PRO : increasing brand awareness, boosting sales and improving prof i tabi l i ty through smart

market ing, sales strategy and execut ion

CREATIVE: an instant team you can afford, a process you

can scale as necessary, with people you want to work with.

You may ask what we’ve learned over 40 years of practice…

WHOare we?

Senior executives with an intense desire and 40

years of experience building businesses

correctly.

1+1=8

Anthony and Jennifer Dublino (MBA) have been working together for the last 20 years, adding value to early growth companies. Our diverse skill sets, extensive experience and strong work ethic give you a virtual partner that will help take your company to the next level.

Anthony most recently ran the P&L of the international division of a technology company for 5 years, covering 32 countries throughout LATAM, EMEA, and APAC. He opened up dozens of new markets for the company and was responsible for $7.8 million in sales in 2009.

Jennifer, previously Marketing Budget Coordinator for Royal Caribbean, has most recently been serving as a virtual COO for a global scent marketing association, reviving it from the brink of extinction, throwing a successful international conference and generating positive publicity in Reuters, Forbes, the Miami Herald, and many other media.

Together, they have helped build and sell multiple businesses, many to publicly traded companies: Execom, Powernet, Cosite and Icanect.

Mad SkillsWell-researched and thought out positioning

Ability to increase sales by identifying and creating relationships in entirely new sales channels and markets

Create ongoing value for customers by providing educational content and consistent communication

Self-perpetuating systems continue to operate

with minimal staff involvement

Total hands-on immersion in your project – we don’t just sit in an office coming up with theories…

WE GET IT DONE!

WHY?

New market developmentLaunching a new productChanging company imageStarting a new companyNew product designOperational system reviewIncreasing market visibilityCreating online systemsSocial media strategiesSoliciting market feedbackIncreasing salesIncreasing distributionRaising money

We treat your business…

like it was OUR business.

HOWdo we do it?

BUSINESS DEVELOPMENTMARKETINGCOMMUNICATIONS

SALES PROCESSNEW PRODUCT DEVELOPMENT

G R O WTH PLANN ING

TURNAROUND ADVISORS

CONTRACT NEGOTIATION

RESEARCH

PUBLIC RELATIONSFIELD TESTING

Channel Development

1We evaluate your brand, competition and market

We have a hands-on approach to market research and sales so we know what is working!

Research

Knowing where your product and company stand versus competitorsAn understanding of consumer motivation, emotions, objections and needs/desiresWho EXACTLY are your clientsNeeds of channel partnersInput from your management team

2We create a 30/45/60 day game plan

Corporate identity & look strategyOnline presence & strategyWhat content needs to created and for what business purpose (driving web traffic, educating prospects, maintaining relationship with customers, establish company as market leader, etc.)Sales distribution channel process designDirect sales targeting strategyStrategic partnerships

Strategy

A strategy based on company & product positioning will result in maximum market penetration.

3The entire team executes against the plan

Create company & product names based on positioningDesign logosWrite and design web site(s)Write content for blogs, newsletters, article marketing, etc.Set up sales distribution partnersMake sales directly to end customersManage contractual relationships with strategic partners

Execution

We execute the plan in the field, making adjustments as necessary for maximum success!

We do this in an acceleratedhyper immersive way

Let’s take a look …

Market Research Case StudyClient: A line of herbal tonicsBusiness Issue : Repositioning company and product line for mainstream distribution

Attended multiple sales calls to Jamaican & Caribbean retail locations

Scheduled & recorded video interviews with shop owners and customers

Toured natural food stores photographing competitive products

Interviewed owners and employees in natural food stores, coffee stores and juice bars about product

Metropolitan Island CommunityHealthy LifestyleResort Retirement

Did extensive research on the Internet for competitive products and price points, identified online retailers and related sites and ezines

Completed competitive research analysis (web & store)

Aggregated, reviewed, and built strategy based on the analysis.

Rebranding Case StudyBeforeCompany: Enchantment Industries

Original Product Line:

Pyramid PowerMen’s Root TonicWomb Toner & Cleansing TonicColon Cleansing TonicBlood Cleansing Tonic

AfterCompany: Tonica Herbal Wellness

New Product Line:

VigorBloomFlowCleanSlim (new product)Jazzed (new product)

The Product ProcessReview and sampling of hundreds of designs5 samples of each of the labels reviewed4 iterations of revisions

Final Design reviewed in street interviews by women and men

Results:We went from this…

to this!

