| What has been your role in the new business efforts of the agency? | |
|---|---|
| Marybeth Fraser, Executive Vice President | business development in the government and business to business market segments |
| Kathy Miller, Senior VP-Client Services | Client interface, presentation preparation, RFP development, seeking new opportunties as available to do so |
| Michelle Noyes, Executive Vice President | Establishing brand recognition, creating a strategy and written sales plans and tools, identifying prospects, developing steps and support for specific team members to move effectively through the steps of our sales cycle and report metrics. Securing 3 new million dollar divisional accounts and a number of smaller ($20k-250k) pieces of business through collaborative team efforts. Establishing 3 year contracts to secure million dollar accounts over multiple years. |
| Tammy Nigus, VP Creative | I have been responsible for pitch development as well as a presenter on the pitch team. |
| Richard H. Breen, Jr. Senior Vice President | Proposals, Meetings, establishing contacts, searching for ideas, begging for business |
| Chip Tollie Director, Commercial Accounts | Prior to bringing on a full-time BD resource in December, I was the only person with new BD responsibilities for our Commerical business line. In my management role, BD accounted for approximately 25% of my time. |
| Doug Toomay, Director | Director of NBD |
| Tom Kaminski Senior Director - Agency Services | My primary role involves helping Summit drive identify and convert on new business opportunities. I am also commonly involved on sales pitches/meetings once a qualified prospect is identified to provide background on the agency and our strategic capabilities. I have never served in a pure sales capacity. |
| Lisa Qualls, Vice President of Interactive Strategy | I recently started at Summit Marketing on January 9th and have been focused on establishing the online foundation. Over the coming weeks, my role will transition to more a new business development focus, however I have been involved with creating various proposals and attending prospect meetings. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Marybeth Fraser, Executive Vice President | Prior to joining Summit GSG, I owned my own consulting firm that specialized in advising senior leaders and CEOs on growth strategies, which included brand development, corporate strategies, sales assessments, go to market strategies, and other issues as we uncovered them. |
| Kathy Miller, Senior VP-Client Services | 35 years working with agencies in all areas of marketing, communication, PR, sales, account management and creative. Have worked with McDonald's, Coca-Cola, Ralston Purina, Snapple, Coleman Co., Saban Entertainment, Gatorade, Quaker Oats, CitiCorp, Kelloggs, Barilla International, Lowe's Home Improvement, Jack Daniels, Cinnabon, GEICO and Allstate to name a few! Have focused on kids and family in foodservice and licensed product development: (Kids Meal development and toy creation for Arby's, Sabarro, Denny's, Chick-fll-A, Taco Bell, many more! |
| Michelle Noyes, Executive Vice President | Grew up in a family real estate business focused on sales and client/customer service. Achieved a sales volume of 12 million in my early 20s. Created a variety of prospecting and follow up tools for a marketing company which were used by several industries resulting in 30 million dollars in sales. As COO managed 187 sales associates and developed a sales training program rolled out nationwide by Prudential Real Estate Affiliates. Owned and Operated a franchise food business starting with no sales revenue and took it to a annual sales volume in excess of over $500k with an average net sale per customer of just over $3.00 Have enjoyed 25 years of client relationships. Currently manage/lead 16 professionals in our Strategic Fundraising business line who account for roughly 9 million in sales. |
| Tammy Nigus, VP Creative | I have 20 years of agency creative experience. |
| Richard H. Breen, Jr. Senior Vice President | Extensive experience with an international public relations firm |
| Chip Tollie Director, Commercial Accounts | I've been with Summit for the past 6 years working with Applebee's, Tide Dry Cleaners, U.S. Army, H&R Block, and many other multi-unit businesses with an emphasis in restaurants over that period of time. Prior to Summit, I was with a small digital agency for 7 years working with John Deere, Cobalt Boats and Cessna Aircraft. |
