Monday, November 30, 2009
Sunday, November 29, 2009
Tuesday, November 24, 2009
Competitive Audit
1) Indirect Competitor – Different State
Destination Graphix
P.O. Box 618, Leander, TX 78646
P: 512-260-7886
http://www.destinationgraphix.com
Biodata
Destination Graphix is a creative firm based in Leander, Texas that offers identity design, advertising design, publications design, web site design, marketing, branding, PR, copywriting, online marketing, creative consulting, art and editorial direction, ad sales, and printing.
They have won two design awards for the Greater Leander Chamber Directory, namely 1) the American Inhouse Design Award from Graphic Design, USA; and, 2) First Place Media Award from the Texas Chamber of Commerce Executives.
Owner and creative director Gabrielle Melisende is an all-around marketing specialist and was recently named a finalist for Marketing Campaign of the Year by the Stevie Awards for Women in Business.
Destination Graphix belongs to various industry groups online, including: Print Design Planet, Freelance Designers, Graphic and Web Designers Director, DesignFirms Design Community and Marketplace, and Top Design Firms.
They are also the preferred service provider in the online groups like: Leander, Texas Web Design Services of Marketingtool.com; and, Austin, Texas Website Designer of WebsiteDesignersList.com.
What Ascend Can Learn From Them
Their Strengths
Destination Graphix leverages its awards by making those details prominent throughout their website. The organization also entered itself in numerous directory listings online, and sought the title of “preferred service vendor” or “preferred design firm” within their geographical market.
Their Weakness
Their company website lacked the basic information one would want to know about an organization one would want to hire. It has no mention of a corporate history and no explanation for why they are called Destination Graphix. There was no introduction of the people that make the company. It did not show any portfolio of their work, or the type of clients they cater to.
2) Same Market Niche – Different State
Navigant Marketing
2828 Coral Way, Suite 205
Miami, FL 33145
P. 305.445.9020
F. 305.445.9021
info@navigantmarketing.com
http://www.navigantmarketing.com/site/about.htm
Biodata
Navigant Marketing positions itself as a key marketer for hotel companies, travel agencies, global distribution systems, cruise lines, airlines and car rental companies. The organization is based in Miami, Florida and is run by four people – the principal, the vice president, the director of account services and the strategic planning director. They offer strategic marketing, public relations, print creative services, digital marketing and motion video development.
Because of their alliance with the IFA group in Hong Kong, their markets now span beyond the Americas to include the Asia-Pacific. The services they provide through IFA include the following: 1) culturally-sensitive adaptation of existing brand messaging for the Chinese market, 2) westernization of Chinese brand messaging, 3) copywriting, editing and translation, 4) public relation services in China, 5) media planning and buying in China, 6) trade show graphics, materials and event support in China.
The list of clients of Navigant Marketing consist of:
(hotels, resorts and spas)
Wyndham Hotel Group
Ramada Worldwide
Melia Hotels and Resorts
Hyatt Hotels and Resorts
Hard Rock Hotel
Gran Melia Hotels and Resorts
Baymont Inn & Suites
Wingate by Wyndham
Barcelo Hotels and Resorts
Sagamore
Paradisus
Valentin Imperial Maya
YHI Spa
Sol Melia Hotels and Resorts
Amerihost Inn
Howard Johnson
Radisson Hotels and Resorts
La Jolla de Mismaloya
(car service)
Thrifty Car Rental
Dollar Rent a Car
(cruise lines)
Royal Caribbean
Amadeus
(airline)
Aeromexico
What Ascend Can Learn From Them
Their Strengths
Navigant Marketing keeps its website concise yet sufficient to understand what they do, the various capabilities they possess, who they are, and how they operate. They serve a very targeted audience, because that is the industry that the team’s collective experience has been catering to.
3) Same Market Niche – Different State
Tsunami Marketing
2469-C Puu Rd.
Kalaheo, Hawaii 96741
http://www.tsunamimarketing.com
Tsunami Marketing provides brand positioning and strategy, identity and logo design, advertising integration, business and product naming, strategic account planning, signage and vehicle branding, retail design, interior and exterior design, website design, database development, e-commerce integration and site maintenance and support.
The travel and tourism brands Tsunami Marketing has done work for are:
Air Ventures, Brennecke’s Beach Broiler, Fairwind Cruises, Hanalei Colony Resort, Holo Holo Charters, Poipu Bay Golf Course, Silver Falls Ranch, Smith’s Fern Grotto and Luau.
Their team is composed of the president, the managing director, the accountant and office manager, the programming specialist, the creative brand director, and the web developer/system administrator.
Tsunami Marketing has amassed a number of awards and accolades, including the frequent Hawaii Advertising Federation/Pele Award of Excellence, the AIGA/Hawaii’s 5-0, Top 5 Award for Identity and Letterhead Package, the National AIGA Addy Award, Optima Design “Silver Medal” Award, among others.
