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“Perfection is not attainable.  But if we chase perfection, we can catch excellence.”

- Vince Lombardi, Green Bay Packers Coach

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360º Integration

One thing that the past year of Covid-19 has taught us is that change is going to happen whether we like it or not.  Being prepared to expect change, plan for change, and know how to respond to either the natural progression of change or the sudden explosion of change requires foresight, planning and preparedness.  Success is 99% preparedness and hard work.  One must understand all aspects of their business and how all the individual parts collectively work together to create the desired impact.  At Passport Marketing, we embrace the new, expect change, and create meaningful value for customers and partners through:  Comprehensive Domestic and International Business Development, Visionary Strategic Planning and Brand Management, 360° Marketing with Sales Integration and Collaborative Project Management.

 

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Expertise

Comprehensive Domestic and International

Business Development

From market to market, the objectives and strategies may be consistent, but the execution can vary greatly based upon the business cycle of the market, the type of product being  promote and the target customer. Business development requires advance planning, negotiation, and creating relevant and identifiable return on investment benchmarks.

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Questions to ask are:

  • Are you clear on your brand objectives and strategies?

  • Do you understand your market and have you reviewed available research?

  • Do you understand the interests of your customers and the type of customization required?

  • How does seasonality impact the timing of your initiatives?

  • Are you talking to partners at appropriate times of the business planning cycle?

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Visionary Strategic Planning and Brand Management

The goal is not only to be aware of one’s present position in the market place, but to know where one aspires to be in the future, whether it be one year, two years, three years from now. Understanding your brand and where you want to be as a leader and not a follower, ultimately creates efficiency and measurable success.

 

Questions to ask are:

  • What are the points of differentiation of your brand and its competition?

  • How does your brand deliver value to customers?

  • How do you measure customer satisfaction?

  • What political, cultural, social, technological or economic factors impact your brand and its development?

  • Do you have a comprehensive strategic plan that guides your initiatives and provides accountability?

360° Marketing with Sales Integration

Understanding the customer transactional pathway and the corresponding points of influence is critical. This includes leveraging the business planning cycle and optimizing the channels of communication that are most meaningful to the marketing and sales integration process. Marketing supports all aspects of the brand and acts as a guide to determine if your strategies and tactics are on track. Sales close the deal by igniting the activation of customers to jump on board now and experience the brand promise and product benefits.

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Questions to ask are:

  • Is marketing supporting and enhancing the brand promise?

  • What marketing communication channels that are most relevant to customers?

  • Are you developing appropriate and collaborative assets and content that support the brand?

  • Are you making it easy for customers and partners to say "yes" to your initiatives?

  • Are you expanding your sphere of influence?

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Collaborative Project Management

Having a plan, understanding deliverables, incorporating timelines, having defined check-in meetings and cultivating

support and input from appropriate senior management, peers, staff, partners and industry influencers helps ensure a smooth implementation of any project. Leadership promotes vision, provides an opportunity for others to contribute and shares the success with the project management team.

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Questions to ask are:

  • Do you understand the deliverables?

  • Do you have a defined plan and timeline?

  • Do you have defined check-in meetings?

  • Are you cultivating support and input from internal and external partners?

  • Do you acknowledge the contributions of others?

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