| Doug Toomay, Director | 2.5 years with Datacore Marketing - database, digital, and insight driven agency child of WPP/Wunderman/Y&R. Sr. VP/Sr. Account Director for clients including Align Technologies (Invisalign), CIBA Vision, Novartis Animal Health, and Moen (faucets). Responsible for complete oversight of account P&L, client marketing strategy, resource allocation, etc. 8 years with Hallmark Loyalty - a full-service relationship marketing agency/arm within Hallmark Cards, Inc. VP/Director of NBD with NBD client wins and ongoing client director relationships including Disney, Verizon, AT&T, Dish Network, Directv, Comcast, Cox, Time Warner, AARP, Mass Mutual, Aetna, FBI, Hallmark Channel, Starbuck's, and Travelers Insurance. 1 year with Handmark, Inc. - a mobile marketing and applications/gaming development company. Director of Marketing - responsible for launching new mobile products and applications, responsible for acquiring and retaining subscribers to Handmarks flagship application, Pocket Express. 1 year with Cerner Corporation - healthcare information technology focused creating efficiencies in the healthcare space - i.e. electronic medical records and productivity tools for improved bedside care and safety. Sr. Team Lead of Regional Marketing managing team of 5 regional marketing managers. 3 years with Marketshare/List Locators & Managers - direct marketing company specializing in direct response, list management, and list brokerage. Sr. List Broker with new client wins and account management for client including: Ranger Joe's International, Bud K Worldwide, Klockit, Wild Seeds, Cheaper than Dirt, Meisel Hardware & Tool, Greenprints, and Atlanta Cutlery. |
| Tom Kaminski Senior Director - Agency Services | In a career that spans a little more than 15 years, I started out in creative as a copywriter (for the first 5-6 years of my career.) I eventually made the the transition to client service and have even worked on the client side (for Enterprise Rent-A-Car. Areas of expertise include marketing research, strategic plan development, creative integration and campaign execution. Clients that I work for include the U.S. Army, H&R Block, Conseco Insurance, Great American Insurance Co. and Gerber Life Insurance. |
| Lisa Qualls, Vice President of Interactive Strategy | I have four years of owning my own agency and led new business development while also leading account management. I have worked on all kinds of accounts from start-up to Fortune 50 companies. |
| The following is a list of potential roadblocks that hold you back with your overall new business efforts. On a scale of 1- 10, rate each on how much it is a road block (1 being not a road block, 10 being a significant road block): | |
| Marybeth Fraser, Executive Vice President | |
| Kathy Miller, Senior VP-Client Services | |
| Michelle Noyes, Executive Vice President | |
| Tammy Nigus, VP Creative | 5 |
| Richard H. Breen, Jr. Senior Vice President | 1 |
| Chip Tollie Director, Commercial Accounts | 3 |
| Doug Toomay, Director | |
| Tom Kaminski Senior Director - Agency Services | 1 |
| Lisa Qualls, Vice President of Interactive Strategy | 2 |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Kathy Miller, Senior VP-Client Services | Summit explores the psyche of an audience through our proprietary research process to discover what shapes their behavior and sparks their motivation. With these unique insights we create integrated communicaitons programs that Inform, Engage and Inspire and move people to take action---they buy, they enter a contest, they participate in a promotion--they add to the client's bottom line! |
| Michelle Noyes, Executive Vice President | Passionate professionals who deliver results. 25 years of proven performance achieving our clients goals and objectives though the creation of strong strategic partnerships. A company built on Integrity, Innovation and Commitment to Excellence. |
| Tammy Nigus, VP Creative | Summit Marketing, is a full service marketing agency, that practices a holistic, long-term value approach to customer/donor engagement. Creating relationships that are Meaningful, Memorable, Motivational and Measurable is the backbone of our proprietary M4 Marketing Process. This is done with a dynamic mix of research, evolving experience, collaborative creative and aggressive analytics all focused on moving people to action. |
| Richard H. Breen, Jr. Senior Vice President | Are you on target with your messages? Do they resonate with your clients? If not, look no further...we can help drive people to action. |
