Solution - Lighthouse Strategic Group Client Review Site

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					Presentation to RMOA
     December 2002
                                             navigate economic volatility




Innovative                              map the most favorable course


Strategic
                                             achieve business objectives

 Creative

                                             discover new opportunities
  Smart
             Success is just an idea away.
Agenda

 Exit Criteria
    – What do we hope to accomplish today?
   Introductions
   About Us
   How Can We Help You?
   Our Methodology
   It’s Experience that Counts




                    LIGHTHOUSE STRATEGIC GROUP   3
Introductions

Norman Rich, President & CEO
   More than 22 years working in every facet of
    marketing and communications
    – Experience in design, marketing, communications,
      customer relationship management, advertising, direct
      response, interactive marketing, business management,
      promotions, merchandising, and public relations
 President and CEO of Black Ink Communications
 Senior Vice President, Director of Interactive and
 Direct Response for Arnold Communications
 Executive Vice President of the Washington, D.C.
    office of Circle.com
                   LIGHTHOUSE STRATEGIC GROUP             4
Introductions

Pamela Haberman, COO
   Marketing manager at Precision Auto Care developing
    marketing plans for franchise co-ops, planned events,
    and managed all outside advertising agency work
   Account manager at Arnold Communications
    – Managed the Mobil Industrial and SAP AG accounts and
      gained experience in the areas of marketing, advertising,
      technology and the Internet
   Director of Business Development at Circle.com
   At LSG, Pam is responsible for financial, legal, and client
    operations activities, as well as marketing and client
    management

                    LIGHTHOUSE STRATEGIC GROUP                    5
Introductions

Myles Marlow, CSO
   An artist at Wickham & Associates, winning Art Director’s
    Club awards along with a national AIGA award for
    illustration
   Earle Palmer Brown (EPB), supervising the Production and
    Art Services departments
   Senior Vice President at DDB Needham
   Appointed to the agency’s Management Committee,
    tasked with the managed growth and operations of
    Arnold Communications
   SVP, Managing Director at Circle.com
   At LSG, responsible for managing and directing strategic
    solutions
                    LIGHTHOUSE STRATEGIC GROUP                  6
Introductions

Tom Hrabal, ECD
   An artist at Goodwin, Dannenbaum, Littman &
    Wingfield
   Prmiary art director at MDR, Inc
   Associate Creative Director at Ketchum Advertising
   Creative Director at Arnold Communications
   Recognized by local and regional Addy competitions,
    the New York Film Festival, The Tellys, Art Direction
    and Photo Design, and Archive Communications Arts
    magazines
   At LSG, responsible for overseeing all creative work

                   LIGHTHOUSE STRATEGIC GROUP               7
Exit Criteria

What do we hope to accomplish today?
   Introduce you to Lighthouse Strategic Group
   Briefly describe our:
    –   Core values
    –   Business philosophy
    –   Products and services
    –   Processes and procedures
    –   Our track record of success for our clients
   Present a top-line strategy for moving forward
   Establish next steps

                     LIGHTHOUSE STRATEGIC GROUP       8
                    LIGHTHOUSE STRATEGIC GROUP




                                                creative



Who We Are                                     strategic

What We Do
                                               objective
Our Process


 Our Work                                     innovative

              Success is just an idea away.
              Who We Are
Who We Are
               We’re business-minded professionals working
What We Do
                together to build profitable sales channels,
Our Process
                customer relationships, and bottom lines for
 Our Work
                our clients
               We’re customer-focused in our approach to
                business development, brand strategy,
                marketing and communications
               We’re problem solvers averaging 10 years of
                customer-focused experience in our field of
                individual expertise


                             LIGHTHOUSE STRATEGIC GROUP        10
              Who We Are
Who We Are
              We’re a team of problem solvers
What We Do

Our Process      Creative Thinkers—that are always looking for
 Our Work
                  new ways to leverage your assets and information
                 Strategic Thinkers—focusing on identifying the
                  best ways to achieve your business objectives
               Objective Thinkers—identifying, analyzing, and
                  evaluating underlying causes and required solutions
                 Innovative Thinkers—approaching our clients’
                  challenges from multiple perspectives
               Scientific Thinkers—researching and incorporating
                  the best practices of a variety of industries

                                 LIGHTHOUSE STRATEGIC GROUP             11
              Who We Are
Who We Are
              Our Core Values
What We Do

Our Process
                 Provide consistent, clear, objective guidance
 Our Work        Enable our clients to concentrate on what’s
                  important—managing their business
                 Use technology to its fullest potential—for our clients
                  and ourselves
                 Build profitable and value-rich relationships
                 Deliver measurable results—
                 Keep our promises



                                 LIGHTHOUSE STRATEGIC GROUP                 12
              Who We Are
Who We Are
              We understand …
What We Do

Our Process    …that your customer’s perception of your brand
 Our Work         is shaped by their interaction with your
                  company, products, and services.
                 …that your Unique Selling Proposition is
                  determined by your Brand Personality:
                  – The factors that contribute to a lasting presence
                    in the marketplace
                  – The things that differentiate your brand from your
                    competitors’


                                LIGHTHOUSE STRATEGIC GROUP               13
                    LIGHTHOUSE STRATEGIC GROUP




                             infrastructure & business development



Who We Are                                        business strategy

What We Do
                                         marketing & communication
Our Process


 Our Work                                        interactive services

              Success is just an idea away.
              What We Do
Who We Are
              Lighthouse Strategic Group will …
What We Do

