PRODUCTS & SERVICES GUIDE Increase Marketing Services Revenues with the MRC's Support
Based in the Home Office, the Marketing Resource Center (MRC) is an award-winning, in-house marketing agency created to help you, the Franchise Member, sell marketing services to your clients. With the help of the MRC, their unmet needs represent a substantial profit opportunity for you. We’ve Got Your Back.
Introduction Thank you for your interest in the Marketing Resource • Gain new ways to satisfy clients and solidify Center (MRC)! relationships This guide provides a description of the products and • Attract new customers to your Center services we offer to Franchise Members – for use in your own Center or when selling marketing services • Increase the value of your business to your clients. Each page includes a description of the product or As many of you have discovered, marketing services service offered, plus sample photos or illustrations, offer significant opportunities. With them, you can: (if available). They also feature a list of deliverables – representing what you and/or your client can expect • Diversify your revenue stream to receive from the MRC. • Increase your average transaction size Pricing Costs are shown in a companion document – Products & Pricing Reference. For the most up-to-date version, please contact the MRC at 800-726-9050 or [email protected]. Alternately, Franchise Members can log in to the Hub for a copy. Executing Your Marketing Services Projects To offer and implement marketing services to clients, • Your time commitment will be minimized – you can: the MRC’s account management team will coordinate all functions 1. E mploy an in-house staff of copywriters, graphic designers and/or web developers • Y ou can opt to use our services on an “as- needed” basis, thereby reducing your overhead 2. Hire local freelancers on an as-needed basis • T he MRC delivers agency-level expertise at 3. R ely on the Home Office Marketing Resource wholesale prices; costs frequently allow for Center for expertise 70%-150% mark-ups, yet your pricing remains competitive Counting on the MRC offers numerous advantages: • Among Franchise Members who have used the • Our commitment to your success is unsurpassed; MRC’s services, 90% are highly satisfied (2018) the MRC’s sole mission is to support you In summation, working with the Marketing Resource • U nlike some other resources, we won’t compete Center is a great way to go if you need a resource with you for clients with proven expertise to help you grow! • E xpertise is high and MRC employees are qualified through Alliance Franchise Brands’ hiring process
Table of Contents Content Marketing & Public Relations • Articles. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 • Blogs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 • Case Studies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 • News Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 • News Release Distribution Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 • News Release Distribution Reports. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 • White Papers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Corporate Identity • BrandBUILDER™ Identity Packages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 • Logo Designs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Digital Marketing & Advertising Email Marketing • Custom Emails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 • Monthly Email Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 SEO (Search Engine Optimization)/SEM (Search Engine Marketing) • Banner Ad Creative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 • ClaimLOCAL™ SEO Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 • E-publications/Online Flip Books. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 • Google Ads PPC Display Network Advertising Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 • Google Ads PPC Search Advertising Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 • Social Media Campaigns (Facebook, LinkedIn). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 • SEO (Search Engine Optimization) Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 • Website Visitor Retargeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Direct Mail • Canada Post Neighbourhood Mail™. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 • USPS® Every Door Direct Mail® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 • Targeted Direct Mail Kits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 • DirectCONNECT™ Integrated Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 • DirectCONNECT™ Creative Packages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 • Postcards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 • Self-Mailers/Trifolds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Table of Contents (continued) Print Collateral & Advertising • Brochures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 • Newsletters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 • Print Ads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 • Sales Sheets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Signage • Trade Show Signs & Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 • Vehicle Wraps & Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Strategic Support • CustomerCLICK™ Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 • Strategic Marketing Plans. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Website Development • Custom Websites. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 • eCommerce (Retail) Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 • General Landing Pages (GURLs). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 • Personalized Landing Pages (PURLs). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 • GoRESPONSIVE Site Updates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 • WebON™ Web Development Packages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 • Website Maintenance & Updates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 This Guide contains projects completed for third parties which include trademarks that belong to the respective third parties.