We researched compliance, and created the back label as well !

Product Development & Strategy

Before, the only products were four herbal tonics (liquid) in 750 ml bottles

Now, the tonic has flavor and color added to make it more attractive to first time buyers and more palatable to encourage repeat purchases

Add smaller, sample size bottles at a lower price point to make it easier for new customers to try them

Add a line of “dry tonics” (herbs that can be added to juices & smoothies) and teas to increase market distribution and reduce packaging and shipping cost

Add a tonic for weight loss and one for energy to capitalize on market needsHmmm?

Marketed

to Jamaican and Caribbean grocery stores & other retail stores

Sales Strategy

Before After

Marketed to Jamaican and Caribbean grocery stores & other retail stores

Add sales through mainstream retail health food stores, coffee shops and juice bars

Increase online sales & add ability for retailers to reorder online

Internet Strategy

Completed the 3 step process on time and under budget

Mentoring company through next 90 days of growth, including hiring, training and operations planning to meet projections

Transitioning to an external sales force, entering into negotiations with retail locations in FL, NC and NYC

Planning Reggae concert events at larger retail locations to promote Men’s and Women’s Tonics

Entering into conversations with national retailers for contracts

Designing a new Jazzed Energy Tonic, a Dry Tonic, and tea line based on same formula with a minor change in packaging.

Case Study Summary

Online Sales System Case Study

Challenges• Educating prospects about service• Changing customer perceptions• Reaching companies that need the service

but are reluctant to acknowledge the severity of their problems

American Corporate Turnaround - Corporate debt negotiation company in an industry plagued by ignorance and suspicion

Online Sales System Analysis

Solutions :

• Did not know about/understand the service, or

• Did not trust providers of the service, and

• Often waited to get help until it was too late

Nurture relationship with prospects by repositioning the company as one that wants to help the customer however it can

Establish relationships with industry professionals as referring partners to get to prospects early on

Rebrand to more explicitly explain the service and create a sense of urgency

Our research showed prospects:

Issues :

Changing Customer PerceptionsNew positioning – “We will help you save your business”

Previous impression of corporate debt companies –Just someone trying to grab what limited cash the company stills has

Write full book on turnarounds to position us as the experts

Give away detailed book on how to do it yourself; if you can’t do it, we will do it for you

Free review of your payables to help you determine your budget

Blog full of articles and case studies by top professionals in the field

Utilize PR to get the word out about our free advice

Website Brand StrategyCreate an online MONEY FUNNEL that moves prospects closer to revenue producing actions such as buying a book, paying for a membership site and signing up for the debt negotiation service.

Build a scalable system to create brand loyalty and trust.

Book Strategy

CPR affiliate site

Corporatepayablesrestructuring.com

•Feeds CPR consumer

•Use case study site to attract affiliates and get content

CPR Consumer site

Payableshelp.com

Case studies, articles

Theturnaroundsystem.com - Paid

•Feeds CPR (direct) and other companies paying for leads

Review site

Corporatepayablesreview.com -Free

•Feeds into CPR consumer

Free book landing page

Reducemypayables.com - Free

•Feeds paid book

•Feeds review site

•Feeds case study site

•Feeds CPR consumer

Online Process Map:The Corporate Debt “Money Funnel”

Stop my bankruptcy

Stopmybankruptcy.com

•Feeds CPR consumer

Paid book landing page

Emergencyturnaround.com - Paid

•Feeds CPR consumer and other companies (leads)•Feeds review site (thank you page)•Feeds case study site (OTO)

ACT Case Study Summary

Currently the largest factoring company in the USA, Bibby Direct, is recommending the system to their relevent client base nationally.

At present, several members of the Turnaround Management Association are putting together business cases to post on the Turnaround System internet site. Business cases are also being considered for inclusion in the Emergency Turnaround book.

The client is using this strategy to approach asset based lenders including Crestmark Bank, to get them to refer their client turndowns for debt negotiation. It’s a win-win, since the service will help the customer qualify for loans after it is complete.

