:: UPDATE
Dear Friend of Sequentia,
What is Sequentia all about?
We’re about community. What does that mean?
It means that a sense of community brings people together , and spurs them to action. What does this mean to you and your customers? Our chief differentiator as a company is that we don't just market - we build self-sustaining communities by enabling our clients to forge strong, lasting connections with their prospects - and helping them to understand their existing customer community better. Read on for a case study on how we did this for The Right Mountain.
In our next issue, out in September, we’ll look at a community-building development program we did for one of the world’s leading hardware manufacturers – and why this approach was valuable to them.
And finally - community is not just something we 'do'. We live it! We work and play as a community. Community is alive and well in our space, our services and our people.
OUR SPACE
Have you visited us at our new ‘environment’ yet? We share an open concept office with three other companies, in an arrangement we like to call The Soho Collective. Why Soho, you ask? If you don’t know the answer to that, then you definitely haven’t visited us on Soho Street yet; please stop by!
OUR SERVICES
We have a unique and highly-functioning work environment, in that our primary partners also share our office space with us. This allows us to collaborate and coordinate our projects in-house and in person: a phenomenon which you’ll be hard-pressed to find in our increasingly digital corporate world. Our office environment is open, collaborative, downtown, communal AND digital (wirelessly, of course) – a perfect union, if we may say so ourselves.
OUR PEOPLE
We don’t just consider ‘community’ to be our business positioning, we live community. At any given time, you’re likely to see our resident diva pooch, Mickey - who, we may proudly add, is moving up in the world as poster-dog for our boys in blue and white, the Leafs. We have dogs, children, and YOU - all of whom are part of the Sequentia extended family. Sequentia has been reproducing and repopulating in the last few months, and it’s been amazing to watch our development. Visit our website in the fall to see some new shots!
Yours Sequentially,
Jen
:: NEWS
New Faces
Denise Shortt joined Sequentia Communications as VP in June. Read the press release.
Carl Michener (better known as Content Carl) joined us as copywriter in June. Carl is a freelance writer who will be working with us on web content and newsletters. Welcome aboard Carl!
New Projects
Betfair selects Sequentia for Canadian launch positioning.
Willson signs Sequentia for PPC campaigns, newsletter.
Upcoming Event
Market Yourself Smarter Series for Women, Sept. 29th
Leading Women, The Next "CEO-Level" Generation.
To learn more or register visit:
www.marketyourselfsmarter.com
[more news]
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:: MARKETING TIPS AND TRICKS
The importance of clear language
http://www.plainenglish.co.uk/
Isn’t PR just about press releases? Debunking that myth, and ways to get yourself more coverage...
http://customers.mediamap.com/articles_1.asp
The art of customer communications (registration required)
http://www.marketingprofs.com/4/levitan1.asp
Writing web copy isn’t just a matter of putting your offline marketing materials online. It’s an art, and a science. (registration required)
http://www.marketingprofs.com/4/dwyer1.asp
Why you need a newsletter – AND a blog
http://www.wordbiz.com/archive/enewsletterandblog.shtml
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:: CASE STUDY
The Right Mountain – Bringing a New Book, New Services and a Great Team to the World
In December, The Right Mountain came to us to help them formalize their marketing communications. What’s happened since then?
- Cover of Canadian Business in July/August with distribution to over 85,000 business executives
- Recurring column by Jim Hayhurst Sr. in 24 Hours (circulation 250,000+)
- Toronto Star article
- CityTV television appearance
- Radio interviews across the country
- A packed book launch at Indigo for WHERE HAVE I GONE RIGHT?: The Right Mountain Guide to Getting the Job & Life You Want. (John Wiley & Sons, February 2004)
- New email newsletter
- Search engine advertising campaign
How did we do all this?
It started with the book. Available in bookstores now, WHERE HAVE I GONE RIGHT?, is founded on the lessons outlined in The Right Mountain, Jim Hayhurst’s account of his life-changing 1988 Mount Everest climb. The book takes the reader through steps to identify their accomplishments and values, a process developed and in use at The Right Mountain Career Centre and Hayhurst’s corporate and speaking engagements.
Our goals initially were threefold:
- Primary Goal: Publicize book
- Secondary Goal: Create awareness of Jim Sr. as spokesperson and career counseling expert
- Publicize career counseling services
To accomplish these goals, we created a complete communications program focusing around the book and Jim’s reputation as an author, adman and career expert. Tactics included highlighting career dissatisfaction stats in a series of press releases and media alerts, (current statistics show that only 45% of Canadians are ‘highly satisfied’ with their jobs*) email invitations for the January book launch, collection of email addresses from The Right Mountain site and development of an opt-in email communication list, and search engine advertising.
After the first two months of activity, we shifted into our secondary focus, a more long-term approach of establishing Jim as a subject matter expert. This involved sending out a spokesperson alert highlighting his skills and expertise as a celebrated best-selling author, inspirational speaker, mountaineer, and career expert. This communication prompted the 24 Hours columns and Canadian Business article – with much telephone follow up of course.
We’re pleased to report that Sequentia generated the above results for The Right Mountain – all within our first seven months of engagement! This speaks both to an excellent, engaging spokesperson, timely subject matter, the right pitches – and an approach that clearly resonated with media.
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