Building A Brand Name On A Shoestring Budget

Building A Brand Name On A Shoestring Budget PRSA – NE Chapter July 13, 2004 Deb Bass Session Objectives the branding basics - CRM  Marketing plan construction  Advertising mediums  Putting customer feedback to work  Discuss Disclaimer  Marketing professionals we are not Bass & Associates, Inc. Company Background service I/T consulting  Founded in 1993 by Jon & Deb Bass  Headquartered at 2027 Dodge  Currently 75 employees, projected 7 million in revenues  Niche focus  Full Bass & Associates, Inc. Snapshot of Customers  75+ EMPLOYEES  $7 MILLION IN ANNUAL REVENUE  LOCAL CUSTOMERS Union Pacific Railroad BlueCross BlueShield of Nebraska AG Processing, Inc. Qwest Mutual of Omaha Aquila State of Nebraska ConAgra, Inc. Northern Natural Mid American Energy World Insurance Omaha World Herald Ameritrade Methodist Health System Branding Basics - CRM never ending process to build ...  Name recognition  Appeal to the human element  Never underestimate nor overlook an opportunity  Consistency of the message  Internal people brand important too A Simple Branding Lessons message  Consistent delivery  Pay attention to the details  Focus on what makes you stand apart  Build on establishing and maintaining a relationship, not making a sale  Consistent Why Choose Bass & Associates, Inc.? How Are We Different From All the Other I/T Human Resource Management Companies?          An established consistent Nebraska presence, the name you have trusted since 1993 Top I/T Resources, selected through a stringent 10-step hiring process and regularly documented consultant status reports A commitment to bring our clients the best hometown value; ask anyone of our over ninety five invoiced clients this past year A dedication to listen and learn about your needs from our consulting services management team who have a combined total of sixty eight years in the industry A suite of superior I/T solutions to meet your needs via our team of over sixty I/T consulting professionals and a number of business partners Open communication and contact channels with client managers every thirty days via phone and written satisfaction surveys every six months A focus on building long-term relationships and partnerships through our forty hours no bill satisfaction policy Hands on personal touch approach with Bass brownies and beans deliveries The first I/T consulting company which adhered to the State of Nebraska Sales Tax Regulation Is there any wonder why Bass & Associates, Inc. is the trusted name in I/T Consulting Services? Experience why we are our clients First and Preferred Choice!!! Relationship Marketing from Information Age to the Relationship Age  Listen to your customer – be customer centric  Two important points of customer contact  Personal touch from the high level exec  What solutions can you provide to solve their problems?  Moved Bass & Associates Vision  To be our client’s first and preferred choice by providing optimal business solutions through the building of meaningful, longterm relationships and partnerships. Bass & Associates, Inc. Mission…  To make our customers successful by providing optimal business solutions using flexible and responsive resource management while creating new and challenging career opportunities. Appeal to the Human Element Big budget isn't everything  Be creative, make it tangible  Display a warm friendly environment and community minded  Every employee a member of the marketing army  Constantly build on customer feedback  Building A Marketing Plan a 12 month plan with a budget for internal & external customers  How much should you spend?  Execute the plan  Review and revise as necessary  Assemble Sample Marketing Plan Customer – January 2004  Outdoor Billboards – 2  Radio Campaign – 2 weeks  Career Link/Hot Jobs OnLine Search  Brownie and Beans Deliveries  MBJ Ad – Jan.16  On Site Client Lunches - 2  External Sample Marketing Plan Customer – February 2004  Pizza Night – Feb.5  Employee Group Luncheon – Feb.17  Performance Reviews  Service Awards/Birthday Baskets  ICT Employee Lunches  Internal Prospecting/Name Recognition Hard Copy Ads  Billboards  Radio Advertising  Targeted Mailings  Corporate Sponsorships  Business Shows  Reputation as a Quality Organization News articles  Become “The Place” to work & do business  Core business values  Protect your reputation  Bass Business Values Maintaining positive relationships  Delivering quality customer service  Demonstrating honesty and integrity  Building