| Chip Tollie Director, Commercial Accounts | Summit is a full-service, integrated marketing agency with more than 25 years experience partnering alongside multi-unit / franchise organizations to assist them with multi-channel stategies and executions at the local, regional and national level. We Inform, Engage and Inspire your target audience to take action that ultimately drives measurable success for your business. |
| Doug Toomay, Director | Summit Marketing helps brand and multi-unit franchise marketing professionals move people to action. We harness our research-driven intelligence, innovative culture, and speed-to-market to develop solutions that trigger “hidden” human emotions – capturing the hearts and minds of client targeted audiences. For more than 26 years, many of the strongest national brands continue looking to Summit for unique marketing insights, multi-channel marketing expertise, and overall marketing value. |
| Tom Kaminski Senior Director - Agency Services | Summit Marketing is an integrated marketing agency that creates success for its clients through intelligence and innovation. More than an agency that simply provides creative or strategies, Summit Marketing develops holistic solutions that help you communication the right message to the right target audience over and over again -- to drive sales, generate repeat visits, grow customer relationships and engender long-term loyalty. Using our proprietary marketing processes, we can not only help you grow your bottom line, but better understand what motivates your customers. |
| Lisa Qualls, Vice President of Interactive Strategy | Summit Marketing is an award-winning full service integrated marketing agency. We specialize in multi-unit, multi-channel, strategic fundraising and government services. Our clients include Applebee's, H&R Block, The Salvation Army and Department of Defense. |
| Marybeth Fraser, Executive Vice President | Our proprietary research methodology enables you to understand the thinking and the why behind your customers' actions which is the force that drives the change you are seeking in their behavior. Those changes can range from selecting your restaurant when eating out to stopping sexual assault as a soldier in the U.S. Army. We have experts on our team who bring decades of experince focused on bringing the intelligence needed to solve your communications challenges. |
| Stuart Elliott, who covers agencies for the New York Times, decides he is going to write an article about your agency. After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| Kathy Miller, Senior VP-Client Services | Yikes--i had to go to three places! |
| Michelle Noyes, Executive Vice President | A rare find.... Look beyond the surface. |
| Tammy Nigus, VP Creative | Moving people to action, is the backbone of Summit Marketing's client's success. |
| Richard H. Breen, Jr. Senior Vice President | The Litle Engine That Could |
| Chip Tollie Director, Commercial Accounts | Small Name, Big Presence! |
| Doug Toomay, Director | Midwest-based agency is smarter than you might think. |
| Tom Kaminski Senior Director - Agency Services | Intelligence-based approach help Summit create unparalleled success for its clients. |
| Lisa Qualls, Vice President of Interactive Strategy | An agency with heart that goes above and beyond to deliver direct marketing services. |
| Marybeth Fraser, Executive Vice President | Summit GSG Uncovers the Gold In Reaching Customers Unique Pre-Cognitive Research Method is the Secret |
| Now bring the agency to life. You have certainly been through this exercise, however applying it to your agency agency can be quite revealing in understanding more about your "DNA". If the agency were a car, what kind would it be? What color? Why? | |
| Kathy Miller, Senior VP-Client Services | A Taurus---sturdy, conservative, dependable, tan,--solid but not a Jag! |
| Michelle Noyes, Executive Vice President | A Chevy SSR. Neon Lime Green with Purple flames. It has the heart of a Corvette, the practicality of a truck and it can go the distance. It is distinctive,classic and built to last. |
| Tammy Nigus, VP Creative | Honda Accord - A classy package, well put together and feels more special than the average family car. Superb engines and value for money. |
| Richard H. Breen, Jr. Senior Vice President | Edsel. Black with pink stripes. Traditional with a touch of innovation. |
