WHAT ARE WE ADVERTISING?
A business automation company called Automated Marketing
WHAT’S THE PROBLEM?
Automated Marketing is a business that has evolved from a being an internet consultancy to become an internet service provider of a market leading customer relationship management system: infusionsoft. The difference for the company is that the new product set requires the customer to integrate the service into the way they work rather than simply use the outputs e.g. websites, SEO etc. The problem is that prospects have no idea of what Automated Marketing offer or how they might benefit from the company.
WHAT’S THE OPPORTUNITY?
If we can create a value proposition that reflects a combination of both the excellence infusionsoft software and the excellence of the Automated Marketing coaching team and expert knowledge then the mix portrayed will attract a wide range of businesses looking to modernise their CRM and bring it in line with the rapidly changing marketing arena, the speed to market of new products and services set against the huge array of competitors. A logo containing a strong expression of this will enable people to understand this proposition better.
WHAT ARE THE CAMPAIGN REQUIREMENTS? (please ?)

TV Web Banner Exhibitions Other
Press Website Brochure Logo and line
Radio Mailing Leaflet
Poster Sales Promotion

SPECIFIC INFORMATION IF KNOWN
The logo should ideally contain a property that can be applied in other marketing collateral.
Possible attachments to the creative brief could include:
Research Summary, advertising history, competitive advertising, media plan.



CLIENT: Automated Marketing PRODUCT: Logo DATE: 7th May 2010
WHY ARE WE ADVERTISING?
We need to create a logo that reflects the right tonality of the Automated Marketing brand.
This will be key to make prospects and clients take the business seriously. A new logo will portray the business in a way that will make prospects feel confident that the service offered.
Because the solutions are technical we must ensure that the logo portrays clearly what the benefit of working with Automated Marketing will be rather than what it is. We are unlikely to ever have our own marketing budget to make the logo famous so the design has to work hard towards communicating what we are about.
WHO ARE WE TALKING TO AND WHY?
Business Owners of medium sized businesses with at least a 500K turnover and less than 50 people. In these times of more choice, more competition, greater segmentation and less and less loyalty the business owner’s nightmare is the idea of ‘the lost sale’. By implication they believe that there are huge numbers of potential customers waiting to be contacted and with money to spend. The trouble is, the whole organisation is working constantly to service the existing customers and the focus is on this and at not on getting new customers. This job falls to only too few people and they’ve probably got other jobs too. They know their business needs more customers but getting them requires training people to be able to sell. And that takes time as well as resources. The result is feast and famine. A new business push followed by servicing the new customers. It is a real management headache. Automated Marketing will change all this.
WHAT DO WE WANT PEOPLE TO TAKE OUT OF THE LOGO ? (emotional values)
This company looks like the sort of company I want to work with. I can see what they are about, helping me generate more business by automating the way I catch new customers.
WHAT IS THE SINGLE MINDED THOUGHT?

WE AUTOMATE CAPTURING MORE NEW CUSTOMERS

WHAT DO WE WANT PEOPLE TO KNOW? (rational values)
By working with Automated Marketing it will be like adding a whole new sales force to your business without the need to bring in new people. We design an approach to captures more prospects that dovetails into your business processes. This includes profiling your ideal prospects and putting in the conversational tools to convert them into customers and keep them loyal. Once we have established how you want to win more business then overlay this with a bespoke software solution using the market leading infusionsoft. This offers a series of tools that once we will set up with you, will help you collect a whole host of new customers and manage their whole journey into your business.
WHAT IS THE TONE OF THE COMMUNICATIONS?
Serious fun. The impact of using Automated Marketing is amazing. Although it is a technical solution, it builds on the way we all like to buy. The logo should make people smile and feel good about working with Automated Marketing. It should be simple and modern and illustrate what it would be like work with the company.
WHAT OTHER MANDATORIES ARE THERE?
Use the name Automated Marketing.
Create a brand property that can be used separately from the logo e.g. A butterfly net and butterflies; A fishing reel; A vacuum cleaner; A funnel with people tumbling in; A shopping trolley. Keep the look very illustrative and stylised at this time.