New Management Brief Helps B2B Companies Find Growth During Recession

Sharon, Massachusetts – March 23, 2009 – The current economy is requiring business executives to question everything they know about marketing services – and demand that they squeeze every ounce of performance out of each marketing dollar. The good news is that creative thinking, combined with new Web-based technologies and media, will make this job less expensive - and much more effective.

A new, free, management brief, “B2B Trends 2009: Seeking Growth in a Year of Recession” identifies five key marketing developments that can help business to business (B2B) companies succeed in a recessionary economy.

The brief is available for download at http://www.tizinc.com/white-papers/b2b-trends-2009-download.asp .

“Business executives must deal will dramatic changes in the way customers select, evaluate, and buy products and services” said Rick Whitmyre, President of Tiziani Whitmyre and author of the brief.

“A weaker worldwide economy — coupled with new technologies, globalizing markets, and innovative management practices — are forcing us to question everything we know about sales and marketing services,” he said.

The free management brief, “B2B Trends 2009: Seeking Growth in a Year of Recession” details five key trends that are fueling a hyper-competitive business landscape, including:

1. The impact of the Internet will accelerate.
2. Management will demand a measurable marketing ROI.
3. Public relations will become truly interactive.
4. The pay-for-performance model will emerge in B2B marketing.
5. The selling focus will shift from products and services to applications.

To download the management brief, “B2B Trends 2009: Seeking Growth in a Year of Recession,” visit http://www.tizinc.com/white-papers/b2b-trends-2009-download.asp .

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, web design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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Tiziani Whitmyre Offers Brand Trademark & Copyright Services

Tiziani Whitmyre, Inc. -- a leading Boston-based marketing services agency offering public relations, advertising, and internet marketing -- offers trademark and copyright services as part of its comprehensive integrated marketing portfolio. The services include worldwide brand clearance, registration, maintenance and protection.

The services will be provided by Gwenn Roos, a highly experienced corporate attorney specializing in intellectual property rights.

“Our clients have expressed a need for expert legal support to protect their brand names and intellectual property in today’s highly competitive global market. Failure to properly protect and defend these marks and materials can result in the loss of valuable corporate assets,” said Robert Tiziani, the agency's chief executive officer.

“We can help ensure the protection of these assets with highly affordable trademark and copyright services,” he said.

Tiziani Whitmyre provides the following services in the United States, Canada, Latin America, Europe, and Asia:

• Legal review of prospective brand names
• Trademark and service mark search, application filings, registrations, and renewals
• Trademark monitoring and protection
• Internet domain registration and protection
• Copyright application and registration
• Brand portfolio legal review to ensure mark protection
• Drafting and negotiating licenses and agreements
• Defending against third party oppositions and cancellations and pursuing third party infringement actions
• ICAAN (Domain Name) issues

Ms. Roos has more than 15 years of experience in general corporate law and intellectual property. As a corporate associate with Peabody & Brown, she handled a variety of clients’ intellectual property and corporate issues, including developing licensing programs and assisting in various mergers and acquisitions.

As trademark counsel for Duracell and Polaroid, Ms. Roos managed an extensive portfolio of famous and well-known trademarks. At Invensys plc, she was responsible for maintaining a global collection of over 12,000 trademarks worldwide. Presently she is in private practice and also serves as outside general counsel for some of her clients.

Ms. Roos attended the University of Massachusetts in Amherst, where she graduated Cum Laude. She holds a law degree from Boston College Law School and is a member of the Massachusetts State Bar.

“Ms. Roos has an exceptional understanding of the issues relevant to the proper selection, use, maintenance, and protection of trademarks, both in the United States as well as in many countries around the world,” said Tiziani.

“To benefit clients, she has developed strong working relationships with patent and trademark agents throughout the world. This enables her to provide excellent legal advice relating to intellectual property portfolio management in the United States and abroad,” he said.

About Tiziani Whitmyre
Tiziani Whitmyre, Inc. is a Boston-based marketing services agency offering Internet marketing services, public relations (PR), search engine marketing services, online marketing services, integrated marketing communications, brand strategy, corporate reputation, advertising, graphic design, Website design, and other business marketing services.

Contact Tiziani Whitmyre at http://www.tizinc.com/ or 1-781-793-9380.

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B2B Marketing Deadly Sin #5 - Misunderstanding Public Relations

In our continuing series, "The Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #5, which is: "Misunderstanding Public Relations."

Public Relations (PR) is about generating coverage in the media that reaches your target audience. And yet most B2B PR programs spend their budgets papering the walls of editors’ office with news releases. And that paper is intense. Most publications receive thousands of news releases each day – and publish just a few. Sure, the basic element in the PR food chain is the news release. But it only represents an opener that starts the editorial dialogue.

Successful PR placement requires continuous contact and relationship building with editors – over the phone and in-person. Most are overworked and underpaid. Like the rest of us, they appreciate people that make their jobs easier. Editors naturally gravitate toward companies that answer questions fully, provide executives and technical experts quickly, and furnish photos and illustrations that breathe life into complicated stories. Frequent editorial contact and relationship building forges the trust and awareness that pries open story opportunities and secures expanded news coverage in your target publications.

And another thing. Some mistakenly call public relations “free advertising.” First, it’s not free.

You’ll need a PR budget to hire the experienced PR professionals who can generate great editorial coverage. And it’s not advertising. It’s better. Editorial coverage comes with third-party credibility that carries significant weight with readers. Effective public relations can be a great brand building vehicle that takes the pressure off your advertising program (and cuts the cost).

Put most of your PR dollars into media contact, placement, and fulfillment. An appropriate budget ratio would be 30% for news releases and 70% for placement, case studies, and white papers. This approach will produce dramatically more effective news coverage. And can mean the difference between a mention in the “New Products” section, and a cover story.

- - -

There are more Deadly Sins, of course. Want to see the entire series? We've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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Texcel Selects Tiziani Whitmyre for Public Relations, Internet Marketing Services

SHARON, Mass. – February 2, 2009 - Texcel, a leading provider of custom medical device development and manufacturing solutions, has selected Tiziani Whitmyre, Inc. as its public relations and Internet marketing services partner.

Tiziani Whitmyre (www.tizinc.com), is a Boston-area interactive marketing and public relations services agency specializing in working with life science and technology-based companies to build brands, generate sales leads, and deliver an ROI which maximizes payback on marketing communications budgets.

Texcel, based in East Longmeadow, Mass., partners with companies around the globe to accelerate the commercialization of their implantable, surgical, and interventional medical device technologies. Texcel provides specialized services and/or full medical device solutions including device design, development history file maintenance, quality (QA & QC), regulatory assistance, process validation, and general manufacturing, electronic testing, laser welding, and clean-room packaging for a wide range of product applications.

Specifically, Texcel (file:///C:/Documents%20and%20Settings/Cortney%20Lusignan/My%20Documents/www.texcelmedical.com) has engaged Tiziani Whitmyre to promote both their new and existing technologies and services to the medical design industry through the creation and execution of public relations programs and the design and development of web site and marketing collateral.

Tiziani Whitmyre recently launched Texcel’s new StimX implantable stimulation system with a successful integrated public relations and marketing service campaign that supported the new product’s introduction at a recent major medical design and manufacturing trade conference.

“Tiziani Whitmyre’s launch of our new StimX system exceeded our expectations on all fronts, and we’re looking forward to building upon that launch by continuing to expand our position in the medical device industry with the help of Tiziani Whitmyre in 2009,” said Keith Checca, Texcel Director of Business Development.

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

Tiziani Whitmyre (www.tizinc.com/services/public-relations) offers a complete portfolio of PR plans, strategy and services, including optimized press releases and Web 2.0 support, news media relations, analyst relations, influencer relations, writing and editorial services, newsletter and e-newsletter development, trade show and speaking bureau programs.

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B2B Marketing Deadly Sin #4 - Underestimating the Power of Your Web Site

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #4, which is: "Underestimating the Power of Your Web Site."

