Differentiating Your Organization - Newman & Newman, Inc

Differentiating Your Organization from its Competition

Package 1: Key Messages That Capture Who You Are

$ 4,850

Organizations often do a good job of explaining what they do and how they do it but struggle with messaging that successfully distinguishes it from others. This service package delivers four core messages that capture an organization’s unique essence, fundamental for profitable marketing results.

Three-hour strategy workshop with leadership that explores the organization’s purpose, values and culture to reveal qualities defining its unique essence and refreshing its relevance

Translation of workshop findings into four key messages with universal relevance to target audiences, explaining services and organization’s differentiating solutions

Presentation to leadership of messages document that includes recommendations for application based on findings of strategy workshop

Package 2: Strengthening Your Brand Experience

$ 7,500

A particularly effective strategy for distinguishing an organization from its competition is through brand experience. Are you who you say you are? This service package applies our Experienced Messaging^TM strategies for evaluating how customers, clients, and employees experience three core messages and identifies opportunities for touchpoints critical to elevating satisfaction, brand loyalty and ultimately the bottom line.

Note: Communication-skills training of staff available at request under separate contract.

Formulation of three key messages that convey the organization’s expertise and unique approach to addressing customer needs. (Client selects service to target.)

Half-day onsite assessment and online survey of a key audience for how three key messages are experienced now through services offered

Presentation to leadership of:

Recommended strategies and tools for optimizing how three formulated messages are experienced

Opportunities identified for creating new client experiences related to formulated messages

Package 3: Elevating Thought Leadership

$ 6,675

Leveraging social media to increase visibility for thought leadership is a powerful marketing strategy. The key is generating content that connects the expertise of organizational leadership with what audiences want, to establish an online brand that is compelling and trusted.

Note: While purchase recommendations will be provided, client is responsible for placement costs of sponsored articles. A minimum of $300 for run of article on LinkedIn and $200 for Facebook is recommended.

Formulation of two sponsored article campaign topics that convey the organization’s solutions-driven purpose

Working in collaboration with client, identification of most timely aspects of messages that connect with current target audience priorities

Composition of two articles (approx. 300-500 words each) to be posted as sponsored LinkedIn and Facebook content for two weeks each

Includes coordination with client’s website manager for upload of articles on company site

Acquisition of appropriate image (one per article) to be used in post that complements content

Formulation of audience demographics in advance of placement and monitoring of analytics during each two-week purchased schedule for adjustments in optimizing exposure.