Our Process    Build a customer-focused brand experience
 Our Work
               Help you to establish or build upon lasting
                customer relationships
               Identify and quantify value for your business,
                helping you to identify:
                 – Goals and objectives
                 – Current and future market factors
                 – A profile of the best customers and prospects


                              LIGHTHOUSE STRATEGIC GROUP           15
              What We Do
Who We Are
              We build profitable one-to-one relationships
What We Do

Our Process
                                 Execute effective advertising
 Our Work                     (online and offline) and promotions
                             that targets the right prospects with
                               greatest conversion to long-term,
                                      profitable customers




                            LIGHTHOUSE STRATEGIC GROUP               16
              What We Do
Who We Are
              We build profitable one-to-one relationships
What We Do

Our Process

 Our Work



                                     Enable your site to:


                • Interact with your customers in a nurturing
                  and valuable way

                           • Contribute to both new customer acquisition
                             and long-term customer retention/loyalty

                                      • Facilitate relationship with customers and
                                        enable a two-way dialogue
                                   LIGHTHOUSE STRATEGIC GROUP                        17
              What We Do
Who We Are
              We build profitable one-to-one relationships
What We Do

Our Process

 Our Work                     Effectively capture the knowledge
                                about your customers, analyze
                              that data and utilize it to improve
                                every aspect of your business:




              R&D                                          Distribution

                           Marketing                                             Sales



               Customer Service and Support                     Back-Office Operations

                                       LIGHTHOUSE STRATEGIC GROUP                        18
              What We Do
Who We Are
              We build profitable one-to-one relationships
What We Do
                            The Learning Relationship
Our Process

 Our Work
                                       Understand
                                     your customers




                Retain your most                            Leverage your resources to
                 profitable, loyal                         address the unique needs of
                   customers                                   individual customers




                                      LIGHTHOUSE STRATEGIC GROUP                     19
              What We Do
Who We Are
              Delivering what our clients need—
What We Do
                integrated solutions delivery
Our Process
                                                                    Real-Time
 Our Work
                The expertise, tools,
               and services necessary                  Enterprise
              to manage the life cycle
              of marketing, sales, and                                   Flexible
                   customer care.

                                                              Scalable


                                                                          Seamless


                                                              Transparent

                                 LIGHTHOUSE STRATEGIC GROUP                          20
              What We Do
Who We Are
              Delivering what our clients need—
What We Do

Our Process
                customer intimacy             Value
 Our Work     Creating an intimate relationship
               between the customer and the
              brand that delivers an individual,           Ease
              satisfying experience in a manner
              that inspires loyalty, and delivers
                        market share.
                                                    Care
                 Utility
                                     Comfort


                           Trust
                                           Familiarity

                                   LIGHTHOUSE STRATEGIC GROUP     21
              What We Do
Who We Are
              Delivering what our clients—
What We Do

Our Process
                increased profits
 Our Work                             Driving individuals from awareness
                                            to the desired response
                           Transactions




                                          Services




                                                     Repeat Sales/Purchases
                            LIGHTHOUSE STRATEGIC GROUP                        22
              What We Do
Who We Are
              Our Services
What We Do

Our Process
                 Business Infrastructure & Development
                   – Partnering Strategies
 Our Work
                   – Sales Force Integration and Automation
                 Business Strategy
                   – Business Plan
                 Marketing & Communications         Interactive Services
                   – Advertising                       – Multimedia Solutions
                   – Printed Materials                 – Web-Based Solutions
                   – Speaker Support Materials
                   – Marketing Strategy


                                  LIGHTHOUSE STRATEGIC GROUP                    23
              What We Do
Who We Are
              Business Infrastructure & Development
What We Do

Our Process
               Achieving breakthrough performance by linking
                people, process, organization, and technology
 Our Work
                to meet defined business objectives




                              LIGHTHOUSE STRATEGIC GROUP        24
              What We Do
Who We Are
              Business Infrastructure & Development
What We Do
                Partnering Strategies
Our Process

 Our Work
                 An organizational architecture which allows us to
                  work with the our clients in order to respond to
                  “The New Marketing Paradigm”
                  Pervasive Trends (PT)
                  Innovation (IN)                                           UB
                                                                       IN
                  • More effective methods to reach customers
                  • Targeted and fully integrated “turn-key”
                    solutions                                     PT
                                                                            ROI
                  Universal Brands (UB)
                  • Consolidation of efforts to lead marketing
                    partners with specific, localized expertise
                  Return on Investment (ROI)
                  • Higher returns for marketing investments
                                         LIGHTHOUSE STRATEGIC GROUP               25
              What We Do
Who We Are
              Business Infrastructure & Development
What We Do

Our Process
                 Branding and customer relationship management
 Our Work
                  (CRM) work together
                                  Consistent product or service
                              proposition delivered to the customer
                                 over the lifetime of relationship
                  Delivers:                          Delivers:
                  • The value of product/service     • Relationship strategy
                    being offered                    • Who to contact
                  • Coherence of product features    • How and when to contact
                  • Tone and style of customer       • Service standards
                    contact—written or spoken        • Processes and technology to
                  • Visual appearance                  relationship manage customers
                        Brand                           Customer Relationship
                      Management                            Management

                                      LIGHTHOUSE STRATEGIC GROUP                       26
              What We Do
Who We Are
              Business Strategy
What We Do