| Chip Tollie Director, Commercial Accounts | We would be a camouflage Ford Mustang. We're fast, affordable, and practically invisible. |
| Doug Toomay, Director | Ford Focus 5-door hatchback wagon -- Silver Why? The silver color reflects well in the sun, but doesn't stand out on it's own. It's conservative American, with a few sporty touches. It's quiet, but could turn heads with a better exhaust. Economical with good traction. Multi-purpose wagon can serve many needs. Has some of the important, but not all of the technology and comfort options. Easy to drive. Overall good value. |
| Tom Kaminski Senior Director - Agency Services | A black SUV. Black because our team is all business -- professional and serious about the work we do for our clients. We have high standards. An SUV because it's a vehicle that can carry a lot of resources and is equally adept in a professional setting or getting dirty on a construction site. Summit has exceedingly professional associates who are respectful and helpful to clients. But at the same time, our ego is not too big to pitch in on the difficult tasks that are needed to complete the job. We are team players. |
| Lisa Qualls, Vice President of Interactive Strategy | Blue Volvo: reliable, classy, conservative, traditional |
| Marybeth Fraser, Executive Vice President | Silver Infinity - leading edge, creative design, pizzazz, set apart from the pack |
| What agencies do you most admire? Why? | |
| Kathy Miller, Senior VP-Client Services | Having worked in the Military sector the past few years, I am not as involve in the traditional agency world per se, but you have to mention Mother--who just nailed the new JCP work and is making a splash |
| Michelle Noyes, Executive Vice President | I can't say I "admire" any at this time. |
| Tammy Nigus, VP Creative | Wieden & Kennedy. For the breadth of their creative work and the emotion that the ads they produce create. All the way back to their initial Nike work to the current the Old Spice Guy and Chrysler's "Imported from Detroit" spots make them a standout in my book. |
| Richard H. Breen, Jr. Senior Vice President | Fleishman-Hillard - innovative, creative, cutting edge McCan -Erickson - innovative Serco - very team and mission focused |
| Chip Tollie Director, Commercial Accounts | There are a lot of big name agencies out there that do great work but my guess is there are a couple/few that aren't sweat shops. Those are the ones I admire because working hard and playing hard are both important but the working part shouldn't require 60+ hrs every single week. Summit has a great work/life balance and is probably the exception, not the rule when it comes to most medium and large agencies. |
| Tom Kaminski Senior Director - Agency Services | Rodgers Townsend -- There creative is inspired yet amazingly simple. The work is also direct-oriented so they know how to sell. Weiden + Kennedy -- They have big clients that let them do amazing work. Of course, they have also earned the opportunity with incredible creative and Ogilby and Mather -- Ever since I first read Ogilvy on Advertising, I've thought of them as the gold standard. Again, I would love for Summit to have the same type of agency profile. |
| Lisa Qualls, Vice President of Interactive Strategy | Edleman Digital - They have industry leaders as their employees and are delivering innovative and creative digital solutions Radian6 - They market themselves very effectively online with a strong brand identity and grow/leverage their brand advocates in multiple ways Jess3 - They specializes in visually appealing solutions that differentiate their customers in the marketplace |
| Marybeth Fraser, Executive Vice President | Reingold because they have won over a dozen government procurements for national campaigns that drive behavioral change - e.g., suicide prevention, smoking cessation |
| List the top few agencies that you do/will compete against most often. | |
| Kathy Miller, Senior VP-Client Services | Booze Allen Hamilton, O'Keefe, --the entire spectrum of government players |
| Michelle Noyes, Executive Vice President | TrueSense Grizzard/Omni Merkle |
| Tammy Nigus, VP Creative | In the non-profit world, Grizzard and TrueSense. Much harder to answer who our competition is for our commercial and government work. |
| Richard H. Breen, Jr. Senior Vice President | Serco Booze, Allen and Hamilton L3Communications |
| Chip Tollie Director, Commercial Accounts | In the future I expect we will compete against Hot Dish, 919 Marketing, Greenbaum Marketing, Ellish Marketing, Engage 121 and Regroup. |