Case Study B2B market expansion

Challenges• Company had few marketing materials, and

what they had was poorly thought-out and written, with multiple typos & grammar errors

• No guarantee, a standard feature in the industry

• Totally unknown among both consumers and businesses

Entrust America – Unknown provider of identity theft protection & recovery services in a billion dollar industry with established players

Entrust Positioning

• Highlight Entrust’ s use of police to do identity recovery• Contrast service with other types of service to show value• Warn prospects about associating with competitors who have been

disciplined by the FTC or fined• Associate with national charity• Offer the best guarantee in the industry

Marketing Materials Creation

• Group sales website• Sales materials for groups

– Executives– Employees– Customers– Members

• Product slicks for each vertical market • White papers for each vertical market• Wrote articles for industry journals• Created blog & web banners• Contracts for customers & agents• Wrote service level guarantee

BanksCredit UnionsLabor UnionsPEOsAssociationsInsurance CompaniesBenefits ProvidersAcademic InstitutionsFund RaisingInvestment Firms

BanksCredit UnionsLabor UnionsPEOsAssociationsInsurance CompaniesBenefits ProvidersAcademic InstitutionsFund RaisingInvestment Firms

Marketing Education Papers

ProfessionalProfessionalCompellingCompellingAddress prospect’s needs Address prospect’s needs and concernsand concernsEmphasize the company’s Emphasize the company’s unique value propositionunique value proposition

Entrust Market Strategy

• Sell through companies, rather than direct to consumer– Large employers– Insurance companies– Payroll & employee benefit providers– Labor unions– Banks & credit unions– Associations

• Utilize personal contacts to gain access to top executives

• Recruit top notch sales team

Market Making Engagements

Market Entry Positioning

Industry Agnostic BLOG

Industry BEST Guarantee

Truth Is… Marketing Launch

Procreative has created for Entrust America

A complete strategy to compete in the fastest growing crime motivated markets in historyAn educational campaign to penetrate the “C” level A list organizationsA sales strategy which is already proving successfulA scalable, commissioned based sales team (5)

Procreative is in the process of phase two

A continuity & educational program which provides customer valueA video series for organic SEODeveloping a data breach business package to enhance their offering

Net/Net

• PROBLEM: Well established aroma marketing company seeks a strategy to expand presence internationally and unite industry

• SOLUTION: ProCreative is selected to develop strategy and execution plan for a global buying association

• MISSION: increase sales and competiveness in the global scent market

Case Study Making Scents

• Introducing:– International Aroma Group (IAG)

– Short term goals• Corporate image

– ID, Collateral, Web Site

• All legal documentation for membership• Blog• Market Strategy

Making Scents

IAG corporate logo concepts

And the winner is…

IAG

Working together makes sense!Working together makes sense!

IAG Internet

IAG Internet

IAG Internet

IAG Internet

• After the success creating, and preparing the IAG for launch, ProCreative was selected to run the scent marketing industry’s global association, the Scent Marketing Institute (SMI). www.scentmarketing.org

Our future makes SCENTS

• When we took on the position of virtual COO in January 2011, the Scent Marketing Institute had been dormant for 6 months.

• The annual conference for 2010 had been cancelled, and many in the industry thought the organization was dead.

• The organization had never made money in the past, and at this point was running on a shoe-string budget with less than $1000 to spend on marketing materials over the course of a year.

• Some large players in the industry were not involved at all, and other industry people were hostile.

SMI - It Didn’t Look Good at First…

Then we did our marketing magic!

SMI - Marketing Magic in Action

• Planned and ran successful conference, ScentWorld 2011, with attendees from 21 countries, 15 top expert presenters and national press coverage including Reuters and the front page of the Miami Herald.

• Expanded coverage of SMI to include all forms of sensory marketing to attract brand executives and ad agencies and made it sexy

• Worked one-on-one with industry leaders, showing them how their involvement with SMI could give them valuable sales leads and PR

• Create and regularly disseminate interesting and helpful content for the industry as well as thought leaders– Created special marketing tools for members only to give companies an

incentive to join

SMI - From Zero to Hero

• Garnered new excitement in the industry, where companies that had been reluctant to pay $500 in annual dues now clamor to pay thousands, up to $10K per year.

• Sensational media coverage, including 4-page feature article in AdWeek, a feature on the “Today” show and Forbes.

• The organization is in negotiations to bring in an investor for its annual conference, and is poised for a market explosion worldwide.

That’s who we are. Now, what can we do for YOU?

Jennifer@procreative.com