Our Process
                 Defining your business situation both, now and in the future
                  –   Reviewing existing research
 Our Work
                  –   Analyzing the current business infrastructure
                  –   Completing competitive reviews
                  –   Developing a (ROI) model
                 Providing you with an in-depth understanding, through focus
                  groups and one-on-one interviews, of who your customers
                  are and how they think:
                  – Their view of an ideal relationship
                  – The content, products, and services they find most valuable
                  – Factors that will make them choose you over your competition


                                     LIGHTHOUSE STRATEGIC GROUP                    27
              What We Do
Who We Are
              Business Strategy
What We Do

Our Process
               Consumer Need and Demand Assessment
 Our Work      Qualitative Research
               Brand Development
               Business Objectives Review
               Business Processes
               Staffing Analyses
               ROI Formulation
               Business Plan Creation


                             LIGHTHOUSE STRATEGIC GROUP   28
              What We Do
Who We Are
              Marketing & Communications
What We Do

Our Process
                 Combining brand personality, voice, and visual
 Our Work
                  appeal to present your business in the best possible
                  way
                 Encouraging your customers to develop a deeper
                  relationship with your brand and value delivery
                  system
               Forming a brand delivery system that is a tangible
                  representation of personal and compelling brand
                  values



                                LIGHTHOUSE STRATEGIC GROUP               29
              What We Do
Who We Are
              Marketing & Communications - Advertising
What We Do

Our Process
               Brand Platform Development
 Our Work      Ad Budget Development and Management
               Creative Development (art direction, copywriting, etc.)
               Broadcast Concept, Development, and Production
               Creative Strategy Development
               Direct Response Program Development and
                  Implementation
                 Public Relations Support



                                 LIGHTHOUSE STRATEGIC GROUP               30
              What We Do
Who We Are
              Marketing & Communications - Printed Materials
What We Do

Our Process
               Environmental Graphics (signage)
 Our Work
               Corporate Identity Program Development
               Brochures
               Point-of-Purchase Display Design
               Packaging
               Merchandise Display
               Collateral Materials
                 –   Sell Sheets
                 –   Media Kits
                 –   Solicitation Programs
                 –   Training Materials
                                   LIGHTHOUSE STRATEGIC GROUP   31
              What We Do
Who We Are
              Marketing & Communications – Event Marketing
What We Do

Our Process
               Speaker Support Materials
 Our Work      Speech Writing
               Presentations
               Promotional Materials
               Event Planning
               Booth Design and Graphics
               Premium/Specialty Items
               Kiosk Development
               Post Event Follow-Up
               Promotional Materials
                              LIGHTHOUSE STRATEGIC GROUP     32
              What We Do
Who We Are
              Interactive Services
What We Do

Our Process
                 Attracting the attention of your readers, users, and
                  viewers and keeping it
 Our Work
               Engaging them and moving them to action.




                                 LIGHTHOUSE STRATEGIC GROUP              33
              What We Do
Who We Are
              Interactive Services - Multimedia
What We Do

Our Process
               Interface Development
 Our Work      Content Management and Organization
               Screensavers
               CD-ROMs
               Kiosks
               Interactive Presentations
               Online Games
               Streaming Audio and Video
               QuickTime VR/3D Solutions

                              LIGHTHOUSE STRATEGIC GROUP   34
              What We Do
Who We Are
              Interactive Services – Web-Based
What We Do

Our Process
               Interface Development
 Our Work      Content Management and Organization
               Web Sites
               Intranets
               Extranets
               Portals
               E-Commerce Solutions
               Web Banners
               Interactive Marketing Programs
               E-Mail Marketing
                              LIGHTHOUSE STRATEGIC GROUP   35
                    LIGHTHOUSE STRATEGIC GROUP




                                                         Evaluation


                                                      Specification
Who We Are

                                                   Implementation
What We Do


Our Process                                   Testing & Integration


 Our Work                                Deployment & Optimization

              Success is just an idea away.
              Our Process
Who We Are
              Our process …
What We Do

Our Process      Leverages our associates’ experience
 Our Work        Incorporates best practices
                 Meets your needs as well as your customers’
                 Ensures projects will be completed on schedule
                  and on budget




                               LIGHTHOUSE STRATEGIC GROUP          37
              Our Process
Who We Are
              Stage 1: Evaluation
What We Do

Our Process    Business Tactics
 Our Work        – Identify business objectives
                 – Map out business processes
                 – Develop scope of work document
                       Strategies, programs, deliverables, metrics,
                        milestones, etc.
                 – Develop business requirements document




                                  LIGHTHOUSE STRATEGIC GROUP           38
              Our Process
Who We Are
              Stage 1: Evaluation
What We Do

Our Process    Marketing Tactics
 Our Work        – Objectives
                     Revenue
                     Customer acquisition costs
                     Customer satisfaction metrics
                     Customer acquisition strategies
                     Relationship marketing




                                LIGHTHOUSE STRATEGIC GROUP   39
              Our Process
Who We Are
              Stage 2: Specification
What We Do

Our Process    Develop a profile of the prospects, partners, and
 Our Work       customers
               Build a basis for future recommendations
               Facilitate the development of technical
                specifications for Web and other technology-
                based components




                              LIGHTHOUSE STRATEGIC GROUP            40
              Our Process
Who We Are
              Stage 3: Implementation
What We Do