| Doug Toomay, Director | 919 Marketing Company, EDGECORE, Greenbaum Marketing Communications, Hot Dish Advertising, ReachLocal, Stark Logic, Valassis |
| Tom Kaminski Senior Director - Agency Services | On the government side, we go up against companies like Booz Allen Hamilton, AFSC, Serco and others. On the commercial side, I am hard-pressed to name a specific consideration set as the companies that might be involved may vary widely. |
| Lisa Qualls, Vice President of Interactive Strategy | True Sense Grizzard Niche agencies |
| Marybeth Fraser, Executive Vice President | Edelman, McCann, Ogilvy |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Kathy Miller, Senior VP-Client Services | On target message and creative, that is backed by research..we just don[t present an idea because it is "cool" and the creative team like it! Plus, oru creative teams work with a creative brief guided by the research and are in close collaboration with research and strategy |
| Michelle Noyes, Executive Vice President | More passion for their non-profit missions Outstanding Client Service Total Team Approach Best Lifetime Value (ROI) Creativity, Localization and Personalization |
| Tammy Nigus, VP Creative | I think this is a good question, that I'm don't think I know the answer to. |
| Richard H. Breen, Jr. Senior Vice President | Pre-cognitive research leading into compelling messaging |
| Chip Tollie Director, Commercial Accounts | Speed and turnkey services (strategy and creative through execution). |
| Doug Toomay, Director | Unique precognitive-inspired intelligence. |
| Tom Kaminski Senior Director - Agency Services | Our proprietary precognitive research process. Even when we don't utilize precog, our process is intelligence-based. We ensure that we have a complete understanding of the issue so we can develop innovative solutions. We focus on the entire customer relationship, not just a one time sale. We are not an "off the shelf" solutions provider, all of our marketing solutions are fully customized. |
| Lisa Qualls, Vice President of Interactive Strategy | Customer service and strong writing skills |
| Marybeth Fraser, Executive Vice President | the customer insights and analysis from the pre-cog research - we bring a completely different way of communicating to an organization - that captures the audiences attention and drives behavioral change over time. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Kathy Miller, Senior VP-Client Services | Speaking from the govt side--we are small and have a narrow focus |
| Michelle Noyes, Executive Vice President | Not really. There have been several in the past which we have had the pleasure of transforming their perceptions into different realities. Possibly a concern about our size and ability to handle large national contracts but we are working internally on this with a current RFP. |
| Tammy Nigus, VP Creative | Yes, that we are direct mail only. |
| Richard H. Breen, Jr. Senior Vice President | no |
| Chip Tollie Director, Commercial Accounts | From Commercial clients who have worked with us in the past, our negative reputation could include: 1. Only thought of for direct mail 2. Isn't very creative 3. Not the best at delivering Big Idea concepts |
| Doug Toomay, Director | How will you be able to market my business if you're not even marketing your own? |
| Tom Kaminski Senior Director - Agency Services | We're too small. Our creative isn't strong enough. We aren't a "true" market research firm. We don't have the resources our experience of a "big" agency. |
| Lisa Qualls, Vice President of Interactive Strategy | We are behind with our digital and interactive services...we aren't being proactive with leading our clients in new ways to connect with their audience. We have access to data and understand the data but seem to wait for the client to ask what it means and most importantly what they should do next vs. initiating solutions. |
| Marybeth Fraser, Executive Vice President | In the government market, there is a perception that our prices are too high. |
| What is one of the most innovative "pitch or RFP tactics" the agency has ever applied in a new business situation? This might include a distinctive questionnaire response or RFP, "presentation theater," dressing of the room, unique video content, innovative research, a special way of engaging/interacting with the client, etc., etc. | |