What solutions are best for your clients? And, what training is available to you? Use this Icon Key to find out at a glance Use these icons to quickly identify the marketing benefits of the MRC-provided products or services described on the pages that follow. Also look for the Alliance University icon on some entries, indicating training is available for the subject on the Hub if you’d like to learn more. Increase brand awareness/identity Enhance online presence Nurture existing customers/prospects Target and acquire new prospects Available on Alliance University* *Alliance University learning opportunities are updated quarterly and this Guide may not reflect the most current selection. To see all that are available to you, please visit the Member Hub.
Content Marketing & Public Relations • Articles • Blogs • Case Studies • News Releases • News Release Distribution Services • News Release Distribution Reports • White Papers MRC Products & Services Guide 1
CONTENT MARKETING & PUBLIC REL ATIONS What’s Included Articles • R esearch and write a one-page, 500 to 750-word article featuring a product, service, Clients are often in need of feature articles for special event, case study, best practice or their newsletters or e-newsletters. In their quest other selected topic, including one revision. for content, publications sometimes offer clients opportunities to create and submit feature or • Identify the best editorial outlets (online and/or bylined articles – often highlighting a new product, print) for distribution. recent development, unique application or other topic of expertise particular to the contributor. 2 MRC Produc t s & Ser vices Guide
CONTENT MARKETING & PUBLIC REL ATIONS Blogs What’s Included • Research and write a one-page, 200 to A blog is a dedicated section of a website that provides interesting and useful information – often 500-word blog post featuring a product, in regularly added, single-page postings. Blogs not service, special event, case study, best practice only keep prospects and customers engaged, they or other selected topic, including one revision. also drive organic search engine traffic with fresh content and a key contributor to a client’s search engine optimization (SEO) efforts to boost website visits. MRC Products & Services Guide 3
CONTENT MARKETING & PUBLIC REL ATIONS What’s Included Case Studies • Research, write and design a one-page, 200 to 400-word case study featuring a Often the topic of website blog posts or the subject consumer’s experience, satisfaction and/ of printed feature articles, case studies provide a or success with a client’s product or service, way for clients to inform readers of their products, including one revision. services or accomplishments in a format that’s both highly readable and credible. Case studies typically highlight real-life examples and feature actual user testimonials on how a client helped the customer satisfy their needs. 4 MRC Produc t s & Ser vices Guide
CONTENT MARKETING & PUBLIC REL ATIONS News Releases What’s Included Featuring news on start-up businesses, forthcoming • Write a 200 to 400-word news release: products, future events or other topics, news inclusive of one revision; also inclusive of releases enable clients to reach key audiences at distribution if the MRC has already built a list minimal expense when compared to many other of media outlets for a previous news release. options. When releases are well written and properly targeted, publications and broadcasters will often • S ee the description of our News Release spread client news at no charge. What’s more, Distribution Services that follows. releases can do extra duty and serve as content for blogs, social media posts and websites. News Release Distribution Services Research and create a list of media outlets – print geographical areas and types of media to target. and/or broadcast – for news release distribution Once the distribution list is finalized, deploy a based on client input regarding industries served, selected news release to the targeted media outlets. News Release Distribution Reports Research and develop a report detailing which These reports are useful in determining the media outlets picked up a client’s news release campaign’s success and assessing follow-up efforts, sent out with the MRC’s distribution services. as well as shaping future campaigns. MRC Products & Services Guide 5
CONTENT MARKETING & PUBLIC REL ATIONS What’s Included White Papers • Research a selected topic and write a two-page white paper. Minimally branded and often presented without graphics (and hence the term), white papers are • P rovide more pages as requested for an highly valued and extremely versatile. Consumers additional charge. are appreciative of – and loyal to – marketers who provide tips, tools and other useful information. White papers are easily posted and readily shared on social media pages. In addition, they can generate leads if offered for “free” in exchange for an online registration or a direct mail response. 6 MRC Produc t s & Ser vices Guide