What Ascend Can Learn From Them
Their Strengths
The exhaustive list of awards of Tsunami Marketing contributes to an image of capability, recognition and prestige. Tsunami Marketing also introduces each team member’s roles beyond their designations.
4) Same Market Niche – Different State
USDM.net, or US Destination Marketing, Inc.
606 N. Carancahua St. Suite 1400
Corpus Christi, TX 78476
P: 361.883.8833
F: 361.883.4329
Toll Free: 800.208.8661
consulting@usdm.net
http://www.usdm.net/
USDM.net is an interactive agency and media company delivering digital solutions in terms of creative output, marketing, branding, strategy and media to the travel and tourism industry. Formed in 1993 by Leah Woolford, USDM.net has since built its reputation up as a digital travel marketing authority, having been endorsed by the Travel Industry Association and the Destination Marketing Association International. It was the first private company hired by the US Department of Commerce to design and manage the digital marketing campaign of the government office for the target international audience.
Its clients include NYC & Company, the Greater Miami Convention and Visitor Bureau, Atlanta CVB + Brand Atlanta, Tourism Toronto, Marriott, Hilton, Hyatt, Starwood, ResortQuest. From travel and tourism, USDM.net now also caters to international governments and Fortune 500 companies in real estate, finance and insurance industries.
USDM.net has garnered much acclaim for its campaigns, among the most recent of which are the 2009 Internet Advertising Competition Award for Best Events Online Campaign, Best Leisure E-Mail Message Campaign, Best Regional Online Campaign.
What Ascend Can Learn From Them
Their Strengths
Concentrating on the travel and tourism industy has led USDM.net to develop marketing programs that were unique, innovative and effective in showing a return on investment. The success of their client base made USDM.net successful and worth endorsing within the destination marketing industry. Their strategy of putting the client first, and making sure the client’s businesses thrived because of their designs, enabled USDM.net to branch out to other fields, establish satellite offices, and collect various awards for their campaigns.
5) Same Market Niche – Same State
Wanderlust Travel and Destination Marketing
297 River Street
Troy, NY 12180 USA
P: 888.754.3210
http://www.createwanderlust.com/
Wanderlust offers branding, website design, internet marketing, social media marketing, advertising, tourism and traveler research and management consulting to destinations, resorts and tourism attractions. The process they follow involves three steps: 1) Baggage Check, 2) Chart the Course, and 3) Create Wanderlust.
There are four people that lead the organization: the President and Chief Strategic Officer, the EVP on Image and Identity, the EVP on Planning and Research, and the Director of Marketing. They are also joined by a manager for Hospitality Consulting, and another manager for Business Development Strategy.
Wanderlust belongs to numerous associations like the AIGA, American Resort Development Association, Association of Travel Marketing Executives, Bucksnorts, Destination Marketing Association International, Hospitality Sales and Marketing Association International, National Ski Areas Association, Travel Industry Association, United States Polo Association, and Who Is Who In Hospitality.
Among its clients are Albany Institute of History & Art, Boston University International Programs, Camp Chingachgook, The Century House Inn & Conference Center, The Chickasaw Nation, Dubai Sports City International Center for Sports Medicine, Greene County, NY, Howe Caverns, Jiminy Peak, Magic Mountain, Mount Snow Resort, Norman Rockwell Museum, Proctor’s Theater, Saratoga, Performing Arts Center, Long Island’s South Shore Bayway, Troy, NY, Vista Climb of Mount Kilimanjaro, Windham Mountain, The Winwood Inn.
The most recent awards given to Wanderlust are the 2009 American Graphic Design Award by Graphic Design USA for their tourism brand identity solution for Howard Caverns; a Gold Award in the 39th Creativity Annual for their work for Windham Mountain; and, the Award of Excellence for the cinema advertising and online video campaign work for Howard Caverns in the 2009 Videographer Awards – Commercials/Amusements/Entertainment category.
What Ascend Can Learn From Them
Their Strengths
Wanderlust tailored its design process to speak the language of travel and tourism. The organization employed this language consistency in detailing who they are as a group, what they do, and how they do it. Moreover, their various awards and affiliations with groups from both design and travel industries help the audience perceive them as knowledgeable and well-connected in the proper communities.
6) Same Market Niche – Different State
The Hat Factory
Old Brewers Yard
17-19 Neal Street
London WC2H 9UY
Tel: +44 (0)20 7379 6937
http://www.destinationbranding.co.uk/index.html
Stephen Kreppel and Marie-Stella Ray brings 15 years worth of experience to the table with The Hat Factory, which is a London-based outfit offering destination branding. Specifically, the company offers the following strengths: marketing and strategic consultancy, website consultancy, web design and adaptation, product development, advertising, on-line promotion, publicity and PR, database marketing and management, print collaterals, tour operator liaison, salons, trade fair & event coordination, market research and practical support.