Our Process    Creative Concept Development
 Our Work       – Develop positioning, branding, and creative
                  strategies that will result in:
                    A dynamic and engaging brand presence
                    Data-driven, customer-focused solutions that are
                     consistent with advertising and other paid media
               Creative Implementation
                – Integrate partner messaging where appropriate
                – Create benchmarks and testing programs
                – Define ongoing maintenance processes
                              LIGHTHOUSE STRATEGIC GROUP                41
              Our Process
Who We Are
              Stage 3: Implementation
What We Do

Our Process    Technical Implementation
 Our Work       – Build in key drivers of inclusion/exclusion
                  decisions—and ensure they are evident within
                  each component of the strategy and deliverables
                – Develop an integrated brand presence and
                  infrastructure across all media and
                  communications channels




                             LIGHTHOUSE STRATEGIC GROUP             42
              Our Process
Who We Are
              Stage 4: Testing & Integration
What We Do

Our Process    Analyze the solution for potential problems
 Our Work
               Verify that the solution has met the challenges
                you’ve identified




                              LIGHTHOUSE STRATEGIC GROUP          43
              Our Process
Who We Are
              Stage 5: Deployment & Optimization
What We Do

Our Process    Track user behavior
 Our Work       – Surveys
                – Advisory panel
               Measure media
                – Planned vs. actual impressions
                – Planned vs. actual CPMs (for paid media)
                – Percentage of click through and cost per visit (for
                  Internet-related solutions)
                – Cost per acquired customer vs. targeted costs of
                  customer acquisition
                              LIGHTHOUSE STRATEGIC GROUP                44
                    LIGHTHOUSE STRATEGIC GROUP




                                               strategic



Who We Are                                      creative

What We Do
                                              integrated
Our Process


 Our Work                                      targeted

              Success is just an idea away.
              Portfolio
Who We Are

What We Do

Our Process

 Our Work




                          LIGHTHOUSE STRATEGIC GROUP   46
              ACSSports Web Sites

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   47
              ACS Sports Web Sites

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   48
              Winter Meeting Trade Show

Who We Are

What We Do

Our Process

 Our Work




                Booth Graphics and Kiosk Presentation

                                 LIGHTHOUSE STRATEGIC GROUP   49
              American Cities Studios

Who We Are
              Need
What We Do

Our Process
                 Additional help in developing sports Web sites and
                  creating marketing materials
 Our Work

              Solution
                 Our team was responsible for developing more than
                  12 sports-related Web sites including:
                  •   Cleveland Browns            •   Minor League Baseball
                  •   Comcast Sports Net          •   NY Mets
                  •   Denver Broncos              •   Oakland A’s
                  •   Detroit Tigers              •   Women’s Tennis Assoc.
                  •   Florida Marlins             •   Yankees Xtreme
                  •   Madison Square Garden
                                   LIGHTHOUSE STRATEGIC GROUP                 50
              American Cities Studios

Who We Are
              Solution (cont.)
What We Do

Our Process
                 For each of the sites created we:
 Our Work
                  – Developed sophisticated back-end solutions to create
                    real-time play-by-play capabilities
                  – Incorporated continuous tickers and Java applets
                  – Developed an interactive game that encourages
                    participation by the site’s visitors
               In addition to developing these sports sites we:
                  – Created the branding and corporate identity for ACSsports
                  – Created tradeshow materials and presentations and
                    produced www.acssports.com, the corporate Web site for
                    ACSsports

                                 LIGHTHOUSE STRATEGIC GROUP                 51
              www.kogod.american.edu/

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   52
              American University’s
              Kogod School of Business
Who We Are
              Need
What We Do

Our Process
                 A Web presence worthy of a business school on the
                  cutting-edge of technology
 Our Work

              Solution
                 A customizable, database-driven Web site with a
                  traditional user interface
                   – Dynamic Web pages for visitors to view content
                    specific to their interest
                  – A suite of editing tools that allow university staff
                    to update content areas


                                  LIGHTHOUSE STRATEGIC GROUP               53
              American University’s
              Kogod School of Business
Who We Are
              Solution (cont.)
What We Do

Our Process
                 Applications increased by 20% in the spring of 2000
                  exceeding enrollment projections by 45%
 Our Work
                  – 95% of the applications were submitted online, now
                    all applications are submitted online
                  – Applications continue to exceed projections more than
                    2 years after the initial launch of the site




                                LIGHTHOUSE STRATEGIC GROUP                  54
              American University’s
              Kogod School of Business
Who We Are

What We Do           “The development team's creative and technical
Our Process
                  suggestions were essential in providing us with the
                 product quality we needed to produce the best Web
 Our Work
                   site in our industry. The Kogod School of Business
                 requested a Web site to ‘put the business school on
                the map,’ establish the Kogod brand, and provide the
                      focal point for our new Web-centric marketing
                 strategy. The Web's use of technology to create an
               individual's homepage according to interests is unique
                            in our industry—higher education."

