2. W H AT M A K E S U S D I F F E R E N T
Brand Positioning Service Model
At the root of our Brand Positioning is that we attend to our clients’ By coordinating with a variety of freelance and specialized
goals instead of our own. Our unbiased behaviors and unique Service organizations, we can provide everything from single-service to full-
Model allow us to arrive at strategic and tactical recommendations service marketing solutions for our clients, while reducing our costs
that serve our clients’ objectives best, rather than those designed to and theirs. We see our model as an alternative to the three common
address our personal business motives. options available to advertisers: traditional agencies, freelancers, and
in-house departments.
Appropriate Brand Behaviors
It’s one thing to articulate what makes a brand different (traditional
agencies will say they also put their clients’ needs first), but here are
some examples of how we actually live our brand promise: Digital Media
Programming
No mark-up on hard costs (including media, printing, photography, etc.) –
We charge for time to manage client work, so our media and production
recommendations are not biased by a potential mark-up.
Published rates – Instead of predicting each client’s threshold of financial Brand Management
Experience Management
pain, we give them a choice of compensation structures that set the Project Management
expectation on both sides for the type of work they require.
Intellectual property transfer – We have organized our methodologies and
processes in a simple way that enables clients to understand and even adopt
them into their own culture. Some of our clients serve as their own project
managers by using our online forms to reduce their account service costs.
No creative award shows – Our creative solutions are biased toward client
audiences rather than the advertising industry’s. We don’t spend our time and
clients’ money to prepare entries so we can display trophies awarded by
subjective judges in our lobby.
What We Do Best
No self-promotion – We don’t spend our time and important industry Based on our experience and methodologies, we are an advertiser’s
relationships distributing press releases for new hires, staff promotions, best resource for connecting brand strategy to marketing strategy to
accounts we “win,” offices we open, or events we attend. creative executions to customer experiences. 1
3. B R A N D P H I LO SO P H Y
The most successful brands are guided by a strategic framework that
includes differentiated products and services, a defined Brand
Positioning and Personality, specific Brand Messaging by audiences,
and applied Brand Standards to allow consistency and re-purposing
across executions over time.
Traditional advertising activities only deliver an expectation for the
brand. Customer experiences with a product or service actually deliver
the brand (whether those experiences are consistently negative,
neutral, or positive).
Marketing consulting firms that actually have a branding methodology
tend to make it more complicated than it needs to be. Despite clever
trademarked names used to describe (and mystify) their process, all
effective systems must follow four basic steps:
Step 1: Research
Step 2: Design
Step 3: Execution
Step 4: Evaluation
Based on these steps, we organize our services into three distinct
methodologies to identify the nature of the work and to manage
expectations, workflow, and outcomes.
2
4. M ET H O D O LO G I E S
Brand Management
For clients who want one source for strategic direction, creative direction, and program implementation, we work closely with their
management team to develop strategies, plans, and executions. We develop Brand Management Systems by applying various degrees of
Research, Design, Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at
the following deliverables:
• Research • Execution
Marketplace Brand Standards
Competition Marketing Plans
Identity Vehicles Communications Plans
External Perceptions/Behaviors Projects
Internal Perceptions/Behaviors
• Evaluation
• Design Results
Brand Positioning Execution
Brand Personality Design
Brand Messaging Research
Brand Standards
Graphic Standards
Language Standards
Process Standards
Measurement Standards
3
5. M ET H O D O LO G I E S
Experience Management
We help clients deliver their brand through managed experiences that cater to how audiences feel about their interaction with the brand, which
leads to powerful preference and loyalty. We develop Experience Management Systems by applying various degrees of Research, Design,
Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at the following
deliverables:
• Research • Execution
Physical Clues Orientation
People Clues Coaching
Process Clues Experience Clue Map
External Perceptions/Behaviors Experience Standards
Internal Perceptions/Behaviors
• Evaluation
• Design Results
Experience Motif Execution
Experience Pathways Design
Experience Clue Map Research
Experience Standards
Behavior Standards
Process Standards
Measurement Standards
4
6. M ET H O D O LO G I E S
Project Management
We consider clients with whom we are not engaged for Brand Management or Experience Management services to be Project Management
clients. In these relationships, we collaborate and execute based on client input by individual projects. These relationships and projects may
employ single or multiple services, and they are often coupled with a client’s existing resources, including traditional agencies, freelance
workers, and/or in-house capabilities. The less strategic or creative collaboration required of us, the less responsibility we assume for outcomes.