Corporate Identity • BrandBUILDER™ Identity Packages • Logo Designs MRC Products & Services Guide 7
CORPOR ATE IDENTIT Y BrandBUILDER™ Identity Packages What’s Included Clients that are seeking custom identity materials • Refer to the graphic below for complete delivered quickly and priced affordably can select description of what’s included in the three from three BrandBUILDER Identity Packages: Basic, BrandBUILDER Identity Packages: Basic, Plus Plus and Premium. The different tiers satisfy the and Premium. needs of those who need just the basics – a logo, business card and letterhead/envelope – as well as customers who want to invest more in additional logo concepts and materials like notecards, pocket folders and more. Options BASIC PLUS PREMIUM ✔ o PLUS ✔ Design & branding ✔ consultation Logo concepts 3 4 6 Rounds of revisions 2 2 2 Business card design ✔ ✔ ✔ (double sided) Leentvteelrohpeeadde&sig n ✔ ✔ ✔ FREE Brand Awareness ✔ ✔ ✔ Marketing Guide Social media ✔ ✔ icon design Identity style guide ✔ ✔ PowerPoint ✔ template design Pocket folder design ✔ Notecard design ✔ 8 MRC Produc t s & Ser vices Guide
CORPOR ATE IDENTIT Y Logo Designs What’s Included As a client’s primary graphical representation, a logo • Create multiple logo designs for client review anchors their brand and appears in all advertising, and approval; upon selection, provide various packaging and signage, thereby becoming the formats in digital files. single most visible manifestation of its owner within their target market. The best logo designs are simple and easily reproducible on different media. They also are distinctive as well as memorable. MRC Products & Services Guide 9
The MRC: Earning rave reviews from Franchise Members “You guys rock. Seriously. Rock.” – Liz Wiler, Allegra Aurora, CO 10 2017 MRC Produc t s & Ser vices Guide
Digital Marketing & Advertising Email Marketing • Custom Emails • Monthly Email Marketing MRC Products & Services Guide 11
DIGITAL MARKETING & ADVERTISING Custom Emails What’s Included • C reate a custom email inclusive of concept, When sent to those who have “opted in” for ongoing communications from a client, custom copy, design and coding for deployment. emails are a highly affordable way to establish and maintain consumer relationships. Targeted, • 6 email minimum shareable and measurable, they are also quick to deploy in comparison to many other marketing • D oes not include deployment, which must be options – making them an ideal way to alert target done through client’s email marketing platform. audiences to sales, recently arrived inventory, special events or other news. 12 MRC Produc t s & Ser vices Guide
DIGITAL MARKETING & ADVERTISING Monthly Email Marketing What’s Included Targeted toward customers and prospects who have • S et-up an email service account, verify the “opted in” for continued communications, regular target list, create an email template design and emails enable clients not only to stay “top-of-mind” deploy six emails. with consumers, but also deliver news more quickly than most other forms of media. In addition, email • C lient to provide copy and images with which marketing is easily measurable, readily sharable to populate the email templates, as well as the among like-minded targets and highly cost effective email distribution list. – often reaching consumers at a fraction of the cost of many other communication options. MRC Products & Services Guide 13
The MRC: Earning rave reviews from Franchise Members “Your level of expertise is very much appreciated!” – Denise Wieand, Allegra Marmora, NJ 14 2018 MRC Produc t s & Ser vices Guide
Digital Marketing & Advertising SEO (Search Engine Optimization)/SEM (Search Engine Marketing) • Banner Ad Creative • ClaimLOCAL™ SEO Services • E-publications/Online Flip Books • Google Ads PPC Display Network Advertising Campaigns • Google Ads PPC Search Advertising Campaigns • PPC Social Media Campaigns • SEO (Search Engine Optimization) Services • Website Visitor Retargeting MRC Products & Services Guide 15
DIGITAL MARKETING & ADVERTISING What’s Included Banner Ad Creative • Create copy based on the desired call-to-action, existing brand image and target demographics. In addition to appearing in Google Ads PPC Display Network Advertising Campaigns (see page 19), • Design banner ads to include customized image-oriented banner ads can also promote a messaging from our copywriting team. client’s offerings on industry association websites as well as those for consumer or trade publications and • E xport images in sizes specified by the client, special events (e.g., trade shows). as well as in the five most successful banner ad dimensions on the Google Ads platform. 16 MRC Produc t s & Ser vices Guide