                                   —Christine Holt, Special Assistant to the Dean


                              LIGHTHOUSE STRATEGIC GROUP                        55
              Kogod CD-ROM

Who We Are

What We Do

Our Process

 Our Work




                      LIGHTHOUSE STRATEGIC GROUP   56
              American University’s
              Kogod School of Business
Who We Are
              Need
What We Do

Our Process
                 An effective recruitment tool that would:
                  – Drive traffic to their new Web site
 Our Work
                  – Bolster the school’s new Web-centric marketing
                    philosophy
              Solution
                 A multimedia CD-ROM that could be distributed to
                  prospective students at information sessions or
                  through the mail in response to telephone and Web
                  inquiries


                                 LIGHTHOUSE STRATEGIC GROUP           57
              American University’s
              Kogod School of Business
Who We Are
              Solution (cont.)
What We Do

Our Process
                 Serves as the primary introduction to the school,
                  brands Kogod as a tech-savvy institution, and drives
 Our Work
                  traffic to its site via a direct Web link
                   – Includes a site demo to help students with
                     navigation and completion of registration
                     materials
                   – Aided translation of these materials into other
                     languages
                       This feature is crucial for a school where more
                       than 51% of students come from countries other
                       than the United States

                                 LIGHTHOUSE STRATEGIC GROUP               58
              IP Telephony CD-ROM

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   59
              Bell Atlantic’s
              Data Solutions Group
Who We Are
              Need
What We Do

Our Process
                 A way demonstrate how information moves through
                  the various types of IP telephony systems
 Our Work

              Solution
                 The CD-ROM required rapid playback, portability,
                  and cross-platform compatibility
                 Macromedia Flash was used to ensure that the final
                  product could be quickly retooled for the Web,
                  providing marketing versatility in a rapid-growth
                  industry


                                LIGHTHOUSE STRATEGIC GROUP             60
              Bell Atlantic’s
              Data Solutions Group
Who We Are
              Solution (cont.)
What We Do

Our Process
                 Features a splash screen that offers users three
                  choices:
 Our Work
                   – An attractor loop that can be used as a
                     screensaver at a trade show or at the beginning
                     of a presentation
                   – A voice-over introduction to provide context
                   – A main menu containing links to various IP
                     telephony system configurations
                       The feature was designed with the idea of putting
                       prospective customer in the driver’s seat


                                 LIGHTHOUSE STRATEGIC GROUP                 61
              www.celera.com

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   62
              Celera Genomics

Who We Are
              Need
What We Do

Our Process
                 A Web site that would support research data and
                  tools for scientists, genomics education for the
 Our Work
                  public, and corporate information for investors
              Solution
                 Our teams contributed to two major areas:
                  – CeleraScience—gives subscribers access to tools,
                    analysis, databases, and services
                  – CeleraCorporate—provides information about the
                    company and its mission for investors, prospective
                    employees, and the public

                                 LIGHTHOUSE STRATEGIC GROUP              63
              www.dewalt.com

Who We Are

What We Do

Our Process

 Our Work




                      LIGHTHOUSE STRATEGIC GROUP   64
              DEWALT Industrial Tools

Who We Are
              Need
What We Do

Our Process
                 Their online presence to contribute to market share in
                  the professional tools category and provide customers
 Our Work
                  with direct access to everything the company offers
              Solution
                 An integrated Web site with DEWALT’s overall
                  branding and marketing efforts
                  – Provides customers with quick and easy access to the
                    tools and accessories catalog via the Internet
                  – Added the option to search by product category and part
                    number or browse the entire catalog for the tools and
                    accessories

                                 LIGHTHOUSE STRATEGIC GROUP                   65
              DEWALT Industrial Tools

Who We Are
              Solution (cont.)
What We Do
                – Developed additional sections
Our Process
                      Distributor locator—Lists the hundreds of distributors
 Our Work              so customers could purchase products over the Web
                       or off-the-shelf
                      Service center locator—Searches for a DEWALT service
                       center by state
                      Special events—Helps DEWALT facilitate direct contact
                       with its customers
                      Gear—Offers DEWALT gear to consumers for purchase
                      Customer service—Provides comprehensive customer
                       support



                                 LIGHTHOUSE STRATEGIC GROUP                 66
              DEWALT Industrial Tools

Who We Are
              Solution (cont.)
What We Do

Our Process
                 Attracted 12,000 unique users within the first day of
                  the site’s launch without the benefit of site promotion
 Our Work
                 Elected as one of the top-ten sites by Builder
                  magazine in October 1998




                                 LIGHTHOUSE STRATEGIC GROUP                 67
              DEWALT Industrial Tools

Who We Are

What We Do      “I visited your Web site in search of a certain tool. I
Our Process
                was so absolutely impressed with the setup, layout,
                           and ease of use of this Web site.
 Our Work

               I found exactly what I needed with a fantastic picture
                  and description … in minimal time. Your fantastic
                   service has led me to buying this tool and has
               directed me away from your competitors … who have
                          very un-user friendly Web sites.”



                                             –Petro Pawluck, DEWALT Customer


                               LIGHTHOUSE STRATEGIC GROUP                      68
              www.dyncorp.com
Who We Are

What We Do

Our Process

 Our Work




                     LIGHTHOUSE STRATEGIC GROUP   69
              DynCorp

Who We Are
              Need
What We Do

Our Process
                 A Web site that re-brands the company as a
                  premier technology provider and protect and
 Our Work
                  extend market share
              Solution
                 A redesigned the Web site that transformed static
                  content pages to dynamic database-driven content
                  that could be easily managed and updated
                 The Washington Post awarded the site an A-
                  rating—their highest—among local technology
                  company Web sites

                                LIGHTHOUSE STRATEGIC GROUP            70
              www.fda.gov

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   71
              FDA Children & Tobacco

Who We Are
              Need
What We Do

Our Process
                 A makeover for its existing Children & Tobacco Web
                  site that was more exciting and easily navigable for
 Our Work
                  visitors
              Solution
                 Developed an innovative, creative interface for the
                  site, using the existing Children & Tobacco advertising
                  campaign
                   – The resulting interface became the framework for
                      the site’s redesign
                 Restructured content allowing users to access
                  information efficiently and effectively
                                 LIGHTHOUSE STRATEGIC GROUP              72
              FDA Children & Tobacco

Who We Are
              Solution (cont.)
What We Do

Our Process
                 The FDA was extremely happy with the redesign of
                  the Web site and commented:
 Our Work

                    “Your teams did a remarkable job designing a Web
                        site for us in a very short period of time.”

