EXPLORING MARKETING WITHIN

CEEK’S ORGANIZATIONAL
PERFORMANCE & GROWTH SERVICE
“If your Product or Service be the Backbone of the Organization; Production and Operations be the Brain;
Business Development and Marketing is considered as the Heart of the Organization. For a Healthy and
Prospering Company both Heart and Brain are Vital and Inseparable.” ― Ashu Gaur

As CEEK enters into its sixth year of operation, we are

pleasantly challenged with new and emerging
business operating trends that require vision and
creativity. The digital world has now encroached into
every aspect of the organization – a pattern of
movement that impacts both CEEK and the
organizations and individuals we serve. As we enter
into 2019, we are seeing a rise in the experience
economy – that is the intentional orchestration of
memorable events for customers with the memory
itself becoming the product — the "experience". The
term Experience Economy was first used in 1998 by B.
Joseph Pine II and James H. Gilmore describing the
experience economy as the next economy following
our current service economy. The Harvard Business
Review notes that “Economists have typically lumped
experiences in with services, but experiences are a
distinct economic offering, as different from services
as services are from goods.” The Experience Economy Figure 1 – Experience Economy: Beyond time and cost,
will demand creative, yet practical strategies for charging for the value of the transformation that
experience offers.
organizations to script and stage the experiences that
will transform the value of what they produce/offer. value-added service, we need only look to CEEK’s
tenants of Passion, Integrity, and Creativity to
What does this mean for CEEK and the method in
understand how customizing your organization’s
which we approach Organizational Performance &
Experience Economy reaps benefits.
Growth within the organizations we serve? Simply
put, this shift indicates that we must push ourselves A PLACE FOR “PASSION”
beyond the standard set of business development
activities to capture audiences (and potential Passion fuels confidence. Passion creates excitement.
customers) where there are and how they want to be Passion is contagious. A passionate approach to
engaged. organizational endeavors will almost certainly
provide the level of drive and persistence necessary
to engage the customers you serve and transmit this
ALIGNMENT TO CEEK’S “ePIC” passion to them. When organizations exude passion
MODEL for their own product or service, they make a
statement about values and convictions which
At CEEK, we are passionate about helping customers can adopt.
organizations with their business performance and
growth objectives to help you pursue more efficient As we enable, cultivate, and bolster your
operations and ways to capture new business. As organization’s passion for the work you perform or
such, we are increasing our offerings to connect these the product you sell, CEEK takes it a step further to
results to the ultimate test of fidelity: the customer’s help organizations pull from this passion to create a
positive engagement. To provide a basis for this coherent and targeted message for audiences in
different stages of the business development cycle.
The most valuable tenet of demonstrated passion is
its ability to attract passion from others.
THE INTRICACY OF “INTEGRITY”
As we define it, integrity is the wholeness and
workability of every individual within a healthy,
balanced workforce. Integrity leads to trust, which
leads to a sustained and mutually beneficial
relationship. Integrity must begin within an
organization, but – once mastered – an outward
expansion of integrity will breed customer loyalty.
The importance of integrity cannot be understated in
an organization working towards business
performance and growth objectives. As this “inner
work” is essential to the health of the organization,
we do not wish to reduce it to a simple marketing
tactic; but once this integrity is truly imbedded in the
fabric of the organization, it must be translated to the
brand. The brand is what the organization is known
for, how the organization engages with customers,
and what people can depend on the organization to
consistently deliver. Building trust requires the
organization to continually put the customer's
interests ahead of their own and display a genuine
"other" orientation.
Figure 2 - Start with WHY: Discovering the WHY injects
passion into work, providing the ability to inspire those
around you.
HELD CAPTIVE WITH “CREATIVITY”
There is simply no getting around it – good creativity
inspires trust and is often associated with superior
quality and functionality. This is a result of the
customer’s interpretation that the organization has
spent ample time and care crafting their brand (e.g.,
messaging, marketing materials, packaging, content,
service differentiators, etc.) that reflect health and
wellness. Before organizations can demonstrate
creativity to their customers, they must commit to
creative problem-solving, mustering the courage to
look at traditional strategies and common goals in
entirely new ways. It is in this creative thinking –
brought to the forefront through our CEEK services –
that we find the most valuable, viable opportunity to
differentiate the organization from the competition.
In turn, a strong brand emerges.
WHY MARKETING MATTERS
AND HOW CEEK CAN HELP
Regardless of level of maturity, a brand – once a
thought, concept, product, or organization exists –
has already been created. Whether it is well tended
to, or has never been fully conceptualized, the brand
must at all times be an accurate representation of the
goals and objective set forth by the organization. That
includes business performance and growth
objectives! So, ask yourself, how is your branding and
marketing serving your objectives?
