Portfolio By
FunctionMarketing Communications
Marketing communications is the spark that ignites business growth.
At Avanza, we begin such projects by asking who your buyers are and
what motivates them. Then we make sure we understand your firm’s
business strategy and success factors.
Creating excellent content then involves devising messages that
link your buyer’s motivations with your offering, making sure
to position your capabilities and differentiators in a powerful,
buyer-relevant, and honest way.
Prudential Financial education content
Prudential Financial hired Avanza to draft
16 articles on key aspects of annuities and retirement planning.
Designed to help Prudential’s
customers prepare for and live in retirement, the informative, yet
entertaining articles were distributed to Prudential agents and independent
investment professionals for use in their customer communications.
Sample content:
“Asset Allocation: A Lifecycle
Approach”
“‘Asset allocation’ sounds
complex, but its essence is simple. It is the systematic process
of diversifying your wealth among different investments such as
stocks, bonds, and cash equivalents. Your goal is to achieve an
investment portfolio with the highest potential return for the
least amount of risk. However, asset allocation does not guarantee
a profit...
“How do you determine the
right allocation? By forging the
right mix of assets for your current lifecycle stage. Put simply,
every investor has two impulses: to grow assets or to protect
assets. Where you fall depends on your life stage. If you are fresh
out of college, you probably will want maximum potential gain. If
you are in your peak family formation and child rearing years, you
may still want to grow assets, but your risk tolerance may be lower,
since you’ll need to put your kids through college or to buy
a bigger house. And if you are only a year or two away from retirement—or
already retired—you will tilt toward principal protection.”
See entire
article [PDF]
Connecticut-based investment advisory firm collateral brochure
This firm retained Avanza to provide marketing communications and
public relations counsel. The objective was to communicate the strength,
stability, and competence of the firm by devising a new corporate
identity, collateral package, and media presence.
Sample content:
“Personal
Financial Management”
 “An excellent financial management firm is
like a classic piece of architecture: Its advice is well-crafted.
It combines various financial strategies into one harmonious design.
It strives for long-term performance. If this is what you’re
looking for in a financial advisor, then look no further.”
Connecticut-based insurance and financial planning firm, newsletter
content
This highly successful financial firm serves family business owners
almost exclusively. Although they had great visibility through a
series of public seminars, they had no method to build and maintain
their client relationships. The firm commissioned Avanza to develop
and publish a quarterly client newsletter and to create a more effective
capability brochure.
Sample content:
“The Killer Disease and the Cure.”
“There’s a killer disease stalking family businesses.
Once it takes hold in a firm, it clouds the owner’s judgment
and saps the company’s financial strength. It paralyzes decision-making
at critical periods in the firm’s growth. And worst of all,
it can threaten a company’s ownership succession. The disease?
Lack of objectivity.”
Business Success Tools. LLC, web content
Business Success Tools, LLC retained Avanza Communications to develop
content for its second-generation web site. The result: an information-rich
site that makes a strong connection between customer needs and firm
capabilities.
Sample content:
“The Vicious
Cycle of Doing”
“In business today, leaders, managers, and front line people
are caught in a vicious cycle of doing with precious little learning
from their doing. Unfortunately, this leads to performing the same
activities again and again, regardless of whether they are effective
or even consistent with tomorrow’s challenges. What’s
wrong with this picture? It doesn’t include two key aspects
of effective learning: reflective observation and experimenting with
new goals and activities.
“Coaching is designed to provide these
two missing pieces. Coaches provide a safe harbor for reflecting
on past decisions and extracting the lessons learned from them. It
also provides encouragement for establishing non-traditional goals
and for experimenting with new activities and skills in an environment
of safety and acceptance.
“By encouraging doing and learning
along with reflection and experimentation, coaches help their clients
unleash extraordinary performance improvements and increased satisfaction.”
Go to BusinessSuccessTools.biz
Drug Assist Licensing
marketing collateral
Drug Assist Licensing provides innovative medication management
solutions to community health and social services agencies through
a licensee network. It hired Avanza Communications to develop trade
advertising and several collateral brochures for recruiting new licensees.
Sample content:
“A Growth Prescription
for Independent Pharmacies”
 “In the age of big chains, independent pharmacies must compete
effectively—or die. Many pharmacists add scale to their business,
building or buying stores in order to compete. But this comes at
a cost: added complexity, more management problems, higher
costs, and less time to do what you really love: being a pharmacist.
There’s a better way to grow: Drug Assist Licensing.”
Drug Assist Licensing
brochure [PDF]
Alabanza collateral
 Alabanza, a Baltimore based web technology company, pioneered the
concept of automated web hosting, providing the technology web hosts
need to manage their businesses. Alabanza hired Avanza to conduct
a brand-voice and content edit for its new web site. It also
charged us with developing a corporate brochure reflecting its new
positioning strategy.
Sample content:
“Focus on Growing Your Business: Managed
Solutions.”
“Alabanza has been a leader in automated
web hosting services
since launching our business over a decade ago. Our experience and
expertise allow us to deploy effective technology, weather business
cycles, and provide our clients with proven business solutions. In
fact, we invented the term ‘Automated Hosting’ and are
one of the Internet’s best-kept secrets.
“Today, Alabanza continues
to leverage its experience to help our clients grow. Our Managed
Automated Hosting solutions enable web firms to run profitable hosting
businesses. But we’re much more than a web automation company.
We also provide a robust suite of Managed Services that help small-to-medium-sized
firms achieve their goals through effective IT management. So whether
you’re a web host that needs the best hosting solutions or
a growing company that wants to outsource its critical business applications,
Alabanza’s experience has met the test of time.”
Go to Alabanza.com
Alabanza brochure (pdf)
TruePresence collateral brochure
 TruePresence is a franchise company that provides web development
services through its franchisees to small- and medium-sized business
across America. It retained Avanza to develop a marketing brochure
that effectively made the TruePresence business case to potential
franchisees, helping to lay the groundwork for a national franchise
network.
Sample content:
“TruePresence Franchise Opportunities.”
“What if. . .
- You could build Fortune 500 web sites, at a small-business cost?
- You
could empower clients to update their own sites, at no extra expense?
- You
could leverage the true power of the web, driving client sales
and profits?
- Your hard work today created financial value tomorrow?
- Your web
technology partner had a national presence and track record of
innovation?
“Then you’d be a TruePresence franchisee. Interested? Read
on to learn more about a new franchise opportunity that is reshaping
the web services business.”
TruePresence collateral brochure
[PDF]
International Expansion Consultants web site content
Sample content:
“Growth Advisors to Companies
with Dreams”
 “International Expansion Consultants is a management advisory firm
that helps companies expand distribution through franchising, licensing,
and other methods. Because becoming a franchisor is so complex, the
company wanted a web site that would enlighten prospects about the
franchising process, attract qualified prospects, and screen out
inappropriate franchise candidates. They hired Avanza to organize
and write their first-generation site, with a strong focus on prospect
and client education.
“You know what it takes to run a successful business. But
what do you do for an encore? Do you add corporate locations? Franchise
your company? License your business concept? Or do you consider forming
a distributorship?
“If you're committed to growing your business, but don't
know the best approach, it's time to speak with International Expansion
Consultants (IEC), growth advisors to companies with dreams.
“Since 1993, we have been helping clients large and small
envision their growth potential, plan their growth strategies, and
achieve their profit objectives. Devising highly effective franchising
and licensing systems is our specialty. And our passion is helping
clients achieve profitable, sustainable growth.
“Interested in expanding your scope of distribution or creating
more effective operational systems? Then we encourage you to explore
our site.”
Go to ExpansionExperts.com
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Marketing Communications | 