OK, you have a web site. You’ve kept it updated. So what? Is it driving leads and business to your company? Is it reducing the cost of your marketing transactions? Does it project a global image? Almost every B2B web site we see is an underachiever; not fulfilling its huge potential to deliver leads, reduce costs, and improve customer satisfaction. Don’t think of your Web site as an on-line catalog. Think of it as a strategic competitive weapon.

Today, the web site is the primary image maker for your business. It’s the first place a person goes to check out your company. In those precious seconds spent viewing your home page, prospects form the vital first impressions that will forever color their attitudes about your company. What does the site say about your firm? Does it convey the image and depth of a global industry leader? Or look more like the personal web blog of your teenage daughter’s boyfriend. A client once took a particularly candid view of his company’s site. “We look like the guy selling a $5,000 Rolex from the trunk of a ’62 Dodge.”

Your Web site also is a back door into your enterprise. People come in by the thousands, wander around, and search through your offerings in total anonymity. With no pushy salespeople, it’s a shoppers dream. A recent survey shows that 90% of all engineers and technical buyers use the Internet on the job; 42% for as much as 7 hours per week. Over half query search engines to find and specify products. Google and Yahoo now play a critical role in directing cyber-prospects to your web site. When buyers launch Internet searches for your products and services –and they don’t find your site – those are lost business opportunities. This is especially troubling when you consider the resources invested to build and maintain your Web presence. Optimizing your site to appear on the first pages of Google and Yahoo is critical in today’s electron driven economy. And buying paid keyword sponsorships on these search engines attracts even more leads to your company.

But an effective interactive marketing strategy involves more than driving visitors to your Web site. If they come and go incognito, like ghosts in the machine, you’re leaving money and leads on the table. Sending visitors through landing and registration pages for high-value content can generate scores of qualified leads. An automated on-line database can collect and distribute those leads to your sales force, supporting fulfillment and remarketing.

A successful B2B site might log 50,000 to 100,000 visitor sessions a month. That’s quality time a customer spends browsing through your offerings. Compare that to the effectiveness of your other marketing communications. Where else can you engage so many prospects at such low cost?

Have you visited your own Web site lately? Have you searched for your own products or services on Google or Yahoo? Your web site can become a low-cost, global, 24/7, self-service front-end for your company. And your smallest competitor can do it better than you.

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There are more Deadly Sins, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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B2B Marketing Deadly Sin #3 - Overestimating the Power of Creative

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #3, which is: "Overestimating the Power of Creative."

Don’t assume great creative will produce great B2B results; that reaching your sales and marketing goals are tied directly to the effectiveness of the creative. Sometimes creativity and success are mutually exclusive. Focusing purely on creative is like buying a great looking car without checking the engine. You turn the key, but it doesn’t go anywhere. The engine represents the goals, positioning, and value proposition that power the communication.

The creative is the body that delivers it.

According to our creative director, “The creative is so much better and effective if I understand the goal and the positioning. When I’m told to craft an ad and simply ‘do something creative,’ then I’m only superficially addressing the issue. The result is a highly subjective discussion on the ‘creativity’ of the concept.”

We’ve seen what some might consider creative-free advertising deliver almost unbelievable results. Our firm developed a fractional space ad for a client that simply offered an Insider’s Guide. No big creative hook employed here. In fact, these executions would have been laughed out of the Addy Awards. But the ad produced thousands and thousands of leads. So why does that happen? There must be other reasons that don’t revolve around the creative. In this case, the guide stimulated latent need in the marketplace that had not been addressed. And it was placed in media focused tightly on the target audience.

Here’s another example. In probably the most successful ad campaign we’ve conceived, the marketing strategy was highly creative, not the ads themselves. And the client spent less than $100,000 on the media. Yet the campaign repositioned the competition as yesterday’s technology, turned the marketplace upside down, and put a hundred million dollars on the client’s top line.

An agency colleague once said, “The role of the client is to define the problem, and creativity is problem solving 101. The myth is thinking that the creative is the design and copy, when in reality it’s the entire solution.”

In B2B, it’s the message, not the medium. Sure the creative is important to grab attention. But you’re not selling toothpaste or hotel rooms. I know what a hamburger does. But I’m a little hazy about process optimization software that will lower my catalytic cracking costs by 3 cents a barrel. Spend more time on the positioning and messaging. The creative will take care of itself.

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There are more Deadly Sins, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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Deadly Sin of B2B Marketing #2 -- "Thinking Tactics First, Not Strategy"

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #2, which is: "Thinking Tactics First, Not Strategy."

In today’s, slash-the-budget, reorganize-daily marketing world, most ads, brochures, web sites, and PR campaigns bear little connection to the company’s business plan. Why? Poor management communication, revolving leadership, dynamic markets, mid-year adjustments, you name it.

A colleague once lamented, “I've found that 90% of the time, the vice president of marketing and the vice president of sales aren't talking to each other, and some times it’s the same person.”

Next time, pull out the strategic or annual business plan before developing a campaign. Make your tactical decisions within the strategic framework. Engage the management team early in the process to gain alignment on the approach and to facilitate approvals. Achieve consensus on the target audiences and key buying decision drivers.

A clearly articulated positioning platform with a unique value statement and key customer benefits builds a strong strategic foundation to implement your messages. Creating information architecture for your company helps you choose the most effective marketing tools.

And understanding the channel strategy and selling cycle helps deliver the communications with maximum impact. Develop a consistent tone and image for your campaigns that optimize your positioning. Enjoin customers in an ongoing conversation and move them to your value proposition.

As our creative director Fred Martins says, “a strategic plan is a great document that helps risk-averse people make decisions to move forward” – a key enabler in today’s corporate organization.

- - -

There are more Deadly Sins of B2B Marketing, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of the white paper, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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Tiziani Whitmyre Announces Three Interactive Marketing Appointments

SHARON, MASSACHUSETTS – January 6, 2009 – Tiziani Whitmyre, Inc., a Boston area-based marketing services and public relations agency, today announced three appointments in its Interactive Marketing Division.

Ellen McGowan joins Tiziani Whitmyre as media planner/buyer, with responsibilities for developing and purchasing client’s online and print media campaigns. In addition, Ms. McGowan will support Web search engine optimization programs, search engine marketing, and paid-keyword campaigns. She previously was Marketing Manager and Sales Assistant at Intelligent Power Solutions NE in Mansfield, Mass., and was assistant to the vice president/controller at Hill, Holliday, Boston. She received a bachelor of science in business administration from the University of South Florida.

Christopher Martin has been appointed senior web developer. Mr. Martin will focus on Web site development, maintenance, and testing, He joins Tiziani Whitmyre from Internet Production, Inc., St. Paul, Minn., where he was a senior web developer. Mr. Martin also served as a web developer at Quikpages, Minneapolis, Minn. He received a bachelor’s degree from Macalaster College.

Michael Sheldon joins Tiziani Whitmyre as Web application programmer. Mr. Sheldon will focus on Web-based applications and database development. He was previously a Web developer at M.L. Duggan Communications, East Providence, R.I., and performed interactive marketing work for Advanced Interconnections and Hytex Industries. Mr. Sheldon is a graduate of New England Institute of Technology.

“These appointments will support the our company’s rapid growth in developing Interactive Marketing programs for our clients,” said Robert Tiziani, Chief Executive Officer, Tiziani Whitmyre, Inc. “They provide us with an exceptional combination of technical and creative skills that will enhance our clients’ internet marketing, online advertising, search engine optimization, and database marketing efforts.”

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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B2B Marketing Deadly Sin #1 - Forgetting About the Audience

by Rick Whitmyre,

president and a principal,

Tiziani Whitmyre, Inc.

During an agency lunch discussion, our focus turned to a subject that brings tears to the eyes of marketing executives: mistakes. Not minor gaffes; but money-wasting, product-killing, even career-ending mistakes.

As we shared our war stories in this highly therapeutic session, some major themes emerged. Much of the marketing waste and carnage we’ve observed has revolved around one of five fundamental problems.

Together, we called these blunders the "Five Deadly Sins of B2B Marketing." From that luncheon discussion, we developed a free white paper for marketing and public relations executives to download, review, and think around. You can download your own copy at http://www.tizinc.com/DeadlySins.