                                                  —Sharon Natanblut, FDA




                                LIGHTHOUSE STRATEGIC GROUP                 73
              www.franchiseplanet.com

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   74
              FRANDATA, Corp.

Who We Are
              Need
What We Do

Our Process
                 A site that would provide franchisees with a range
                  of valuable information, tools, and community
 Our Work
                  building opportunities
              Solution
                 Developed a site that features:
                  – A customizable homepage, personalized with news,
                    tools, and research information
                  – Feature articles that provide targeted information on a
                    number of relevant issues
                  – Moderated community discussion boards

                                 LIGHTHOUSE STRATEGIC GROUP                   75
              FRANDATA, Corp.

Who We Are
              Solution (cont.)
What We Do
                – Free business skills tutorials offered in conjunction
Our Process
                  with Blackboard.com
 Our Work
                – An archive of franchise system profiles
                – A tool that helps prospective franchisees pinpoint
                  franchise systems that best suit their personal
                  requirements
                – A link to FRANDATA’s online service
                  (FranchiseDocs.com) that enables qualified
                  prospective franchisees to access Uniform Franchise
                  Offering Circulars, or “UFOCs”
                – A proprietary administration tool that enables the
                  client to easily update the site’s fully dynamic content
                               LIGHTHOUSE STRATEGIC GROUP                    76
              FRANDATA, Corp.

Who We Are
              Solution (cont.)
What We Do

Our Process
                 The Web site became the premier online source for
                  both single- and multi-unit franchisees seeking
 Our Work
                  customized news and business tools, tutorials, and
                  unbiased business articles
                  – Attracted advertisers such as Dell Computers, American
                    Express, HotBiz.com, and Microsoft




                                LIGHTHOUSE STRATEGIC GROUP               77
              www.landminesurvivors.com

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   78
              Landmine
              Survivors Network
Who We Are
              Need
What We Do

Our Process
                 A Web site that would be a global forum for the
                  exchange of landmine information a recruitment tool
 Our Work
                  for those interested in helping landmine victims
              Solution
                 A site rich in information, simple navigation and
                  outstanding graphics:
                  – Templates that easily update current news
                    and information
                  – A reference desk filled with relevant treaties
                  – Articles, books, and links
                  – Profiles of landmine survivors
                                 LIGHTHOUSE STRATEGIC GROUP             79
              Landmine
              Survivors Network
Who We Are
              Solution (cont.)
What We Do

Our Process
                 Features (continued):
                  – A section that allows users to sign a United Nations
 Our Work
                    petition banning landmines
                  – Credit card transactions are processed via a secure
                    server and completed in real time
                 Chosen as one of Yahoo!’s “Top Five of the Week”
                  immediately after its launch
                 One of LSN’s primary channels for volunteers and
                  donations



                                 LIGHTHOUSE STRATEGIC GROUP                80
              www.mayfield12.com

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   81
              Mobil Oil Corporation

Who We Are
              Need
What We Do

Our Process
                 Promote the Mobil 1 product line through its
                  NASCAR presence
 Our Work
                 A Web site for Jeremy Mayfield that would solidify
                  and increase his fan base while promoting the Mobil
                  1 brand and driving product sales indirectly
              Solution
               The site includes comprehensive information:
                  – Jeremy’s career history, bio, thoughts and comments
                    on upcoming races
                  – NASCAR statistics and press releases
                  – Updates on Jeremy Mayfield’s team and pit crew
                                LIGHTHOUSE STRATEGIC GROUP                82
              Mobil Oil Corporation

Who We Are
              Solution (cont.)
What We Do

Our Process
                 We developed a drive-to-Web campaign that
                  included trading cards, posters, and brochures
 Our Work
                  – Each item listed the URL and was distributed during
                    the launch event in June 1999 at the Brickyard 400
                    race in Indianapolis, IN
                 The site uses reciprocal links with CNN/SI,
                  NASCAR.com, and others to provide Mobil with:
                  – Heightened brand awareness
                  – Increased flow of traffic to the Mobil 1 Web site
                  – Increased sales of Mobil 1 racing collectibles and
                    products

                                 LIGHTHOUSE STRATEGIC GROUP               83
              OnTRanet

Who We Are

What We Do

Our Process

 Our Work




                         LIGHTHOUSE STRATEGIC GROUP   84
              Mobil On The Run®

Who We Are
              Need
What We Do

Our Process
                 An intranet for its On The Run® convenience stores
                  venture that could support three-way direct
 Our Work
                  communications 24/7 among the company’s
                  management and its franchisees, thereby gaining
                  efficiency and saving money
              Solution
               OnTRanet, a Web-based system that facilitates
                  communication and replaces the majority of printed
                  sales, promotional, policy, and training materials.
                 Completed all aspects of software development,
                  design, and content for OnTRanet
                                LIGHTHOUSE STRATEGIC GROUP              85
              Mobil On The Run®

Who We Are
              Solution (cont.)
What We Do

Our Process
                 Unique to the development process was the level of
                  involvement of the franchisees, who were given the
 Our Work
                  opportunity to comment on all aspects of the site as
                  it took shape and to recommend additional features
                 The OnTRanet officially launched in the fourth
                  quarter of 1999 and quickly became a key part of
                  Mobil’s retail strategy
                 Continually being updated and expanded based on
                  user feedback.



