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Marketing and Business Development

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To this end, we focus on helping you tell your story effectively and authentically, connecting you with the right audience whose problems you can solve.
Our marketing services include:

- brand strategy
- buyer persona(s) and journey
- campaign strategy
- case studies
- commercial launch plan
- competitive analysis
- content strategy and development
- feasibility studies
- market research 
- market segmentation analysis
- POV positioning and messaging
- product marketing strategy
- sales playbook
- SEO
- thought leadership 
- value proposition development

Case Study: Using Social Media
in an Integrated Marketing
Communications Strategy


The Electronic Funds Transfer Association (EFTA) is a trade association made up of organizations involved in electronic payments systems—ATMs, mobile commerce and banking, electronic benefits transfer and other technologies. In 2010 members became alarmed at an amendment to the financial reform bill known as the Dodd Frank Act. The amendment, sponsored by Illinois Senator Dick Durbin, would for the first time regulate the prices charged to process debit card transactions.

The industry’s problem was that its response to the amendment was fragmented and disjoined. So we developed an Internet-based communications strategy that would position EFTA as the industry’ voice in the battle over the Durbin Amendment. The key to the strategy was a website where analysts, legislators, retailers and companies could find the latest information and analysis about the so-called Durbin Amendment.

In response we developed the site using SEO technology to maximize the number of site visitors looking for information. Within a month www.durbininterchangeamendment.org was one of the top five sites on major search engines for those searching for information on the Amendment. Within two months it held four of the five top slots for the topic.

The result was increased visibility for the Association that resulted in an increase in membership and revenue. www.durbininterchangeamendment.org showed the ability of the Association to react quickly and decisively on legislative matters important to its core constituency. Its increased relevancy in the industry led to partnerships with other associations on a subsequent issue that resulted in a decisive legislative victory.

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