Marketing & Branding Premium Toolkit

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Demand Metric Marketing & Branding Toolkit – Tool Descriptions

1. Ad Agency Agreement - The purpose of this tool is to help you develop an ad agency agreement.
   
   
2. Ad Agency RFP Template - Use this tool to help you design a Request for Proposal (RFP) for Ad Agency Selection.
   
   
3. Advertisement Evaluation Matrix - Use this tool to evaluate the effectiveness of advertising concepts.
   
   
4. Advertising Calendar & Budget - Use this tool to provide a high-level advertising calendar & budget. Each monthly tab provides information related to: publication, issue, media type, ad content, ad creation, due date, publication date, cost, and status.
   
   
5. Advertising Plan Checklist - Use this tool as a framework for building your annual advertising plan and budget.
   
   
6. Agency Selection Tool - Use this Agency Selection Tool to assess, score & compare agencies during the selection process.
   
   
7. Brand Perception Survey - The purpose of conducting a brand perception survey is to understand how your brand is viewed in the market, what brand attributes are preferred by customers, and to identify how your customers competitively position your products/services.
   
   
8. Brand Strategy Scorecard Tool - Use this Brand Scorecard to document your branding objectives, initiatives, measures, and targets for the next 12-18 months.
   
   
9. Branding Assessment Tool - Use this prescriptive self-assessment tool to evaluate your organization from a Branding perspective. Rate your compliance with best practices across the following dimensions: Brand Strategy, Brand Alignment, Brand Communication, and Brand Execution. Once you have completed the assessment, you will immediately be provided with results and recommendations for improvement.
   
   
10. Branding Selection Tool - Use Demand Metric's Branding Selection Tool to drive consensus on key branding decisions. Choices include: mission, vision, positioning statement, elevator pitch, corporate tagline, logo, color schemes, and more.
    
    
11. Campaign Impression Calculator - Use this Campaign Impression Calculator to determine your cost per impression across the following forms of communication: Email, E-Zine, Print, Website, Direct Mail, and Sponsorship. The “Summary Tab” will automatically calculate your results and the “Charts Tab” will help you communicate these results with key stakeholders.
    
    
12. Case Study Template - The purpose of this tool is to assist you with the creation of an effective Case Study. Focus on what is critical for your business, and modify this template as necessary.
    
    
13. Competitive Ad vs PR Analysis Tool - Use this tool to analyze the Advertisement vs. PR spending/value ratio for the top 5 competitors in your industry.
    
    
14. Creative Strategy Survey Tool - Use this tool to communicate with your in-house or creative agency partners. Questions are focused around: project definition, audience, competitors & peer organizations, goals, identity & branding, communications, about the company, aesthetic, web specific, and brand dichotomies.
    
    
15. Graphic Use Exemption Form - In nearly all cases, the Company logo must be used as outlined in the Graphics Use Policy. However, in the event an exemption is required, please fill out this form and return it to the Director of Marketing.
    
    
16. Graphic Use Policy - Use this tool to draft a Graphics Use Policy in order to maintain consistent messaging throughout the Organization.
    
    
17. Marketing Calendar Template 2009 - Use this template to create a marketing calendar for all of your marketing activities in 2009.
    
    
18. Marketing Calendar Template 2010 - Use this template to create a marketing calendar for all of your marketing activities in 2010.
    
    
19. Marketing Collateral Management Tool - Use this tool to manage your marketing collateral and ensure your documents are up-to-date and distributed.
    
    
20. Marketing Communications Budget - Use this tool to create a marketing communications budget, and chart of the budget breakdown by category.
    
    
21. Marketing Communications Metrics Dashboard - Use this tool to define, track, and report on your key marketing communications metrics and key performance indicators. All the metrics can be easily customized to suit your organization's needs.
    
    
22. Marketing Communications Plan Template - The purpose of this tool is to help you develop a Marketing Communications Plan. The Marketing Communications Plan template was designed to summarize key exercises from our report: Plan Multi-Channel Marketing Communications.
    
    
23. Marketing Communications Priority Index - Use this Marketing Communications Priority Index to logically prioritize each marketing communications project.
    
    
24. Marketing/Business Alignment Tool - This prescriptive tool provides benchmarks for marketing/business alignment. Maturity areas include: communication, competency-value measurement, governance, partnership, systems & technology, human resources.
    
    
25. Marketing Measurement Maturity Assessment - Use this tool to assess your organization's marketing measurement maturity. Benchmark your strengths and weaknesses and demonstrate a measureable improvement to your capabilities. Key Areas Include: Executive Dashboard & Top Level KPIs, Marketing Dashboard & High Level KPIs, Customers, Branding, Advertising, & Public Relations, Events & Tradeshows, Direct Marketing, Website & Online Marketing, Collateral, Channel, Product Management, Pricing & Discounts.
    
    
26. Media Coverage Analysis Tool - Use this tool to track your media placements and ad value equivalency in relation to your top 3 competitors.
    
    
27. Media Relations Database - Use this tool to organize your media relations campaign. Identify editorial calendar opportunities, due dates, and contacts.
    
    
28. Media Relations Maturity Assessment - Use this tool to measure your Media Relations Maturity across 6 key success drivers: Media, Awareness, Positioning, Internal Support, Expertise, Process, & Relationships.
    
    
29. Media Specialist Job Description - Use this template to develop a job description for a Media Specialist.
    
    
30. Online Advertising ROI Calculator - Use our Online Advertising ROI Calculator to determine the return on investment for pay-per-click advertising campaigns such as Google AdWords.
    
    
31. Press Release Template - The purpose of this tool is to help you write an effective press release that captures the key messages, establishes credibility, and is interesting to the reader.
    
    
32. Public Relations Plan Template - The purpose of this tool is to help you create a comprehensive and measurable Public Relations Plan. Sections include: Executive Summary, Situation Analysis, Planning, Admin & Evaluation, & Budget.
    
    
33. Trade Promotion Evaluation Matrix - Use this evaluation matrix to determine which type of trade promotion campaign would best suit your needs.
    
    
34. Trade Promotion ROI Calculator - Use this tool to measure the return on investment for trade promotion campaigns.
    
    

BONUS

Lead Acquisition Model - Use Demand Metric’s Lead Acquisition Model as a framework to create a process diagram that will visually communicate how your target market will engage with your brand and ultimately become a qualified sales lead.