Their works on display at their website are mainly online designs for The Regional Tourist Board of Picardy, Northern France, The Entente Vallee du Lot marketing organization, and the Somme departement: restoring its tourism image (sic) following flood disaster.
What Ascend Can Learn From Them
Their Weakness
The Hat Factory does a good job of providing relevant information about what destination branding is, what their services include in detail, as well as explaining other related topics like sustainable tourism. However, the only mention of their target market is a small blurb on one side of the website asking their site viewers if they happen to be a country, region, city, attraction, hotel, or an event. They fail to show the work that they have done outside of destinations, in areas outside of online marketing. Their name also misrepresents what they offer because it does not give people a clear sense that they are doing destination branding.
7) Indirect Competitor – Same State
Company C
160 Varick Street
New York, NY 10013
P: 212-561-6000
F: 212-463-8643
http://www.companycmarketing.com/index.html
info@companycmarketing.com
Company C is a direct and digital marketing agency based in New York which offers tools to build strategy, to develop the creative and media-related solutions and to execute those strategic campaigns that hope to engage consumers and generate results for their clients. They cater to all businesses, including travel and tourism-related corporations like Virgin Atlantic, and Millennium Broadway Hotel, New York.
The management team behind Company C is composed of the President, the Executive Director for Account Services, the Executive Director fo Production, the Creative Director, The Director of User Experience, the Director for Strategy and Analytics, the Group Director for Media, and the Director for Business Development.
What Ascend Can Learn From Them
Their Strength
Company C employs an extensive group of people that have their own charge over the business, which should make operations better managed and workload well-distributed.
Their Weakness
Company C appears to be a “design firm that could”, one of the many small branding agencies trying to cater to everyone to gain revenue and clout. The company has not fully demonstrated its capacity through any show of work, or any affiliation with industry groups.
8) Indirect Competitor – Same State
Co-op Branding
115 Fifth Avenue
5th Floor
New York, NY 10003
P: 646-524-1400
Co-op is a branding agency in New York City, focused on developing branding and marketing solutions to medium-sized companies. Working hand in hand with Agency 212, a full-service advertising agency also located in the city, Co-op spreads its net to offer work in terms of brand strategy, naming, identity, collateral, online, advertising & media, promotion, branded installations and brand films.
The company has done work for a diverse selection of businesses, but they have also created designs for hotels and tourist attractions like Loews Hotels & Resorts, and Madame Tussauds.
The team that makes Co-op consists of the Managing Partner, Creative Director-Partner, another Partner, the Senior Brand Strategist and the Senior Design Director.
Co-op promotes its company by participating in design talks, like for Columbia University Talk on “Coordinating a Unified Brand Image”, and for the Meeting Professionals International (MPI) Talk, and by striving to be featured in industry magazines like Communication Arts, and “How Design Magazine’s 103 Award Winning Promotion Projects.”
What Ascend Can Learn From Them
Their Strength
Co-op builds its reputation as a competent branding agency because of its active participation in industry-related events. Even though they do not have any awards to boot, they make their presence felt by speaking in forums about design, and by getting promotion through magazines.
Monday, November 23, 2009
Potential Client List
We can get some potential clients from this link.
(Travel, Hotels, Resorts)
http://www.concierge.com/tools/travelawards
(Travel, Hotels, Resorts)
http://www.concierge.com/tools/travelawards
Saturday, November 21, 2009
What We Still Need To Finish
1 - Chapters Still In Progress:
Design Process
Financial Plan
Proposal Kit (Proposal Letter, Cost Estimate/Contract)
Gannt Chart
Potential Client List (Travel, Tourism, Leisure, Hospitality, Destinations)
2 - Report:
Building the Template for the Pages
Building the Template for the Contracts/Forms/Letters
3 - Presentation:
Think about what the visual theme is
Start making the PPT template
4 - Oral Presentation:
Who Reports What
5 - Package Checklist:
The Report
The Research
The PPT
The Outline Sheet (for the Audience)
Any Fance Leave-behinds
NEXT MEETING: Tuesday, November 22
Monday, November 16, 2009
Progress/Status Report Due Nov 16th
Second Project Status Report
http://ascendbusinessplan.blogspot.com/
Team members:
Jessica Haas (Project Manager), Deb Flores, Kate Sanders, Linda Rose Adamo, Erinn Harrington
Project chosen:
Start-up Design Firm, Limited Liability Corporation
Our New York City based branding firm offers solutions in corporate identity, marketing, advertising, packaging and exhibition design. We specialize in destinations, organizations and businesses within travel, tourism and hospitality industries. We partner closing with clients around the world to help new businesses and products get off the ground and help existing brands take on new heights. By drawing and strategizing, we strive to invent unique, conceptual design and branding success.
