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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 can help you anywhere you have gaps including:

PLANNING:
- Business Plan
- Competitive Research
- Launch Playbook
- Market Research
- Market Segmentation

MESSAGING AND POSITIONING
- Buyer persona(s) and Journey
- Point of view development
- Quantified and Qualified Value Proposition

CREATION AND ENGAGEMENT
- Campaigns
- Collaterals
- Content Strategy
- Thought Leadership

ENABLING
- Case Studies
- Demo Scenario(s)
- Sales Playbook


GAP ANALYSIS
- Not sure what you need?  An overall review of current go-to-market deliverables for gaps  in or misalignment of target audience, messaging, value proposition, and sales strategy


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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