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Proposal for the Judge Group 8.29.13
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WHY NEFF ASSOCIATES?
• Neff Associates is a full-service agencyoWeofferallservicesin-houseoMovingbetweencompanieswastestimeandmoneyoWithNeffyouneverhavetore-explainyourself
• Award-winning worko9CommunicatorAwardsand3GraphicArtsAssociationBest-Of’sin2013oResults-drivencampaigns
+TVcampaigntested99thpercentileinnetbrandgain
+#1intop-of-mindawareness
• Collaborative natureoOpencommunicationbetweenalldepartmentsoWhenyouworkwithNeff,youworkwithourwholeteam
HOW WE BRAND
CLIENT
BUSINESSSTRATEGY
BRANDADOPTION
INTEGRATEDMARKETING
BRANDDEVELOPMENT
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3
5
7
8 2
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DISCOVERY
EXCAVATIONMEDIAIMPLEMENTATION
EVALUATION RESEARCH
WORKSHOP
ARCHITECTURE
NAMINGVISION& MISSION
BRANDGUIDELINES
MESSAGING
POSITIONING& VALIDATION
EMPLOYEEALIGNMENT
STRATEGICSCENARIOS
IDENTITYDEVELOPMENT
LAUNCHPREPARATION
• DiscoveryoWelistentoyourteamoWelearnfromyourteamoWehearyourperspectiveonyourbrandandwhyyouwantchange
• Research + ExcavationoWeconductsurvey-basedmarketresearchtodeterminecurrentbrand
awarenesscomparedtocompetitionoWedoresearchonyourcompetitiontodeterminewheretheyareallocating
theirfunds.oWeanalyzethedatafromyourbrandauditstodetermineyoursorethumbs
andyourbestassets
• WorkshopoWepresentourdatatoyourteamforreview
BRAND STRATEGY
• Strategic ScenariosoOurteambeginsthebrainstormingprocess.Whatareourshort-termgoals?
Whatareourlong-termgoals?oHowwillyourbrandmapintermsofkeyemotionalqualities?(Energizer=
durability;Harley-Davidson=freedom,etc)
+Trust-worthy,risk-taking,young,old,cutting-edge,traditionaloArchitecture:Howdoesyourbrandfitinamongstotherbrandsoftheworld?
Doyouhaveparentbrandsorsiblingbrands?Howdotheychangewhen
youre-brand?
• Positioning & ValidationoHowarewegoingtopositionthisbrand?oWhatkindofdeliverywouldaccentuateourmessage?oIfchangingthename,whatshouldwecallthisnewbrand?oBytheendofthistimewewillhaveafinalversionofyourbrandpromise
BRAND DEVELOPMENT
DEPENDENCY MATRIX
PRODUCT INDEPENDENT
PRODUCT DEPENDENT
IDEALS &VALUES
FUNCTION& PURPOSE
• Identity DevelopmentoBeginwithcreativemoodboards.Colors,textures,type,spacing,photosoBrainstormandrefinelogooptions.FinalizelogooCorporateIdentityGuide
• Vision and MissionoFinalizeyourbrand’svisionandmissionoWillbetheback-boneforbrand-launchpressreleasesandpitches
• Employee AlignmentoEducateemployeesofbrandchangeandhighlightphilosophicalchangesoMediateandorchestrateinternalbrandingandcreative
BRAND ADOPTION
• Launch PreparationoWecontactthemediaandgenerateunprecedentedamountsofbuzz
surroundingyournewbrandlaunchoDeterminethebestplanofattackforgarneringresults.Arewegoing
national,local,orboth?
• Media ImplementationoWebeginplanningastrategyforintegratedTV,radioandprintadvertisingoOrganizeaplanforgeographicallytargetedadvertising
• EvaluationoHowdidwedo?oFollowmediaauditstodeterminenumberofimpressionsreached
INTEGRATED MARKETING
OVERVIEW
BRAND PROMISEWho you are, What you do,
Why it matters.
