Services and Expertise

Building a brand? Seeking a measurable marketing campaign, PR or internal communications program? Here’s a breakdown of services to help you decide what’s right for your business:

Branding your business is at the core of a successful marketing program. Externally, your brand creates a consistent identity, a “difference” about your product or service that builds emotional relationships with your customers. This is important because people typically buy with their emotions—not always with their dollars and sense.

Internally, a solid brand serves as a guidepost in all you do, from marketing to employee training and operational decisions. Why? Because you and your team have a clear understanding of who you are, what you do and why your customers can’t live without you.

Don’t miss this essential step in your marketing plan. On Point services stem from a solid understanding of your brand. As a first step in any campaign, owner Kim Cecere will work with you to get to know your brand attributes or help you to uncover them. Here’s a summary of what On Point can do for you on branding:

  • Brand communications strategy and execution
  • Brand guidelines development
  • Brand personality and promise (tagline) development
  • Brand positioning and messaging development
  • Logo and identity system design
  • Market assessment
  • Naming
  • Research, primary and secondary: Focus groups and surveys

Public and privately-held companies have many audiences they need to communicate with on a regular basis… employees, customers, the media, shareholders, investors, industry analysts and other key influencers… the list is extensive, as are the types of communications strategies, tactics and platforms to develop and deliver engaging campaigns and conversation.

On Point owner Kim Cecere intimately understands the evolving state of the Corporate Communications department—how social media can increase employee collaboration internally, and build brand loyalty, externally.

She’s been in the trenches when a company is in transition, whether evolving its brand or shuttering its operations. She’s also skilled in how Corporate Communications can collaborate with “internal customers” such as HR/Organizational Development, Education and Training, and Sales/Marketing to connect and engage with multiple audiences.

For corporate communicators on overload who need to augment this function, here’s a snapshot of our work in the Corp Comm arena:

  • Collateral materials development: annual reports, case studies, magazine development, website content strategy and copywriting, white papers, press kit/online newsroom
  • Employee communications: intranet content strategy and copywriting, newsletter development, organizational transition communications
  • Executive communications
  • Mission, vision, core values development
  • Professional photo shoot coordination, project management
  • Social media strategy
  • Video scriptwriting and production project management

Supporting your sales team with creative, credible and cohesive materials is a specialty at On Point. Here, we focus on creating topnotch collateral and measurable campaigns that deliver results. On Point founder Kim Cecere has worked extensively with in-house and creative agency “marcom” teams, crafting messages and working closely with talented designers (graphic and environmental) to build brand loyalty and maximize customer touchpoints.

For retailers and other consumer lifestyle brands in need of customer recognition, here are the ways On Point can help you:

  • Custom, collateral materials copywriting/design: banners, brochures, case studies, email and direct mail, sales sheets, signage, websites
  • Marketing plan development and execution
  • Print advertising
  • Online advertising: Facebook, Instragram, Google banner display
  • Professional photo shoot coordination, project management
  • Social media strategy
  • Video scriptwriting and production project management

Public Relations is a meaningful and cost-effective way to build awareness and shape perception. It’s no wonder companies have long benefited from PR’s unique ability to tell their stories in a genuine way with reach and impact.

A well-thought-out PR program can educate audiences on your differentiation in the marketplace, tap industry influencers, strengthen community ties and generate positive, informative press coverage—ultimately, protecting a company’s overall image.

The PR pros at On Point are experts not only in the process and implementation of public relations, but in its evolution. Every client is different; new media are emerging every day. Our ability to customize campaigns and apply the best mix of traditional PR with social platforms and content strategy is a key strength.

Our greatest strength, however, lies in our ability to see the whole marketing picture. How best can we integrate and leverage PR as an imperative part of your overall marketing strategy? We’d love to talk with you. Please review our PR services and give us a call.

  • Community relations: speaker’s bureau, partnerships
  • Media relations: guest columns/contributed content, key messages, talking points, Q&A development, news release/content strategy, press kit/online newsroom, targeted story pitching
  • PR program strategy and development
  • Social media strategy: blog development, writing, blog tours and outreach/guest blogging, editorial calendars, social platform development and counsel
  • Special events publicity