Brief description of what we have been doing:
In order for Ascend Inc. to function as a company, legalities have to be determined. This includes different type of insurance policies and licenses that are needed. Ascend Inc. has developed our company’s history. Knowing our foundation allows us to understand where we have come and figure out where we are going. Stating our background as a firm helps with forging client’s relationships.
We defined our roles within the firm, which follows the Associates Model. The organization structure clarifies who would fill the positions in Ascend Inc. Also, in this section our partners explained their personal history and how they came to Ascend Inc.
We have also developed an outline for the human resources aspect of the company. An employee handbook has been developed. The structure of the company, as well as the salary ranges and employee benefits have also been determined.
Our firm is focusing on encouraging people and companies to travel. We create guidebooks, brochures, travel campaigns and promotion ads for hotels, destinations and resorts.
We plan to do this through a program that includes the following:
Ascend Inc. has thus far developed a SWOT chart to pinpoint how the company can succeed. It narrowed down its weaknesses and strengths, as well as internal and external elements. This chart will be used to make the company stronger.
Ascend has taught up some extensive promotional ideas utilizing social interaction tools for self-promotion. As we start out ,we will rely on basis social networking tools such as online marketing, involving ourselves with blogging and writing articles, speaking engagements, cold calling and social networking such as hanging out our business cards and making connections. We will also enter design competitions, win and receive awards and get free press.
As we grow as a company we can also grow a budget for advertising. We will take our ad space in our target market’s magazines and websites. Give away freebies, hold contests and sponsor charity events. And last, we can offer discounts for referrals, repeat clients and give holiday promotions to our old and perspective clients.
Ascend Inc. has begun to develop a marketing plan, consisting of an Executive Summary, Brand Name and Service Positioning, Situational Analysis, Segmentation and Target Market, Objectives and Goals, Marketing Tactics, Implementation Plan/Action Plan, Budget and Controls. We have defined our specialization and target market, which helps guide our business plan and keep us focused on our niche.
Bulleted status of project to date
D. Flores – Financial
J. Haas – Promotions
K. Sanders – Marketing
L. R. Adamo – Job Descriptions and Organization
E. Harrington - Company Branding
Tasks completed:
1 - Creating the Business
2 - Incorporation of the Organization
3 - Developing the Business Identity (Name)
4 - Initial Development of the Business Plan
5 - Initial Market Research
6 - Initial Competitive Research
7 - Corporate Brand Logo Explorations
8 - SWOT Analysis
9 - Developing the Mission Statement
10 - Developing the Human Resources
11 - Legalities
12 - Promotions
13 - Company Logo
14 - Marketing Plan
15 - Job Descriptions
16 - Organizational Chart
17 – Company Invoice
Tasks left to do:
1 – Financial Plan
2 – Design Process Plan
3 – Bank Loan Application
4 – Ascend, Inc. Contract
The Ascend, Inc team has approved this status report:
Name Initial as approval Date
Jessica Haas
Deb Flores
Kate Sanders
Linda Rose Adamo
Erinn Harrington
Saturday, November 14, 2009
Tuesday, November 10, 2009
Marketing Plan
Research thus far
Executive Summary
Ascend Inc. is a design firm located in New York City. We specialize in destination branding catering to the greater NYC area where the firm is stationed, also including cities and countries around the world. Projected profits encompass existing travel, hospitality and tourism clientele who seek a greater outreach. Ascend Inc. is committed to engaging travel businesses in attaining more clientele themselves while retaining a fresh image.
A succinct summary: such as target market size, financial goals and funding.
For a standard business plan, the first paragraph of the executive summary should generally include:
* Business name
* Business location
* What product or service you sell
* Purpose of the plan
-->Another paragraph should highlight important points, such as projected sales and profits, unit sales, profitability and keys to success. Include the news you don’t want anyone to miss. This is a good place to put a highlights chart, a bar chart that shows sales, gross margin, and profits before interest and taxes for the next three years. You should also cite and explain those numbers in the text.
Brand Name & Service Positioning
(The one slogan or sentence the company is known)
Ascend Inc. “The next level”
Situational Analysis
SWOT
Segmentation & Target Market
(What the need is)
*see target market 10.25.09
Objectives & Goals
Marketing Tactics
Implementation Plan & Action plan
Budget (Financial plans: include projections and historical data)
Controls
Market Analysis (include industry analysis, target market and competition)
Our target market: Ascend Inc. proposes to design solutions within the travel, tourism and hospitality industries. We will utilize corporate identity, marketing, advertising, packaging, and exhibition design.