• Input • Execution
Brand Strategy, Personality, Standards Production
Relevant Material Placement
Creative Brief/Project Initiation/Budget
Process Requirements
• Design
Estimates
Communications
Creative
5
7. PRODUCTS AND SERVICES
Products and services may be delivered by At Large staff, selected affiliates, or a combination of the two.
Products • Advertising Services Studio Selection
• Brand Management Systems Television • Strategic Direction Directing
Brand Positioning Radio Collaboration • Media Planning/Execution
Brand Personality Print Analysis Opportunity Identification
Brand Messaging Outdoor Program Development Space/Cost Negotiating
Brand Standards Direct Mail Resource Management Analysis Reporting
Graphic Standards Point Of Sale • Creative Direction Order Placement
Logos, Page Personalities,
Templates • Public Relations Concepting Administration
Language Standards Plans Analysis • Research
Taglines, Naming Architecture, Articles Strategy Alignment Primary
Style Guides, Templates
Press Releases • Graphic Design Secondary
Process Standards
Roles, Workflows, • Digital Media Art Direction Observation
Documents/Forms, Information Interviews/Focus Groups
Websites Page Layout
Management, Brand Reviews
Interactive CDs Mechanical Production Surveys
Measurement Standards
Objectives, Existing Research/ E-mail Marketing • Copy Writing • Event Planning/Execution
Metrics, New Research/Metrics
• Collateral Scripting Opportunity Identification
• Experience Management Systems
Brochures Editing Space/Cost Negotiating
Experience Motif
Catalogs Proofreading Logistics Management
Clue Map
Stationery Packages • Project Management Attendance
Experience Standards
• Signage Estimating Reporting
Behavior Standards
• Illustration/Photography Scheduling • Promotion Planning/Execution
Process Standards
• Presentations Organizing Input/Output Opportunity Identification
Measurement Standards
• Events Group Facilitation Cost Negotiating
• Communications Plans
• Training/Coaching Reporting Logistics Management
• Media Plans
Curriculum • Production Supervision Reporting
• Product Plans
E-Learning Programs (Print/Broadcast) • Digital Media Programming
Talent Selection
6
8. CO M P E N S AT I O N PAC K AG E S
The following are options for employing the services of At Large Marketing Solutions. Scenarios are designed to address various client budget and
process needs. Each project requires a project input session, agreement on deadlines and deliverables, and a time and hard cost estimate approved
by the client. All hard costs, including media and/or production, are billed at net (i.e., no mark-up).
SESSION COSTS EXECUTION RATES
Brand Development Session: Package A $2500 Premium Rates
Includes extensive preparation, two At Large Directors Typically applies to organizations with complex communications needs,
(one at no charge), up to 5 hour session, and expansive market presence, and a large marketing department where we
session report. provide strategic leadership and have deep knowledge and experience in their
industry. Involves complete At Large strategic team time, we make significant
Brand Development Session: Package B $1500
non-billable time investments in their business, and projects receive priority
Includes minimal preparation, one At Large Director,
response within our system.
up to 3 hour session, and session report.
Standard Rates
Experience Development Session: Package A $2500
Typically applies to organizations with advanced communications needs,
Includes extensive preparation, two At Large
substantial market presence, and a small marketing department where we
Directors (one at no charge), up to 5 hour session,
provide strategic leadership and have significant knowledge and/or experience
and Exprience Clue Map.
in their industry. Involves a majority of At Large strategic team time, we make
Experience Development Session: Package B $1500 moderate non-billable time investments in their business, and projects receive
Includes minimal preparation, one At Large Director, preferred response within our system.
up to 3 hour session, and Experience Clue Map.
Discount Rates
Communications Planning Session: Package A $1300 Typically applies to organizations with basic communications needs, niche
Includes one At Large Director, up to 2 hour session, market presence, and little or no marketing department where we provide
and Communications Plan. Project Management services, and have adequate knowledge and/or
experience in their industry. Involves some At Large strategic team time, we
Communications Planning Session: Package B $1000
make minimal non-billable time investments in their business, and projects
(with purchase of Brand Development Session)
receive secondary response within our system.
Includes one At Large Director, up to 2 hour session,
and Communications Plan. See tables on following pages for current rates and options. 7
9. R ECO N C I L E D H O U R S
Brand/Experience Research
$120/hr
Brand/Experience Design
$150/hr
Brand/Experience/Project Execution
Activity Premium Rates Standard Rates Discount Rates
Strategic Direction $130/hr $110/hr $90/hr
Creative Direction 130 110 90
Graphic Design 120 100 80
Copy Writing 120 100 80
Project Management 110 90 70
Production Supervision 110 90 70
Travel 25 25 25
8
10. BANK OF HOURS
We can offer clients further savings for establishing a “Bank Of Hours,” or pre-payment, as follows:
1. Blended rate figured at the lowest rate (not counting travel) in the client’s rate structure for establishing a minimum 120-hour bank.