DIGITAL MARKETING & ADVERTISING ClaimLOCAL™ SEO (Search Engine Optimization) Services People who are looking for nearby sources of goods What’s Included and services often rely on local online directories, but research notes that only 20% of small businesses • R eview local search engine business listings have claimed the listings that are available to them. to ensure consistency, create Facebook or For clients who are too busy to take advantage of Google My Business pages and populate this source of potential new business, ClaimLOCAL with information. identifies, claims, completes and updates their local listings over a one-year term to boost local • S ubmit information to major data aggregators, search engine optimization and draw more traffic and conduct a quarterly review of directory to their doors. listings to maintain accuracy and consistency: one-year campaign. The Local Search Ecosystem (United States) While customer reviews on any platform are good to have, not all review sites are created equal. Some sites count more with Google than others, particularly websites with strong brand names and industry-focused websites. This infographic ranks in order of importance the primary, secondary and tertiary feeds that can affect traffic to your site. MRC Products & Services Guide 17
DIGITAL MARKETING & ADVERTISING What’s Included E-publications/Online Flip Books • C onvert a printed publication (in the form of a client-provided PDF) to an interactive online E-publications or online flip books allow clients version and embed the E-publication or online to digitally embed traditional printed documents flip book into a web page for viewing online – books, brochures, catalogs and magazines – including on mobile devices. within websites for viewing on desktops or mobile devices. The format makes digital publications • T he epub creator provides hosting services. resemble familiar paper ones and enables viewers to absorb information at their own pace. Links can be created in the flip books encouraging users to find certain pages with just a few clicks. Another plus? By presenting content in the form of a flip book, readers can access information quickly as opposed to leaving the location and downloading the document as a PDF. 18 MRC Produc t s & Ser vices Guide
DIGITAL MARKETING & ADVERTISING Google Ads PPC (Pay-Per-Click) Display Network Advertising Campaign Designed in various shapes and sizes, banner What’s Included ads are displayed on over two million websites throughout the Google Display Network. They are • E stablish a Google Ads account or use image-oriented (rather than text-based) promotional an existing account. messages. When viewers click on a banner ad, they are linked to a client’s website or to a landing page • Conduct audience research, create standard specific to a campaign that’s intended to convert and responsive display ads, implement visitors into customers. analytics and conversion tracking, provide monthly optimization and performance reporting; exclusive of media spend paid directly to Google. • A campaign requires a minimum three-month term. • Custom display ads can be created for an additional cost (see page 16). MRC Products & Services Guide 19
DIGITAL MARKETING & ADVERTISING Google Ads PPC (Pay-Per-Click) Search Advertising Campaigns Highly efficient and readily scalable to almost any What’s Included budget, search PPC advertising is a form of internet marketing with which clients only pay when someone • S et-up a Google Ads account, conduct clicks their ad to visit their website or clicks to call keyword research, create text ads, implement them from a mobile device. (No CLICK, no ad cost.) analytics and conversion tracking, provide Pay-per-click advertisements are positioned at the monthly optimization and performance top or bottom of search engine results pages with reporting; exclusive of media spend paid Google – the most popular search engine. directly to Google. • A campaign requires a minimum three-month term. • Bing PPC campaigns are also available. Contact the MRC for details. 20 MRC Produc t s & Ser vices Guide
DIGITAL MARKETING & ADVERTISING Social Media Campaigns (Facebook, LinkedIn) While posts on social media were once primarily What’s Included unpaid or “organic,” clients now have an opportunity to amplify their marketing efforts through paid • Set-up a Facebook or LinkedIn advertising ads. Campaigns on two of the largest social media account, create demographic and interest- platforms – Facebook or LinkedIn – offer marketers based targeting. a means to build audiences from scratch. They also enable current advertisers to benefit from the power • Design one image-based display ad with of ad targeting. Campaigns can target social media variations in different sizes, implement users based on demographics, purchase behaviors, conversion tracking, provide monthly interests and more. There are also options to upload optimization and performance reporting; customer lists for audience matching. exclusive of media spend. • A campaign requires a minimum three-month term. MRC Products & Services Guide 21