| Kathy Miller, Senior VP-Client Services | Innovative research, --as noted above is key. We have also engaged our audience in parts of our presentation by having them recite Drill Sgt cadences for one of our Army pitches--not expected in the Pentagon--We have made our decks very client-centric vs. Summit-centric---we need to do more theatre! |
| Michelle Noyes, Executive Vice President | We do engage prospective clients in our innovative RFP packaging, distribute distinctive "just for being here" gifts and design room themes for each unique opportunity... but I would say the most effective tactic in Strategic Fundraising has been the creation of a 3 year contract tied to specific value added services. |
| Tammy Nigus, VP Creative | The most innovative and unique presentation I have been a part of was the National TSA "Because I Give" presentation. |
| Richard H. Breen, Jr. Senior Vice President | nothing dynamic or inspirational |
| Chip Tollie Director, Commercial Accounts | We rarely "pitch" or have opportunities to respond to RFPs on the Commercial side. Our presentations have been more business-like in nature. |
| Doug Toomay, Director | Too new to have this insight. |
| Tom Kaminski Senior Director - Agency Services | We have offered potential clients a full discovery session (up to 4 hours). At no charge to the client, we review their processes and recommend new strategies and tactics and provide a corresponding cost estimate. In this scenario, clients get a risk-free trial of Summit's approach. |
| Lisa Qualls, Vice President of Interactive Strategy | I'm not aware of any. |
| Marybeth Fraser, Executive Vice President | I have not been with Summit long enough |
| Specifically regarding pitches/RFPs, when you lose, what are typically the top 3 reasons? Consider both the client's expecations and how you compare to your competitive set. (check only 3) | |
| Kathy Miller, Senior VP-Client Services | |
| Michelle Noyes, Executive Vice President | |
| Tammy Nigus, VP Creative | |
| Richard H. Breen, Jr. Senior Vice President | |
| Chip Tollie Director, Commercial Accounts | |
| Doug Toomay, Director | |
| Tom Kaminski Senior Director - Agency Services | |
| Lisa Qualls, Vice President of Interactive Strategy | |
| Marybeth Fraser, Executive Vice President | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Kathy Miller, Senior VP-Client Services | |
| Michelle Noyes, Executive Vice President | |
| Tammy Nigus, VP Creative | |
| Richard H. Breen, Jr. Senior Vice President | |
| Chip Tollie Director, Commercial Accounts | |
| Doug Toomay, Director | |
| Tom Kaminski Senior Director - Agency Services | |
| Lisa Qualls, Vice President of Interactive Strategy | |
| Marybeth Fraser, Executive Vice President | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Kathy Miller, Senior VP-Client Services | Need complete focus and commitment but this will require further investment in resources and support staff to make sure we can succeed! |
| Michelle Noyes, Executive Vice President | Win from within first. Dedicate specific resources throughout the company to support sales efforts, activities and wins... Embody a new business development strategy/mindset throughout the entire organization... which is different than simply hiring new sales associates. |
| Tammy Nigus, VP Creative | Develop and plan and stick to it. |
| Richard H. Breen, Jr. Senior Vice President | Focus the resources. |
| Chip Tollie Director, Commercial Accounts | Tighten-up our generic pitch/identity/POD, and then get our name out as an expert in the space. |
| Doug Toomay, Director | Clear differentiator, clear value statement, marketing, prospecting, and capturing and engaging leads. We need to initiate our own value proposition of intelligence, innovation, and speed to market to inform, engage, and inspire our audience to move people to action. Cold outreaches and networking alone cannot deliver against expectations. |
| Tom Kaminski Senior Director - Agency Services | I think we have to be more disciplined in our approach. For years we have chased every lead to the ground without a real strategy or focus on specific industries or niches. I think we need to determine what we truly specialize in and what we want to be known for within the agency world. |
| Lisa Qualls, Vice President of Interactive Strategy | Need to elevate our skills in integrated marketing solutions |
| Marybeth Fraser, Executive Vice President | Conduct pre-cog research with our clients and prospects to uncover the gold in our positioning and messaging. Plus we need a corporate vision and mission and strategy to guide our work. |