marketing by ardith mccann
TRANSCRIPT
Leveraging the Art and Science of Marketing
Marketing Expertise from Ardith McCann © 2016
Where it begins
Knowledge & Research
If knowledge is power, then applying it wisely is leverage.
For any strategy, plan, or tactic to be successful you need to establish a baseline objective, then clearly identify and profile the intended audience(s). Research is key to doing so successfully.
You must then align the marketing messages and vehicles with audience preferences. Again, proper research is needed.
Building communication bridges between a company and its various audiences begins with forethought and relevant data.
Marketing Logic
Brand: Consistent, Cohesive Messaging + Visual Cues
“Brands account for more than 30% of the stockmarket value of companies in the S&P 500 index” - The Economist
Marketing Logic: BrandSigns of a successful brand❖ Establishes or reinvents company
personality.
❖ Demonstrates clear vision.
❖ Engages audiences.
❖ Contributes to company reputation, credibility.
❖ Sets the stage to foster loyalty.
❖ Supports a singular cultural identity internally.
❖ Delivers consistent messaging across all communication channels.
Marketing Logic: UPM, LLC
A small business needing a big presence❖ Ultimate Property Management, LLC established itself with clear
messaging, setting expectations, and demonstrating follow through.
❖ The brand was driven across everything from the logo and website and collateral, to the office building and signage, social media.
❖ UPM gained visibility and won clients by leveraging the brand and marketing vehicles not utilized by any competitor at the time.
© UPM, LLC 2013
Information Technology Solutions
UPM Solution
With the help of a reliable and highly cost-efficient extended team, UPM plotted acourse of action to systematically renovateeach unit, rolling out finished rentals andmarketing them as they became available.
From a project management standpoint itrequired the ability to coordinate resources,purchase and distribute materials whilemanaging budgets and cash flow, overseeinspections and problem solve, and trackexpenses and issue reports. The evictionprocess also required a very systematicapproach with careful follow through.
Results
All renovations were completed in atimely manner and within projectedbudgets. All vacancies were filled, onebefore the unit was completed. All theevictions were completed within amonth of initiating the process, andonly one went to court (judgment wentto plaintiff). Those resulting vacancieswere also filled. The clients receivedregular expense reporting along withoriginal receipts and invoices, as wellas before and after photos for the out-of-state investors. All are now gener-ating revenue. UPM’s contributionsincluded planning, budgeting, projectmanagement, vendor selection andmanagement, inspections and re-porting. Our skills set and attributesincluded construction and renovation,attention to detail, follow through, costanalysis, responsive problem solving,and accounting.
Why Hire UPM
Low cost + efficiency= High ROI
Accessibility andfollow through
Timely reporting andresidual payments
NO incremental orhidden fees
Case Study: Multiple Major Renovations
Ultimate PropertyManagement, LLC
311 2nd Avenue SouthNampa, Idaho 83651
208 461 [email protected]
A New Lease on Rental Lifestyles™
Client Scenario
One recent fall UPM acquired somenew clients with multiple units and twodifferent sets of challenges. One setof properties required help due toprior mismanagement and necessi-tated evictions. The others had beenforeclosure purchases. In all cases itturned out some major renovationwas required in order to get over 95%of the properties properly prepped torent out. UPM ended up project man-aging the renovations, which on theaverage took two months to complete.It should be noted some level of worktook place simultaneously across nineunits. Meanwhile, evictions were re-quired for a few of the other proper-ties, the rent for which had not beenpaid for many months.I have experienced nothing
but the best from UltimateProperty Management andreally think they haveearned a 10 out of 10 rat-ing; A+ in my book. Theyconsistently get marketrates or better, and theservice is unbeliev-able. They are the best!
-- Mark, Idaho
Marketing Logic
Words Harnessing the power of writing
The Power of Words
❖ Over the course of my career I have authored numerous ads, articles, ads, case studies, collateral, executive bios, event signage, business and marketing plans, videos, social media updates, and more.
