What We Do
Basically, you want it, we do it. Well, as far as marketing is concerned anyway. But, for those of you who like specifics, here’s the list.
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PUBLICITY Publicity consistently rates as one of the most effective forms of marketing for several reasons. First, the information presented editorially provides much more content than can be practically presented in an advertisement; resulting in a richer, more valuable experience for the reader/viewer. Second, it’s an easy argument that an editorial-type story carries the clout of an impartial third-party assessment of the subject matter. With so much going on, it’s often difficult to get the attention of various media outlets. It’s more of an art than a science. To that end, we tell each client’s story with enthusiasm and clarity so that the media can quickly and easily turn it around to their viewers/readers. Although we rarely take ourselves seriously, we do take our relationships with the media very seriously. Our approach is to serve as a valued source that they can depend on to provide accurate, timely and relevant information to make their job a bit easier. In part, it is our commitment to minimizing the clutter and maximizing newsworthy content that has resulted in an exceptional working relationship with the media. |
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BRAND DEVELOPMENT A company’s brand represents one of its most valuable assets that should be cultivated and protected. We help our clients develop their individual identities by prompting them to discover who they are, what they offer and how they fit into the marketplace. Once this is accomplished, we conduct a brand audit of the company to ensure that all of its communications – from advertising and collateral to logo and digital presence – accurately and appropriately reflect their individual brand. Then, we develop marketing programs and initiatives that are consistent with, and that build on, our client’s brand within the marketplace. |
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DIGITAL COMMUNICATION The breakout growth of digital media is astonishing by any measure. As a company we recognize this fact, and have enthusiastically adapted and adopted its many benefits to offer a complement of digital-based services to the golf industry including design and maintenance of Web 2.0 sites; audio/video production; executing social networking strategies; managing digital email database marketing programs and writing/monitoring client-related blog sites. We have also partnered with a technology company to execute mobile marketing programs on the current generation of Smart phones. We are equipped to build and maintain a client’s digital infrastructure, populate that infrastructure with rich, dynamic and relevant content, and provide counsel to our clients as to “what’s next?” |
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LOGO & COLLATERAL DEVELOPMENT The importance of a company’s logo cannot be overstated: it sets the tone, conveys a message and, ideally, elicits the intended mental schema within the thoughts of the customer. Plus, logos rarely exist in a vacuum. They must complement, sometimes subtly and sometimes brashly, the myriad customer points of contact including digital and printed mediums. We relish the opportunity to assist our clients in developing their logos, as well as, tactfully applying them to their identity package to achieve consistency throughout. To this end, we employ two talented graphic designers who work in concert with the communications team to produce effective, creative logos and collateral materials. |
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ADVERTISING Advertising provides a direct approach to marketing that carries a message straight to the consumer. One advantage is that the advertiser can precisely control the message; as opposed to editorial coverage, where the writer/editor determines the tone. And the advertiser can control where the message appears, when it appears and who sees it. In the “old days,” a comprehensive print and broadcast ad buy recommendation was often part of Communication Link’s overall communications strategy for our clients. Today, we buy a fraction of the traditional media by comparison. Instead, we tend to carve up the pie a bit differently to include the traditional media that is still relevant along with a larger slice of digital media. However, when appropriate, we continue to work with our clients to develop strategic, cost-effective and eye-catching advertising campaigns that reflect the unique aspects of their businesses and allow their companies to stand out within their respective marketplaces. Although we seldom recommend heavy advertising (traditional or digital), we believe that strategic advertising, working in conjunction with other public relations efforts, represents a crucial piece of an overall public relations strategy. |
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DIRECT MAIL Again, back in the day, this was one of the most targeted marketing tools available allowing organizations to send a message directly to potential customers based on their specific demographic profiles. And, under certain circumstances, this still holds true. However, snail mail is slow and expensive making it even more important, given the current budget-busting climate, to determine the right time to choose direct mail. When the stars do align, we work on behalf of our clients to craft the messages, create the direct mail pieces, acquire the mailing lists and coordinate with the mail house to send them out. The same holds true for direct email campaigns. We work with our clients to build and correspond with their own email database of customers. Plus, we help them identify organizations which allow for third-party communications with their databases. |
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OTHER Although these services are the foundation of Communication Links, our experience in golf, hospitality and real estate allows us to contribute to our clients on many different levels. We are glad to offer consulting in operational, service, training, talent recruitment and many other issues as well. |