A reputation management strategy is only as good as the results it achieves. Here's what Allan Mann is accomplishing for his current clients.

NON-PROFIT MARKETING COMMUNICATIONS

Eden United Church of Christ (Congregational)
Working as a coach and mentor for a marketing committee made of up of church members, guided the development of a comprehensive marketing communications plan to grow membership through increased visibility. Results: Through extensive research and discussion, determined key target audiences, brand positioning and key messages as well as primary communications channels that can be utilized to teach the targets with the messages. The plan was approved by church leadership and is now in implementation.

Hayward Area Historical Society
In conjunction with Geiger Communications, developed a strategic communications plan to position this growing organization more effectively with opinion leaders and the general public to generate financial support and attendance. Results: Interviewed 50 community leaders, commissioned a market survey of 100 community residents, benchmarked seven like-sized historical societies and conducted an audit of current communications. Recommended a two-part strategy to first communicate more effectively with community opinion leaders about the organization's mission, goals and finances, then develop a campaign to promote the organization's events to the general public. Recommended an extensive list of communications, community involvement and programming ideas to implement the strategy. During implementation in 2005, completed a position paper (with talking points for the Board of Directors) and annual report for distribution to community leaders and placed feature stories on museum events in local media. During 2006, assisting with the management of media and community outreach to develop new museum building.

Alameda Civic Light Opera
On a pro bono basis, assumed responsiblity for all marketing activities, including publicity, collaterals, advertising and audience development strategies.  Results: Using data from market research initiated, developed and executed a branding strategy to create an image for the company more in keeping with the professional quality of its productions. Worked with the designer to develop a strong visual image and used it to connect all collaterals and advertising. Created a 48-page program booklet with feature material about the company and its professional activities to be distributed at shows. Revampled newsletter to better communicate with regular patrons and other stakeholders. The number of news outlets regularly publicizing and reviewing ACLO productions has doubled over the last three years. (The publicity, advertising and collateral have been taken over by paid professionals while I continue to write the newsletter and the program booklet.)

West Alameda Business Association
Ongoing responsibility for overall marketing for the business district, including a campaign to promote special events.  Results: Developed and executed a multi-faceted strategy to promote the monthly summer concert series and the Peanut Butter Jam street festival, including publicity, collaterals, advertising and promotional events. Led a team in the development of a new website for the district (www.westalamedabusiness.com) and initiated a weekly co-op ad in the local weekly newspaper. Currently writing editorial copy for the weekly ad, promoting special events and consulting with the organization on its role in a city campaign to attract new business to the district.

California Telemedicine and E-Health Center

Project to increase the number and amount of grants and stimulate referrals for non-profit organization promoting the use of telemedicine.  Results: Developed a comprehensive, multi-year plan to increase the visibility of the organization through advocacy on behalf of telemedicine. Generated print and broadcast media coverage in San Diego for a CTEC-funded project.

Out & Equal Workplace Advocates
Project to reposition organization from a local to national organization. Results: Guided the organization through a two-year re-branding effort that included a name change, new logo and identity system, membership program, local chapter structure, newsletter and website redesign, an overall strategic PR plan to generate national visibility, addition of a Communications Director to the staff and targeted marketing strategies for the organization's training programs and annual conference. All elements sucessfully implemented and achieving desired results.

SMALL BUSINESS MARKETING COMMUNICATIONS

Susan L. Jeffries & Associates, Family Law Attorneys
Developed a comprehensive branding strategy to increase visibility and differentiation from competitors in the East Bay area. Results: Recommended a brand strategy that emphasized the principal's deep experience in tax as well as family law and highlighted the wide scope of services and working arrangements available. Working with a designer, revamped the firm's brochure to better reflect branding messages. Working with a webmaster, redesigned the website (www.susanjeffries.com)for search engiine optimization. Re-evaluated print and website advertising and worked with a designer to redesign ads. Developed a workshop on family law for business owners and arranged for the principal to present at the Small Business Administration in San Francisco and Oakland. Wrote an article based on the workshop that was published in the East Bay Business Times.

Kane & Associates Realtors
Developed a comprehensive branding strategy to position the agency more effectively against its competitors in Alameda. Results: Recommended a brand strategy that emphasized the superior knowledge, experience, ethics, customer service and community-orientation of the firm while positioning its smaller size as an advantage. Developed a two-part article for the Alameda Journal's real estate section that positioned the new owners as honoring the well-respected traditions of the agency but building for the future. Created a "Client Bill of Rights" to emphasize the agency's commitment to fair, honest and ethical treatment of its clients. Wrote a series of articles for the Alameda Journal by-lined by agents that provided service information for readers while establishing agents' expertise and service orientation. Also assisted the firm in the development of a signature community service program with the Alameda Unified School District.

Uniglobe Total Travel of Alameda
Project to increase leisure travel business from gay and lesbian community. Results: Developed a relationship with Alameda's gay and lesbian community through its social network, Out on the Island, by arranging for Uniglobe to sponsor the creation of a business directory highlighting gay- and lesbian-owned businesses.  E-mailed directory to all members of the network, posted it to the organization's website and made hard copies available at a variety of events.

Webster Pharmacy
Ongoing responsibility to position Webster Pharmacy as a preferred alternative to chain drug stores, "big box" and on-line pharmacies.  Results: Developed strategy to establish long-time Webster Pharmacy owner/pharmacist Ed Clark as a knowledgeable, service-oriented individual with whom customers can establish a personal relationship. Arranged for and helped draft a monthly "Ask the Pharmacist" column in the Alameda Sun that is also posted on the pharmacy's website (www.websterpharmacy.com/services) and distributed to customers. Conceived and wrote a "Declaration of Independents" signed by Ed Clark to run in the Alameda Sun July 4 extolling the virtues of independent businesses.

Nancy Warner, photographer
Project to build relationships in the gay and lesbian community to create a customer base of “alternative families” for her portraiture service. Results: Developed a strategy to create The Families Project, a series of photos of gay and lesbian couples and their children that appears on her website and will be put on exhibit when completed in 2006. Established working relationship with Our Family Coalition to help in the identification of subject families and co-sponsor the exhibit and assisted with publicity for a reception to introduce the work-in-progress.

Seiji Morikawa, Certified Groomer

Ongoing responsibility for marketing communications.  Results: Developed and executed an advertising and public relations campaign that successfully launched the new business, bringing in the targeted average of more than 150 continuing clients in the first full year of operation. The business continues to expand with 500 continuing clients after four years.

Glass Canopy

Consultant on marketing strategy and marketing communications. Results: Developed a creative brief that captured key branding elements to be reflected in a website for Resource Development Associates (resourcedevelopment.net) and developed marketing communications materials for Suni (www.suni.com), a developer,manufacturer and distributor of dental digital radiology equipment.

CORPORATE COMMUNICATIONS

Genentech
Project to develop recommendations to improve communications to and among production workers on multiple shifts. Results: Conducted a benchmarking study of communications practices in other 24-hour pharmacy and non-pharmacy manufacturing operations. Integrated input from staff and managers into a set of communications protocols designed to streamline the use of existing communications channels. The protocols were incorporated into the employee handbook in September 2004.

California Communications

Consultant on projects to improve internal communications in three organizations.   Results: Worked with Kaiser Permanente of Southern California to roll out a Values-Based Behavior Program and with Blue Shield of California to evaluate the entire internal communications strategy and recommend improvements. Led a team that made recommendations based on in-depth interviews with a key client of Broadlane supply chain management company to address communication issues that were threatening the relationship; the recommedations were accepted and the relationship is now back on track.

Updated January 2008