In the meantime, we'll use this blog to outline the "Five Deadly Sins," as discussed in our white paper, one at a time -- in the hopes of stimulating additional thought and comment.

Let's begin.

Our first entry, appropriately enough, focuses on Deadly Sin #1, which we've identified as "Forgetting About the Audience."

In fact, didn’t a former president say, “It’s about the audience, stupid?” Maybe I’m stretching the paraphrasing, but repeatedly we see B2B campaigns created with little understanding of the target audience, market, or customer.

A common complaint we hear: “Our CEO wants to communicate with one group while the sales manager is focusing on another.”

It’s agonizingly difficult marketing and selling to the customer’s corporate bureaucracy.

Scores of people are involved in the purchasing cycle: from manufacturing managers, IT professionals, and purchasing agents to vice presidents and C-level officers. Team-buying initiatives have created empowered armies of evaluators that put your product or service under microscope.

Who are these decision makers? Who are the key influencers? The answer can be anybody or everybody.

At one industrial client, when we discussed the target audience with a product manager, he was thinking about an engineer. But when asked the same question of the Chief Marketing Officer, he viewed the customer as a plant manager or vice president of manufacturing. Shop-floor sell or executive sell? Or both? A common dilemma.

We witnessed one client successfully market its solution to a customer’s plant engineers, only to have the deal killed when senior executive approvers had never heard of their brand.

Does your organization just assume it knows who is buying its products or services? Before launching the next campaign, take the time and discipline to map the customer’s buying process. Identify the key influencers and decision makers. Determine the customer’s buying drivers. Understand why they choose one product over another.

Gone are the days when could carpet bomb the entire market with advertising and direct response. With B2B marketing resources shrinking to nano-dollar proportions, defining the audience is critical. Target precious resources with pinpoint accuracy at the decision makers buying your products and services.

We've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins.

Or, call 781-793-9380.

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Semaphore Selects Tiziani Whitmyre for Integrated Marketing Communications Services

SHARON, Mass. – December 8, 2008 -- Semaphore, a Nashua, global provider of SCADA control systems, has selected Tiziani Whitmyre, Inc. as its provider of integrated marketing communications services, including strategic marketing, web development, search engine optimization, public relations and graphic design.

Tiziani Whitmyre (http://www.tizinc.com/) is a Boston-area interactive marketing and public relations services agency specializing in working with technology companies to build brands, generate sales leads, and deliver an ROI which maximizes payback on marketing communications budgets.

Semaphore products enable remote monitoring of water and wastewater treatment facilities, power stations, transportation facilities, and other business and government operations that rely on outlying facilities.

As marketing communications agency, Tiziani Whitmyre will support Semaphore’s expansion in the North American markets with strategic marketing services; corporate branding, web site development services; search engine optimization, and public relations services, including optimized, online press releases, PR case studies, and editorial services.

“The development of a unified global brand was critical when we created Semaphore from the merger of European and Australian companies. Tiziani Whitmyre developed a highly differentiated brand image and has supported our penetration of the North American market with Web marketing, sales collateral, trade show graphics, and public relations. Their ability to develop integrated marketing communications strategies on our behalf has contributed to our success,” said Semaphore William J. Ketelhut, Managing Director of Semaphore.

About Tiziani Whitmyre

Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

Tiziani Whitmyre (www.tizinc.com/services/public-relations) offers a complete portfolio of PR plans, strategy and services, including optimized press releases and Web 2.0 support, news media relations, analyst relations, influencer relations, writing and editorial services, newsletter and e-newsletter development, trade show and speaking bureau programs.

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RainDance Technologies Selects Tiziani Whitmyre for Public Relations, Internet Marketing Services

SHARON, Mass. – November 3, 2008 - RainDance Technologies, Inc., a provider of innovative droplet-based microfluidic technology for use in human health research to predict and prevent disease, has selected Tiziani Whitmyre, Inc. as its public relations and Internet marketing services partner.

Tiziani Whitmyre (http://www.tizinc.com/), is a Boston-area interactive marketing and public relations services agency specializing in working with life science and technologies companies to build brands, generate sales leads, and deliver an ROI which maximizes payback on marketing communications budgets.

RainDance’s new RainStorm™ droplet-based microfluidic technology has broad use in the prediction and prevention of human disease. The simplicity, speed, and capacity of the technology will enable numerous uses in biomedical applications, including genomics research, gene expression analysis, compound screening, and biomarker detection.

Specifically, RainDance (http://www.raindancetech.com/) has engaged Tiziani Whitmyre to develop and institute a new corporate brand identity, web site, and related marketing material – along with on-going public relations, search engine optimization, and Internet marketing services. The agency also assisted in the company’s recent dedication of its new headquarters and manufacturing facility in Lexington, Mass.

“We are very excited to be working with RainDance – a company whose professionals and solutions are at the very leading edge of human health and disease research,” said Robert Tiziani, Chief Executive Officer, Tiziani Whitmyre, Inc. (http://www.tizinc.com/).

About Tiziani Whitmyre

Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

Tiziani Whitmyre (www.tizinc.com/services/public-relations) offers a complete portfolio of PR plans, strategy and services, including optimized press releases and Web 2.0 support, news media relations, analyst relations, influencer relations, writing and editorial services, newsletter and e-newsletter development, trade show and speaking bureau programs.

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Free White Paper "The Five Deadly Sins of B2B Marketing” Offers Advice for Marketing Executives

SHARON, MASS. – November 11, 2008 – A free, informative white paper titled “The Five Deadly Sins of B2B Marketing” is available to help marketing executives avoid money-wasting, product-killing, and even career-ending mistakes that others have made in the past.

“The Five Deadly Sins of B2B Marketing,” outlines common mistakes that occur in major “business to business” marketing disciplines, including Internet marketing, advertising, public relations (PR), graphic design, and corporate and product branding strategies.

“We offer this white paper to generate new ideas about achieving marketing success,” said Rick Whitmyre, president, Tiziani Whitmyre Inc. “It’s designed to help companies achieve maximum impact and results from their precious marketing dollars.”

"The Five Deadly Sins of B2B Marketing" are described as:

1. Forgetting the Audience – Don’t assume. Know the decisions makers and take the time to target the customers according to the buying process.
2. Thinking Tactics First, Not Strategy – Use your strategic business plan as the foundation to deliver maximum communication impact.
3. Overestimating the Power of Creative – It’s the message as well as the medium. Positioning is critical to winning creative.
4. Underestimating the Power of Your Website – Utilizing the Web as the front end of your business will generate scores of qualified leads and sales.
5. Misunderstanding Public Relations – Papering the walls of editors’ offices with news releases won’t get results. Frequent editorial contact and relationship building will produce dramatically more effective news coverage.

Download a free copy of “The Five Deadly Sins of B2B Marketing,” white paper at: http://www.tizinc.com/DeadlySins or call 781-793-9380.

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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Cortney Lusignan Joins Tiziani Whitmyre as Public Relations AAE

Tiziani Whitmyre, Inc., a Boston area-based marketing services and public relations agency, announces the appointment of Cortney Lusignan as assistant public relations account executive.

“The strategic importance of public relations services to business continues to grow – as a means to generate sales leads, build brands, and support search engine and other marketing strategies. In short, PR helps businesses succeed,” said Robert Tiziani, Chief Executive Officer, Tiziani Whitmyre, Inc. (http://www.tizinc.com/). “I am pleased to welcome Cortney the latest addition to our PR team.”

As a member of the agency’s PR team, Lusignan will work with editorial contacts and publications to research, develop, and secure relevant public relations opportunities for clients, including press interviews, news and story placements, and product reviews. She will also developsoptimized press release services and traditional PR materials as well as coordinate and report on client program activities and results.

Prior to joining Tiziani Whitmyre, Lusignan was a public relations intern at MetLife, Inc., and at the United Way of Rhode Island. She holds a Bachelor of Arts degree in Communication from the University of Rhode Island.

