THE MARSHALL PLAN METHOD
Visibility. Awareness. Buzz. Fame.
Our unique approach to creating public relations campaigns begins with understanding exactly who you are. Before any press release gets written, any Websites updated or social media campaigns decided on, we spend a day and a half on an intense brain-dump and ideation process that we call the Fame Factory. Together, we capture your company’s strategic priorities, your brand’s major themes, and its most powerful messages. From these, we develop compelling, newsworthy stories and images. We identify the ideal “messengers” for your stories, build an awesome branding campaign around them and then execute it for you.
What you’ll do at the Fame Factory
We take your key stakeholders through a series of exercises that draw out the essence of your offering and then develop a set of the most compelling themes. We refine these to powerful simplicity in a Fame Factory Brief. Then we map out your first year’s public relations/marketing campaign in Five Bold Steps.
Who Should Come to the Fame Factory.
The leadership team should be present, but the more stakeholders involved, the better your outcome will be. We find that some of the richest “jewels” in the session come from people close to the front lines. Fame Factory generates remarkable consensus building, ensuring that your marketing and operations teams are literally on the same page—and that your campaign will have total buy-in.
The simple and powerful Fame Factory Brief that’s created from this session will launch your campaign. It creates unity, cohesion and ensures that your PR, Marketing & Sales efforts express a consistent brand personality. It is your map to the way forward and touchstone for everyone on your team. During your campaign, we will integrate learnings and exploit new opportunities that we discover, so that your Fame Factory brief can grow right along with your fame!
Peggy Wynne Borgman: Our SVS graphic facilitator was actually trained by the world-renowned creator of Graphic Facilitation and the father of Visual Meetings, David Sibbett. The techniques that he pioneered have been used in many of the world’s top companies like Apple, National Semiconductor, HP, Nike, Visa, etc. She has also received training from Hospitality Quotient® (HQ) is the learning and consulting business from Danny Meyer’s Union Square Hospitality Group (USHG), offering customized advice and training to inspire, build, and sustain a company culture of hospitality in organizations across industries. Ms. Borgman is principal of 15-year-old Wynne Business Consulting and Education and a highly-rated educator at trade events such as ISPA, SpaTEC and IECSC, and was named one of the country’s top spa hospitality consultants in the American Spa magazine Professionals’ Choice Awards. Spa Magazine named her one of the industry’s Visionaries. Wynne Business clients have included Four Seasons, Ritz Carlton, Park Hyatt, Shangri-La, Peninsula Hotels and Langham Hotels. The company conducts management seminars in the US, Asia, South Africa and Brazil. Ms. Borgman founded and chairs Destination Saratoga, a unique tourism marketing consortium of private businesses in Silicon Valley, and well as the Spa Leadership Round Table. She has been named one of the Top 100 Most Influential Women in Silicon Valley, and has a degree in Fine Art from UC Santa Cruz.
Kim Marshall is the principal of the Marshall Plan Public Relations and Marketing, a Los Angeles based communications company specializing in luxury and lifestyle brands, whose clientele comprises a virtual “who’s who” of the travel and wellness industries. Kim’s clients have been featured in every major national travel and beauty publication and she has appeared on FOX TV, QVC, Access Hollywood and her own 30-minute newsmagazine, The Spa Life, developed for Fox’s Health Network. Kim has consulted for Fortune 500 companies including Coca Cola, Proctor & Gamble and Walgreens. Her articles on popular culture, wellness, anti-aging and exercise have appeared in publications as diverse as the Washington Post, Women’s Sports & Fitness, Travel Weekly, Spa Magazine and Conde Nast Traveler and most recently on Social Media Today on the Tavis Smiley Radio Network. A born communicator and wordsmith, Ms. Marshall can draw the best out of a team, resulting in effective and powerful, brand specific languaging and action steps.
Participants are asked to bring exhibits to share that express your current vision of the company, including photographs, marketing materials from other companies you admire, products or packaging you particularly enjoy, and any other sources of inspiration and excitement that you feel embody the company’s essential qualities. As well, key stakeholders’ histories are very important to the session, and material from current or past endeavors, careers, key projects, etc. can spark important connections in the process.
A comfortable conference room with ample wall space and natural light, or a large hotel suite with large windows and/or ample wall space. (For graphic facilitation, we use large paper templates that will be taped to the walls).
Consultants prepare Strategic Vision Brief – an actual ROAD MAP of next steps -- to be distributed to all stakeholders. This is delivered within 7-10 business days following the SV Session and serves as an important guide on your branding journey.