Arant “Star Marketing System”

The Arant Star Marketing System outlines the Arant Marketing approach to providing you with the most comprehensive and well thought-out marketing strategy, services and solutions. Your Arant representative will work with you to understand your business needs, goals and limitations, and additionally articulate to you the most effective way to market your business. This system was built with 20 years of experience in consulting and working with businesses of all sizes.

By following this outline, your Arant representative will guide you through each of the components that you need to consider in order to create an effective and profitable marketing program. Arant can assist with any or all of these steps.

If you follow these guidelines, you will create a proven system that will serve your organization’s best interest for years to come. Additionally this approach is scalable and will allow your marketing to grow as your company grows.

The components are numbered I through VIII, and while exceptions may occur based on a specific business, they should be considered and created in the order that they are listed. This prioritization takes into account the necessity, effectiveness and cost of each item. As you will note, advertising is the last item, which typically is the most expensive form of marketing, in most business (especially small or start up organizations) you should assure that each of the other items are in place prior to investing in an advertising campaign.

I. . Marketing Strategy:

•. Identifying Target Market
•. Building Unique Selling Proposition.
•. Building Marketing Plan
•. Market Research.

II. . Corporate Image:

•. Creation of Logo / Slogan
•. Color Scheme Selection.
•. Business Cards & Letter Head.
•. Presentation Folders.
•. Signage (Office – Building – Vehicle)

III. . Collateral Materials:

•. Primary Brochure.
•. Special Event Brochures.
•. CD – Biz Cards.

III. . Website:

•. Design/ Re-Design, Optimization and Development.
•. Hosting.
•. Ongoing Maintenance.
•. Content Management.

IV. . Email:

•. Hosting of Email servers.
•. Usage of Email Address on collateral materials.
•. Email auto-responders:
.... o. Donations submitted through website.
.... o. Requests for information from website.
.... o. Visitors to website.
•. Collection of Email addresses – creation of email database.
•. Formal Email Campaigns.
.... o. Email collected into organization’s Email database.
.... o. Email lists purchased or loaned from other organizations.

V. . I-Marketing Efforts: . Building Traffic

•. Submittal to search engines
•. Search engine optimization
•. Online Advertising (Pay-per-Click Campaigns).
•. Linking to/with other websites.

VI. . PR / Press relations:

•. Development of Press kit.
•. Assistance with development of press releases.

VII. . Direct Mail:

•. Development of letters and materials.
•. Execution of campaign.

VIII. . Advertising:. Mass Media Outlets

•. Periodical Advertising (Newspaper, Magazine, Trade Journal).
•. Radio.
•. Television.