MARKETING AS MIRROR,
MISSIONARY, AND MULTIPLIER
At its core, a brand is a promise of quality, values,
virtues, and consistency. It builds genuine customer
loyalty and goes beyond what the eye can see. This is
branding at the emotional, sensory, and gut-feeling
level.
According to Kathleen Micken of Gabelli School of
Business at Roger Williams University, "Marketing
might be defined as everything an organization does
to facilitate an exchange between itself and its
customers/clients.” In today's interconnected world,
committed consumers don't just want to see the
story; they want to be a part of the story. It is not
enough to focus on profit in the sense of piplines and
margins. Organizations must learn to consider trust,
admiration and loyalty as the largest profit to be had.
Brands that are able to create native, personal,
authentic, and purposeful experiences will become
the mainstays of success. As customers are able to
identify themselves with the organization/ brand,
they will in turn spread this message to others.
The purpose of marketing is to create and maintain a
strong feeling with customers so they are mentally
predisposed to continually choose and recommend
you. Those organizations tracking their most loyal
customers (champions), customers that spread the
word (ambassadors), and unsatisfied customers or
hungry competitors (challenges) have discovered
what, for many, has been a natural and almost
organic progression: the building of community. All
growing organizations must embrace that both
"socializing" and "sharing" are essential to
understanding and improving the viability of the
organization in the experience economy. The
significant impact that social "sharing" can have on
conversion and results activates super-influencers to
market for the organization.
WHAT CAN WE DO FOR YOU?
As is customary with Organizational Wellness &
Development, the CEEK-served organization will have
access to tools, templates, experience, and training to
help you pursue more efficient operations and ways
to capture new business. We provide services that
amplify your impact by translating business
performance and growth objectives into tangible
opportunities to turn prospects into customers and
customers into endorsers.
As our services offer the analysis of existing
organizational challenges and the identification of
opportunities for improvement, CEEK is able to
provide a holistic, customer-driven understanding of
the current organization, the brand, and a vision of
the brand's future – crucial to proactive business
growth. This holistic view includes an understanding
of the brand's heritage, personality, imagery,
functional benefits, emotional benefits, and
perceived value in the minds of customers,
influencers, and intermediaries. CEEK helps
organizations spot trends early by tracking segments
of the population where the impact of change is more
apparent. This can result in a future state that
provides new revenue growth opportunities due to
more competitive positioning, higher visibility, and a
rallied employee base.
CEEK’s infusion of innovative, tactical alternatives to
further an organization’s growth objectives are built
upon clear goals, a logical set of steps, and actions to
are easy to follow. It is from these tactics that the
timelines, resources, and budget for a Marketing Plan
are derived. Moving an organization’s customer from
a stage of awareness to one of adoption takes a sound
marketing strategy designed to drive demand and
influence purchasing behavior. By tapping the
plethora of marketing tactics (backed by strategic
planning and a marketing plan) CEEK enables
organizations to embody the organization’s core
value in a visible, experienceable manner.
CEEK tailors our approach to the specific needs of the
organization with the guarantee of clarity of mission
and alignment to the organization’s resources. It is
important to ensure that your organization both
defines and demonstrates the responses to these key
questions for customers:
 What does your organization stand for?
 What attributes set your organization apart
from your competitors?
 What's your vision for the future?
 How can you help me today?
The best organizations market from deep within their
development process using their inner why and
speaking directly to the heart of the foundation. If an
organizational brand develops, communicates, and
acts upon that statement, then their customers will
not only buy, but believe.
 CEEK MARKETING OFFERINGS
MARKETING OPPORTUNITY AND
PLAN
“If your stories are all about your products and
services, that’s not storytelling. It’s a brochure. Give
yourself permission to make the story bigger.” ― Jay
Baer
An essential first step to understanding how
marketing can enhance your business’ growth is
assessing your market position and market
opportunities.
Develop a Deeper Understanding of Product/
Service Identity. This service phase initiates with an
analysis of your product(s) and/or service(s) to
ensure a firm definition and understanding of what
you offer to the marketplace. We retrace the
development journey to thoroughly document the
core drivers and inspiration that brought about your
product/service offering, in conjunction with your
organizations mission, vision, and values. In
addition, we will help you to identity challenges you
may currently face in generating new clients.