Through promotion and advertising, we will target customers in the NYC area. We also take clients from around the world as our team is well traveled and is able to meet with clients outside the NYC area. Ascend Inc. is unique given its team, its varied backgrounds and expansive knowledge of the travel and hospitality industry. Within Ascend, we speak numerous languages and therefore out win similar firms within the NYC area that do not have the vast language proficiency.
Service Analysis
Ascend Inc represent clients in three main areas of branding: those who need an identity, those that are interested in re-branding and keeping their image current, and those that would like it to improve.
•Efforts directed at several highly defined groups of prospects.
•Maintaining close contact with customers and prospects with known buying preferences, habits and activities.
Invest in test market analysis through a specialty firm.
Image marketing
Niche marketing
Relationship marketing
Lifestyle marketing
Target marketing
Marketing Goals
*See data for Market Research
Marketing Message
From 10.25.09
Revised Target Market
* Groups that do not have strong identities
* Countries that do not have a well defined or strong tourism board. They may need help enticing people to visit their countries.
* Hotels within these countries that want a more luxurious, funky, fresh, etc. look
* Transportation such as planes, cruise ships, or buses
* Travel agencies - online such as Expedia, or local groups
Refined Target Market, as agreed upon last meeting (Oct. 27)
Organizations within the travel, tourism, hospitality industries, and destinations that
1) Do not have a brand identity
2) Have an existing brand identity that is weak or ineffective (bad)
3) Require design executions that further complement/supplement an existing strong identity.
Ascend, Inc. has the capacity to
1) Create a brand identity for the organization, which will be
2) Strong, memorable, and impactful
3) Representing the value of the organization in all its possible executions
Information
Small business plans typically include the following section titles and descriptive details:
1. Cover Page: include name, brand identity, version number and date that plan was prepared.
2. Table of Contents.
3. Executive Summary: include succinct snapshot of small business such as target market size, financial goals and funding (if needed).
4. Company summary: include company specific information such as goals and missions.
5. Market analysis: include industry analysis, target market and competition.
6. Product or service descriptions: include product or service that will be offered to customers.
7. Marketing and sales plans: elaborate on marketing and sales strategy.
8. Operations and management plans: include inventory and fulfillment plans.
9. Financial plans: include projections and historical data.
10. Appendix: include any supporting documentation.
7 Controllable Variables That Affect Customer Motivation And Behavior.
Nicknamed The “7 P’s”
• Price: What we charge our customers.
• Place: Where and how a service of product is sold or offered (Another way of saying distribution)
• Promotion: Advertising & Promotion, PR, direct marketing, word of mouth, websites, and any and every way to get noticed.
Product: What we sell - the goods, the services and everything in between (be aware that there are very few products that are purely goods or purely service). Here we need to consider everything that makes up our product or product range, from the core benefits to the add-ons and variations.
• People: Everybody involved in transactions - principally, the customers and the front-line staff. Particularly important for services, e.g., the quality of a haircut (as a service) is determined largely by the person doing the cutting
• Physical Evidence: The napkins at the restaurant table, the reports consultants provide and the uniforms of the airplane flight attendants all give us clues about the service we are consuming. The bits of “evidence” that we give a customer help overcome the intangible nature of services and give them a true appreciation of the value of the service being provided.
Process: The processes used to make and deliver a product. Again, particularly important for services where the product is produced and consumed at the same time
Executive Summary
Ascend Inc. is a design firm located in New York City. We specialize in destination branding catering to the greater NYC area where the firm is stationed, also including cities and countries around the world. Projected profits encompass existing travel, hospitality and tourism clientele who seek a greater outreach. Ascend Inc. is committed to engaging travel businesses in attaining more clientele themselves while retaining a fresh image.
A succinct summary: such as target market size, financial goals and funding.
For a standard business plan, the first paragraph of the executive summary should generally include:
* Business name
* Business location
* What product or service you sell
* Purpose of the plan
-->Another paragraph should highlight important points, such as projected sales and profits, unit sales, profitability and keys to success. Include the news you don’t want anyone to miss. This is a good place to put a highlights chart, a bar chart that shows sales, gross margin, and profits before interest and taxes for the next three years. You should also cite and explain those numbers in the text.
Brand Name & Service Positioning
(The one slogan or sentence the company is known)
Ascend Inc. “The next level”
Situational Analysis
SWOT
Segmentation & Target Market
(What the need is)
*see target market 10.25.09
Objectives & Goals
Marketing Tactics
Implementation Plan & Action plan
Budget (Financial plans: include projections and historical data)
Controls
Market Analysis (include industry analysis, target market and competition)
Our target market: Ascend Inc. proposes to design solutions within the travel, tourism and hospitality industries. We will utilize corporate identity, marketing, advertising, packaging, and exhibition design.
