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8/20/2019 FIGville_2015 Naming & Positioning-Anna Locke
http://slidepdf.com/reader/full/figville2015-naming-positioning-anna-locke 1/16
Confidential: For A.T. LOCKE Use Only
Strategic Marketing
August 2015
8/20/2019 FIGville_2015 Naming & Positioning-Anna Locke
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Confidential: For Internal Use Only
Strategic Marketing
• Articulating the product or service
• Articulating the value of the product or service to a prospective client
•Positioning of the value within a client's set of competitive options
• Communicating the product, value, and “reason why” to prospective clients
“A brand is the essence of your company remaining in the mind of
your employees, customers, and potential customers.”
This is branding!
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
A.T. LOCKE’s story…
…Introduction of Sarbanes-Oxley
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
Why would someone hire your company?
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Environmental Factors
ECONOMIC Slow economy/recession
Resistance to increase resources
Increased interest in by-the-hour services
Increased focus on financial statements
Increased need for financing
Unemployment high
Increased ‘free-lancers’ in the marketplace
Decreasing average salary range for full-time positions
LEGAL International GAAP
Increased need for assistance with financial statements
TECHNOLOGY Upgrades to on-line/cloud computing for accounting software
Increases small business owner’s ability to do it himself
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
How are you delivering your service?
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
We don’t exist in a vacuum…
…What are the substitutes?
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Confidential: For Internal Use Only
Competitive Landscape
Major CPA
Firm
Local CPA
FirmFree Lance
Full-Time
Employee
Perfectly scalable a a a
Team experience a a a
In-house member of
client teama a a
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
8/20/2019 FIGville_2015 Naming & Positioning-Anna Locke
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Confidential: For Internal Use Only
Components to Communicating Value to Clients
Visitors
Leads
Opportunities
Sales
Satisfaction
Retention
Upsell
Evangelism
New Client!
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Confidential: For Internal Use Only
Components to Communicating Value to Clients
Component Initiatives Deliverable
VisitorsAwareness
Share of VoiceAds
Leads Collateral Forward Progress
Opportunities Collateral Scope of Services
Sale Sit Down DiscussionAnna
Engagement Letter
Satisfaction A.T. LOCKE TeamSOW/Workflow/Timeliness
Accuracy/Quality
Retention A.T. LOCKE Team
“Intangibles”
Client Report CardBusiness Review/Relevance
Upsell A.T. LOCKE TeamManagement Consulting
Drip Campaign
Evangelism A.T. LOCKE Team A.T. LOCKE Team
Visitors
Leads
Opportunities
Sales
Satisfaction
Retention
Upsell
Evangelism
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Confidential: For Internal Use Only
Our Objectives
Who are we?
What is our value?
What do we do?
Who is the competition?
How do we share it?
Let’s put it all together…
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Confidential: For Internal Use Only
Who Are We?
A.T. LOCKE is a provider of accounting, analysis and guidance critical for decision
making. Through the collective experiences of the A.T. LOCKE team in
collaboration with management, we can help your company bridge the gap to the
future by providing accurate timely and relevant financial statements.
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Confidential: For Internal Use Only
What is Our Value?
Through timely financial reporting, meaningful review, and understandable
communication, A.T. LOCKE’s breadth of knowledge and experience allows
funding of performance rather than position.
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Confidential: For Internal Use Only
What Do We Do?
A.T. LOCKE provides accounting management including bookkeeping, budget
preparation, audit coordination, financial reporting, controller functions, and CFO
level analysis. Along with the various accounting functions, A.T. LOCKE team
members provide valuable insight and interpretation of the client financial data.
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Confidential: For A.T. LOCKE Use Only
Strategic Marketing
August 2015
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