2. Client earns a rebate of 12 free future hours for every 120 hours pre-paid and consumed.
At the end of each month, a report on the bank of hours is submitted, based on subtracting work (by project, activity, and quarter hours).
When the bank is exhausted, and with prior approval, we invoice for a new bank of hours before any more work is executed.
Brand/Experience Research
$100/hr
Brand/Experience Design
$130/hr
Brand/Experience/Project Execution
Activity Premium Rates Standard Rates Discount Rates
Strategic Direction $110/hr $90/hr $70/hr
Creative Direction 110 90 70
Graphic Design 110 90 70
Copy Writing 110 90 70
Project Management 110 90 70
Production Supervision 110 90 70
Travel 25 25 25
9
11. WORK PROCESS
Need Identification
• Brand Management
Brand Development Session
• Experience Management
INVOICE
Experience Development Session client: The Standard Rate Company date: 10/20/2006
invoice#: 9999
• Project Management activity dates: October
Project Input Session advertising services
PROJECT: Logo (SRC0001)
ESTIMATE $1,570.00
ACTIVITY RATE/HR HOURS CHARGE
Client Agreements Creative Direction $110.00 2.00 $220.00
Graphic Design $100.00 8.25 $825.00
• Work Agreement Project Management
Production Supervision
$90.00
$90.00
2.75
1.50
$247.50
$135.00
AMOUNT DUE 14.50 $1,427.50
• Confidentiality Agreement
Project is complete and within the allowable 10% of the original estimate.
• Cost Estimates
PROJECT: Website (SRC0002)
• Work Plans/Schedules ESTIMATE $2,020.00
ACTIVITY RATE/HR HOURS CHARGE
Strategic Direction $110.00 5.00 $550.00
Creative Direction $110.00 7.50 $825.00
Graphic Design $100.00 3.50 $350.00
Time Accounting Project Management $90.00 3.25 $292.50
Travel $25.00 2.50 $62.50
All time for approved projects is recorded daily by quarter hour AMOUNT DUE 21.75 $2,080.00
according to seven service categories: PROJECT: Client Service (SRC2006)
ACTIVITY RATE/HR HOURS CHARGE
• Strategic Direction Graphic Design
Project Management
$100.00
$90.00
0.25
0.25
$25.00
$22.50
Production Supervision $90.00 0.50 $45.00
• Creative Direction AMOUNT DUE 1.00 $92.50
• Graphic Design TOTAL AMOUNT DUE: $3,600.00
• Copy Writing check payable to
At Large Marketing Solutions
• Project Management 1201 E. Washington Street
Greenville, SC 29601
• Production Supervision Tax ID # 05-0522618
Terms: Net 30 days
• Travel
Depending on the Work Agreement, clients receive either
monthly or single-project invoices detailing time spent, category
of work, and associated costs by project.
10
12. STA F F R O L E S
Strategy Director Creative Director Design Director Account Director Account Manager Account Coordinator
Primary Primary Primary Primary Primary Primary
External External External External External External
Brand Management Brand Management Graphic Design Strategic Planing Strategic Planning Project Support
Experience Experience Concepting Brand Management Project Management Client Experiences
Management Management Print Production Project Management Public Relations
Strategic Planning New Business Photography New Business
Media Services Concepting
New Business Copy Writing
Internal Internal Internal Internal Internal Internal
Process Management Process Management Process Management Process Management Process Management Process Management
Business Technology Business
Administration Administration
Secondary Secondary Secondary Secondary Secondary Secondary
External External External External External External
Project Management Project Management Project Management Research Research Research
Research Broadcast Production Experience
Management
Affiliate Management Affiliate Management
Affiliate Management Internal
Internal Internal Internal Internal Internal Marketing
Marketing Marketing E-File Management Marketing Technology Office Supplies
Office Services
11
13. D I R EC TO R P R O F I L E
BILL NICHOLSON
Owner, Strategy Director
AGENCY EXPERIENCE CLIENT EXPERIENCE
At Large Marketing Solutions, Greenville, SC International Brands
Owner, Strategy Director Navistar International Parts Division, Michelin Passenger and Heavy
