Branding & Marketing
At J Street, we believe that branding and marketing are strategic tools to meet clearly defined business objectives. A logo is not a “pretty picture” – it’s a snapshot of your strategic positioning, and in some cases the most important communication element you have in our world of web-centric attention spans. A marketing program is not meant to convey cleverness or win awards – it is a surgically developed plan to motivate specific target groups to specific actions. Branding and marketing are first about smart strategic thinking and efficient planning, and only then about creativity and implementation. J Street offers all of the above.
Our branding & marketing approach is grounded in decades of experience with the Fortune 500 and national brands that are household names – including Internet companies, law firms, cars, telecom, high technology and ice cream. We’ve named dozens of products and created new brands for health systems, convenience stores, software firms and associations to name a few. We've supported these launches with fully integrated marketing programs, online and offline. And, with most clients, we expand beyond strategy to complete advertising & design deliverables to support their new strategic marketing plans.
Our Branding & Marketing Services Include:
J Street’s marketing approach is grounded in the discipline of Fortune 500 planning, infused with the flexibility and agility of our entrepreneurial perspective. Our strategic planning process defines your business objectives, clarifies your target groups, develops compelling messages for these targets, and crafts dynamic programs to deliver results.
We deliver realistic, actionable marketing plans to fit your situation and budget, considering all available marketing tactics – from sales support to full national media campaigns. We leverage the latest in online and web communication tactics in the context of decades of real-world experience. Our mission is to create impressive new ways to break through to your customers while maximizing the efficiency of your resources.
Specific services include:
Understanding your target is key. J Street helps you specify how each target group can contribute to your business objectives. We help you to define, quantify, and segment your target groups, clarifying their perceptions, perspectives and motivations. Our services include primary and secondary research studies, large and small, often in partnership with national research leader Harris Interactive.
Our J Street team develops comprehensive, integrated marketing plans to reach defined targets and deliver specific business objectives. Our J Street Marketing Matrix plots recommended programs for every key marketing discipline, refined for each target group. Plans integrate traditional marketing elements with leading edge online tactics, customized to your timetable and budget.
J Street incorporates online and offline media strategies in the marketing planning process. We also provide full media services, including media planning, negotiation and media buying for national and local market plans with J Street Consulting Partner Deborah Bozsa & Associates.
J Street marketing plans often include the unexpected. For one of our Clients this included product placement in a feature Hollywood film. J Street has a working partnership with COOP Ventures, an entertainment marketing firm based in Los Angeles, to provide product placement and alternative media marketing for our Clients. As the rules of advertising rapidly change, we can provide in-program “adver-tainment” to promote products, issues and ideas for our Clients.
Event marketing is also key to reaching target groups, and sports continue to be a major draw. J Street has teamed up with Octagon Sports Marketing for everything from athlete appearances to golf tournaments and special sporting events.
Customized Target Marketing
J Street’s planning process often identifies very select targets to pursue, numbering in the hundreds or even dozens of prospects. When marketing efforts need to focus on a group this well defined, we create custom marketing programs to touch only the selected audience. From custom publications to dynamic internet-based communities. These specialty programs are a J Street signature – compelling and creative, efficient and cost effective. J Street Consulting partner Lane Soelberg, our interactive program specialist based in Los Angeles, spearheads these efforts.
J Street consultants have launched national products for household names and new inventions alike. Our branding process is comprehensive and scalable, responsive to the timing and budget needs of each Client. As with all J Street planning, our branding is grounded in business objectives to yield financial results.
Our branding process is aggressive, effective and engaging. The process can take 6 week or 6 months, depending upon your specific needs.
Steps in the J Street Branding Process include:
Strategic sessions with senior leadership identify key business issues and clearly define branding objectives. Understanding what constitutes a “win” for the branding initiative is critical, so we always direct our work towards tangible, measurable goals. “Begin at the end” is our motto.
Your brand’s position is a synthesis of three key perspectives: Internal stakeholders, external targets and your competitive position. J Street conducts research in each of these areas, ranging from one-on-one interviews to full quantitative studies. This important step captures key message points and plots the right direction for your brand.
With research as a foundation, J Street develops a definitive brand positioning statement to get everyone on the same page… literally. This one document becomes the framework for all creative development, marketing communications and business strategy decisions to follow.
Next, we go back to stakeholder targets, internal and external, to confirm the brand position. This “red flag” check is critical and can be accomplished through informal discussions or a second round of formal research. Without it, we’re all just talking to ourselves.
Finally, J Street provides full creative services to translate your brand strategy into creative deliverables such as naming, logos, taglines, brand style guides and design templates for websites and brochures. We offer a comprehensive, end-to-end branding solution – from concept through creative.
Beyond strategy, J Street can also implement.
For a majority of Clients, we expand our engagement to offer creative services from advertising and design to website development. We function like a full-service agency, but with the speed, flexibility and cost savings of a freelance team.
Our creative consultants have managed some of the largest advertising accounts in the country and developed creative campaigns for some of the world’s biggest brands. And our partner advertising, design and web development firms are among the best in the region. Clients turn to our team as an effective alternative to the expense and bureaucracy of a big agency.
J Street Advertising & Design services include:
J Street provides full creative services to translate your brand strategy into creative deliverables such as naming, logos, taglines, brand style guides and design templates for websites and brochures. We offer a comprehensive, end-to-end branding solution – from concept through creative.
Print, radio, television, internet, direct marketing, outdoor, specialty media. J Street consultants have done it all for over two decades. And we provide it all for our clients.
J Street creative services cover the full spectrum of design from graphic design and copywriting, to illustration and print production. Our consultants have won numerous national and international awards for their work.
J Street consultants can serve as your out-sourced marketing department, managing every aspect of brand development, strategic planning, creative development and program execution.
At J Street, we believe that branding and marketing are key strategic tools to meet business and financial objectives.