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PR & BRANDING PROGRAM PowerPoint Discussion

PR & BRANDING PROGRAM PowerPoint Discussion. SITUATION. Alta Group’s principals/associates are respected leaders with strong reputations in global equipment financing and leasing industry.

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PR & BRANDING PROGRAM PowerPoint Discussion

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  1. PR & BRANDING PROGRAMPowerPoint Discussion

  2. SITUATION • Alta Group’s principals/associates are respected leaders with strong reputations in global equipment financing and leasing industry. • Over past ten years, firm has attracted top-tier clients from around the world, majority with North American roots. • Global brand identity needs to be strengthened as firm continues to grow, establishes presence in Europe, Latin America. 1

  3. GOALS • Galvanize expertise of Alta Group executives into one cohesive brand identity. • Position firm at same level as information technology industry’s Gartner Group; most respected source of information, guidance and education on equipment finance and leasing. 2

  4. OBJECTIVES • Further strengthen awareness of The Alta Group and its products/services within the equipment financing and leasing business, and other industries. • Clearly distinguish The Alta Group as the most respected, knowledgeable consultancy in the industry with no peers. • Formally introduce The Alta Group in new markets – Europe and Latin America • Forge new relationships within the global business community to attract new clientele and broaden client base. • Leverage Internet and other technologies to market the firm and its services, reach new audiences. 3

  5. KEY AUDIENCES • Members of the international equipment finance/leasing community – banks, specialty lenders, captives, brokers and others. • Senior management in manufacturing sector – members of NAM, AME, NACFAM, Manufacturing Institute • Investment community – analysts interested in learning more about major and mid-level players in equipment finance and leasing industry. Targets: CEOs, CFOs, senior marketing executives, treasurers, commercial investors 4

  6. KEY MESSAGES • Global capabilities, expertise – successful track record exceeding client expectations. • Principals have extensive, real-life senior management experience in equipment finance and leasing industry. • Highly respected executives; held leadership positions at leading banks and manufacturing companies; bought and sold companies. • Unmatched knowledge of growing, evolving industry; intriguing insights into future of business. • Leaders of equipment finance and leasing industry’ trade association. • New broader capabilities, ValueCAP, technology evaluation and selection, training. 5

  7. BRANDING INFRASTRUCTURE • Key message review/ refinement – consistency across all marketing vehicles; broad messages for all markets, more targeted info for specific sectors • Marketing collateral materials – comprehensive but simple; customized for specific clients • Media kit – key Alta background information in news-writing style • Web site newsroom – 24/7 access to Alta information, very latest news • Media interview preparation – success of media/speaking opportunities directly linked to preparation • Monthly story/speaking opportunity brainstorming sessions - mining of story opportunities/ speaker material throughout organization 6

  8. BRANDING EXECUTION • Showcase Alta Group news and views via periodic news releases, website postings, targeted story placements and strategic speaking engagements. • Position Alta Group principals as industry experts and leaders by offering their insights on timely business news issues; developing and distributing issue white papers; promoting Alta Group-sponsored events; participating in associations with common interests and goals. • Establish a regular communications link with key audiences and strengthen the Alta Group’s brand identity across all business sectors with proposed Alta Market Report, featuring insights on industry issues, case studies, article excerpts, Alta news, upcoming conference dates and other important information. Downloadable from web site. • Build rapport with key media by meeting with journalists in conjunction with Alta conferences and other speaking engagements, or during other business trips; seed Alta coverage, establish credibility and act as valuable resource. 7

  9. TARGET MEDIA • Industry – Equipment Leasing Today, Monitor, EFJ, Journal of Equipment Finance, World Leasing Yearbook, Leasing Life (U.K.) and others. • Mainstream Business News – Wall Street Journal, Investor’s Business Daily, New York Times, Bloomberg Business News, Reuters, Business Week, Fortune, Forbes, CNN, CNBC, Fox Business News and others. • Investment Community – analysts, investment banking web sites, Institutional Investor, Investment Dealer’s Digest, Investors Business Daily. • Manufacturing—trades published by key associations, online sites, manufacturing news. 8

  10. UPCOMING OPPORTUNITIES • In Leasing Industry Publications • In Manufacturing Sector • In Investment Community 9

  11. PUBLICATIONS • Monitor • April Funding trends • May Best companies to work for • July/August Technology trends • Equipment Leasing Today • May Operations • June/July Large Ticket Trends • September Technology • October Small Ticket Trends • Journal of Equipment Finance(Next issue out in Fall 2002) • Lessons learned in volatile Latin American markets • Enron’s impact on equipment leasing industry 10

  12. MANUFACTURING SECTOR • Vendor leasing white paper for Manufacturing Central (NAM web site); basis for targeted media coverage • Alta Vendor Leasing Conference publicity • Vendor leasing case studies submissions for Manufacturing Institute’s annual publication • Educational workshops on vendor leasing in conjunction with manufacturing groups 11

  13. INVESTMENT COMMUNITY • Leasing industry glossary for analyst community • Perfect Storms executive summary tailored for quick media and analyst reference • Ongoing “outreach” program to build rapport with key analysts, similar to media initiative 12

  14. EVALUATION • Quantitative – number of interviews, story placements, speaking opportunities, web hits • Qualitative – quality of publications, key message placement, overall positioning of firm Progress and priorities evaluated every four months; adjustments made as needed 13

  15. BUDGET CONSIDERATIONS • Monthly retainer fees; $3,000 • Travel expenses • Other charges: special programs not included in retainer 14

  16. NEXT STEPS • Working timeline – March through December 2002 • March/April priorities • Materials for June principals meeting • Clear identification of Alta subject-matter experts 15

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