Highlights include:

• Be a partner with your agency
• Involve your agency in the entire process – from planning to implementation
• Bring clear, objective thinking to your clients

It’s a good reminder for all of us on both sides of the partnership. Check out the article by clicking here: “How to Be a Better Agency Client.” Comments came from companies like Coca-Cola, Dunkin Donuts and Macy’s.

Music to this agency-owner’s ears!

We’re going for the gold at Barrett-Jackson’s 41^st Collector Car Auction in Scottsdale, AZ on Tuesday, January 17, 2012. The auction company is generously donating valuable auction time for the Chip Miller Charitable Foundation (CMCF) to auction a completely refurbished 1969 Riverside Gold Corvette Stingray coupe as lot #57 (charity lot 3001).

For the third year in a row, the CMCF has been privileged to run a Corvette through the Barrett-Jackson auction. Over the past two years, the auction has raised almost $80,000 for the charity. The Foundation is hoping another bidder will generously step up and become a part of automotive history in purchasing the 1969 Stingray. All net proceeds from the auction of this Corvette will go toward amyloidosis research.

Chip Miller was co-founder of Corvettes at Carlisle and Carlisle Events in Pennsylvania. Chip was very well-known and loved in the Corvette community worldwide but in March 2004, he passed away from a little-known disease called amyloidosis. The Chip Miller Charitable Foundation (CMCF) was formed to help spread awareness of this disease and raise money for educational and research purposes.

The Foundation’s goal is for earlier diagnosis to affect better treatment outcomes. If Chip and his doctors were aware of the symptoms of amyloidosis when they first presented, he might still be with us today. The mission of the CMCF is to empower people with the knowledge and understanding of amyloidosis for earlier detection, ensuring a better quality of life for those afflicted with the disease and to help science find the cures.

The 1969 Corvette Stingray is generously being donated for the third year in a row by San Diego Classic and Muscle Cars of Escondido CA. It is being offered at no reserve and is a rare, one-year color in Riverside Gold with a saddle interior. It features a matching numbers original 350ci V8 with an automatic transmission, fresh repaint, new interior, and brand new Firestone wide oval redline tires that are authentic to the car.

The Corvette also includes:

• Factory air-conditioning, power windows, steering and brakes, tilt and telescoping wheel
• New bumpers, new emblems, new door handles and new rally wheel derby caps, big block hood
• Owner’s books

In addition to the new tires that were donated by Coker Tires, Reliable Carriers Inc. will ship the car at no cost to the buyer anywhere in the contiguous United States. So, that’s no auction fees courtesy of Barrett-Jackson and no shipping costs AND all the net proceeds go to an important cause – everyone should be bidding on this beautiful Corvette!

This refurbished like-new Corvette was made possible by our generous sponsors Mid America Motorworks and Trim Parts. The winning bidder will also receive a huge basket of car care items from Adam’s Polishes and the ultimate Corvette experience with four free passes each to the Bowling Green Assembly Plant and to the National Corvette Museum in Bowling Green, KY. Finally, the winner will be able to join us at Corvettes at Carlisle with their free fun field pass in August 2012 courtesy of Carlisle Events.

During the 2010 Auction, the “auction experience” featured the first-ever wedding at Barrett-Jackson (click here to read more). The newly married couple, Donna and Joe Miller (no relation to Chip Miller) drove the Corvette onto the block at auction time. “I’m not sure we can top that,” said Lance Miller, Chip’s son, “but we’re hoping three times is a charm to help us fight the terrible disease that took my father too soon.”

Tune in to Speed TV to watch the action – the car is lot number 57 (charity lot 3001) and is scheduled to roll across the block at approximately 7:00 pm EST on January 17, 2012.

In a recent blog by Michael Gass, he outlines his top eight reasons why it’s a great time to be a boutique agency including:

1. They have the opportunity to build awareness well beyond their local markets.
2. A real opportunity exists to work with bigger clients and nationally known brands.
3. Agencies can generate more appeal by creating a narrower niche. They can hyper-focus on a specific target audience, category or discipline or a combination of these.
4. Increased revenue by being better positioned for their advertising and marketing expertise through category or target audience experience or through a particular discipline.
5. Network and referral business becomes more efficient.
6. Inbound lead generation is proving to be less expensive than traditional outbound leads.
7. Allows agencies to work with the clients that matchup well with its core strengths.
8. More new client accounts can be won without pitching.

