3 Phases of KJRA's Professional Services Marketing
PHASE ONE: Analysis, Planning, and Business Identity We meet with you to determine your goals, preferences, needs, and resources using a proven system for status analysis. You can engage us to configure and build your plan elements. We suggest considering the typical components below. We'll include any elements that create material benefit and which you can budget. If you already completed some of these, great, we can use what works. The first task is to check the basic feasibility of your business concept. Marketing Plan A marketing plan will set you free. We walk you through analysis and planning and then write your marketing plan with your collaboration. The plan we create with you becomes the foundation of KJRA's Professional Services Marketing. Your custom plan will include all necessary schedules and a media calendar. Equipped with a yearly plan, you know exactly what needs to happen each work day to reach your goals. Then, day by day, you execute and manage by results -- with our help if you want it. Brand and Identity Platform  Visual Logo -- A symbolic representation of your business identity that becomes associated with your brand. It consistently and uniformly represents your business to the public by appearing on all marketing materials associated with your business. We design award winning logos. Verbal Branding -- Your business name, service names, and value propositions (tag lines, elevator speech, product names, Unique Selling Proposition, etc.) work in tandem with visuals to deliver your messages persuasively. Stationery Package Business cards -- In many circumstances, this is all a prospect has to give them a sense of your presence.  Custom branded stationery -- Sets your business apart and delivers an upscale sense of uniqueness to your official communications. Every sheet sells when we include a benefits based tag line. Letterhead stationery sheets -- In both print and digital formats to make the best impression. Referral forms (padded) -- Combined with a referral program to stimulate word of mouth from peers.#10 envelopes -- To make your stationery a coordinated 'outfit' with all parts matching visually. Note card with envelope -- Say thank you or happy birthday in a way that keeps your brand top of mind. Postcards -- For quick, informal branded communications. Office forms (intake, release, info sheets, etc.) -- For a uniform and professional look and feel. Signage Your business location needs to be marked so customers can find you. People passing by will see your visual brand. Including a tag line makes your sign work like a mini billboard. PHASE TWO: Identity and Collateral Production  Capabilities Brochure -- May take the form of a rack card, flyer, a one pager, tri-fold, multi-fold, or booklet. Tells the basic story of the value (benefits) you provide, along with who you are, what you do, how you do it, and why customers should buy from you rather than the competition. | We can often re-purpose brochure copy on your web site capabilities page. Sell Sheets -- Individual one-page descriptions with offers for your various services and service packages. Online Presence Web site -- Makes you visible, tells your value story, and delivers your messages in the digital universe. Online local directory listing -- More people search for services online now than any other way. E-newsletter -- Meaningful content connects you with your customers, keeps you visible, and builds good will. Blog -- Same purpose as your e-newsletter with a structure designed for periodic digital publication. Social media -- To be present and deliver messages where your customers congregate online. Print Directory Listings -- Your listings in the phone book and other print directories (ones that people actually use to find services like yours) are still an essential source of new customers. We help you pick the right ones.  Advertising Campaigns -- You probably need to advertise to create awareness among your customers, establish your brand, make offers, and stimulate sales. Think in terms of campaigns, not 'running ads.' Without repetition, your messages won't sink in. It takes multiple impressions to stimulate a contact. We can design ads for use in both digital and print media. Space Ads -- These messages persuade your customers to buy from you in media like newspapers, radio, television, billboards, transit vehicles, online, etc. We design according to your customers' preferences and your budget. Content Marketing -- According to Ardath Albee, a leading marketing theorist, your 'content' is the 'marketing currency' you use to 'buy' your customer's attention and response. 'Content' is any text and images which demonstrate your thought leadership, accomplishments, and achievements. Or it may simply be something that enriches their lives. Albee urges marketers to establish a content marketing delivery hub. Your hub can comprise interlinked elements such as a blog, e-newsletter, print publications, article distribution, and social media posts. Then your content stream reaches a broader audience through distribution in multiple channels. Earned Media (Public Relations) Campaigns -- Press releases, events, and other publicity can bring attention to your business and services via newsworthy stories, without paid ad space. Your PR can be scheduled to publish simultaneously with, and reinforce, your paid advertising.  Sponsorships -- From scholarship funds to the local softball team's T-shirts, your promotions can include your favored causes. When you address social or environmental concerns in publicity you identify with values you hold in common with your customers. Service club membership falls in this category. Referral Program -- A systematic process to stimulate referrals from professionals whose customers need what you do. Referral pads make it easy for busy practitioners to send you clients. PHASE THREE: Execute Your Plan As the elements you need come together, you (or we) execute your marketing plan per your schedules and media calendar. You have the option of using our ongoing management services to get everything done and report to you. Or if you prefer, you can take over. The usual arrangement becomes a mix where we handle most of the routine management and you take on some parts. The object is to free you to focus on billable services delivery to maximize business volume and income. Then we monitor results and report progress throughout the year. We make any changes to your plan and marketing elements, as needed. When your plan is about 75% complete, we hold a general review meeting to evaluate accomplishments, see where you stand, make any needed improvements, and create your new plan for the following year. ### Let's get down to specifics about the business development process you need. Please contact us for a no-cost assessment today. |