You've got great instincts. A wonderful product and a winning personality. Now all you need is a plan to march forward into the world. Come to SPARK's Marketing Roundtable and in a workshop environment answer some key questions and develop your own Brand Strategy Map that will set you on a path—a path you have defined simply and clearly—to successful marketing.

1. Marketing Roundtable:
5 Minutes to a Brand Plan
February 12, 2013
© Ann Arbor SPARK

2. A Brand is...
Gestalts: Beliefs, perceptions and experiences.
Strategy
Dualities: Concurrently rational and emotional.
Truths:Tactic yours, but everyone’s.
Not just
s
Programs

3. A Brand is...
Simple: The six second rule is real.
Strategy
Authentic: Like-mindedness is the key.
Tactic
Aligned: Both inside-out and outside-in.
s
Programs

4. Brand Alignment Process
Your Brand Plan answers these key questions:
Where Are We?
Are We Where Do We
Getting There? Want To Go?
Who Must How Will We
Do What? Get There?

5. Brand Strategy Map
Your Strategy Map gives you a snapshot of your plan.

6. Vision (7 year target – 2020)
Reconsider is firmly established as thought leaders in the
integration of financial services with the new economy. We are a
knowledge center for research and an attractor of quality talent
who are rewarded with opportunities for firm ownership, service
line expansions, and community involvement.
Metrics of Success
$30 million in AUM (assets under management) by end of 2013;
$100 AUM by 2016
1,000 members in our membership program by 2016
70% new business from referrals; 90% client retention rate
(brand loyalty)

7. Customer Portfolios
Current Clients
Average age: 46
Average number of consulting hours contracted: 5
Average County location: Washtenaw
Lost faith/trust/disillusioned with the traditional financial services
industry
54% entrepreneurs
Future Clients
Average age: 45
Average Account size: $300,000
Average number of consulting hours contracted: 8
Expanded reach to Wayne and Oakland counties
Lost faith/trust/disillusioned with the traditional financial services
industry
50% entrepreneurs
Services/Products
Hourly consulting
Community education
Money management
Membership program
Research

8. Strategic Initiatives
Launch money management services in Q2 2013
Launch membership program in 2014
Help establish a 501c3 for financial literacy education program development
opportunities
Build community awareness about the ‘new economy’
Catalyze local investing opportunities through regional stakeholders
Tactics
Solicit speaking engagements on topics not being addressed by our
competitors (crowdfunding, the new economy, local investing, how to do a
background check on a financial advisor, etc.)
Send associates to represent our firm at key regional events to expand our
reach, visibility, credibility, and research content
Participate in the Ypsilanti BNI chapter (Business Network International)
Host a monthly workshop at Spark East (A New Financial Philosophy for a
New Economy)
Post education minute vlog posts on YouTube
Get on a local radio station for a regular weekly financial minute spot
Conduct a community capital research project for Washtenaw County OCED
Continue to engage the Advisory Board we established during start-up as
ambassadors for our firm
Apply to be a TEDxDetroit presenter
Submit our firm for the Michigan Social Entrepreneur Challenge competition

9. Next Marketing Roundtable
March 12, 2013
© Ann Arbor SPARK