VIEWS: 29 PAGES: 12 CATEGORY: Entrepreneurship & Business Planning POSTED ON: 6/27/2011
My official "deck". Provides an overview of my bio, core principles, areas of expertise, case studies, comments, etc.
Justin Foster Brand Strategist Bio 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. DISC AND EQ PROFILES AVAILABLE UPON REQUEST Core Principals Integrity Individuality Winning Passion Learning Teaching Discipline Improvement Results Expertise Strategic Branding Differentiation Messaging 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 business? 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 delight. 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% Gloss 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 Bodybuilding.com 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: email@example.com Book: oatmealvbacon.com Consulting: fosterthinking.com Twitter: @fosterthinking Facebook: /justinfoster LinkedIn: /fosterjustin
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