Marketing activities shouldn't be created in a vacuum. They should be strategically planned and integrated into an overall business plan. It's not enough to plan a seminar, publicity event or direct mail campaign - all of the available tools under the rubric of marketing should be utilized in a fully integrated marketing campaign.
Envision marketing as an umbrella, with each supporting spoke as a different marketing tool. Each spoke is equally important, -- if any one spoke breaks, the umbrella is lopsided, and you -- and your marketing campaign -- get rained on. A strategic marketing plan incorporates each critical element, from special events and community relations, to direct mail, advertising, publicity, Internet presence, speeches, and seminars. Additionally, anything you put out there must convey a consistent message, both internally and externally.
Toplin & Associates understands how to create a plan that is not only balanced but also pragmatic and consistent with your corporate personality. Corporate culture can vary dramatically from one organization to the next, and a marketing plan must reflect those differences. The plan that is right for you must also make sense financially, theoretically, ethically, and stylistically. A good plan must be attainable and measurable. It must have real action points, so that it is clear who is going to take responsibility along the way, and what support is needed to get the job done.
What we offer is knowledge of both planning and implementation. We know how to build a plan that is dynamic and responsive to changing corporate culture, budgetary demands, and the availability of human resources.
The greatest testament to our abilities is the number of clients who stay with us, many dating back to when we first opened our doors more than 25 years ago. Our clients are our biggest source of referrals. That is because we really understand our client's business. We are more than consultants; we are members of their marketing team, partners who work along side of them. They don't have to work to get us up to speed -- we're already there, evaluating, brainstorming, and implementing. If consultants are needed, however, for more intense evaluation phases, planning, retreats and formal market and competitive analyses, we anticipate that need and refer to management consultants and market research specialists.