Philadelphia region can enhance their opportunities for GREATNESS
because of the region’s unique qualities and people who “make things happen.”
The campaign will be anchored by the slogan, “BE >” 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 region’s 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.
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.
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.
PRINT ADS
While the copy speaks about business success
(left brain), the dominant photo speaks to quality
of life (right brain).
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.
BANNER ADS
Animated Web banner.
BANNER ADS
Animated Web banner.
BLUECASTING
The BlueCast campaign will alert convention attendees and
encourage them to download a video about Greater Philadelphia.
DIRECT / TRADE SHOW MARKETING
WEB SITE
Altus Group will develop creative and functional enhancements to Select Greater Philadelphia’s current Web
site to accomplish the following goals:
• Integrate the creative campaign and messaging throughout the site to support Greater Philadelphia’s position
as the superior place to do business.
• Develop additional online resources and value to the target audience to support Select Greater Philadelphia’s
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
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 region’s 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 user’s needs.
BlueCast
Altus Group will integrate the BlueCast video content into the Web site for maximum exposure.
BUDGET
PROPOSED BUDGET
Year One (January 1 to June 30, 2007)
Creative/Agency Services
$100,000
Media
Print (Outreach)
Print (Local)
Online (Outreach)
Direct (Outreach)
BlueCast (Outreach)
Search Engine Optimization
$180,000
$30,000
$75,000
$15,000
$60,000
$60,000
Web Site Development
$80,000
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.
Organic 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.
PROPOSED BUDGET
Year Two (July 1, 2007 to June 30, 2008)
Creative/Agency Services
$100,000
BUDGET NOTES:
Increase direct mail spending, assuming
successful results from Year 1.
Media
Print (Outreach)
Print (Local)
Online (Outreach)
Direct (Outreach)
BlueCast (Outreach)
Search Engine Optimization
$240,000
$90,000
$75,000
$20,000
$90,000
$100,000
Web Site Development
$20,000
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.
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.
PROPOSED BUDGET
Year Three (July 1, 2008 to June 30, 2009)
Creative/Agency Services
$100,000
BUDGET NOTES:
Increased contingency to capitalize on
successes of Years 1 and 2.
Media
Print (Outreach)
Print (Local)
Online (Outreach)
Direct (Outreach)
BlueCast (Outreach)
Search Engine Optimization
$240,000
$90,000
$75,000
$20,000
$80,000
$100,000
Web Site Development
$20,000
Trade Show Marketing
$150,000
Contingency
$80,000
TOTAL
$955,000
THREE-YEAR TOTAL
$2,580,000
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.
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
ALTUS GROUP
David Jefferys, President
211 N. 13th Street
Philadelphia, PA 19107-1688
215-977-9900 ext. 11
Fax: 215-977-8350
E-mail: [email protected]
www.altus-group.com