on our reputation as a quality solutions provider  Practicing open and supportive communications  Exceeding business commitments  Delivering results  Being community minded  Trade Shows booth  The staff  Appeal to your guest  Follow-up  The Special Events Appreciation Events  Educational Seminars  Corporate Sponsorships  Private Outings  Catered Client Site Lunches  Customer Pay Attention To The Details site luncheons  Logo napkins  Follow-up communication  Brownies and jelly beans  Client The Miraculous Bass Brownie concept  Consistently delivered  Appeals to the human element  Symbolized our company philosophies  Thanks the client for their business  Simple How Do Brownies Relate To I/T? focus on local value provider  Set us apart from the competition  Added personal touch to a cold industry  Epitomized Bass values and standards  Niche Followed By The Bass Beans reminder we visited  More impromptu  Reflects different occasions  Delivered throughout the year  Carries an appreciation message  Small Putting Client Feedback To Work For You testimonials  Targeted mailings  Maintain consistency  Recycle the info and build on the concept  Communicate with internal and external customers  Client Bass & Associates, Inc. Skills and Experience - References “The conversion was an outstanding accomplishment enabled only through competent people and teamwork. I am pleased Bass & Associates is one of our business partners.” Kris Paper, Vice President & CIO Utilicorp United, Kansas City, MO “You’ve always done a great job with us. I appreciate the way you do business.” Bill Bechaz, Director of Systems Development ConAgra Frozen Foods, Omaha, NE “You have done a wonderful job matching consultants to our needs. This shows that you know your customers.” Ann Finkner, VP Application Systems Farm Credit Services, Omaha, NE “Very happy with the service you have provided. Good customer service!” Steve White, Mgr. Applications Development Methodist Health Systems, Omaha, NE “You have a top notch organization. I only wish I had more opportunities to use your services.” Vic Stevenart , Mgr. Sales & Marketing System ConAgra Frozen Foods, Omaha, NE “Thank you for your help; it has really been a positive experience being involved with your company.” T.A. Greenwald, Mgr. of Special Projects Union Pacific Railroad, Omaha, NE What Our Clients Are Saying What Our Clients Are Saying Here’s What Our Clients Are Saying…… Twice a year Bass & Associates, Inc conducts a satisfaction survey of their client managers. The February 2003 results revealed, 74% of those who responded rated the services they received from Bass as excellent. The remaining 26% rated the services as good. The same managers were also asked to rate the staff’s responsiveness to their needs. Once again, Bass & Associates scored 89% excellent and 11% good.           “Good business relationship, good results.” Dana Haynes, Nebraska Furniture Mart “Local, understands my needs, communicates at my level.” Steve Schmitz, OPPD “Highly recommended by industry and personal references.” Noreen Hebda, Universal Warranty “For the past 7 years that I have been dealing with Bass, I can’t remember a time when they have put a potential candidate in front of me for an interview that didn’t match the qualifications I was looking for. Bass consistently does a very good job in screening their candidates.” Brian Wallman, Union Pacific Railroad “Easy to work with, talented resources and reasonable rates.” Dave Dibben, Central States Health “Because they are easy to work with, provide good resources and provide Bass Brownies.” Paul Anctil, Aquila “Easy to work with, great technical qualifications, and a staff that says: “What do you need us to do” not “That isn’t my job.” Jan Rowe, Children’s Hospital “Quality of service.” Rashid Mohiuddin, LaRue Distributing “Their availability and flexibility. They give sound advice and direct us toward preparing for the future.” Laurie Sokolik, Goodwill Industries “Professionalism, responsiveness, quality of candidates.” Charlotta Catlin, OPS The Unsatisfied Customer of information  Opportunity to shine  Never give up  Can be your most powerful ally  Wealth Conclusion on the enthusiasm of others  Build on previous successes  Don’t be afraid to brainstorm and try new ideas  Make it fun for everyone  Build Bass & Associates, Inc., a HunTel Company Bass & Associates, Inc. 2027 Dodge St. Suite 500 Omaha, NE 68102 Voice: 402-346-1505 Fax: 402-346-6454 E-Mail:info@bass-inc.com HTTP: www.bass-inc.com