Marketing is essential to building and maintaining your company's presence, but marketing without strategy is similar to sending your resume into cyberspace hoping that it catches someone's attention. The first step is to decide what you want to achieve as a result of your marketing efforts. Where is your company today, and where do you envision it going?

Once you have established your goal, decide how you are going to achieve it. What action must you take and what decision must you make to make your goal a reality?

When new owners purchased Harbortown Marina, located in Fort Pierce, Florida, it was in disrepair after years of neglect. The task of Yates & Associates was to fulfill five key objectives.

1. Position Harbortown Marina as a preferred boating destination.

2. Eliminate its negative image.

3. Increase occupancy at the marina to increase revenue flow for new owners needing a return on the $32 million investment.

4. Improve customer service and customer service perception by mariners.

5. Accomplish all objectives within a six month period.

The team at Yates & Associates suggested changing the name to Harbortown

Marina-Fort Pierce to establish a brand link to one of the fastest growing regions in the nation. We created a new logo that reflected the significance of sport fishing.

Brochures and support collateral materials focused attention on new ownership, safe harborage, mangrove protection for hurricane surge, and quick, safe access to the ocean via a safe inlet. The theme of the brochures and collateral materials was designated as Discover Harbortown to create a sense of new and improved, as well as a fun destination.

A series of strategic Media Releases focused attention on new owners, new management and the changes in services and programs at the marina. A number of special events were also created and promoted via the news media to draw previous yachters back to Harbortown. These included a Fill-the-Slips series of waterside concerts featuring local/regional musicians; Hurricane Safety Seminar; Recycled Raft Regatta (using recycled materials); free Coast Guard safety inspections; and fire fighting demonstrations customized for the boating community.

A direct mail postcard was created (Slips Available) to alert boaters marina space was available at Harbortown. The direct mail piece further emphasized the Discover Harbortown concept. To showcase the improved image of Harbortown to Ft. Pierce and other local communities, we created a Speakers Bureau to place the marina management and staff before audiences such as civic clubs, boating clubs, Chambers of Commerce and government sponsored events.

The new website that Yates & Associates designed and developed reinforced the marina as having safe, easy access; new and improved facilities; and that it is located in one of the most desirable (yet quaint) areas of Florida and the nation. The website encouraged direct response from mariners and allowed yachters to conveniently book their stay on line. An online tour of the marina was also presented.

Project evaluation was based on one factor - how much the new, improved image impacted the bottom line through increased long-term occupancy. Occupancy increased from 30 percent at the time of the engagement of Yates & Associates to 120 percent during the 6 month term of our company's engagement.

For your own killer campaign, begin by identifying your company's or product's true benefits, strengths, and unique qualities that can be turned into key positioning and selling points. Once you have your list finalized, you'll want to broadcast your new message. By building upon your benefits and unique qualities, This will elevate your company to stand out among your competitors. Before you embark on your mission, establish a marketing budget to make sure that you have sufficient funds to achieve your goals and make realistic plans.

The bottom line: Creating a killer marketing campaign that solidifies your brand and leverages your company's benefits will better target your niche and help your company to grow. Consider hiring a public relations and marketing firm to assist you in reaching your goals.The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.

Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.

For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!