Ideas First

Ideas don’t dance across the page. Whistle a happy tune from the radio. Wink from your computer screen. Or explode from the TV set. These, my friend, are executions. Ideas, the truly groundbreaking ones, are so much more. Ideas are born from taking a long hard look at your business, your brand, your customer and your goals.  They can take any shape, work within any budget, come from any department, as long as they connect your brand to your customer. Ideas are not executions.  They are solutions.  They elbow their way into the customer’s mind. They refuse to take no for an answer.  They demand attention, and force people to reconsider long held beliefs. Ideas move bottom lines, defy trends, scoff at the unexpected and rattle your competitors at their very core. And in our world, they come first. And last.

Integration

Too many agencies employ a “one size fits all” approach to the tactics they recommend. In truth, there is no silver bullet that will achieve all of your marketing goals. To be effective, your marketing message needs to reach the audience in a variety of guises. CTP integrates earned media, paid media and social media in campaigns that accomplish three things:

1. Connect your brand with the appropriate audience. We put brands in places we know your target will be, in a format that is suitable and engaging.
2. Converse with that audience by delivering information, experiences or solutions that are timely and relevant. This is where multiple channels of communication, such as ads, news stories, blogs or events, can be layered with great effect.
3. Convert the audience into customers, advocates, users—whichever the desired outcome. Connection and conversation are useless if they don’t deliver a resulting action, so we must give people an opportunity to act.

Advertising

Lasting brands are no longer defined and distributed from the top down via a paid media barrage, but from the bottom up, with consumers having a greater say in where and how a brand is presented. That’s not to say that advertising has become ineffective in establishing brand preference. It just means brands need to be willing to converse with today’s consumers, not dictate.

We believe that understanding your audience - not just what they read and watch, but what they think and do - is your best chance of achieving that collaboration. CTP staffs a media planning group that works hand in hand with strategic planners and creative teams to marry breakthrough ideas with the most effective media choices to engage consumers in a conversation with your brand.

Interactive

Anything is possible on the web these days. But just because it can be done, doesn’t mean it should be done. And, while entirely capable of technological wizardry, CTP’s interactive group understands that unleashing technology for the sole purpose of impressing people rarely works to further our client’s goals. Which is why our web guys have a seat at the table in the beginning of the strategic planning process. Our interactive solution will be part and parcel of our strategic approach, not an eleventh hour add-on. Whether it be online ads, email campaigns or a full-blown web presence, we’re experts in utilizing the latest advancements in web technology in ways that only enhance your marketing strategy.

Public Relations

Telling your story effectively has never been more important. And for some it’s never been more challenging. Your audience has an incredible array of options when it comes to information sources. While one customer may skim the headlines of an RSS feed to her Blackberry on the way to work, her colleague still likes to read the newspaper at the breakfast table. Some choose the opinions of a national columnist and others prefer the blogger they follow on Twitter. The fact is, how we communicate has changed.

At Conover Tuttle Pace, our PR team understands how to make those changes work for you, and we place a premium on strategy that supports your business objectives. With former journalists and veteran publicists, we are accomplished at securing high profile media attention for our clients. But we also complement those efforts with original guerilla and grassroots campaigns, targeted social media, and dynamic interactive approaches. The result? Your message breaks through the clutter and you connect with your target.

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Media

The media landscape changes on a daily basis. The growth of web-based media, the contraction of printed newspapers, the diversity of cable television options, not to mention the explosion of social media opportunities... who can keep up? Luckily, CTP offers a team of in-house media pros who thrive on this dynamic and hectic pace of change.

We work hard to understand your campaign goals, how your target thinks and acts, and how the creative approach will fit in to the overall media landscape. Then we utilize decades of experience, along with the latest media research tools, to identify the most appropriate venues through which to reach your audience. But knowing where your target can be reached is not enough; we’ll negotiate with our selected media vendors on your behalf to secure the best possible placement along with value-added opportunities to stretch your media dollars as far as possible. And we don’t rest on our laurels - we track the buys we place to ensure delivery and effectiveness, adjust the buy accordingly, and secure make-goods from vendors where necessary.