Justin Foster Deck by Brandmilitia


My official "deck". Provides an overview of my bio, core principles, areas of expertise, case studies, comments, etc.

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									Justin Foster
Brand Strategist
I am a Brand Strategist and
contracted Chief Marketing Officer
based in Boise, ID. Over the past 20
years, I have co-owned two
marketing/branding firms, plus worked
in sales and marketing for both small
businesses and large corporations.    I
have conducted over 300 workshops
and seminars - including as far away
as Kuala Lumpur, Malaysia.  In addition
to my expertise in strategic branding, I
consult, speak, and write on the
impact of generational and cultural
shifts - especially related to the
influence of Gen Y, social media, and
technology.  My first book, “Oatmeal v
Bacon: How to Differentiate in a
Generic World” was published May
2011. Outside of work, I am a husband,
father, football geek, Texas music
aficionado, a shrinking former fat guy,
and an avid student of everything.

Core Principals
Strategic Branding
Brand Management
Web & Social Media Planning
Customer Evangelism
Business Development
Marketing Team Development
Personal Branding
Keynotes & Speaking
Training & Workshops
Writing & Content Creation
Client Profile
I work with executive decision-makers
within high integrity organizations to
solve problems related to:

•   Brand awareness
•   Identity crisis
•   Stale & aging brand
•   Loss of sales and/or market share
•   Getting out-hustled by competition
•   Poor customer retention
•   Low word-of-mouth & referrals
•   Reactive approach to marketing
•   Undisciplined marketing processes
•   Under-performing marketing ROI

To solve these issues, I work as a
partner to the leadership team;
guiding them through a proven,
innovative, and thought-provoking
methodology that simply works.
                       What are we
Who are we?            selling?
             What makes us
Who is our   different?
audience?               What tactics
           QUESTIONS should we use?
    What is our   How can we
    message?      increase sales?
Why are we in
                       How do we
                       prove results?
Case Study #1
Fishers Document Systems

Problem: Stale, aging brand with a bad
internal culture and poor reputation.

Solution:  A full re-brand - including name,
logo, core message ("Evolution of Office
UpTime") - and most importantly, a new culture
driven by sales excellence and customer

Campaign example:  "Do You Love Your
Copier Company?" was a tag line we used in
2010 throughout all media efforts.  The
emphasis was on moving the audience to
make a quick evaluation of their relationship
with their copier company.

Result:  300% revenue growth in 4 years.  Fishers
is now a dominant regional IT brand that is the
first call for any organization needing
document systems.
Case Study #2
Chicago Connection - 9 Store Pizza Chain

Problem:  Quality brand, but issues with
undisciplined, inconsistent messaging as well as
shot-gun media placement approach.

Solution:  Created an internal mantra ("Don't
embarrass the family") that raised the bar with
customer experience, quality of marketing/
advertising, etc. Also extended this to a web/
social media campaign.

Campaign example:  We created several specific
initiatives with different messages.  One example:
"A Pizza Changing Experience" was used to
create differentiation from Chicago Connection
and lower quality chain store pizza.  

Result:  3 specific results: 1) continued, steady
growth since the Recession hit.  2) Accomplished
this while also cutting advertising budget by 20%
and 3) Started 2010 with less 1000 in e-mail
database and zero presence on Facebook.  
Ended the year with 10,000+ in database and
over 1500 "Friends".
Case Study #3
Price Associates (Consulting Firm)

Problem: Great reputation and name
recognition, but little brand definition.  This lead
to sloppy messaging, poor conversion rate,
and market confusion.

Solution:  Went through intensive series of
brand strategy sessions to discover their true
brand, ideal audience, core message, etc.  
Once completed, relaunched web properties
with new messaging and imagery.

Specific example:  Created the messaging line
"Helping organizations thrive in the midst of
chaos".  Used in 1:1 selling, web, social media,
etc.  Created instant definition of the "why"
behind the Price brand.

Result:  After several years of minimal growth,
Price Associates has already exceeded their
2011 revenue projections.  In addition, Ron
Price and other associates have been able to
increase their billable rates and lengths of
contracts due to better clarity.
Case Study #4
Saltzer Medical Group

Problem: 50 year old brand with great story, great
reputation - but minimal brand awareness outside
of core geographic area. Also dealing with
unfocused message and lack of differentiation.

Solution:  Went through intensive series of brand
strategy sessions to discover their true brand,
ideal audience, core message, etc.  Developed
the core message: “Expect More from Medicine”.
Launched new web properties, story-telling
campaign, internal brand training, and refocused
ad budget.

Specific example: Great brands have great
stories, so guided Saltzer through capturing
patient stories - especially multi-generational
families. Featured these stories in advertising and
on web.

Result:   Improved revenues, dramatically
increased word-of-mouth, and improved internal
morale - all while lowering the marketing budget
by more than 25%
Justin is one of the best sales and marketing guys I've ever met. There are great sales guys that don't know squat about
marketing and there are even more marketing guys that couldn't sell a life preserver to a drowning man if it were free. If you
are the CEO or CMO of your company and you are stressed about sales, read his book "Oatmeal v Bacon". Then read it a
second time. Then give a copy of it to your entire Marketing and Sales teams. Then call Justin and tell him I sent you. He'll hook
you up. Trust me. Tac Anderson (@tacanderson)VP of Digital Consulting - WE Studio D 

Justin can look into your soul, find your real story, and communicate it in a way that inspires your audience. His ability to drill
down to the core of the problem and create a simple, truthful solution is astounding! In many cases people aren't prepared for
the accuracy of his transparent advice but walk away with a renewed sense of purpose. John Hardesty - VP & Publisher of

Justin has functioned as Fisher’s outsourced CMO for almost five years.  As we went through a significant rebuilding of Fisher’s,
Justin played an integral role in changing our image from a stale, aging brand to one of the most innovative and dominant
brands in our market. Ultimately Fisher’s tripled in size over that five year period.  Justin's desire to win and his high standards for
a brand matched our vision and passion.  His focus on internal culture and customer experience are a refreshing departure
from the one-size-fits-all approach often taken by marketing consultants.  Justin's creativity and out of the box thinking is
unconventional and highly effective.  Chris Taylor - CEO - Fishers Document Systems
Find Me
Phone: 208-841-3497

Email: justin@fosterthinking.com

Book: oatmealvbacon.com

Consulting: fosterthinking.com

Twitter: @fosterthinking

Facebook: /justinfoster

LinkedIn: /fosterjustin

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