Tiziani Whitmyre (www.tizinc.com/services/public-relations) offers a complete portfolio of PR plans, strategy and services, including optimized press releases and Web 2.0 support, news media relations, analyst relations, influencer relations, writing and editorial services, newsletter and e-newsletter development, trade show and speaking bureau programs.


About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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B2B Marketing Deadly Sin #5 - Misunderstanding Public Relations

by Rick Whitmyre,
president and a principal,
Tiziani Whitmyre, Inc.

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #5, which is: "Misunderstanding Public Relations."

Public Relations (PR) is about generating coverage in the media that reaches your target audience. And yet most B2B PR programs spend their budgets papering the walls of editors’ office with news releases. And that paper is intense. Most publications receive thousands of news releases each day – and publish just a few. Sure, the basic element in the PR food chain is the news release. But it only represents an opener that starts the editorial dialogue.

Successful PR placement requires continuous contact and relationship building with editors – over the phone and in-person. Most are overworked and underpaid. Like the rest of us, they appreciate people that make their jobs easier. Editors naturally gravitate toward companies that answer questions fully, provide executives and technical experts quickly, and furnish photos and illustrations that breathe life into complicated stories. Frequent editorial contact and relationship building forges the trust and awareness that pries open story opportunities and secures expanded news coverage in your target publications.

And another thing. Some mistakenly call public relations “free advertising.” First, it’s not free.

You’ll need a PR budget to hire the experienced PR professionals who can generate great editorial coverage. And it’s not advertising. It’s better. Editorial coverage comes with third-party credibility that carries significant weight with readers. Effective public relations can be a great brand building vehicle that takes the pressure off your advertising program (and cuts the cost).

Put most of your PR dollars into media contact, placement, and fulfillment. An appropriate budget ratio would be 30% for news releases and 70% for placement, case studies, and white papers. This approach will produce dramatically more effective news coverage. And can mean the difference between a mention in the “New Products” section, and a cover story.

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There are more Deadly Sins, of course. Want to see the entire series? We've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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B2B Marketing Deadly Sin #4 - Underestimating the Power of Your Web Site

by Rick Whitmyre,
president and a principal,
Tiziani Whitmyre, Inc.

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #4, which is: "Underestimating the Power of Your Web Site."

OK, you have a web site. You’ve kept it updated. So what? Is it driving leads and business to your company? Is it reducing the cost of your marketing transactions? Does it project a global image? Almost every B2B web site we see is an underachiever; not fulfilling its huge potential to deliver leads, reduce costs, and improve customer satisfaction. Don’t think of your Web site as an on-line catalog. Think of it as a strategic competitive weapon.

Today, the web site is the primary image maker for your business. It’s the first place a person goes to check out your company. In those precious seconds spent viewing your home page, prospects form the vital first impressions that will forever color their attitudes about your company. What does the site say about your firm? Does it convey the image and depth of a global industry leader? Or look more like the personal web blog of your teenage daughter’s boyfriend. A client once took a particularly candid view of his company’s site. “We look like the guy selling a $5,000 Rolex from the trunk of a ’62 Dodge.”

Your Web site also is a back door into your enterprise. People come in by the thousands, wander around, and search through your offerings in total anonymity. With no pushy salespeople, it’s a shoppers dream. A recent survey shows that 90% of all engineers and technical buyers use the Internet on the job; 42% for as much as 7 hours per week. Over half query search engines to find and specify products. Google and Yahoo now play a critical role in directing cyber-prospects to your web site. When buyers launch Internet searches for your products and services –and they don’t find your site – those are lost business opportunities. This is especially troubling when you consider the resources invested to build and maintain your Web presence. Optimizing your site to appear on the first pages of Google and Yahoo is critical in today’s electron driven economy. And buying paid keyword sponsorships on these search engines attracts even more leads to your company.

But an effective interactive marketing strategy involves more than driving visitors to your Web site. If they come and go incognito, like ghosts in the machine, you’re leaving money and leads on the table. Sending visitors through landing and registration pages for high-value content can generate scores of qualified leads. An automated on-line database can collect and distribute those leads to your sales force, supporting fulfillment and remarketing.

A successful B2B site might log 50,000 to 100,000 visitor sessions a month. That’s quality time a customer spends browsing through your offerings. Compare that to the effectiveness of your other marketing communications. Where else can you engage so many prospects at such low cost?

Have you visited your own Web site lately? Have you searched for your own products or services on Google or Yahoo? Your web site can become a low-cost, global, 24/7, self-service front-end for your company. And your smallest competitor can do it better than you.

- - -

There are more Deadly Sins, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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B2B Marketing Deadly Sin #3 - Overestimating the Power of Creative

by Rick Whitmyre,
president and a principal,
Tiziani Whitmyre, Inc.

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #3, which is: "Overestimating the Power of Creative."

Don’t assume great creative will produce great B2B results; that reaching your sales and marketing goals are tied directly to the effectiveness of the creative. Sometimes creativity and success are mutually exclusive. Focusing purely on creative is like buying a great looking car without checking the engine. You turn the key, but it doesn’t go anywhere. The engine represents the goals, positioning, and value proposition that power the communication.
The creative is the body that delivers it.

According to our creative director, “The creative is so much better and effective if I understand the goal and the positioning. When I’m told to craft an ad and simply ‘do something creative,’ then I’m only superficially addressing the issue. The result is a highly subjective discussion on the ‘creativity’ of the concept.”

We’ve seen what some might consider creative-free advertising deliver almost unbelievable results. Our firm developed a fractional space ad for a client that simply offered an Insider’s Guide. No big creative hook employed here. In fact, these executions would have been laughed out of the Addy Awards. But the ad produced thousands and thousands of leads. So why does that happen? There must be other reasons that don’t revolve around the creative. In this case, the guide stimulated latent need in the marketplace that had not been addressed. And it was placed in media focused tightly on the target audience.

Here’s another example. In probably the most successful ad campaign we’ve conceived, the marketing strategy was highly creative, not the ads themselves. And the client spent less than $100,000 on the media. Yet the campaign repositioned the competition as yesterday’s technology, turned the marketplace upside down, and put a hundred million dollars on the client’s top line.

An agency colleague once said, “The role of the client is to define the problem, and creativity is problem solving 101. The myth is thinking that the creative is the design and copy, when in reality it’s the entire solution.”

In B2B, it’s the message, not the medium. Sure the creative is important to grab attention. But you’re not selling toothpaste or hotel rooms. I know what a hamburger does. But I’m a little hazy about process optimization software that will lower my catalytic cracking costs by 3 cents a barrel. Spend more time on the positioning and messaging. The creative will take care of itself.

- - -

There are more Deadly Sins, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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B2B Marketing Deadly Sin #2 - Thinking Tactics First, Not Strategy

by Rick Whitmyre,
president and a principal,
Tiziani Whitmyre, Inc.

In our continuing series, the "Five Deadly Sins of B2B Marketing," let's look at Deadly Sin #2, which is: "Thinking Tactics First, Not Strategy."

In today’s, slash-the-budget, reorganize-daily marketing world, most ads, brochures, web sites, and PR campaigns bear little connection to the company’s business plan. Why? Poor management communication, revolving leadership, dynamic markets, mid-year adjustments, you name it.

A colleague once lamented, “I've found that 90% of the time, the vice president of marketing and the vice president of sales aren't talking to each other, and some times it’s the same person.” Next time, pull out the strategic or annual business plan before developing a campaign. Make your tactical decisions within the strategic framework. Engage the management team early in the process to gain alignment on the approach and to facilitate approvals. Achieve consensus on the target audiences and key buying decision drivers.

A clearly articulated positioning platform with a unique value statement and key customer benefits builds a strong strategic foundation to implement your messages. Creating information architecture for your company helps you choose the most effective marketing tools. And understanding the channel strategy and selling cycle helps deliver the communications with maximum impact. Develop a consistent tone and image for your campaigns that optimize your positioning. Enjoin customers in an ongoing conversation and move them to your value proposition.

As our creative director Fred Martins says, “a strategic plan is a great document that helps risk-averse people make decisions to move forward” – a key enabler in today’s corporate organization.

- - -

There are more Deadly Sins, of course. Stay tuned...

