TonerCom

To get started, a firm should develop a strategic marketing & public relations plan based upon solid market research to establish where the firm is, and where the firm is going. TonerCom's experience in this process has led to systems and tools to assure that clients receive excellent results.

The Business Development Analyzer © delineates the most popular means of promoting professional services firms. It directs the reader (clients) to review the delineated marketing and public relations activities and rate each on a scale of one to ten as to where your organization stands currently and what areas need to be improved.

Upon completion of the Business Development Analyzer © and in conjunction with a SWOT (strengths, weaknesses, opportunities, threats) analysis, counseling can be focused on the broadest differentials unique to that firm. Strategic Marketing & Public Relations
for Professional/Business Services Firms

Is your organization exploring ways to increase its revenues and profit margins? Benefit from positive media coverage? Improve its image? Move into new/international markets? Use web-based business strategies?

Chances are your firm is facing one or more of these issues. Rapid change, globalization, and technological innovation characterize today's dynamic business climate. These and other environmental circumstances are leading today's top professional/business services firms to reexamine and redefine their business strategies to include a greater focus on more effective marketing and public relations approaches to achieve their mission.

The right marketing/public relations firm can bring an objective viewpoint to these issues gained from experiences with different organizations in different areas of the world, as well as new tools and ideas. The result is clear objective thinking with proven strategic and tactical solutions.

How do you select a marketing/public relations firm? Size, location, and field of specialization all matter. In addition, a successful relationship between a client and a public relations firm or counselor is based on:

The best match of capabilities to needs
Agreement on objectives
Information sharing
Regular program and progress reviews
A clear understanding of responsibilities.

Most important is mutual trust and respect. With these components, a strong, rewarding and lasting business relationship can be built.

Where to Start: Compass Reading

Strategic Marketing and Public Relations Planning

At TonerCom, our goal is to assist your firm in achieving its goals and objectives. We do this by creating and implementing a strategic marketing and public relations plan following a five-step process:

Step One: Situation Analysis & Research.

We create a comprehensive situation analysis using the results of the Business Development Analyzer © and other research methods to detail the current environment in which the client’s firm is operating. An important part of this process is identifying strategic relationships in the marketplace. This type of research is essential to inform and sensitize clients to changes and potential issues that may affect relationships with their clients and stakeholders.

Research methods can include Internet research, library research, interviews of experts and influential participants, focus groups, or structured surveys. Common organizational stakeholder groups that may be the subject of research to formulate the situation analysis include: Media, Industry, Competitors, Equipment vendors (or others that may also be servicing your prospects or clients), Community, Government, Employees, Investors, etc.

Step Two: Facilitate Planning Sessions.

During this phase of planning, TonerCom facilitates planning sessions with clients to receive feedback as to historical marketing and public relations programs, and to introduce and inform clients on new and emerging technologies and strategies that may be effectively employed. An important part of this step is the completion of a ProfitMax Matrix © (see example below), another tool developed at TonerCom to analyze the client’s current customers and services (with revenues and profits) to focus on growth opportunities in areas of maximum profitability. This creates a planning document that includes input and support from all aspects of the organization.

ProfitMax Matrix ©
	Clients/Revenue & Profit
Services	A	B	C	D	Total
1	$/%			$/%	$/%
2		$/%		$/%	$/%
3	$/%		$/%		$/%
Total	$/%	$/%	$/%	$/%	$/%

Step Three: Write Final Plan Documentation.

TonerCom will take the information gathered from the first two steps of the planning process and create an attractive, graphic, readable planning document including detailed Gantt charts (see example below) with action items, quantified, assigned and dated. This is intended to be a working document. That is, not a document to be put on a shelf, but a document that is dynamic, that changes and is kept relevant during changing circumstances, to be used as a workbook throughout the year.

Step Four: Implement Programs.

The next step is to implement the strategies and tactics. These may include elements of image management, professional, business and community relations, visual identity, issues management, Internet/Intranet/Extranet counseling, and international trade and investment

Step Five: Monitoring & Evaluation.