MARKETINGHow you sell your brand
BRAND IDENTITYHow you look & perform
IdentityExternal
AdvertisingExternal
AdvertisingInternal
PublicRelations
IdentityInternal
WebBlogStorefronte-Commerce
LogoWebDesignArchitecture
DevelopmentNamingProduct DesignPackage Design
SignageMerchandiseGift Cards
IntranetMaintenanceTrainingAdministration
WebsiteBanner AdsBlogs / RSS FeedsEmail Marketing
CommercialsInfomercialsAppearancesSponsorships
PresentationsIncentivesTrainingTeam Building
SponsorshipsPhilanthropyPartnershipsPromotions
Email SignaturesWeb TrainingEmail TemplatesSocial Media layouts
BlogsSocial MediaEmail OutreachViral Marketing
LogoCustomer ServiceEmployee TrainingVoice
Culture BuildingProduct TrainingPromotionsSales Training
FormsTraining SystemsLetterheadBusiness Cards
Web Web Web Web Web
Store TV Events Events
Print AdsDirect MailCatalogsBrochuresSales KitsFlyers Packaging
Payroll StuffersReceiptsBrochuresAnnual ReportsEstimates
NewslettersArticlesBooksMedia KitsPromotions
Print Print Print
Store
Product Product
• Site MapoWhatdoyouwanttosaywithyoursite?oWhatkindofcapabilitiesdoyouwantyoursitetohave?oWhatisthehierarchyofyourinformation?oHowdoweorganizethistohavethebestUI/UXandSEO?
• DesignoWireframesforbroad-formlayoutoPhotoshoplayoutsforhomepage,subpages,andblogoDesignallpossiblealertsandpop-ups
• Responsive DesignoWebuildallwebsitestobeadaptive/responsiveoverallpossibleviewport
sizes.Websiteswillbedesignedtoperformondesktopcomputers,tablets,
andmobiledevices.
WEBSITE STRATEGY
• Latest CodeoWebuildusingthemostrecentreleasesofHTML5andCSS3oPHP,jQuery,andJavaScriptforinteractivityoBootstrapbackbone
• Content ManagementoWeintegrateyourwebsiteintoacontentmanagementsystemsothatyou
canedityourwebsitewithoutrequiringaweb-masteroWordpress,Joomla,Drupal
• Responsive ProgrammingoWebuildyoursiteresponsivelyusinglight-weightcodeandmobilejQueryoWemakestrategicdecisionsonhowtoimplementinteractivityintoyour
mobilewebsite
WEBSITE PROGRAMMING
Southern New Jersey & Philadelphia
INDUSTR IES
Recycle. Reuse. Renew.
Michael ShawChief Operating Officer
phone: 856.439.0200 x236
fax: 856.439.0843
cell: 609.841.0997
email: [email protected]
2835 Route 73 S. | Maple Shade, NJ 08052 | GoodwillNJ.org
Ron Jaworski’s Celebrity Golf Challenge
Pairings Party Brochure
Event Brochure
Logo
Tournament Ball
2 0 1 2 S P O N S O R S H I P O P P O R T U N I T I E S
Ron
Jaw
orsk
i
EV
EN
TO
VE
RV
IEW
2012 Ron Jaworski Celebrity Golf Challenge May 20-21, 2012
Sunday, May 20Pairings Party 7:00 PM | The Pool
Johnnie Walker Lounge 10 – 11 PM | The Pool’s Outdoor Patio
Monday, May 21Kick-Off Celebrity-Am 7:30 AM
Closing Drive Celebrity-Am 1:00 PM | Atlantic City Country Club
Guest Programs Monday Afternoon
Ron Jaworski’s Celebrity Golf Challenge
Pairings Party Brochure
Event Brochure
Logo
Tournament Ball
2 0 1 2 S P O N S O R S H I P O P P O R T U N I T I E S
Ron
Jaw
orsk
i
EV
EN
TO
VE
RV
IEW
2012 Ron Jaworski Celebrity Golf Challenge May 20-21, 2012
Sunday, May 20Pairings Party 7:00 PM | The Pool
Johnnie Walker Lounge 10 – 11 PM | The Pool’s Outdoor Patio
Monday, May 21Kick-Off Celebrity-Am 7:30 AM
Closing Drive Celebrity-Am 1:00 PM | Atlantic City Country Club
Guest Programs Monday Afternoon
Justin Hornphone 609.788.0462cell 856.287.1905email [email protected] 2lifetalent.com
PHILADELPHIA | ATLANTIC CITY | LAS VEGAS | MIAMI
founder