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Having a strong brand identity and logo design plays an essential role in engaging your target audience and turning them into customers, fans and brand evangelists. If you don’t have a clear brand identity, consumers will perceive this is a lack of clarity or direction and that affects their faith and trust in your as a provider.
Graphics: A consistent graphic treatment, such as the Swoosh, which is a trademarked part of the Nike brand. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. All of these things mentioned above are taken into consideration whether we work with you to create a brand identity either from scratch or to refresh an old one to give it more relevance in today’s marketplace. FAB Marketing Group is proud to have Jim, Parker, one of Portland’s foremost logo designers on its team. Beth rather quickly got a "feel" for me in an extremely short time, and helped me define my business (brand identity, core values and competencies), something I had been trying to do for years! FAB Marketing Group took my drab marketing materials and turned them into something colorful, informative and fun. The word Brand and associated terms and phrases such as quality, loyalty, awareness, strength, perception, value, trust, identity and marketing. For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition.
Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story. Note: You can access guided campaign planning templates in our marketing planning and management app.
An example would be The Duck campaign launched by the American Family Life Assurance Company in 2000.
Large consumer marketers like Alfac typically use ad agencies (both traditional media and digital media agencies) to design their campaign creative, handle the media buys, and track results.
Campaigns can also be simple – using a single medium, with a single message and call-to-action.
If you’re planning a group of campaigns for your marketing plan, it’s good practice to start with your annual goals and work backward to develop campaigns to meet those numbers. With solid planning, a jolt of creativity, and a focus on measurement, you’ll be in a strong position for success. You focus on an offer and call-to-action, and you touch your prospects several times and follow up when appropriate. You recognize the challenges in measuring results, but you do what you can; it helps you improve the next time around.
Your campaigns aren’t the most creative or the splashiest, but you’ve hit many of your marketing goals.
Since you stick with the same campaigns, year in and year out, it’s also difficult to figure out how to generate additional leads.


Your marketing programs tend to be reactive – suddenly you’re low on leads or falling short of your goals and you launch a campaign to fix the problem. Since your programs don’t seem to work, it’s difficult to gain budget approval for future campaigns that could be better-planned and executed. Create a free account in our marketing planning and management web app for step-by-step guidance. Campaign copy and creative should always support your brand strategy and messages, even if you’re running a tactical lead generation campaign.
Evaluate ideas and options (traditional sales activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for meeting a particular goal. With more specific targeting, you can speak more directly to the prospect and raise your response rates in the process.
If you include every detail about your offering, it’s easy for prospects to become overwhelmed. Be creative — your market is bombarded with messages daily, so grab their attention and engage them. Your fulfillment processes can help or hurt your close rate, so be sure you outline your requirements. Even on a small campaign, you can evaluate your ad, your copy, your list or other factors before you spend your entire budget. Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. When selecting a name for your company, a descriptive name for what the company is all about, such as Once a Day Marketing™, ensures customers understand the goal of the business; in this case to help clients market every single day. When you choose your brand name, give thought to how long the process will take to generate sufficient mindshare with your target audience. Your company’s brand  identity and logo design should be memorable and lasting, attractive and relatable to your customer base. We help you create an identity that will be memorable and attractive to consumers, communicates your core offerings and values and will be a driving force in the success of your business. He is responsible for some of the region’s most iconic logos and brands and is a member of the National Color Council. She is very personable, focused, knows her "stuff" and treats you as an equal, explaining the process as it unfolds. Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO.
It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference. While the company had been in business since 1955, it had only a 12% brand recognition rate before the campaign launched.


As a result of the long-running campaign, Aflac’s brand recognition jumped from 12% to 90%, and increased sales catapulted Aflac into a leadership position in the supplemental insurance market. Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling.
Mail a postcard to attendees three weeks before the show; invite them to your booth with an intriguing incentive. For example, when you know how many new customers you need, you can calculate how many leads you’ll need, and then design campaigns to generate that number of leads over the course of the year.
You don’t always hit them, but you test and improve different elements; the ROI on your overall budget is above your goal.
For example, if you’re trying to generate 100 new customers, figure out how many leads you’ll need and when you’ll need them. You may need campaigns to generate and nurture prospects, to sell direct or through a channel, or to market to existing customers.
For example, if you’re running a campaign where prospects request a software demo, and it doesn’t arrive for a week, your prospects may lose interest.
That means having a deep understanding of the media you’re using, carefully planning your media buys, tracking your results, and following the best practices and steps for each media you use. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. Most importantly, it’s fundamental to consumer recognition and differentiates you from the competition. They helped us revise the city of Lake Oswego's logo, develop standards for use and delivered a sharp, usable, and modern product that represents and will serve our City well.
Beth and her team are now managing all of our marketing activities, social media, and planning for the future. While there’s no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage. Write a search-optimized press release and post it on your site; distribute release and pitch to a key industry reporter.
The team has endless creative capacity and was able to listen and respond to our needs exceedingly well. Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company’s name. In the ads, the duck appeared in the background and quacked the name “Aflac” (while usually ending up in a funny predicament).



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