Or, if you can't wait, we've developed a free white paper to help marketing executives avoid these money-wasting, product-killing, and even career-ending mistakes.

Download a free copy of it, “The Five Deadly Sins of B2B Marketing,” from http://www.tizinc.com/DeadlySins. Or, call us at 781-793-9380.

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White Paper: Generating leads, ROI for small businesses with public relations

A new, free white paper explains how small and medium sized companies can generate profitable top-line growth in markets that are mature, flat or experiencing severe price pressures.

The solution, a strategy called "ROI Internet Marketing," leverages Internet marketing and public relations as the key driver of new business growth -- and is detailed in a white paper now available at www.tizinc.com/white-papers/roi-download.html.

ROI Internet Marketing is the application of sophisticated measurement techniques to optimize marketing spending and to drive business growth – a must for organizational success.

As many markets experience commoditization and competitive onslaught, marketers need more than ever to justify marketing spending. Of course, measurable outcomes are now expected for marketing programs.

Yet, most companies are still using hollow metrics such as awareness (or worse, relying on gut feel, guesswork and creative wishful thinking), instead of utilizing concrete return on investment (ROI) analytics.

ROI Internet Marketing represents a unique solution that incorporates public relations to address many of the critical requirements faced by today’s marketing executives – ranging from reducing new customer acquisition costs to marketing to customer niches.

The process, as we implement it, involves a four-step ROI marketing framework that involves:

1. Promoting a company brand to acquire new leads
2. Engaging and capturing new prospects
3. Measuring the effectiveness of marketing programs
4. Optimizing the marketing mix and resource allocation to reflect the most effective messages and tactics. The communications channels often include email, direct response, and a website or websites.

The end result includes a dramatic improvement in lead qualification, the implementation of powerful lead generation programs that capture prospects and convert them to sales, the establishment of key metrics, the integration of analytics into campaigns, and the calculatation of cost-per-metric ratios.

Details are provided in a new, free white paper titled “ROI Internet Marketing: The New Opportunity for Growing Companies.”

The white paper was written specifically to help the sales, marketing, and public relations managers of small and mid-market companies.

Download a free copy at: www.tizinc.com/white-papers/roi-download.html or call 781-793-9380.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. a marketing services agency offering Internet marketing services, public relations, search engine marketing services, online marketing services, integrated marketing communications, brand strategy, corporate reputation, advertisting, graphic design, Website design, and other business marketing services. The firm's integrated solutions approach supports both the broader and finer points of brand positioning -- as well as the on-going generation of sales leads. The agency’s ROI analytical and marketing expertise ensures the maximum payback on a marketing communications budget. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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Focusing on business-to-business public relations

Tiziani Whitmyre's expertise is in business-to-business public relations.

We work with companies from small business startups to global leaders. Unlike traditional firms, we are very flexible in our public relations services and combine the expertise of large agency professional talent within the flexibility of a boutique.

We help clients generate sales leads, launch new products, enter new markets, establish technical leadership, and achieve other business goals.

We craft and execute cost-effective, results-focused PR efforts that integrate traditional and Web 2.0 solutions as discrete projects, targeted campaigns, on-going public relations programs, or elements in an integrated marketing program.

Our industry experience is deep and includes analytical instruments, biotechnology, ecommerce, food and dairy, healthcare, high technology, laboratory sciences, life sciences, machinery, manufacturing, medical products, pharmaceuticals, professional services, and software.

We're located near Boston, but work with companies around the U.S.

Please browse our public relations case studies or our client's press release blog to sample our work.

If we can help with your public relations, give Don Goncalves a call at 781-793-9380 or visit us at the public relations section of our website.

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Public Relations Internship Opportunity: Boston, Providence - Fall 2008

Tiziani Whitmyre, Inc. (http://www.tizinc.com/) announces the availability of a paid or for-school-credit Public Relations Internship for the Fall of 2008.

Tiziani Whitmyre is a marketing communications and public relations firm focused on the needs of growing companies. Agency clients include leading names in the life sciences, high technology, biotechnology, manufacturing, and professional services.

Tiziani Whitmyre is located midway between Boston, Mass. and Providence, RI, at 2 Commercial Street, Sharon, Mass.. We are just off Route 1 and I-95.

At Tiziani Whitmyre, PR interns are introduced to the various "real world" facets of agency work to learn the strategies and skills they'll be expected to master to succeed at an agency or in a corporate PR department.

Public relations interns will hone their tactical public relations skills and learn the requirements and nuances of agency account service. In addition, Interns will have the opportunity to take an "inside look" within a variety of markets and industries.

At Tiziani Whitmyre, interns:

• Join account teams in servicing clients
• Delve into and across the application of several client programs of various size, scope, and industry, and
• Experience the in's and out's of agency culture and operations, client service, the creative process, and media relations.

In essence, Tiziani Whitmyre intern responsibilities mirror the requirements of a Public Relations Account Coordinator - the entry-level professional position for most public relations agencies.

PR Internship opportunities are available year-round for career-oriented, college and university students. Requirements and hours are flexible.

To respond, send a cover letter and resume to Tiziani Whitmyre at admin@tizinc.com, and include "Internship" in the subject line. No phone calls, please.

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Posted by: Tiziani Whitmyre Inc.

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Job Opening: Public Relations Assistant Account Executive (AAE)

Tiziani Whitmyre, Inc. (http://www.tizinc.com/) is an integrated marketing communications firm focused on the needs of growing business to business companies. Based in Sharon, Mass., we are seeking a Public Relations Assistant Account Executive (AAE) in our PR department.

The right candidate is experienced in Public Relations and is a quality-focused, fast-paced, results-oriented team worker.

The position requires 1 to 2 years of agency and/or company Public Relations experience with:

• Working with industry and trade publications
• Researching editorial opportunities and editorial and analyst relationships
• Calling, pitching, and securing press interviews and placement
• Writing news releases, case histories, articles, backgrounders and related PR materials
• Researching and leveraging Internet-based PR and media resources
• An understanding of search engine optimization (SEO)
• Researching and pursuing speaking engagements, product awards, and contributed articles
• Creating and managing activity and program reports

Salary is commensurate with experience. For consideration, e-mail cover letter, resume and salary history -- with the subject line "PR AAE" -- to: admin@tizinc.com. No phone calls, please.

Tiziani & Whitmyre (http://www.tizinc.com/) provides public relations Internet marketing, advertising, and direct response services to a variety of healthcare, technology, manufacturing, and service companies. We provide a comprehensive benefit program, including profit sharing and insurance coverage. Tiziani & Whitmyre is an equal opportunity employer.

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Guimond, Millien Join Tiziani Whitmyre

SHARON, Mass. – February 11, 2008 – Tiziani Whitmyre, Inc. (http://www.tizinc.com/) announces two key appointments to its account management and interactive marketing groups.

Jennifer Guimond is appointed Account Supervisor and joins the company’s client management team. She will be responsible for managing client projects involving advertising, sales collateral, graphic design, trade show graphics, and direct response. Guimond has 10 years of experience in both agency and corporate assignments. She previously was senior product communications specialist at Sperian Protection (formerly Bacou-Dalloz) in Smithfield, Rhode Island and also held public relations and project management positions at two Providence marketing agencies. Guimond received a bachelor’s degree in communications from Rhode Island College.

Max Millien joins Tiziani Whitmyre as a Web Developer in the company’s Interactive Marketing Services group. Millien will be responsible for Web site design and development, online database development, and email campaign management. He previously served as a programmer at Zepfrog, Inc. and received a bachelor’s degree in electrical engineering from Boston University.

“Jennifer’s experience in all facets of marketing services will be a valuable addition to our company and will provide additional resources to support our growing client base,” said Bob Tiziani, Chief Executive Officer. “Max’s skills will enhance our capabilities in online database marketing, customer relationship management (CRM) integration, and advanced Web programming – all important elements in our ROI Marketing solutions.”

