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Client Highlight

Haven of Rest Day Spa, located in Clackamas, Oregon, has met their desire to establish a refuge where women can indulge in an atmosphere of tranquility and rest.

Haven of Rest Day Spa offers a banquet of services where you will be treated to the ultimate pampering experience.

When choosing a Pedicure, Manicure, Bridal Package, or a "Girls' Day Out," their dedicated and professional staff will make it an event to remember!

"We have thoroughly enjoyed working with Rick and Roberta of Zebra Graphics. They have been extremely helpful, knowledgeable, prompt, professional and yes, patient! The quality of their work is outstanding and we would highly recommend them!
Thanks Rick and Roberta!"
—Debbie Strong,
Haven of Rest Day Spa - Co-Owner

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PRIVACY POLICY

A PUBLICATION OF ZEBRA GRAPHICS -- FEBRUARY 2005

Can You Update Your Look Without Losing Your Brand Identity?

by Roberta MacLaren, Marketing

Yes! Many well established companies whose product we use, update their marketing identity (or look) to give it a broader market appeal or to realign themselves in a specific market niche. Are we suspicious? No, our comfort level is maintained through the fact that their reputation as a quality company still exists. With certain companies we as consumers even look forward to their next marketing campaign.

An updated look may be accomplished in stages or through a total redesign. The key is in maintaining your basic image and message.

(continued from email)

How can this be done effectively? Three Easy Steps

Step One: Review your own company's brand effectiveness, is it reaching the audience you want? Review this last year, paying special attention to the companies you did the most business with. What do they have in common? Are they the businesses you are most interested in marketing to, or do you want to broaden your business appeal?

Step Two: Look at the services you offer. What services did the companies in step one purchase the most from you? Is there a particular service area that you would like to promote more? If so, research your target market, find out who would want your particular service (demographics), who is offering that service now (competitors), and are they promoting it well. Study the competition's look and brand appeal.

Step Three: Decide if your company or product needs an update or a total redesign to capture your target audience. Keep a recognizable element of your original design or logo, then create the total package to promote the image and appeal you are seeking. Consider color, type, over all design, including any thematic elements that position your company or product. Then use your marketing or advertising department to promote your new look and capture that new market share.

Are You Marketing or Advertising?

by Roberta MacLaren, Marketing

If asked, many people would say there is no difference. But, on a deeper level, those that know their market niche, their competition and their cost versus return analysis, know there is a big difference.

Advertising, in the book Marketing Magic, Proven Pathways to Success; is defined this way: “Advertising is the most common marketing tool that most people know. It’s typically defined as paid, mass media exposure.”

• the web • billboards

• yellow pages • radio/TV • newspapers

Many people will see and read the message, but only a small percentage will actually respond, and fewer will purchase. The cost versus return benefit ratio can follow the same return as the advertisement itself.

Marketing encompasses advertising, and is defined as any action or promotion that effects your bottom line.

An effective marketing plan with goals that can be quantified will get you the best results. Part of your marketing plan could include the following as it pertains to your business:

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What is best for your business?

Thinking of your over all goal as what you do to get or maintain your customer or client base, will help immensely to define your particular promotional venue.

Advertising works well if you are a national health insurance company, a hotel/restaurant chain, or resort destination, your need for broad based advertising for the masses will prove successful. Your market niche covers a much wider range of client population. Thus expanding your actual return on investment, as well as the increased name recognition.

Marketing may be the venue of choice for the small and home based businesses. A marketing campaign which includes specific goals and can be followed with trackable results and targeted to your specific niche, will be very rewarding to your bottom line.

This does not mean you can’t think large, just remember to keep your prospective customer in mind whatever promotion you choose.

Something to Think About

"Tact is the ability to describe others as they see themselves." — Abraham Lincoln

Check the Communiqué Archives for additional informative articles:
Select an Article The 21st Century and E-mail Etiquette Advertising or Marketing: What's The Difference? Business Cards: Your First and Lasting Impression Color In Business: An Emotional Connection Do I Need To Be Limber To Use Adobe Acrobat? Does My Business Need a Website? Emails: True or Not So True? Got Cookies? Hello Computer--Now what !?! The Hidden Marketing Piece How Is Your Marketing Image? How Necessary Is Change? Is Service Part of Your Business Strategy? Is Your Site An Award Winner? Logo Identity: Is Your Business Recognizable? Paper--What's It All About? Sales? Not Me, I'm Not a Salesperson! Six Month Check Up Start Your Year Out Right: Save Money! Stop The Presses! Submit to 500 Search Engines... Is It Really a Good Deal? Training For Results Updating Your First Impression What Can Analyzing Web Stats Do For Me? What Should My Web Site Be Doing For My Business? Who Uses the Internet? Why Did They Buy That? With So Much Printed Material Out There, How Do I Get Mine To Stand Out?

Phone 503.663.0816 / Fax 503.663.5436
Zebra Graphics / PO Box 1285 / Gresham, Oregon 97030-0269 USA

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