Conduct Market Research & Segmentation. Once
we have a thorough understanding of your product/
service, we dig deeper to understand where you
have positioned yourself in the market and/or your
target market. This includes reviewing the platforms
used to market yourself, the methods by which you
sell your products/services, and missing
opportunities based on market analysis and
competitor analysis. Then, we determine the distinct
segments and buyer behaviors that impact your
organization’s growth and sustainability.
Analyze & Employ Current Customer Insights.
Depending upon the maturity of your organization’s
customer feedback and satisfaction review system,
we will either capture such information or move
directly to analyzing your established feedback to
provide valuable insights and trends that you might
capitalize on to improve your organization’s market
position and/or make a plan to correct negative
feedback.
Develop/ Finalize Marketing Plan. Based on the
gathered information, we will craft a formal
marketing plan that incorporates the previously
captured information and the following:
 Specific Marketing Goals
 Time Period for Marketing Plan
 Identification of Digital and Offline Marketing
Channels
 Measurements of Success
We will identify the most appropriate marketing
tactics to be used based on our segmentation
analysis and, based upon these decisions, we will
confirm an appropriate budget and method of
execution for stakeholder review and approval.
BRANDING, MARKETING MATRIALS,
AND CONTENT DEVELOPMENT
“Is your branding serving your needs for positive
impact? Is it paving the way for a great first
impression on people when they meet you, think of
you, speak of you, or even see you on the Internet? If
not, it’s time for a change, and it is perfectly within
your control.” ― Susan C. Young
Branded Material Development. An important first
step of branded material development is the
creation or update of the organizational style guide.
While style guides, will reflect your organization’s
identity and brand preferences, we will also outline
guidelines to reflect the preferences of the target
audience. This living artifact will contain information
such as selected fonts and pairings, color, imagery
and iconography, logo use/placement, voice/tone,
and messaging of the organization.
Additional branded material creation or update may
include:
 Promotional Materials and Print Publications
(e.g., flyers, brochures, pamphlets, business
cards, etc.)
 Branded Microsoft Templates (Word and
PowerPoint)
In addition, our team will evaluate the effectiveness
of your organization’s website/ overall online
presence and make recommendations as needed.
Communications Development. Based on defined
marketing objectives, we will develop strategic
marketing messaging that targets your unique
market/segments and socializes your marketing
goals throughout your organization. A thorough
marketing communication plan will outline:
 Socialization of Branding Requirements (Style
Guide) and Stakeholder Strategic Messaging
for Marketing
 Digital Marketing Governance Policy
 Crisis Management Communication for
Marketing
Content Development. We begin by developing a
Content Marketing Strategy, which will guide our
design and development of content that reflects
your organization’s tone and voice, while targeting
your target market. Based on the goals and
sophistication of the organization, various content
may include:
 Blogs or articles that highlight aspects of your
organization or your services
 Books, eBooks, and templates
 Videos, podcasts, inforgraphics, or
charts/graphs
 Value added Social Media Content
 Ads for publications or websites
 Email Newsletters/Autoresponders, surveys,
press releases, and company news
 Many others
We recommend that all organizations maintain a
healthy repository of content that can be utilized
according to a distribution calendar; this makes it
easier to stay ahead of demand and avoid releasing
lack-luster materials. If an organization desires to
bring content creation in-house and maintain a
repository on their own, our team will provide
training and resources to ensure quality content,
both visual and written.
MARKETING STRATEGY EXECUTION
"Leaders in data-driven marketing are more than 6X
more likely than laggards to report achieving
competitive advantage in increasing profitability (45%
vs. 7%) and 5X more likely in customer retention (74%
vs. 13%)." ― Forbes
Website Creation and Maintenance. When an
organization undergoes any major change – whether
it be structural or branding-based – it is essential to
give due attention to your digital marketplace, your
website! Our team will create or update your
website based on your branding specifications and
business needs to ensure your website is an accurate
reflection of your business goals. In addition, our
team will maintain your website to incorporate
necessary changes such as:
 Corporate Announcements
 Social Media Integration (e.g., blog hosting)
 News and Press Releases
 Correspondence with Visitors
 Newsletters and Various Email Marketing
Social Media Management. Based on the channels
and frequency selected for content release, we
manage the release, response, and repository
upkeep for all content. This will include sharing
created content across multiple channels and
managing any feedback received by consumers. In
addition, we keep analytics based on the influence
of released content so that we can improve the
Content Marketing Strategy and the overall
Marketing Plan.
Customer Relationship Management. In most (if not
all) industries, customer is king! Our team will work
to maintain your customer relationships by creating
a correlated database of your customers or contacts
based on their engagement and needs. In addition,
we build custom surveys, email marketing
communications, and establish a repeatable
feedback system that allows your organization to
grow from the insights your customers have.