                                LIGHTHOUSE STRATEGIC GROUP               86
              www.openplan.com

Who We Are

What We Do

Our Process

 Our Work




                      LIGHTHOUSE STRATEGIC GROUP   87
              Open Plan Systems

Who We Are
              Need
What We Do

Our Process
               Generate leads
 Our Work
               Overcome misperceptions
               Take advantage of the Internet’s lower costs and
                  broad reach
              Solution
                 A Web site that presented content in an exciting,
                  user-friendly way while remaining consistent with
                  the “look and feel” of OPS’s existing printed
                  collateral materials
                  – Using our background in furniture Web site design

                                LIGHTHOUSE STRATEGIC GROUP              88
              Open Plan Systems

Who We Are
              Solution
What We Do
                 Focused on clearly identifying remanufactured furniture
Our Process
                  and illustrating OPS’s thorough and meticulous processes
 Our Work
                 Offered compelling information on the customer’s ability
                  to customize and still achieve significant cost savings on
                  the purchase of new furniture
                 Listed nationwide network of sales offices and
                  manufacturing sites with contact information and e-mail
                  addresses
                 Provided instant access to important information from all
                  over the world, which is critical to a prospect or client
                  with multiple locations


                                  LIGHTHOUSE STRATEGIC GROUP                   89
              www.digitalschoolhouse.com

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   90
              PLATINUM technology, inc.

Who We Are
              Need
What We Do

Our Process
                 A Web site that would foster an interest in technology
                  for inner-city children and serve as a teaching aid to
 Our Work
                  educators, as part of its Digital Kids initiative
              Solution
                 Digitalschoolhouse.com included examples of every
                  technology available over the Web:
                  –   Chat and bulletin boards
                  –   E-mail addresses for all participants
                  –   Custom homepage creation
                  –   Classroom instructors and educators could choose from
                      a broad menu of topics for curriculum development
                                   LIGHTHOUSE STRATEGIC GROUP                 91
              Sales Presentations

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   92
              Sallie Mae

Who We Are
              Need
What We Do

Our Process
                 Reach advisors and officers whose institutions
                  wanted to reduce or eliminate direct lending to
 Our Work
                  students and/or were located in regions where the
                  company had not already established presence
                 Convey that its products and services can make
                  advisors’ and officers’ jobs easier
              Solution
                 A “speaker-supported” multimedia CD-ROM
                  presentation that incorporates animation, graphics,
                  talking points, and music

                                LIGHTHOUSE STRATEGIC GROUP              93
              Sallie Mae

Who We Are
              Solution (cont.)
What We Do

Our Process
                 Individual modules were created for each major
                  Sallie Mae initiative
 Our Work
                  – Laureate!, an Internet-based system enabling student
                    and school administrators to complete the loan
                    application process faster and more efficiently
                  – A motivational presentation congratulating loan
                    underwriters and administrators for their successes
                    that year
                  – Technical consulting to SM account executives




                                LIGHTHOUSE STRATEGIC GROUP                 94
              www.cityofe.com
              and banners
Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   95
              Welcome to City of e
              Ad Campaign
Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   96
              curioCity

Who We Are

What We Do

Our Process

 Our Work




                          LIGHTHOUSE STRATEGIC GROUP   97
              SAP America

Who We Are
              Need
What We Do

Our Process
                 Reinvent itself into an Internet company
 Our Work
                 Overcome misconceptions that SAP is only a
                  back-office ERP supplier
              Solution
                 Several innovative, interactive marketing initiatives
                  to support their e-business solution, mySAP.com:
                  – A aggressive Web banner campaign consisting:
                      328 brand and industry banners
                      5 sponsorships
                      3 weekly e-mail campaigns on 12 sites in a single
                       quarter
                                 LIGHTHOUSE STRATEGIC GROUP                98
              SAP America

Who We Are
              Solution (cont.)
What We Do
                  – A microsite (www.cityofe.com) that reinforces the
Our Process
                    advertising campaign and utilizes e-mail,
 Our Work           e-postcards, screensavers, and Flash animation
                  – A Web-based game/business simulation that allows
                    users to be challenged with real, day-to-day e-
                    business scenarios and situations
                 Achieved click-through rates of 23-69%, compared
                  to a 1 to 3% industry average for business-to-
                  business-focused banners
                  “Thanks so much for your dedication. I think we can
                    all be proud of the work you have done for SAP.”
                                         —Lynn McCann, SAP Advertising Manager
                                LIGHTHOUSE STRATEGIC GROUP                  99
              www.saponnyse.com

Who We Are

What We Do

Our Process

 Our Work




                      LIGHTHOUSE STRATEGIC GROUP   100
              SAP and NYSE

Who We Are
              Need
What We Do

Our Process
                 SAP stock was listed on the New York Stock Exchange
                  for the first time and they wanted to:
 Our Work
                  – Build momentum and confidence in SAP and its stock
                  – Leverage customer success to gain credibility, build name
                    recognition, and raise awareness of SAP’s leadership in
                    the market

              Solution
                 An integrated marketing effort centered on a microsite
                  —www.SAPonNYSE.com
                  – Linked to SAP and The New York Stock Exchange
                    enabling information about the listing and SAP to be
                    widely and readily accessible
                                 LIGHTHOUSE STRATEGIC GROUP                 101
              SAP and NYSE