The Challenge

• Create direct-to-physician acquisition and retention program for audit panels
  • Surveyed physicians to profile their market research loyalty behaviors
  • Based on the results from the survey, developed strategic marketing plan aimed at driving HCP enrollment and loyalty
  • Built new brand for program which included new logo and positioning/creative standards
• Created an ongoing campaign that integrates Web sites, custom direct mail, email, search engine marketing and enhanced rewards offerings
  • Filled the surveys in less than two hours of sending emails/within three days of mail arrival
• Created successful, ongoing program
• Obtain physician input regarding their preferences for participating in market research studies

Our Strategic Solution

• Surveyed physicians to profile their market research loyalty behaviors
• Based on the results from the survey, developed strategic marketing plan aimed at driving HCP enrollment and loyalty
• Built new brand for program which included new logo and positioning/creative standards
• Created an ongoing campaign that integrates Web sites, custom direct mail, email, search engine marketing and enhanced rewards offerings

The Results

• Filled the surveys in less than two hours of sending emails/within three days of mail arrival
• Created successful, ongoing program

IKON Office Solutions/Ricoh creates and sells office equipment to major corporations as well as small privately-owned businesses throughout the USA. When a copier goes down, a customer needs to get it up and running as quickly as possible.

In order to give their customers a better experience and service, we developed a new, robust Customer Resource Portal where customers can access their account information, request service and interact with IKON/Ricoh on a different level – at their convenience.

Working in conjunction with IKON’s internal team, we developed the strategic rationale for how the site should perform and designed the Web site. The site needed to work within existing internal database systems, so functionality was critical both for user experience and functionality.

MyRicoh.com has gone live with expanded roll-out scheduled for early 2012.

The Challenge:

Create a new brand identity for an established pharmaceutical contract manufacturing company that expanded under new management.

Our Solution:

Develop new corporate positioning and a solid strategic/tactical plan for lead generation including:

• Extensive client satisfaction survey to obtain feedback for positioning
• All new sales collateral and marketing materials including an updated logo, new brochure, corporate Web site (visit www.accupac.com) and sales presentation
• Standards of consistency for new corporate and service positioning

The Results:

Active Integrated was awarded two Gold MarCom Creative Awards for creativity/design and overall business-to-business brochure for Accupac’s new brochure!

The Challenge:

To promote and communicate vast, complicated product lines to existing and prospective B2B clients to generate new sales.

The Solution:

Development and implementation of a strategic plan (on a small budget) including:

• Promotional email campaign and product sell sheets
• Web site landing pages added to client’s existing site
• Client database mining to identify level one and level two leads
• Identification and purchase of targeted acquisition lists

The Results:

An integrated campaign that provided support and leads to the sales team and better e-communication to clients and prospects.

The Challenge:

To create leads for a B2B sales force in the faith-based market and to convince the target to invite a sales representative in for a demonstration.

Our Solution:

• Developed tactical plan to achieve client goals
• Created series of test emails, each with unique images and messages that resonated with target audience
• Create a landing page to capture all leads

The Results:

A successful campaign that put leads in the sales pipeline. The campaign rolled out nationally.

The Challenge:

To create corporate visibility and drive inexpensive, qualified leads to a B2B pharmaceutical supplier’s Website.

Our Solution:

Implemented an extensive pay-per-click campaign on Google, Yahoo! and Business.com through:

• Development and optimization of appropriate keyword list and solid creative positioning
• Driving users to specific landing pages on the website that will provide a successful search and ultimately result in contacting a sales rep
• Complimenting organic listings
• Expanded to International search
• Continually testing and measuring terms to receive optimal results

The Results

• Drove numerous new leads to sales team at a 33:1 ROI
• Created a new sales channel/target market for client
• Tripled monthly Web site traffic since campaign inception
• Generated a higher than average B2B click through rate
• Maintained a lower than targeted cost per click

The Challenge:

To increase the amount of money raised for the Delaware Valley Chapter of the Alzheimer’s Association during the third through seventh and final annual Corvettes for a Cure event.

Our Solution:

Developed grass-roots promotions to build public awareness, attendance and donations including:

• Creation of Web site that detailed the event, showcased previous year’s winners and accepted online registrations
• Launched an aggressive public relations campaign
• Distributed flyers and promotions at regional Corvette shows
• Acquired sponsors

The Results:

• Increased the amount of money raised year after year for the Association
• Doubled the amount of Corvettes in attendance
• Published post-event articles in both Vette and Corvette Enthusiast magazines
• Awarded a Gold MarCom Creative Award in the Public Service Promotion Campaign category