DIGITAL MARKETING & ADVERTISING SEO (Search Engine Optimization) Services Through SEO, clients can achieve higher listings What’s Included on Google, Yahoo and other search engine pages when consumers search for keywords that pertain • SEO Audit – Review your client’s current to their business. The higher a company’s website is website and recommend updates to meta ranked on a results page, the greater the likelihood information, content, tags, speed and other a consumer will contact them. Search engine key SEO factors. optimization makes use of content, keywords, title tags, headings, URL structure, alt-text for images, • S EO Optimization Updates – Covers on-page page load speeds and internal linking among many SEO focusing on the content and HTML source other factors to improve performance. code of a page that can be optimized. 22 MRC Produc t s & Ser vices Guide
DIGITAL MARKETING & ADVERTISING Website Visitor Retargeting What’s Included Unlike typical banner ads, retargeting ads are a form • Set-up and manage a retargeting/remarketing of targeted online advertising that are served to campaign on Google’s Display Network; people who have already visited your client’s inclusive of creating one responsive display website or are a contact in their database. A ad, setup campaign conversion and analytics consumer who visits the site for ABC Widgets, for tracking; exclusive of media spend. example, may be retargeted with fresh offers from ABC Widgets display ads when accessing any of the millions of websites on the Google Display Network in future weeks. For most websites, only 2% of traffic converts on the first visit, retargeting helps convert the other 98%. MRC Products & Services Guide 23
The MRC: Earning rave reviews from Franchise Members “I feel like I didn’t have the confidence before and I’m impressed with what you have come up with. You have been wonderful to work with.” – Dave Williamson, Allegra Myrtle Beach, SC 24 2017 MRC Produc t s & Ser vices Guide
Direct Mail • Canada Post Neighbourhood Mail™ • USPS® Every Door Direct Mail® • Targeted Direct Mail Kits • DirectCONNECT™ Integrated Marketing • DirectCONNECT™ Creative Packages • Postcards • Self-Mailers MRC Products & Services Guide 25
DIRECT MAIL Canada Post Neighbourhood Mail™ (Canada only) Neighbourhood Mail from Canada Post lets clients What’s Included target the areas in which their best prospects reside or work at attractive postal rates. Items • Design a mailer that can be a postcard, self- must be unaddressed and use wording such as mailer, envelope package or other format. “householder;” however, they can include brochures, product samples and more, as well as postcards, self-mailers and envelope packages. Similar to the U.S. Postal Service’s Every Door Direct Mail®, the service will interest clients who wish to sell products or services with wide local appeal. USPS® Every Door Direct Mail® (U.S. only) Every Door Direct Mail (EDDM®) service from the What’s Included U.S. Postal Service® enables clients to reach every home and business within a selected area – on • D esign an EDDM mailer that can take the mailers without their names or addresses – at form of a postcard, self-mailer or envelope postage rates as low as pennies per piece. Offering package. low-cost, blanket coverage without the need for a mailing list, EDDM is ideal for clients seeking to sell a product or service with wide local appeal, such as auto repair shops, dentists, landscapers, pizza delivery services and many others. 26 MRC Produc t s & Ser vices Guide
DIRECT MAIL Targeted Direct Mail Kits What’s Included Targeted direct mail remains a mainstay for • C reate an envelope, cover letter, trifold many marketers, offering clients a cost-efficient brochure and business reply card: inclusive way to communicate to current customers. With of concept, copy, design and print-ready file purchases of selected mailing lists that “clone” key preparation; exclusive of printing or processing. demographic, geographic and/or psychographic characteristics, clients can also reach out via mail to new prospects with similar interests. Classic envelope packages enable you to satisfy client needs with a mail kit comprised of the most common elements: envelope, cover letter, trifold brochure and business reply card. MRC Products & Services Guide 27
