Ted Kolota Capabilities

1. Kolota Creative Marketing
Innovative Marketing and
Communications Solutions

2. Kolota Creative Marketing: Introduction
“We don’t just conceive strategy, we help you bring it to life.”
Business model
• Ted Kolota Provides all core services, Research
including:
– Brand strategy
– Market research
Social
– Program development/execution E-business
Media
• Ted may also provide creative Ted
services such as web design, Kolota
collateral, etc.
• Additional services may be provided
through a network of trusted Trade Graphic
specialists Shows Design
– Quantitative and qualitative research
– Web, e-business and social media
– Multi-media design and production
2

3. Who We Are
Ted Kolota – Principal
• 25 year marketing professional
• Agency -15 year career at global
ad agencies: Grey, Ayer, FCB
• Corporate – marketing leader at
EMC, Blue Cross Blue Shield,
Tufts Health Plan
• Small company – the marketer
at three startup companies.
3

4. What We Do
Brand Strategy/
Brand Identity
E business and Market Research
social media and Analysis
Communications
Advertising
Strategy
Sales Collateral Public Relations
4

5. How we do it
Are you positioned for maximum
What is your “Brand DNA” ? return on your marketing dollar?
Profitability
Immersion High
How to
Sales Communications Competitive get here?
Analysis Audit Analysis
Competitor
Revenue Growth
Customers – (why Internal Direct
they buy) External Competitors Low Competitor
Non-customers – Press Coverage Best-in-category
(why they don’t) Competitors You High
Positioning Analysis
Your
Brand Low
DNA
5

6. How we do it (cont’d)
Enhance brand to reposition Communications planning
and differentiate and execution
Best in Customer
Class Needs and
Attributes Brand Wants
DNA Brand
Identity
Sales and
Market
Messaging
Brand Strategy Investors/ Employee
Stakeholders Communications
6

7. What makes us different
We work with every level of 25 year heritage of excellence in
management on program creative thinking
development
• We know how to build good
Senior relationships
Leadership
Functional • We deliver sound strategic
Management
Individual
communications
Contributors • We excel at high quality
creative output
– Through our resources….
– and through yours
7

8. Breadth and depth of experience…
a broader perspective to our solutions
Corporate/ Healthcare Business/ Education
Brand Identity Technology
Consumer
8

9. Services
9

10. Full Service Offering
Three Service Tiers
Senior Leadership – Strategic brand identity and
Brand strategy, corporate marketing corporate communications
Client Functional Managers – In-depth programs across
Level How we create customer value departments or business units
Product and program managers – Individual product or
Go to market activities program services
10

11. Brand Identity and Strategy Services
Level - Senior Leadership - Brand strategy, corporate marketing
Name/Logo Brand Identity
Who We Are, System
What We Stand For Trademarks
• Communications audit
– processes, resources, messages, conflicts
• Competitive analysis
– benchmarking, competitive positioning
• Marketing Research
– corporate attitude and awareness, brand equity studies
• Brand identity strategy
– repositioning, restaging, new identity launch
11

12. Communications Planning Services
Level - Functional Managers : “How we create customer value”
Sales/ Product Human
Engineering Manufacturing
Marketing Management Resources
The Process Message Matrix –key output
• Identify business unit goals • Messaging “play book”
• Situation analysis: • All communicators
– Intensive review of marketing problem • All audiences
– Result : isolate key facts to drive
communications plan
: Your promise to your customers
• Plan Components
How you solve How you engineer Market velocity –
– Messaging strategy business problems performance shareholder value
– Media Mix
– Audience delivery
12

13. Tactical Services
Level - Product and program managers - go to market activities
Sales Collateral Product Info Developers Recruitment
Web, Ad, PR Service and
Spec Sheets Partners Employee
Events/Shows Technical Events ProductSupport
Solutions Communications
Marketing Program Services
• Organize and develop program content
– Brainstorming/idea generation
– Program strategy and planning
– Messaging
• Execute program elements
– Creative strategy
– Concept development
– Design and copywriting
13

14. Summary
• We offer a full range of
services
• We have developed marketing
solutions for 35 companies in
several business sectors
Senior Leadership
• We can help solve your Brand strategy, corporate marketing
marketing problems at any
level in your organization Client Functional Managers
Level How we create customer value
• Let’s talk about how we can
meet your needs.
Product/Program Mgrs
Go to Market Activities
14

15. Service Modules
Corporate Brand Business Unit Products/Programs
How we engage with your organization
Three service modules
– Each contains a package of services tailored solve business
problems at different levels in the company
• Corporate
• Business unit
• Product or program
– These can be modified, but each package contains an optimal
solution to meet your needs.
– They may be combined to provide an end-to-end marketing solution
15

16. Corporate Brand Identity Module
Corporate Brand Business Unit Products/Programs
Goal: Improved brand Deliverables to Business
strength and stature Units:
driving revenue growth • Corporate brand
and shareholder value platform – key messages
Process: • Corporate positioning –
• Briefing on state of differentiation from key
corporation competitors
• Communications audit • Brand Identity system
• Competitive Analysis – Graphic guidelines
• Measure baseline – Design grids
attitudes – customers
• Re-stage/reposition
• Time frame – 3 to 4
months
16

17. Business Unit Module
Corporate Brand Business Unit Products/Programs
Work within existing brand Goal: Unified message Deliverables to Product
identity guidelines platform to drive and Program Managers
customer value and • Communications strategy
revenue growth • Unit level
Process: • Product/program
• Review business unit level
goals, background
documents. • Message matrix containing
unit level messaging
• Prepare Situation analysis: targeted toward product
Intensive review of the and program level
marketing problem audiences
• Develop comprehensive
communications plan for
the business unit and its
various piece parts
• Time frame – 2 – 3 months
17

18. Products and Programs Module
Corporate Brand Business Unit Products/Programs
Work within existing brand Work within existing Goal: Powerful go-to-
identity guidelines business unit strategies market programs driving
sales and revenue growth
Process:
• Organize and develop
program content with a
multi-functional team
within the organization.
• Develop comprehensive
communications plan for
the business unit and its
various piece parts
• Time frame – 1-2 months
18

19. 19