TonerCom understands that clients are looking for value from communications programs that show measurable impact. The final step in the process is to provide direct measurable feedback regarding the success of the communications program as measured against stated and quantifiable objectives (new markets penetrated and increased profit margins, etc.) – monitored at regularly scheduled intervals. Evaluation data can be gathered through media placement/coverage /readership (clip file), interviews and focus groups, scientific cross-sectional surveys, and before-after measures. Ultimately, the plans come together with some common elements, including:

Assumptions
Vision
Mission
Situation Analysis (SWOT)
Quantified Goals and Objectives
Strategies and Tactics
Budget
Scheduled and Monitored Action Items

Where to Start: Shifting Sands

New Technologies & Globalization

Due to communication advances in marketing and public relations and the proliferation of new technologies in today‘s global economy, there are many ways a firm can impact its target markets and stakeholder groups. Two issues drawing attention today are Internet technologies and globalization.

Internet/Intranet/Extranet Counseling.

The world wide web is fast becoming a popular instrument for organizations to communicate including web sites, advertising and public relations strategies on the Internet, internal communication using an Intranet, or business to business e-commerce strategies by use of an Extranet. It is important to evaluate and plan a solid approach to this new medium in order to make efficient use of financial and human resources. Toner Communications, Inc. (TonerCom) offers assistance to organizations in:

Evaluation and counseling regarding clients' current uses of the Internet/Intranet/Extranet.
Research business to business e-commerce (Extranet) options for our client's industry.
Recommend effective methods to set-up or improve Internet/Intranet/Extranet programs and provide on-going monitoring of Internet/Intranet/Extranet sites
Strategically plan and implement tactics using web-site design and programming.

International Trade & Investment

New communications technologies have shrunk the globe and provided new opportunities in the international marketplace. The Florida Chamber of Commerce reported in January of 1998 that firms engaging in international business, on average, realized a 15% higher profit margin than firms that don‘t. Globalization has resulted in growth opportunities in many areas of the world. This type of expansion has its own rewards and pitfalls. Cultural differences, language barriers, and differences in government and laws make it necessary to thoroughly research and plan communications programs to ensure success.

Whether your service is traditional or high-tech, international or domestic, your first step should be well planned. Implementation of Strategic Plans

Implementation requires experience. During the planning process, strategies and tactics are devised to meet the organization’s objectives. These will typically include some of the programs below assigned to seasoned professionals:

Media Relations

Press releases/media kits
Press conferences
Clients listed as expert sources with targeted journalists
Client articles placed in targeted publications
Client media appearances
Survey implementation & media distribution

Professional, Business & Community Relations

Professional association activities
Client sponsored seminars and workshops
Client speaking engagements
Sponsorships
Conference participation

Visual identity

Internet/web sites
Printed materials/videos
Advertising (broadcast, print, Internet)

Issues Management

Work as team with legislative lobbyists
Public issues/industry analysis
Media relations
Public education

Extranet/Intranet

Provide goods & services via e-commerce
Create marketing communications systems.

Free Consultation!

TonerCom is pleased to offer your organization a free analysis of your responses to our Business Development Analyzer ©. Simply fill out the form at the bottom of this page and we will send you our free analysis of proven marketing and public relations activities that will help your firm achieve its business development goals.

The Business Development Analyzer © is a listing of the most popular means of promoting professional services firms. It directs the reader (clients) to review the delineated marketing and public relations activities and rate each on a scale of one to ten (one=minimum, and ten=maximum). You first rate your current use of the line item. Then you rate where you believe you should be to maximize your business development. Finally, you enter a brief description of your reasons for your ratings.

With this information, we can identify goals, strategies and actions items to assist your firm in maximizing your business development. We will contact you shortly with our evaluation. If you have questions regarding specific areas of strategic public relations and marketing, please email us directly at steve@tonercom.com.

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Please provide the following contact information:

First Name

Last Name

Title

Organization

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For each of the following categories, please provide a rating of your company's current situation on a scale of 1 being minimal and 10 being maximum, and then where you feel your company should be in an optimum situation. Following that, enter a brief description of your reasons for your ratings.

1. Strategic business plan.

Current

Optimum