Marketing Strategies

Branding

A strong Branding strategy differentiates your company and products and services by making and, most important, fulfilling a unique promise.

Branding-sectionWard and sister company OnwardU’s branding work includes:

 

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Corporate Identity

Your Corporate Identity creates the first impression potential customers, employees, community leaders and key constituents have of your organization. Your logo and tagline must distinctly communicate the brand promise, as well as function cost-effectively in numerous media you employ –whether online, in print or on a trade show giveaway.

Ward routinely develops visual representations of client brands – both corporate and product line – and helps produce cohesive brand management protocols and style guides to ensure consistency of the brand expression.

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Marketing Communications

For in-bound and outbound consumer and business-to-business marketing initiatives, Ward creates and employs sound principles of Marketing Communications, Digital Marketing Strategy, Content Strategy and SEO Strategy to support:

  • Sales and market share objectives
  • New market entries
  • Supplier/Dealer/Broker/Partner communication
  • Product launches
  • Product promotions
  • Event success

Additionally, Ward helps with clients through effective use of CRM programs and marketing automation to support sales objectives

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Social Media

Even in the business-to-business arena, there’s often a smart utilization of Social Media and Social Networking to reach key audiences. No longer considered emerging media, online communities and thought leaders have significant influence on decision-makers ─whether prospective customers, voters, employee recruits, referral sources or potential partners.

marketing_social-mediaDespite the reality of how communication occurs today, many management teams stuck in legacy thinking still falsely presume that their decision not to proactively manage social media means their company is not participating. Consistently, we demonstrate that this head-in-the-sand approach leaves them vulnerable as their employees, competitors, customers and supply chain are actively conversing in a world in which leadership has no insight and no ability to influence outcomes.

Sometimes at board member insistence, management turns to Ward to guide them in the responsible management of an increasingly dominant communication environment in which they have little experience and need the support of a social media strategist. After all, the mentors and memories of successful historical campaigns simply provide no relevant, reliable experience for viable strategies in the dynamic, screen-based communication world in which executives must manage their businesses today.

Our social media development includes:

  • Setting social media goals
  • Assisting with social media policies
  • Social media team designation and management
  • Social media training, especially for sales and technical experts whose influence in the marketplace is needed
  • Social media strategy
  • Social media integration with traditional public relations and marketing programs
  • Social media campaigns to drive product launches, reach new markets, etc.
  • Social media engagement on a daily basis to augment internal staff, and prevent distraction from core competencies and productivity
  • Social media measurement and tracking
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Multi-Media

Today, audiences expect to be shown – not read — the content organizations deliver to them, especially if the content is complex or technical. In part owing to the time constraints of busy audiences who gravitate toward multi-media content over the written word, companies must leverage graphics, audio and video to compete to be heard and understood. Among the media platforms we deploy are:
marketing_multimedia

  • Social media platforms such as LinkedIn, YouTube, Facebook, Instagram, Pinterest, Twitter and Blogs
  • Tablet-delivered sales and marketing presentations
  • DVDs
  • Mobile apps
  • Employee on-demand training technology
  • Interactive programs
  • Podcasts
  • Sales CD presentations
  • Social media networks
  • Software presentations
  • Websites and campaign microsites, with interactive tools
  • Video news releases
  • Photo galleries
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Practice Development

Professional service firms often need Practice Development advice and talent to execute marketing and public relations programs to attract clients, patients and referral sources.

For example, Ward has provided:

  • Business consultant public relations and marketing
  • CPA firm, financial services public relations and marketing
  • Healthcare-related and hospital public relations and marketing
  • Law firm public relations and marketing
  • Engineering firm public relations and marketing
  • Architectural firm public relations and marketing
  • Commercial real estate broker public relations and marketing

Because Houston Professional Services firms face tough Marketing competition, they often turn to Ward to help develop:

  • Branding strategies
  • Marketing plans
  • Advertising plans and creative campaigns
  • Client events and seminars
  • Newsletters
  • Public relations strategies
  • Referral programs
  • Sales collateral
  • Professional staff development and engagement
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Search Engine Optimization

Marketing-SEOToday each of us spends increasingly more of our time occupied in our screen worlds. Not surprisingly, therefore, the challenge to connect with content-bombarded audiences – and their spheres of influence – in this technological spaghetti bowl can seem daunting.

Fundamentally, competitive advantage occurs through a constant commitment to Search Engine Optimization that makes it possible for your organization’s website to rank on page one for the terms and questions your audiences pose to search engines. The most well designed and written website that appears on page three of a search result stands the high risk of never being seen.

Ward clients who understand this dynamic allow Ward to help drive website optimization in synch with evolving company priorities and events.

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Advertising

Advertising through paid media brings message control and ensures necessary frequency levels are met – important accomplishments other communications tactics may not be able to deliver. When advertising is core to the program goals, we develop paid media strategies, flight-plans and place media buys in consumer and trade media:

  • Event advertising
  • Issue advertising
  • Product/service advertising
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Writing

As you’ll see in our writing samples, impactful writing that’s relevant to the target audience engages and influences their actions toward company goals.

To achieve this objective, our well-rounded writers produce:

  • Ad copy
  • Annual report copy
  • Audiovisual scripts
  • Blogs
  • Brochure copy
  • Bylined articles
  • Direct mail
  • Email campaigns
  • Emergency response statements
  • E-zines
  • Feature stories
  • Ghostwritten articles
  • Invitations
  • Optimized news releases
  • Newsletters
  • Podcasts
  • Poster copy
  • Media kits
  • Speeches
  • Technical articles
  • Trade magazine articles
  • Optimized website content
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Marketing Collateral

From concept to delivery, we help clients produce effective Marketing Collateral, including:

  • Ads
  • Banners
  • Blogs
  • Brochures
  • Digital communication
  • Direct mail
  • E-mailers
  • Event support materials
  • Fliers
  • Gifts and Giveaways
  • Microsites
  • Newsletters
  • Posters
  • Proposals
  • Sales presentations
  • Slide shows
  • Technical data sheets
  • Three-dimensional items
  • Trade show displays, traffic builders
  • Websites and campaign-specific microsites
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Special Events

Truly Special Events appeal to audiences’ interests and live long in their memories as positive interactions with their hosts. Since our founding in 1990, we have produced events large and small including:

  • Anniversary celebrations
  • Employee parties
  • Festivals and celebrations
  • Grand openings
  • Groundbreakings
  • Media tours
  • News conferences
  • Ribbon cuttings
  • Trade show hospitality events
  • Traffic builders
  • Product launches
  • Community forums
  • Educational events
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Tradeshows

Given the investment clients make in Trade Shows, they appreciate our participation to:

  • Create stunts that help build booth traffic and trade show “buzz”
  • Develop strategies that minimize costs
  • Extend their presence through hospitality events
  • Leverage the investment to generate media coverage
  • Produce message-consistent displays and sales material
  • Work the show floor to identify competitive threats and opportunities
  • Provide the social media event-focus team
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Websites

Today we view the world — and the world views our organizations — through the Internet. We lead clients to develop technologically competitive and audience-engaging Websites for their companies, as well as Microsites for their events, marketing initiatives and issues, with:
Marketing-Websites

  • Internet strategies
  • Keyword, page ranking and traffic analysis and recommendations
  • Website navigation
  • Search engine optimization
  • Website graphic design and programming
  • Optimized website content writing
  • Audio and video production
  • Photos and illustrations
  • Content Management systems
  • E-commerce functionality
  • Interactive widgets and tools
  • Integrated social media
  • Software plug-ins that allow audience interaction

 

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