Truck Tires, Volvo Trucks North America, Volvo Construction
Henderson Advertising, Greenville, SC Equipment
Vice President/Management Supervisor
National Brands
Marketing.com, Overland Park, KS Truckstops of America (TravelCenters of America), Kelly-Springfield
Vice President/Account Supervisor Tire Company
Rockett Burkhead Lewis & Winslow, Raleigh, NC Regional Brands
Account Supervisor Carolina Hurricanes, Cleveland Indians, Cleveland Browns, Cleveland
Lumberjacks, SouthTrust Bank, Southern Connector
Marcus Advertising, Cleveland, OH
Account Supervisor EDUCATION
The Ohio State University
Arocom Marketing Group, Akron, OH Bachelor of Arts, Journalism
MBA - 1980
12
14. D I R EC TO R P R O F I L E
MIKE McCAFFREY
Owner, Creative Director
AGENCY EXPERIENCE CLIENT EXPERIENCE
At Large Marketing Solutions, Greenville, SC International Brands
Owner, Creative Director AC-Delco, Bridgestone Tires, Chevrolet, Chrysler-Plymouth, Delco
Products, Dollar Rent A Car, Firestone Mastercare, National Car Rental,
Experience Engineering, Greenville, SC O’Neill, Rockwell International
VP, Experience Director
National Brands
FKQ Advertising, Tampa, FL Arrow Electronics, Busch Gardens, Canandaigua Wines, Ingram
Associate Creative Director Computer, General Motors (Buick, Cadillac), Melitta Coffee, Mennen,
Office Depot, Pennwalt, Progressive Insurance, Super Kmart, Tech
Levy, King & White, Buffalo, NY Data Corporation
Copywriter
Regional Brands
BJK&E, Southfield, MI The Buffalo News, Clearwater Nissan, Elios Pizza, Empire of America,
Copywriter First Federal of Michigan, The Florida Orchestra, Ford Dealers of WNY,
H. Lee Moffit Cancer Center, Kash n' Karry Food Stores, Kelly Services,
Lintas: Campbell-Ewald, Warren, MI Lexus of Tampa Bay, The Litchfield Company, Rutenberg Homes, St.
Copy Writer Bonaventure University, The St. Petersburg Times, The Tampa Bay
Storm, The United Way, University Hospital
EDUCATION
University of Michigan
Bachelor of Arts, English - 1984
13
15. D I R EC TO R P R O F I L E
DAVID PEAR
Design Director
AGENCY EXPERIENCE CLIENT EXPERIENCE
At Large Marketing Solutions, Greenville, SC National Brands
Design Director Arrow Electronics, General Motors (Buick, Cadillac), Gerber
Childrenswear, IBM Advanced Business Institute, Office Depot
Experience Engineering, Inc., Greenville, SC
Senior Art Director Regional Brands
BSA Sales, Computer Design and Consulting, D&D Ford, Diversified
Gerber Childrenswear, Greenville, SC Security, Inc., Greenville Braves, Greenville Hospital System, Greenville
Artist Little Theatre, Nissan of Greenville, Skyland Automotive, The Litchfield
Company, University Hospital
Ad South Advertising Group, Spartanburg, SC
Graphic Designer EDUCATION
Frostburg State University
Bachelor of Fine Arts, Graphic Design
Minor, Business Administration - 1994
14
16. F E AT U R E D A F F I L I AT E S
Strategic Direction Project Management Public Relations
Bestbrandz Fox Marketing Brett Communications
John Garrard Kim Fox Tim Brett
www.bestbrandz.com www.foxmarketinginc.com www.brettcomm.com
Vivaldi Partners Broadcast Production Thomason PR
www.vivaldipartners.com Gromvision Beth Thomason
Corporate Video Production bthomason@bellsouth.net
Graphic Design Greg Grom
Mighty Mouse Productions www.gromvision.com Virginia Hayes
Janice Antley virginiahayespr@yahoo.com
mightymouse@mindspring.com Media Planning/Execution
Tankersley Media
Spain Lutz Leah Tankersley
spainlutz@earthlink.net tankmedia@charter.net
Upriver Studio Jean Eisen
Chris Thomas jeisonmedia@gmail.com
upriverstudio@earthlink.net
Research
Copy Writing Research Works
HI Creative Collaboration & Copy Russell Stall
Helen Ingram rstallpmr@aol.com
helenaingram@excite.com
Qualified Prospects, LLC
Thinking Cap Jason Keenan
Christa Sorauf jason.keenan@charter.net
thinkingcapone@charter.net
15
17. CLIENT PROFILES
While we execute work for more companies than are represented here, we consider clients to be those for whom we fulfill the majority of
their needs in the defined methodology, and have done so for them at least within the past year.