Through promotion and advertising, we will target customers in the NYC area. We also take clients from around the world as our team is well traveled and is able to meet with clients outside the NYC area. Ascend Inc. is unique given its team, its varied backgrounds and expansive knowledge of the travel and hospitality industry. Within Ascend, we speak numerous languages and therefore out win similar firms within the NYC area that do not have the vast language proficiency.
Service Analysis
Ascend Inc represent clients in three main areas of branding: those who need an identity, those that are interested in re-branding and keeping their image current, and those that would like it to improve.
•Efforts directed at several highly defined groups of prospects.
•Maintaining close contact with customers and prospects with known buying preferences, habits and activities.
Invest in test market analysis through a specialty firm.
Image marketing
Niche marketing
Relationship marketing
Lifestyle marketing
Target marketing
Marketing Goals
*See data for Market Research
Marketing Message
From 10.25.09
Revised Target Market
* Groups that do not have strong identities
* Countries that do not have a well defined or strong tourism board. They may need help enticing people to visit their countries.
* Hotels within these countries that want a more luxurious, funky, fresh, etc. look
* Transportation such as planes, cruise ships, or buses
* Travel agencies - online such as Expedia, or local groups
Refined Target Market, as agreed upon last meeting (Oct. 27)
Organizations within the travel, tourism, hospitality industries, and destinations that
1) Do not have a brand identity
2) Have an existing brand identity that is weak or ineffective (bad)
3) Require design executions that further complement/supplement an existing strong identity.
Ascend, Inc. has the capacity to
1) Create a brand identity for the organization, which will be
2) Strong, memorable, and impactful
3) Representing the value of the organization in all its possible executions
Information
Small business plans typically include the following section titles and descriptive details:
1. Cover Page: include name, brand identity, version number and date that plan was prepared.
2. Table of Contents.
3. Executive Summary: include succinct snapshot of small business such as target market size, financial goals and funding (if needed).
4. Company summary: include company specific information such as goals and missions.
5. Market analysis: include industry analysis, target market and competition.
6. Product or service descriptions: include product or service that will be offered to customers.
7. Marketing and sales plans: elaborate on marketing and sales strategy.
8. Operations and management plans: include inventory and fulfillment plans.
9. Financial plans: include projections and historical data.
10. Appendix: include any supporting documentation.
7 Controllable Variables That Affect Customer Motivation And Behavior.
Nicknamed The “7 P’s”
• Price: What we charge our customers.
• Place: Where and how a service of product is sold or offered (Another way of saying distribution)
• Promotion: Advertising & Promotion, PR, direct marketing, word of mouth, websites, and any and every way to get noticed.
Product: What we sell - the goods, the services and everything in between (be aware that there are very few products that are purely goods or purely service). Here we need to consider everything that makes up our product or product range, from the core benefits to the add-ons and variations.
• People: Everybody involved in transactions - principally, the customers and the front-line staff. Particularly important for services, e.g., the quality of a haircut (as a service) is determined largely by the person doing the cutting
• Physical Evidence: The napkins at the restaurant table, the reports consultants provide and the uniforms of the airplane flight attendants all give us clues about the service we are consuming. The bits of “evidence” that we give a customer help overcome the intangible nature of services and give them a true appreciation of the value of the service being provided.
Process: The processes used to make and deliver a product. Again, particularly important for services where the product is produced and consumed at the same time
Monday, November 2, 2009
Promotion Ideas
To Start up the Business:
- Network - Give out our business card whenever possible and take their card as well. We’ll make notes on the card and follow up with a thank you for their time.
- Set up speaking engagements. We’ll contact local schools and associations about classes, college seminars and lectures that you can speak or teach at. Also, talking at an AIGA event. We’d make sure our logo is either worn or displayed prominently. We will provide monthly design advise on our website and offer interviews for local radio stations and television programs.
- Set up accounts on Flickr and other photo sharing sites to display our work. Making sure each image give us proper credit and images are grouped with other similar items such as “cool brochures” or travel places. Get connected on MySpace, Twitter, Facebook. Submit portfolios to design portals such as AIGA, Communication Arts and other gallery sites.
- Offer free consultations to potential clients
- Find interesting angles to send out a press release, like holding events or making a subtle publicity stunt (Stephen Sagemester style)
- Send out e-newsletters, e- blasts to help collect contacts and mailing addresses. In this also compliment other designers in a positive way and help share positive ideas and links. Building an online directory can also help network with local businesses. Also, sending out all e-blasts with email signatures and memorable slogan.
- Write articles for Online magazines, e-zines such as How Magazine, CMYK Magazine and GD USA. We can start out with mini articles banks. No matter what submitted each piece with a blurb about ourselves and our company.
- Watch freelancing job banks and seeing if we can take on those jobs
- Find poorly designed websites, menu, brochures etc. Cold call and offer our services
- Get listed with trade associations
- Blogging – commenting on the lastest reviews, design in travel supplies and destinations, design websites
When company is more established with steady clients and profit:
- Participate and/or sponsor charity events. These offer free PR and it feels good to support we care about.