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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Public Relations contact: Tiziani Whitmyre Inc., http://www.tizinc.com/

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Accommodative Financial Solutions Selects Tiziani Whitmyre for Public Relations Services, SEO Services

SHARON, Mass. – January 31, 2008 – Accommodative Financial Solutions, a personalized research and consulting company for business owners seeking small business loans, has selected Tiziani Whitmyre, Inc. as its public relations (PR) and Search Engine Optimization (SEO) services partner.

Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing and public relations services agency that builds brands, generates sales leads, and delivers an ROI that maximizes payback on any marketing communications budget.

Tiziani Whitmyre will promote the California-based Accommodative Financial Solutions, (http://www.afsloansonline.com/), and its personalized research and consulting services. Accommodative Financial Solutions advises business owners seeking small business funding, including small business loans, unsecured loans, or a new business line of credit. The company guarantees that if a client’s small business loans aren’t approved, the firm’s consulting services are free.

Specifically, Accommodative Financial Solutions has engaged Tiziani Whitmyre to provide full-service public relations planning and optimized press release services, including online press releases, media relations, news release writing, press release distribution and related PR campaigns and Search Engine Optimization (SEO) services, said Conrad Strabone, small business loans manager, Accommodative Financial Solutions.

“We’re very impressed with the expertise, experience and service of Tiziani Whitmyre’s team of public relations specialists as well as their integration of the Internet and interactive and new media to advance our marketing and sales objectives,” Strabone said.

About Accommodative Financial Solutions
Accommodative Financial Solutions (http://www.afsloansonline.com/) is a research and loan consulting company that advises business owners seeking small business funding, including small business loans, unsecured loans, or a business line of credit. Owners of small businesses, home businesses, and the self-employed can use their good credit to qualify for small business loans with no upfront fees, unsecured and requiring no collateral, applications can be based on stated income with no documents, and a quick five minute application. AFS’ “100% Approval Guarantee” means if a client’s small business loans aren’t approved, AFS’ consulting services are free. Visit http://www.afsloansonline.com/.

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI that maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization/SEO, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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Public Relations contact: Tiziani Whitmyre Inc., http://www.tizinc.com/

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Creative Is as Creative Does

Fred Martins, our VP and Creative Director, with 25 years of experience in art direction under his belt, is one heck of a creative guy -- on and off the job.

Among his many media is digital photography. Off, as well as on the job, it's a medium he excels at.

Just last month, he won the Mary Alice Arakelian Memorial Award for Best of Show at The Newburyport Art Association’s 2007 Annual Members Fall Juried Show, Part 1, with his photo “Flower Child,” of a vendor at a craft fair.

Now, another (a black and white shot called “Venice Light") been selected for exhibit in the 2007 New England Photographers Biennial Exhibition.

This show, underway now, is held only once every two years. It's a highly selective show, so the works on exhibit have to be the best of the best.

Check them out for yourself, including Fred's entry. The show runs through Oct. 28, at the Danforth Museum of Art in Framingham, Mass. (Details at http://www.danforthmuseum.org/.)

Then, why not take a look at the art & creativity from Fred's day job, right here at Tiziani Whitmyre (http://www.tizinc.com/).

Lucid, Inc. Selects Tiziani Whitmyre for Public Relations, Internet Marketing Services

SHARON, Mass. – July 16, 2007 - Lucid, Inc., an innovative medical device and information company dedicated to creating innovative cellular imaging technology, has selected Tiziani Whitmyre, Inc. as its public relations and Internet marketing services partner.

Tiziani Whitmyre (http://www.tizinc.com/), based in Sharon, Mass., is a marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget.

Tiziani Whitmyre will promote Lucid’s VivaScope confocal microscopy solutions and its Internet-based VivaNet(TM) image communication system. Together, the technologies may ultimately allow for the imaging of living tissue with cellular resolution without the need to excise tissue, and to seamlessly and securely transfer those images to other authorized practitioners for their review and collaboration.

Specifically, Lucid has engaged Tiziani Whitmyre to provide a full-service public relations program in the US and Europe, to design and develop a new corporate website and related marketing materials, and provide ongoing Internet marketing and online services.

“As a strategic business partner, we’ve found Tiziani Whitmyre to be unique in terms of their healthcare experience, their integration of public relations and Internet services and their focus and dedication to our needs as a client,” said Jay Eastman, chairman and CEO of Lucid, Inc.

About Lucid, Inc.
Lucid Inc., based in Rochester, New York, is a medical device and information company dedicated to creating innovative cellular imaging technology and using the Internet to securely deliver accurate, real-time VivaScope® cellular resolution images to medical professionals. The Company’s digital VivaNetTM server, coupled with its ability to image in-vivo (living) tissue is envisioned to ultimately aid medical practitioners and pathologists in screening for skin cancer and other dermatologic conditions with clarity, speed and patient comfort. For more information, visit http://www.lucid-tech.com/.

About Tiziani Whitmyre
Tiziani Whitmyre (http://www.tizinc.com/) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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Public relations press release posted by Tiziani Whitmyre, Inc.

Tiziani Whitmyre Expands Internet Marketing Services with Key Appointments

SHARON, Mass. – June 26, 2007 - Tiziani Whitmyre, Inc. (TW) (www.tizinc.com), a marketing services and strategies agency based near Boston, today announced appointments that will significantly expand the company’s Internet marketing services offerings to clients.

Chris Sullivan joins TW as Manager of Interactive Services. Sullivan’s responsibilities will include leading the company’s team of interactive marketing programmers and developers as well as providing flash animation and multimedia design services. Sullivan previously worked for Faye, Pollack & Associates, Inc., Los Angeles, one of the West Coast’s leading IT, accounting systems, and custom programming consulting firms. As Senior Web Project Manager and Senior Designer, Sullivan expanded the company’s services and developed Web sites and applications for high-profile California businesses in industries such as software, technology, business management, investment management, accounting, cemetery/funeral, and logistics. He also served as Director of Internet Development at MirageQuest, Inc., a Hollywood production studio. Sullivan redesigned MirageQuest’s corporate identity and developed Web projects for high-profile clients, one of which was featured on CNN. He received a bachelors degree in Astronomy and Physics from Boston University.

Gary Maggiolino was named Manager, Interactive Marketing, and Account Supervisor. Maggiolino will be responsible for TW’s Internet marketing programs, media planning and buying, search engine marketing, affiliate marketing, and account management. He previously was Media Director and a Senior Account Executive and joined TW in 1998. He also held media planning and buying positions at Trainor Associates and Clincial Marketing. Maggiolino graduated from Roger Williams University with a bachelors degree in marketing.

Catherine Howe was appointed Assistant Media Planner and Buyer in TW’s Internet Marketing division. Howe will be responsible for planning and purchasing Internet and print media and support the company’s affiliate and database marketing programs. She previously was marketing coordinator at Organogenesis, a leading tissue regeneration company. Howe also held an account planning internship at Modernista, Boston, where she worked on the Hummer, Cadillac, MTV, Budweiser, and Napster accounts. She received a bachelor of graphic design degree from Northeastern University.

“These appointments represent a major expansion of our Internet marketing services portfolio,” said Robert Tiziani, TW Chief Executive Officer. “With marketing transitioning to a new Web-based model, our new capabilities will support clients looking for high-performance programs that offer a measurable return on investment.”

TW provides a broad range of integrated marketing services to B2B and technology companies across North America. These services include advertising, public relations, Website design, search engine optimization, direct marketing, and graphic design.

About Tiziani Whitmyre
Tiziani Whitmyre (www.tizinc.com) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI that maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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[Tiziani Whitmyre, Inc.] [B2B] [Internet marketing online] [Internet marketing services] [marketing communications] [marketing services] [marketing strategies] [media relations] [news media relations] [news releases] [press relations] [press releases] [public relations] [PR] [web marketing]

Public relations press release posted by Tiziani Whitmyre, http://www.tizinc.com

EH&E, Inc. Selects Tiziani Whitmyre for Public Relations, Internet Marketing Services

SHARON, Mass. – June 18, 2007 - EH&E, Inc., a full service environmental engineering and consulting firm, has selected Tiziani Whitmyre, Inc. as its public relations and Internet marketing services partner.