Client Industry Methodology % Of Billings Contact Contact Information
Buster Kennedy 200 East Broad Street
Elliott Davis Accounting Brand Management 8 Greenville, SC 29606-6286
Marketing Manager
(864) 242-2645
Brand Management Tim Brett 330 B Pelham Rd, Suite 200
Brett Communications Public Relations 8 Greenville, SC 29615
Project Management Owner
(864) 239-0616
Greenville Federal Brand Management Matt Tebbets 1501 Wade Hampton Blvd.
Financial Services 8 Greenville, SC 29609
Credit Union Experience Management VP, Marketing
(864) 235-6309
Brand Management Bill Love 515 Michelin Road
MTC Federal Credit Union Financial Services 8 Greenville, SC 29605
Experience Management CEO
(864) 458-1102
Midland, MI
Dow Chemical Corporation Manufacturing Project Management 5 Rob Vallentine (989) 636-0462
712 Congaree Road
Sportsclub Fitness Brand Management 5 Bill Egan Greenville, SC 29607
(803) 790-5004
Wendy Thacker 6 Logue Court
ScanSource Partner Technology Brand Management 5 Greenville, SC 29615
Marketing Services Project Management Laura Wencil
(864) 329-8242
Kim Fox P.O. Box 3904
Fox Marketing Marketing/Advertising Project Management 5 Pawleys Island, SC 29585
Owner
(843) 995-3188
Pierce Marks P.O. Box 15425
Innovative Adhesives Specialty Printing Project Management 4 Senior Vice President Augusta, GA 30919
(706) 828-7775
Extruded Polystyrene Susan Herrenbruck 4223 Dale Boulevard
Building Materials Brand Management 4 Woodbridge, VA 22193
Foam Association Executive Director
(703) 730-1601
16
18. CLIENT PROFILES
Client Industry Methodology % Of Billings Contact Contact Information
John Ludwig 205 East Broad Street
SDI Technology Services Project Management Greenville, SC 29601
President & CEO
(864) 679-0006
P.O. Box 931
Brand Management Blanton Phillips Simpsonville, SC 29681
BPStaff, Inc. Human Resources
Project Management President (864) 298-3409
80 Byrdland Drive
Indexx Printing Brand Management Jorden Finn Greenville, SC 29607
Owner (864) 234-1024
101 Slater Road
JPS Glass Fiber Glass Brand Management Tim Woodlee
Slater, SC 29683
Manufacturing Marketing Manager (864) 836-1363
2320 East North Street, Suite LL
Salvation Army Community Service Project Management Tara Holley Greenville, SC 29607
(864) 232-9027
Brand Management Tracy Kuhn P,O Box 1349
Pace Electric Company Utilities Easley, SC 29614
Project Management Director of Sales and Marketing (864) 859-0911
Bestbrandz Brand Consulting Brand Management John Garrard (706) 799-0067
Project Management President
40
Phillips Golf Group Sports & Recreation Brand Management Blanton Phillips (864) 298-3409
Brand Management Charles Emory 330 Pelham Road, Building A
Phillips Staffing Human Resources Greenville, SC 29615
Project Management President
(864) 679-4510
P.O. Box 1768
Renaissance Outdoors Landscape Products Brand Management Cory Brown Easley, SC 28641
Project Management (864) 246-1195
James Egan 511 Leitner Street P.O. Box 520
Graniteville Specialty Fabrics Specialty Fabrics Project Management Graniteville, SC 29829
President
(803) 663-2698
Brand Management Herb Dew 300 Coffee Street
Human Technologies, Inc. HR Staffing Greenville, SC 29601
Experience Management President
(864) 467-0330
Lisa Faller 15351 Roosevelt Blvd.
FKQ Advertising Marketing/Advertising Project Management Clearwater, FL 33760
President
(727) 539-8800
Philippe Meyersohn 279 Guelph Street
Neilson Dairy Dairy Products Brand Management Georgetown, Ontario L7G 4B3
Marketing Manager
(905) 702-5032
17
19. CO N TAC T
At Large Marketing Solutions, Inc.
330 Pelham Road, Building B, Suite 200
Greenville, SC 29615
office: (864) 527-1190
toll free: (866) 541-0192
www.atlargemarketing.com
Directions
Directions to Greenville office from GSP International Airport
1. 85 South to 385 North
2. Take Haywood Rd. Exit and turn right on Haywood
3. Go to Pelham and turn left
4. 330 Pelham is on the left (but you’ll see a big 300 address on the sign)
5. Park anywhere and go into Building B
6. Go to the second floor, end of the hall
18
20. SO U T H C A R O L I N A B U S I N E S S L I C E N S E
19