❖ The power of words lies in the ability to deliver the right message with the appropriate voice.
© UPM, LLC 2013
Information Technology Solutions
UPM Solution
UPM worked with the client to transfermanagement responsibilities from the cur-rent management company per the estab-lished agreement. We took proper steps toeither acquire the past-due rent or evict thetenants. Upon departure of the renters thecondition of the property was assessedand reported to the owner, along with pho-tos and recommendations for preparing itto re-rent.
Thereafter, UPM managed all aspects ofproperty reparations and marketing. Whilethe repairs were substantial the propertywas ready to rent within a month. Theowner received regular progress reportsand all original invoices for their records. Itwas rented within five weeks during theslowest season of the year. Both tenantsecurity and pet deposits were collected.
Results
The investor/owner now receives timelyrent payments from tenants who takeproper care of the property. They alsoreceive monthly statements along withquick turnaround for any other informa-tion requests, so they are as informedas they need to be at any time.
The bottom line is the property hasbeen transformed from a financial liabil-ity to the sound revenue stream it wasintended to be.
Why Hire UPM
Low cost + efficiency= High ROI
Accessibility and followthrough
Timely reporting andresidual payments
NO incremental orhidden fees
Case Study: Out of State Investor
Ultimate PropertyManagement, LLC
311 2nd Avenue SouthNampa, Idaho 83651
208 461 [email protected]
Client Scenario
When this California-based investorcontacted UPM, the existing propertymanagement company had virtuallyabandoned its client responsibilities.
The tenants were months behind inrent payments, no security deposithad been collected, there was no in-formation or support forthcoming fromthe property manager, and the ownerhad no idea about the condition of theproperty.
I have experienced nothingbut the best from UltimateProperty Management andreally think they haveearned a 10 out of 10 rating;A+ in my book. They consis-tently get market rates orbetter, and the service isunbelievable. They arethe best!
-- Mark, Idaho
My Record: Linear + Cumulative Success
Practical Creativity❖ Applying logic to how creativity is used, in order to
optimize its success ❖ Producing non-linear solutions to business and
marketing challenges ❖ Inspiring team creativity on a consistent basis ❖ Leveraging resources for cost-effective solutions ❖ Applying problem-solving skills to break through
creative and other barriers ❖ Identifying the right marketing vehicle to achieve
targeted goal ❖ Identifying the right goals and metrics ❖ Utilizing technology in a logical, cost-efficient manner
w w w. s a m s u n g m o n i t o r. c o mSee just how far your vision can go at:
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Color Outside the Lines
Results: A Few Highlights❖ Branding Campaign: Surpassed two key competitors, including Sony, within 7 months; ad
campaign won industry awards and established company within its target end-user and channel markets.
❖ New Product Launch: Company became de-facto technology leader; won over 40 product awards annually; product became #1 seller with key retailer; annual sales of product line increased 390 percent.
❖ Marketing Plans: Every plan met or exceeded expectations, at or below budget.
❖ Web-based Promo Module: Project turnaround was just one month; zero cost by leveraging internal resources; became a highly successful turnkey sales tool.
❖ Article Writing: 50+ articles produced for national home improvement company, meeting deadline with minimal edits and only two rewrites.
What it Takes
❖ Research and data interpretation
❖ Clear vision and strategy
❖ Planning and implementation
❖ Creativity and resourcefulness
❖ Building, maintaining talent pool
❖ Organization and processes
❖ Prudent use of technology
❖ Tracking and reporting
❖ Follow through
Pi + CPractical intelligence + Creativity
Experience At Your Service
❖ Corporate: Hitachi, Philips, Samsung
❖ Clients: Entrepreneurs to HP
❖ Industries: Finance, home improvement, hospitality, manufacturing, real estate, retail, services, technology
❖ Abilities: Marketing, research, writing, art direction, organization and processes, management, and more
Marketing that Consistently Produces Results
Expertise for Hire What do you need? 817-991-5876