- Offer clients an incentive for referring clients to us whether it’s a discount, gift certificate or gift in general.
- Hold a contest with a grand prize that would interest our target audience. We will promote through flyers, local newspapers and local radio stations. By holding a contest, we can also get our website listed on dozens of online contest directories.
- Sponsor a client event. We not only get our name out but we also remind our client that they are a valuable resource to them.
- Enter competitions with our work and win
- Give away freebies such as self-promotional travel kits and/or calendars.
- Participate in tradeshows
- Holiday promotions – we can do this as cheaply as possible making sure our logo is one whatever is given. For example, chocolate with our logo on it.
- Take out ad space in our target market’s popular magazines and their websites such as Condenast Traveler, Coastal Living, National Geographic, Travel and Leisure and Vacations. Also, travel websites such as Priceline.com, Expedia.com, Kayak.com, Homeandabroad.com, Cruisecritic.com. Also, in airline magazines like Canada Air's EnRoute, U.S. Airways Magazine, Delta Sky, Germany's Lufthansa Magazin, Virgin Blue Australia's Voyeur and small Eastern Europe's Adria Airways.
- Buy signage space at airports.
- Network - Give out our business card whenever possible and take their card as well. We’ll make notes on the card and follow up with a thank you for their time.
- Set up speaking engagements. We’ll contact local schools and associations about classes, college seminars and lectures that you can speak or teach at. Also, talking at an AIGA event. We’d make sure our logo is either worn or displayed prominently. We will provide monthly design advise on our website and offer interviews for local radio stations and television programs.
- Set up accounts on Flickr and other photo sharing sites to display our work. Making sure each image give us proper credit and images are grouped with other similar items such as “cool brochures” or travel places. Get connected on MySpace, Twitter, Facebook. Submit portfolios to design portals such as AIGA, Communication Arts and other gallery sites.
- Offer free consultations to potential clients
- Find interesting angles to send out a press release, like holding events or making a subtle publicity stunt (Stephen Sagemester style)
- Send out e-newsletters, e- blasts to help collect contacts and mailing addresses. In this also compliment other designers in a positive way and help share positive ideas and links. Building an online directory can also help network with local businesses. Also, sending out all e-blasts with email signatures and memorable slogan.
- Write articles for Online magazines, e-zines such as How Magazine, CMYK Magazine and GD USA. We can start out with mini articles banks. No matter what submitted each piece with a blurb about ourselves and our company.
- Watch freelancing job banks and seeing if we can take on those jobs
- Find poorly designed websites, menu, brochures etc. Cold call and offer our services
- Get listed with trade associations
- Blogging – commenting on the lastest reviews, design in travel supplies and destinations, design websites
When company is more established with steady clients and profit:
- Participate and/or sponsor charity events. These offer free PR and it feels good to support we care about.
- Offer clients an incentive for referring clients to us whether it’s a discount, gift certificate or gift in general.
- Hold a contest with a grand prize that would interest our target audience. We will promote through flyers, local newspapers and local radio stations. By holding a contest, we can also get our website listed on dozens of online contest directories.
- Sponsor a client event. We not only get our name out but we also remind our client that they are a valuable resource to them.
- Enter competitions with our work and win
- Give away freebies such as self-promotional travel kits and/or calendars.
- Participate in tradeshows
- Holiday promotions – we can do this as cheaply as possible making sure our logo is one whatever is given. For example, chocolate with our logo on it.
- Take out ad space in our target market’s popular magazines and their websites such as Condenast Traveler, Coastal Living, National Geographic, Travel and Leisure and Vacations. Also, travel websites such as Priceline.com, Expedia.com, Kayak.com, Homeandabroad.com, Cruisecritic.com. Also, in airline magazines like Canada Air's EnRoute, U.S. Airways Magazine, Delta Sky, Germany's Lufthansa Magazin, Virgin Blue Australia's Voyeur and small Eastern Europe's Adria Airways.
- Buy signage space at airports.
Sunday, November 1, 2009
Mission Statement
A NY-based branding firm that offers solutions in corporate identity, marketing, advertising, packaging, and exhibition design to destinations, organizations and businesses within the travel, tourism and hospitality industries.We strive to provide innovative and unique designs to our clients to help their businesses reach their goals.
Human Resources
Employee Handbook
The Company
What is Ascend Inc.?