Tiziani Whitmyre (www.tizinc.com), based in Sharon, Mass., is a marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget.

Based on the agency’s strong background in the healthcare and life sciences industries, Tiziani Whitmyre, Inc. was retained to promote EH&E’s new line of web-based compliance solutions (www.eheinc.com/ehe_web_solutions.htm). EH&E’s solutions enable companies and institutions with complex Environmental Health and Safety (EH&S) requirements to efficiently manage their more stringent compliance requirements. They are customized by market for use in healthcare, higher education, and biotechnology as well as other research laboratory facilities.

“Tiziani Whitmyre’s record of effectively and efficiently generating leads through a strategic, integrated program of public relations and Internet marketing services for us to date is nothing short of impressive,” said Robert Foster, Director of Marketing, EH&E.

Tiziani Whitmyre provides EH&E with a full range of public relations services, including strategy consulting, news media relations, writing and editorial services, and trade show and speaking forum support. The agency also manages an Internet marketing program integrated with its PR efforts that focuses on online advertising and sponsorship opportunities.

About EH&E
EH&E (www.eheinc.com) has provided an extensive range of environmental and engineering consulting services for over 18 years. EH&E’s team consists of more than 60 experts with an outstanding record of providing business-focused solutions for issues that affect the built environment. EH&E has a depth of knowledge and credibility unmatched in the industry and our wealth of readily-accessible information has become a powerful resource for our clients. The new series of eH&E web compliance solutions is just the latest example of a continuing effort to provide this knowledge and information to a wider range of companies.

About Tiziani Whitmyre
Tiziani Whitmyre (www.tizinc.com) is a Boston area-based marketing services and strategies agency that builds brands, generates sales leads, and delivers an ROI which maximizes payback on any marketing communications budget. Services include Internet marketing online (including search engine optimization, affiliate marketing, website design), public relations (PR), advertising, direct marketing, graphic design, and corporate branding strategy.

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[Tiziani Whitmyre, Inc.] [B2B] [Internet marketing online] [Internet marketing services] [marketing communications] [marketing services] [marketing strategies] [media relations] [news media relations] [news releases] [press relations] [press releases] [public relations] [PR] [web marketing]

Public relations press release posted by Tiziani Whitmyre, http://www.tizinc.com

Free marketing services white paper: The Five Deadly Sins of B2B Marketing

-- Download a free white paper outlining the common mistakes that occur in the major business-to-business marketing services disciplines --

May 30, 2007 -- During an agencywide lunch, one of our principals, Rick Whitmyre, led a discussion of all our old war stories about the mistakes we’ve made in business-to-business (B2B) marketing services. We discovered that most of us had committed the same money-wasting, product-killing, and even career-ending mistakes over the course of our professional work.

These failures seemed to revolve around some fundamental issues, including marketing services and marketing strategies, creative, Web development, and public relations (PR).

Following the lunch, Rick summaried the group's thoughts on our “lessons learned” and how we now turn those blunders into our competitive advantage.

The end result was a white paper called “The Five Deadly Sins of B2B Marketing” which outlines the common mistakes that occur in the major business-to-business marketing services disciplines, such as strategic marketing, creative, web development, and public relations. In short, they are:

1. Forgetting the Audience – Don’t assume. Know the decisions makers and take the time to target the customers according to the buying process.


2. Thinking Tactics First, Not Strategy – Use your strategic business plan as the foundation to deliver maximum communication impact.


3. Overestimating the Power of Creative – It’s the message as well as the medium. Positioning is critical to winning creative.


4. Underestimating the Power of Your Website – utilizing the Web as the front end of your business will generate scores of qualified leads and sales.


5. Misunderstanding Public Relations – Papering the walls of editors’ offices with news releases won’t get results. Frequent editorial contact and relationship building will produce dramatically more effective news coverage.

To download a copy, visit http://www.tizinc.com/white-papers/request_five-deadly-sins.html.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. is an marketing services and strategies agency offering advertising, public relations, and Internet marketing for B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[Tiziani Whitmyre, Inc.] [marketing] [Internet marketing] [web marketing] [white paper] [whitepaper] [B2B] [public relations] [PR] [marketing communications] [strategic marketing] [creative] [web development] [marketing services] [marketing strategies]

Posted by Tiziani Whitmyre, http://www.tizinc.com

Microtest’s Marketing and PR Partner

Microtest Labs is a fast-growing provider of testing and contract manufacturing services for the medical and life sciences industries. Their mission includes helping medical device manufacturers and harmaceutical companies enhance their product safety and security, accelerate their time to market, and minimize supply chain disruptions.

Here at Tiziani Whitmyre, we’re proud to announce that we’ve begun work with Microtest as their strategic partner in corporate branding and identity, marketing, and public relations as they launch yet another expansion of services — driven by $7.5 million in capital improvements — to the pharmaceutical, biotechnology, and medical device markets.

We’ll be helping Microteset with strategic market positioning, public relations, advertising, Internet marketing, trade show, and direct response programs; and sales collateral, logo, and website development services.

Steve Richter, Ph. D., Microtest President, explains the timing: “We are experiencing tremendous company growth with more to come. This is the exact point for us to focus and strengthen our corporate branding presence throughout our key target markets.”

“Tiziani Whitmyre is an ideal agency partner with deep corporate branding, public relations, and marketing experience in the life sciences industries,” he added.

About Tiziani Whitmyre Inc.

Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[Microtest] [pharmaceutical] [contract manufacturing] [laboratory] [fill/finish] [medical device] [analytical laboratory] [Sterility Testing] [virology] [marketing] [Internet marketing] [web marketing] [public relations] [PR] [marketing communications] [strategic marketing] [creative] [web development] [Tiziani Whitmyre, Inc.]

Tiziani Whitmyre Public Relations Services Generate Value, Bottom-line ROI for Company Marketing Efforts

When it comes to generating real value and bottom-line return on investment (ROI) for a company’s marketing strategy, a public relations program is an excellent start.

Tiziani Whitmyre, Inc. (www.tizinc.com), an advertising, public relations, and Internet marketing agency based near Boston, offers a range of public relations services. The agency’s public relations expertise includes working with small business startups to global leaders to promote products and services in a wide variety of industries and markets.

With particular experience in the technology and medical industries, the agency’s clients include leading names in the analytical instrument, biotechnology, facility management systems, healthcare, high technology, laboratory science, life science, manufacturing, medical solutions, professional services, retail, semiconductors, and software industries.

“Unlike traditional firms, we can be very flexible in the delivery of our PR services. Depending on a company’s specific market goals and communication needs, we will craft a cost effective and results focused effort,” said Bob Tiziani, Tiziani Whitmyre’s Chief Executive Officer, “This may be in the form of a discrete project, targeted campaign, ongoing PR program, or as an element of an overall Tiziani Whitmyre integrated marketing communications program.”

Tiziani Whitmyre’s public relations services include strategy consulting, news media relations, analyst and influencer relations, writing and editorial services, newsletter and e-newsletter development, trade show and speaking forum support.

In addition, the agency designs public relations campaigns to closely support a variety of incentive-based ROI marketing, advertising, Internet marketing, and direct response marketing programs. The integrated strategy delivers powerful results for brand promotion and in lead generation.

“Whether you are launching or re-positioning a product, service, technology or company, entering a new market, developing a new distribution channel, creating a competitive advantage, or delivering sales force support, we can assist,” said Tiziani. “Our team of PR strategy, media relations, and writing experts are in constant contact with – and understand – your targeted publications and their editors in the U.S. and around the globe,” he added.

For more information about how Tiziani Whitmyre public relations programs can generate positive press coverage and opinion leader recommendations, reinforce corporate branding, motivate the buying actions of your prospects and customers, energize your distribution partners, employees, and investors, contact Tiziani Whitmyre on the web at: http://www.tizinc.com.

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Aubin, McGough Join Tiziani Whitmyre, Inc., a Boston-based Advertising, Public Relations & Internet Marketing Agency

SHARON, MASS. – January 15, 2007 – Tiziani Whitmyre, Inc. (TW), an advertising, public relations, and Internet marketing agency based near Boston, today announced two appointments to support the company’s growing integrated marketing services business.