Who We Are
              Solution (cont.)
What We Do

Our Process
                 Developed a unique look and feel that complemented
                  the existing SAP.com site that focused on Customer
 Our Work
                  Success Stories
                 Demonstrated SAP’s high-tech and forward-thinking
                  qualities, as well as its focus on its customers
                  –   Average user session: 10 minutes
                  –   Total hits: 638,608 (for the first month)
                  –   User sessions: 24,110
                  –   Most active day (listing day—8/3/98) 151,182 hits



                                  LIGHTHOUSE STRATEGIC GROUP              102
              Snyder Exchange

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   103
              Snyder Communications

Who We Are
              Need
What We Do

Our Process
                 Use the Web to:
                  – Streamline their business processes
 Our Work
                  – Work with its four agency brands to share knowledge
                    across the globe
                  – Drive revenue synergies
              Solution
               An intranet with dynamic content and an intuitive
                  user interface that was available to the sales and
                  marketing departments of each agency brand


                                 LIGHTHOUSE STRATEGIC GROUP               104
              Snyder Communications

Who We Are
              Solution
What We Do

Our Process
                 Provided collaborative workrooms allowing users in
                  different locations to work together on a single
 Our Work
                  proposal
                 Offered a comprehensive library of information
                 Provided an extensive contact center that connected
                  users with their colleagues around the globe




                                LIGHTHOUSE STRATEGIC GROUP              105
              Home Office Designer

Who We Are

What We Do

Our Process

 Our Work




                        LIGHTHOUSE STRATEGIC GROUP   106
              Stanley Furniture Company

Who We Are
              Need
What We Do

Our Process
                 Appeal to the growing market of Internet shoppers
 Our Work
                 Educate consumers and pre-sell Stanley Furniture
                  without transacting online sales
              Solution
                 The Office Designer—allowed users to create a floor
                  plan of their home office using Stanley home office
                  furniture
                  – Save and print consumers’ designs
                  – Review itemized selections
                  – Find a retailer in order to purchase selections

                                 LIGHTHOUSE STRATEGIC GROUP             107
              www.tradeaccess.com

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   108
              TradeAccess, Inc.

Who We Are
              Need
What We Do

Our Process
                 Stimulate interest with investors, customers and
                  partners
 Our Work
                 Become known as the pioneers of a revolutionary,
                  online negotiation software solution
              Solution
                 A redesigned interface and restructured content to
                  establish a more powerful message about
                  TradeAccess® and its online negotiation software,
                  Ecommbuilder™


                                LIGHTHOUSE STRATEGIC GROUP             109
              TradeAccess, Inc.

Who We Are
              Solution (cont.)
What We Do

Our Process
                 The new content defined:
                  – Who TradeAccess® was and what they offered
 Our Work
                  – Listed the benefits of their revolutionary product
                  – Established them as innovative leaders in their
                    industry
                 Added quotes from their customers throughout the
                  site, emphasizing the integrity and success of their
                  product




                                 LIGHTHOUSE STRATEGIC GROUP              110
              www.redskins.com

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   111
              Washington Redskins

Who We Are
              Need
What We Do

Our Process
                 Enhance their online presence to position
                  themselves for e-commerce
 Our Work

              Solution
                 A redesigned Web site that provided content
                  management and interactive fan features
                  – The latest news and statistics within hours of a game
                  – A database-driven architecture that speeds up page
                    viewing
                  – Flash animation for enhanced appeal


                                 LIGHTHOUSE STRATEGIC GROUP                 112
              Washington Redskins

Who We Are
              Solution (cont.)
What We Do

Our Process
                 Attracted millions of users a few weeks after the site
                  was re-launched
 Our Work
                 Positioned to implement a profitable e-commerce
                  solution to support merchandise sales and loyalty
                  programs




                                 LIGHTHOUSE STRATEGIC GROUP                113
              Women’s Business Center

Who We Are

What We Do

Our Process

 Our Work




                       LIGHTHOUSE STRATEGIC GROUP   114
              Women’s Business Center

Who We Are
              Need
What We Do

Our Process
                 A better presentation and organizational structure
                  for the extensive resource information they
 Our Work
                  provide online to the growing population of women
                  in business
              Solution
                 Used a contemporary look and feel, upbeat photos,
                  an open layout, and a bold typographical design
                 Restructured the content and gave the site a
                  topical navigation structure to make information
                  easy to find

                                LIGHTHOUSE STRATEGIC GROUP             115
              Women’s Business Center

Who We Are

What We Do
                 “You understood exactly what our needs were and,
                   from the beginning, delivered us a product that
Our Process
               surpassed our expectation. You brought forth material
 Our Work
                that answered dreams we knew we had but couldn’t
                         possibly have explained to anyone.
               As more and more women are creating Internet-based
               business enterprises and conducting business research
               on the Web, we recognized that we needed our site to
                  be functional while providing a comfortable and
                 efficient environment for our clients. That’s exactly
                              what your team delivered.”

                                                   –Executive Director of WBC
                               LIGHTHOUSE STRATEGIC GROUP                       116
                                             navigate economic volatility




Innovative                              map the most favorable course


Strategic
                                             achieve business objectives

 Creative

                                             discover new opportunities
  Smart
             Success is just an idea away.
12165 Abington Hall Place, Suite #104, Reston, VA 20190
                Ph/FX: (703) 437-5988
          www.lighthousestrategicgroup.com

				
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