Our Products
Our Clients
Our Goals
Employment Practices and Policies
Open Door Policy
Employment at Will
Equal Opportunity Employment
Anti Harassment Policy
Performance Evaluations
Personnel and Medical Records
Work Schedule
Break and Meal periods
Compensation
Exployment Status
Time and Attendance
Pay period, checks, and direct deposit
Ending Employment
Benefits
Health and Dental Care
Insurance continuation (COBRA)
401(k) Retirement Plan
Unemployment Insurance
Worker’s Compensation
Time Off
Vacations
Holidays
Paid Time Off
Bereavement Leave
Jury Duty
Family and Medical Leave
Disability Insurance
Ascend Inc. is made up of 5 full time employees. The salaries range from 40k to 80k per person, plus benefits. Paychecks are distributed every two weeks. Benefits include health and dental care, COBRA, unemployment insurance, worker’s compensation and a 401(k).
If work flow is heavy and we need additional help, freelancers will be hired to cover these times. Freelancers will be hired from temp agencies, or at the discretion of the creative director. Interns will also work at Ascend Inc., and will receive a small monetary compensation, as well as school credit.
Work hours are from Monday - Friday, from 9 to 5. This includes a one hour lunch break. Employees are given off 10 days per year for legal holidays. They also have 12 paid vacation days. The employee is also allowed 12 sick days.
The principal is responsible for performance evaluations, salary changes, and disciplinary actions.
The Company
What is Ascend Inc.?
Our Products
Our Clients
Our Goals
Employment Practices and Policies
Open Door Policy
Employment at Will
Equal Opportunity Employment
Anti Harassment Policy
Performance Evaluations
Personnel and Medical Records
Work Schedule
Break and Meal periods
Compensation
Exployment Status
Time and Attendance
Pay period, checks, and direct deposit
Ending Employment
Benefits
Health and Dental Care
Insurance continuation (COBRA)
401(k) Retirement Plan
Unemployment Insurance
Worker’s Compensation
Time Off
Vacations
Holidays
Paid Time Off
Bereavement Leave
Jury Duty
Family and Medical Leave
Disability Insurance
Ascend Inc. is made up of 5 full time employees. The salaries range from 40k to 80k per person, plus benefits. Paychecks are distributed every two weeks. Benefits include health and dental care, COBRA, unemployment insurance, worker’s compensation and a 401(k).
If work flow is heavy and we need additional help, freelancers will be hired to cover these times. Freelancers will be hired from temp agencies, or at the discretion of the creative director. Interns will also work at Ascend Inc., and will receive a small monetary compensation, as well as school credit.
Work hours are from Monday - Friday, from 9 to 5. This includes a one hour lunch break. Employees are given off 10 days per year for legal holidays. They also have 12 paid vacation days. The employee is also allowed 12 sick days.
The principal is responsible for performance evaluations, salary changes, and disciplinary actions.
Legalities
Types of Insurance We Need:
Business Property Insurance
This insurance is to protect our companies assets. This will cover us in case of fire damage, electric surges, and other damages. It can also cover us from issues such as embezzlement.
Business Disability Insurance
This insurance will protect us from personal injuries that would prevent us from doing work. Illnesses or accidents can cause disability, and this insurance will replace our income in case this happens. This insurance will also go hand in hand with...
Workers Compensation Insurance
This protects an employee if they get hurt at the workplace, and provides them with compensation for their injury. It also protects Ascend Inc. if the employee takes legal action against them.
Unemployment Insurance
If an employee must be let go, this provides them with assistance.
Business Liability Insurance
This will protect us from financial ruin and being sued for personal liability. This includes incidents that occur at our company, during our activites, or because of our products.
NY Business License
In NY, all new businesses must register the business, and state that it is a legitimate and lawful endeavor.
EIN:
as a multiemployee business, we need to register for a taxpayer identification number (EIN). This is required for tax purposes, for state and federal, for the IRS.
Lawyer:
We will also need a lawyer who can represent us and help us organize our business. The attorney we have hired is Arthur R. Lehman, L.L.C.
Business Property Insurance
This insurance is to protect our companies assets. This will cover us in case of fire damage, electric surges, and other damages. It can also cover us from issues such as embezzlement.
Business Disability Insurance
This insurance will protect us from personal injuries that would prevent us from doing work. Illnesses or accidents can cause disability, and this insurance will replace our income in case this happens. This insurance will also go hand in hand with...
Workers Compensation Insurance
This protects an employee if they get hurt at the workplace, and provides them with compensation for their injury. It also protects Ascend Inc. if the employee takes legal action against them.
Unemployment Insurance
If an employee must be let go, this provides them with assistance.
Business Liability Insurance
This will protect us from financial ruin and being sued for personal liability. This includes incidents that occur at our company, during our activites, or because of our products.
NY Business License
In NY, all new businesses must register the business, and state that it is a legitimate and lawful endeavor.
EIN:
as a multiemployee business, we need to register for a taxpayer identification number (EIN). This is required for tax purposes, for state and federal, for the IRS.
Lawyer:
We will also need a lawyer who can represent us and help us organize our business. The attorney we have hired is Arthur R. Lehman, L.L.C.
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