DIRECT MAIL DirectCONNECT™ Integrated Marketing DirectCONNECT seamlessly integrates three What’s Included multichannel marketing services for the benefit of clients conducting direct mail campaigns. Every mail • D irect mail tracking plus custom phone number piece in the campaign gets a special barcode to track with call tracking, as well as an online follow-up its progress through the mail stream. Each campaign campaign with a custom dashboard. also has a unique call tracking number printed on its mailers to measure and monitor phone responses • T his service lasts for 90 days after mail has to offers. There’s also online follow-up. Before each dropped and must be purchased with a piece is mailed, a code is added to your client’s site standard direct mail campaign (not EDDM®). that allows them to track the number of visitors and also automatically remarkets to them for 30 days • Optional social media follow-up, social match with online banner ads that match the direct mail and lead match are also available for an piece. These ads can be shown across any of the two additional cost. million sites on the Google Display Network, further extending a client’s campaign. DirectCONNECT™ Creative Package What’s Included • A s an added, extra-cost service for the integrated marketing campaign described above, create a postcard plus three internet display ads matching the postcard. 28 MRC Produc t s & Ser vices Guide
DIRECT MAIL Postcards What’s Included • Create a 4”x 6” or similar size postcard inclusive Perhaps the single most economical form of direct mail, postcard mailers are effective in delivering of concept, copy, design and print-ready file short messages, often to large audiences. preparation; exclusive of printing. • A dditional postcards in a multi-part mailing will be less per piece. Self-Mailers – Trifolds What’s Included A self-mailer is typically a folded and tabbed • Create an 8.5”x 11” self-mailer for tri-folding brochure with an address panel that can be mailed and mailing: inclusive of concept, copy, design without the need for an envelope or wrapper. and print-ready file preparation; exclusive of printing or processing. • V ariations of size and formats are quoted per project. MRC Products & Services Guide 29
The MRC: Earning rave reviews from Franchise Members “I have multiple Search Engine Optimization (SEO) programs going with the Marketing Resource Center. I want to keep growing the digital marketing side of my business because it’s something that my customers need, plus it’s recurring revenue with decent margins for my Center. Our SEO programs are 12-18 months long and, once I spend a little time establishing them up front, they run themselves and don’t require much of my time. Working with local, third-party SEO vendors can be unpredictable but the MRC gives me better peace of mind. We are all on the same team. I can call them whenever I have questions. Also, I can still control the process and ‘own’ the relationship with my customers.” – Stephen Crawley, Allegra Stouffville, Ontario 30 2018 MRC Produc t s & Ser vices Guide
Print Collateral & Advertising • Brochures • Newsletters • Print Ads • Sales Sheets MRC Products & Services Guide 31
PRINT COLL ATER AL & ADVERTISING Brochures What’s Included Printed brochures enable clients to present graphics, • Create an 8.5”x 11” four-page, six-page or photographs and copy in a well-organized, branded eight-page brochure inclusive of concept, format. They are readily distributed in racks or by copy, design and print-ready file preparation; hand at stores and events, or easily inserted in direct exclusive of printing. mail packages. Finishes and formats from the basic to deluxe are available, and brochures are also easily • Large-size brochures (e.g., 12 pages, 16 pages, passed on from one reader to another, or saved for 20 pages, etc.) are available on request. later reference. 32 MRC Produc t s & Ser vices Guide
PRINT COLL ATER AL & ADVERTISING Newsletters What’s Included Printed newsletters and their digital, e-newsletter • R esearch, write and/or edit as well as design alternatives, offer clients a way to build and maintain a four-page newsletter or e-newsletter, which customer loyalty. By periodically providing articles, often includes client-provided content. updates, news and other information, marketers can keep consumers engaged. Another benefit? An • Provide additional pages as requested. offer of a free newsletter or e-newsletter can drive advertising or direct mail response as well as website sign-ups for future marketing. MRC Products & Services Guide 33
PRINT COLL ATER AL & ADVERTISING Print Ads What’s Included While often overshadowed by online alternatives, • C reate a full-page or half-page magazine or print ads offer significant benefits. They allow newspaper ad inclusive of concept, copy, clients to reach large audiences in general-interest design and print-ready file preparation for magazines or newspapers, or target selected groups client submission to the publication. in specialist publications. Advertisers can specify publication dates such as Sunday editions or holiday issues. What’s more, they gain results. One source reported that 65% of print readers typically take some form of action after viewing a newspaper ad. 34 MRC Produc t s & Ser vices Guide