Hope Aubin joins TW as an account executive in the company’s Marketing Communications Division.

Ms. Aubin previously was sales and marketing coordinator at Butler Automatic. She also served as marketing consultant and technical marketing manager at Invensys Production Management. Ms. Aubin graduated summa cum laude from Bridgewater State College with bachelor and masters degrees in management science.

“Hope brings to the company strong project management skills and significant experience in B2B marketing,” said Bob Tiziani, TW’s Chief Executive Officer. “She will have account service responsibilities in creative, media planning, and internet marketing.”

Michelle McGough is appointed interactive developer in the company’s Interactive Marketing Division. Ms. McGough joins TW from ServiceMaster in Lancaster, Ohio. She also held positions as a multimedia technician for Carolina Designs Realty, and Website administrator at West Penn Hat & Cap Company. Ms. McGough received a bachelor of science degree in computer information systems from DeVry University.

“Michelle’s experience in database development and multimedia programming will enhance our capability to deliver advanced interactive and ROI Marketing programs to our clients,” said Tiziani.

About Tiziani Whitmyre

Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com or 781-793-9380.

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posted: http://www.tizinc.com/miblog

Teach the Children Well: No Child Left Behind

Ask anyone to comment on the student dropout rate and you’ll hear back about how it’s already too high yet still rising, representative of a breakdown in our educational system, rooted in broader societal issues, especially dire in the inner cities and among minority populations, a true ongoing crisis, and a grave harbinger of a host of future problems.

But what about the teacher dropout rate — the number of teachers who leave for a new profession after only a few years on the job? According to a new study, half of new teachers quit within 5 years. Alarms are ringing for policy makers and school officials everywhere, but the public discourse on the issue of teacher dropouts pales in comparison to discussions of student dropouts. This, despite that not only is all of the above commentary equally applicable, but high teacher turnover and attrition undermines the quality of education for all students.

One organization that’s seeking solutions is The National Commission on Teaching and America’s Future (NCTAF), a non-profit, non-partisan advocacy organization that is calling for a national effort to improve teacher retention by 50 percent. NCTAF is currently conducting a series of education policy forums around the U.S. as a means of sharing the innovations and improvements that are underway to meet the challenge.

As companies or as individuals, there’s no reason not to join with NCTAF in their mission to provide every child in America with competent, caring, qualified teachers in schools organized for success. In fact, we're doing just that -- working with NCTAF on a pro-bono basis.

You can too. Visit http://www.nctaf.org/ to learn more.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[NCTAF] [education] [teacher] [teaching] [No Child Left Behind] [Internet marketing] [web marketing] [public relations] [PR] [Tiziani Whitmyre, Inc.]

Rx of a Marketing Breakthrough for a Medical Software Developer

Skyscape, a provider of medical references for mobile devices, required sharper market positioning and differentiation as it prepared for its next stage of growth. In short, the company needed to break through to difficult-to-reach health-care practitioners (physicians, doctors, nurses, and other health care professionals).

We at Tiziani Whitmyre worked with Skyscape to develop a positioning platform that leveraged the breadth and depth of its trusted medical content and the intuitive functionality of its technology. TW created a distinctive graphic identity that supported the new positioning. The new messaging was carried to market through an integrated marketing communications program of print advertising, online advertising, direct response, trade show graphics and public relations.

TW’s public relations efforts for Skyscape ensured a steady drumbeat of market leadership discussion, client success stories, and news of new solutions in an array of medical and technical horizontal and vertical trade press. We fine tuned our public relations approach to achieve strategically-positioned PR placements in healthcare industry publications — rather than generating general “anywhere/anytime” press clippings.

Thus, we reached Skyscape’s key healthcare professionals audience through PR coverage in media ranging from the Wall Street Journal and USA Today to ADVANCE for Heath Information Executives, Health Data Management, PharmaLive.com, and Mobile Health Data.

To promote the company’s lead consumer product, its handheld version of “The South Beach(TM) Diet,” we achieved not only news placements — but also crafted promotional contests — that appeared publications ranging from PC World, to Women’s World and FIRST! magazines.

In all, the integrated approach, based on a powerful positioning framework and emphasizing Internet Marketing and public relations initiatives, provided the medical software technology specialist with an Rx for its own marketing breakthrough.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[Skyscape] [Palm] [PDA] [Pocket PC] [medical] [software] [Internet marketing] [web marketing] [public relations] [PR] [Tiziani Whitmyre, Inc.]

“Household Name” Awareness for the Major B2C e-tailer: Furniture.com

How do you buy furniture? Six trips over several weekends to many different furniture stores – or at home, at your leisure, and with thousands of options of quality merchandise at your fingertips on Furniture.com?

More than the Internet’s premier home furnishings shopping site, Furniture.com is a leading resource of home decorating information, advice and interactive tools. Positioning Furniture.com as such is the hallmark of our (Tiziani Whitmyre’s) public relations efforts to attract new online consumers to the industry leader.

To achieve maximum-exposure to potential Furniture.com customers, our PR team works closely pursuing — and creating — editorial opportunities with editors, writers and producers in print, broadcast, cable and online media in both the U.S. and in Canada.

With successful public relations placements ranging from commenting on new design trends in the Baltimore Sun, to providing tips on the blending of “his” and “hers” styles on the MSN and HGTV webportals, to showcasing new living and dining room furniture on the Hometime television series, Tiziani Whitmyre, with 650 placements during 2005 & similar volume to date in 2006, is helping keep Furniture.com quite literally a household name throughout North America.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[Furniture.com] [furniture] [home furnishings] [decorating] [home] [design] [Internet marketing] [web marketing] [e-commerce] [ecommerce] [public relations] [PR] [Tiziani Whitmyre, Inc.]

The Power of Integrated Marketing Communications for a Semiconductor Equipment Manufacturer

What’s the power of an integrated marketing communications strategy? For Speedline Technologies, the results hit a home run on the bottom line.

When Speedline was sold by Cookson plc, it emerged as an independent producer of capital equipment for electronics and semiconductor manufacturing. The goal was to relaunch the company with a new identity and corporate branding that communicated stability, process expertise, and product leadership to customers and employees.
In response, we at Tiziani Whitmyre created and deployed an integrated marketing communications program that unified all marketing elements around a powerful new corporate branding theme and graphic design identity, “Knowledge in process.” A print and web advertising campaign and trade show program positioned Speedline products around the company’s electronics manufacturing expertise. Internet marketing generated leads and a new collateral system (brochures, etc.) fulfilled information requests.

On the public relations front, we helped to develop and deliver news of the firm’s latest solutions as well as its technical insight and know-how in the form of cover features, news and event announcements, technical articles, commentaries, and application studies. The placements appeared in the industry’s leading trade publications and online media around the world – at an average volume of more than 100 major PR placements per quarter.

What were the results of the integrated marketing approach?

Industry leaders – customers, analysts, suppliers, and even competitors in the US, Europe and Asia – routinely complimented Speedline officials on the prominence and value of company information in the industry’s media.

Moreover, the integrated marketing program supported a 40% increase in sales and 300% gain in backlog.

So, what’s the power of a unified marketing strategy? It’s considerable, at least in the case of a good one – one that produces the kind of ROI that you can take to the bank.

About Tiziani Whitmyre Inc.
Tiziani Whitmyre, Inc. is an advertising, public relations, and Internet marketing agency focused on the needs of B2B and B2C clients. The company’s services include graphic design, Website design, search engine marketing, corporate branding, direct response marketing, editorial services, media relations, and marketing and brand strategy. Tiziani Whitmyre’s integrated solutions approach supports brand positioning and the generation of sales leads for leading life science, biotechnology, high technology, industrial, manufacturing, and professional services companies. The firm is headquartered near Boston in Sharon, Massachusetts, and can be contacted at http://www.tizinc.com/ or 781-793-9380.

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[Speedline Technologies] [semiconductor] [electronics] [manufacturer] [Internet marketing] [web marketing] [public relations] [PR] [Tiziani Whitmyre, Inc.]