The Situation:

My client is a new safety training firm and they required ground-up brand development and marketing to be able to present themselves professionally and generate awareness of their services.

Objective:

1. Develop a compelling brand identity for a small safety training company.
2. Acquire new clients for Insight Safety Services by making prospective clients aware of them and their services.

Strategy:

1. Start with developing a compelling brand identity integrating the concept of “people” as the object of the training and a contemporary design that communicates up-to-date expertise.
2. Build Insight Safety Services a professionally designed, custom website through which visitors from the ad campaigns can explore the company and its services and be encouraged to call or email for more information.
3. Add to the website an easy to use WordPress blog with a CSS template that matches the existing site. Teach the principal of Insight Safety Systems to use the blog to post articles and expert advice on safety training. Use our favorite WordPress Plugins to 1) automatically optimize posts for SEO and publish new blog posts to google and Yahoo, and 2) send the blog post content via RSS to Feedburner and other blog sites to drive additional exposure on the web.
4. Use locally targeted google adwords and facebook ad campaigns to drive targeted traffic based on keyword searches and content placement to the new ISS website. Also register the company with Google for visibility on Google Maps.

Execution:

Logo & Brand Identity:

Business Cards:

Brand Guidelines:

We created an 8 page set of Brand Guidelines to ensure continuity of the brand over time and different executions. Some example pages are shown here.

Website:

The website is live at www.insightsafety.com

Google AdWords Campaign:

Facebook Ad Campaign:

Other Print Collateral:

We also developed:

• Printed letterhead and envelope artwork
• Printed desk cards for training sessions
• An HTML email template
• A Word document letterhead template
• A Powerpoint template for presentations

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The Situation:

My client is a 7 person physiotherapy clinic in Aurora, ON and until October 2008 they had a holding page for a website and were running no online advertising.

Objective:

Acquire new clients for LifeSpring Physiotherapy by making prospective clients aware of the physiotherapy clinic and its services.

Strategy:

1. Use locally targeted google adwords and facebook ad campaigns to drive targeted traffic based on keyword searches and content placement to a new LifeSpring website.
2. Build LifeSpring a beautifully designed but cost effective website through which visitors from the ad campaigns can explore the clinic and its services and make a decision to call or visit.

Execution:

The website is live at www.lifespringclinics.ca

Google AdWords Campaign:

Facebook Ad Campaign:

4″X9″ Rack Card brochure:

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This summer we have done many hours of training for our clients including:

• Leadership training. The course covered what leadership at different levels in an organization looks like, especially among entry level positions, and it focused specifically on the importance of “leading upwards” or “leading your management’s thinking.” This was done over two 2-hour “Lunch and Learn’s” with about 12 staff in each session.
• How to write a recommendation: This course was aimed at solving the common problem of staff bringing unsolved problems to their manager, expecting their manager to solve them and the manager becoming a bottleneck for decision-making. The course teaches the organization how to push problem solving down to the staff closest to the issues and to force them to think through the problem (analysis), come up with a solution, gain alignment from their colleagues and then put it all down succinctly on paper. The discipline of writing is necessary because the act of writing clarifies thinking and produces better recommendations which take less time for senior managers to approve. This was done over a 2-hour “Lunch and Learn” with about 13 staff in attendance.
• Marketing 101: This course covered the basics of branding, targeting, positioning and messaging. We provided templates commonly used in Tier 1 Packaged Goods Companies to lay out marketing strategies. We explained the most common key measures for marketing programs including CPC, CPM, CPA, Cost of Acquisition and Lifetime Value of a Customer. We discussed how and why to write a good Creative Brief when working with an agency and we provided a good template. We also covered off how to use your annual marketing budget to “test and learn” in a disciplined way so as to become a learning organization capable of making better marketing choices over time. This was done over a 2-hour “Lunch and Learn” with about 14 staff in attendance.
• Google AdWords and Facebook campaigns: We trained 6 staff members of one of our clients in how to create, run and optimize both Google AdWords and Facebook ad campaigns. We also covered how to use the Google Analytics tool to measure Cost of Acquisition for key acquisition marketing programs.