Sales Sheets PRINT COLL ATER AL & ADVERTISING Also termed flyers or leaflets, printed sales sheets What’s Included are a highly versatile and relatively inexpensive • C reate an 8.5”x 11” single-sided or two-page way for clients to distribute information. They can be handed out in stores and at events, posted on (front and back) sales sheet inclusive of concept, bulletin boards, delivered in newspapers, placed copy, design and print-ready file preparation; under the windshield wipers of cars or even affixed exclusive of printing. to telephone poles. Folded sales flyers also can be easily inserted into #10 envelopes as part of direct mail efforts. MRC Products & Services Guide 35
The MRC: Earning rave reviews from Franchise Members “I appreciate how responsive the MRC has been. Whatever you are doing, it is working!” – Jim Makina, Allegra Alsip, IL 36 2017 MRC Produc t s & Ser vices Guide
Signage • Trade Show Signs & Graphics • Vehicle Wraps & Graphics MRC Products & Services Guide 37
SIGNAGE What’s Included Trade Show Signs & Graphics • C reate signage and graphic designs in sizes specified by the client. For many clients, trade shows and other special events are the primary way for them to generate leads, drive sales and build their brand. Signs and graphics for trade shows encompass banners of all types as well as fabric signage, posters and other solutions with which to advertise a client’s location in an event space, promote their goods or services, and support their branding. 38 MRC Produc t s & Ser vices Guide
Vehicle Wraps & Graphics SIGNAGE With vehicle wraps and graphics, clients can elect What’s Included to have their cars, trucks, vans and trailers deliver • Create a vehicle graphic, partial wrap or full promotional messages along with their goods or services. Printed on thin vinyl that’s easily wrap inclusive of concept, copy, design and applied and readily removed after service, they are show 3 variations of each print-ready file considered by many as highly effective. One source preparation; exclusive of fabrication or reports that mobile advertising reaches consumers application. at a lower cost-per-thousand impressions than any other form of out-of-home advertising. MRC Products & Services Guide 39
The MRC: Earning rave reviews from Franchise Members “The MRC was extremely professional and made it a great experience. I’m confident we’ll gain more projects from our client.” – Joyce DeLong, Allegra Cheektowaga, NY 40 2017 MRC Produc t s & Ser vices Guide
Strategic Support • CustomerCLICK™ Report • Strategic Marketing Plans MRC Products & Services Guide 41
STR ATEGIC SUPPORT CustomerCLICK™ Report (U.S. only) What’s Included Using a minimum of 500 customer records • A report that shows demographic data maintained by a client, CustomerCLICK profiles available for intended records. Plus, a company’s best customers to gain a deeper additional prospects available to target. understanding of their characteristics and profile top consumers to find more just like them. From • E xclusive of any mail list purchases. this research, clients gain a report that sharpens insight into current customers to segment audiences for more relevant marketing messages, learn important information about customers and markets quickly, and enable them to “clone” current customers on mailing lists, for example for more effective targeting. 42 MRC Produc t s & Ser vices Guide
STR ATEGIC SUPPORT Strategic Marketing Plans What’s Included • Create a custom, comprehensive and Custom documents that recommend specific marketing tactics to achieve a client’s goals across detailed plan. a calendar year, strategic marketing plans typically include regional demographics, competitive landscape reviews and influential research, as well as target audience factors. Tactical plans including estimated costs are detailed for each goal, and can include combinations of advertising, direct mail, inbound marketing and website revisions, among other measures. Note: The MRC also offers this service to Franchise Members for the benefit of your Center. MRC Products & Services Guide 43
The MRC: Earning rave reviews from Franchise Members “The WebON Product was not only a winner, but the process was as well. The MRC’s simple, step-by-step creative process engaged the two clients, gained their cooperation and, ultimately, contributed to their satisfaction.” – Sheila Fortney, Allegra Fort Myers, FL 44 2017 MRC Produc t s & Ser vices Guide
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