alms overview brochure4 17
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Brand Positioning
At the root of our Brand Positioning is that we attend to our clients’
goals instead of our own. Our unbiased behaviors and unique Service
Model allow us to arrive at strategic and tactical recommendations
that serve our clients’ objectives best, rather than those designed to
address our personal business motives.
Appropriate Brand Behaviors
It’s one thing to articulate what makes a brand different (traditional
agencies will say they also put their clients’ needs first), but here are
some examples of how we actually live our brand promise:
No mark-up on hard costs (including media, printing, photography, etc.) –
We charge for time to manage client work, so our media and production
recommendations are not biased by a potential mark-up.
Published rates – Instead of predicting each client’s threshold of financial
pain, we give them a choice of compensation structures that set the
expectation on both sides for the type of work they require.
Intellectual property transfer – We have organized our methodologies and
processes in a simple way that enables clients to understand and even adopt
them into their own culture. Some of our clients serve as their own project
managers by using our online forms to reduce their account service costs.
No creative award shows – Our creative solutions are biased toward client
audiences rather than the advertising industry’s. We don’t spend our time and
clients’ money to prepare entries so we can display trophies awarded by
subjective judges in our lobby.
No self-promotion – We don’t spend our time and important industry
relationships distributing press releases for new hires, staff promotions,
accounts we “win,” offices we open, or events we attend.
Service Model
By coordinating with a variety of freelance and specialized
organizations, we can provide everything from single-service to full-
service marketing solutions for our clients, while reducing our costs
and theirs. We see our model as an alternative to the three common
options available to advertisers: traditional agencies, freelancers, and
in-house departments.
What We Do Best
Based on our experience and methodologies, we are an advertiser’s
best resource for connecting brand strategy to marketing strategy to
creative executions to customer experiences.
WHAT MAKES US DI FFERENT
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Brand Management
Experience Management
Project Management
Digital MediaProgramming
The most successful brands are guided by a strategic framework that
includes differentiated products and services, a defined Brand
Positioning and Personality, specific Brand Messaging by audiences,
and applied Brand Standards to allow consistency and re-purposing
across executions over time.
Traditional advertising activities only deliver an expectation for the
brand. Customer experiences with a product or service actually deliver
the brand (whether those experiences are consistently negative,
neutral, or positive).
Marketing consulting firms that actually have a branding methodology
tend to make it more complicated than it needs to be. Despite clever
trademarked names used to describe (and mystify) their process, all
effective systems must follow four basic steps:
Step 1: Research
Step 2: Design
Step 3: Execution
Step 4: Evaluation
Based on these steps, we organize our services into three distinct
methodologies to identify the nature of the work and to manage
expectations, workflow, and outcomes.
BRAND PH ILOSOPHY
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Brand Management
For clients who want one source for strategic direction, creative direction, and program implementation, we work closely with their
management team to develop strategies, plans, and executions. We develop Brand Management Systems by applying various degrees of
Research, Design, Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at
the following deliverables:
METHODOLOGIES
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• Research
Marketplace
Competition
Identity Vehicles
External Perceptions/Behaviors
Internal Perceptions/Behaviors
• Design
Brand Positioning
Brand Personality
Brand Messaging
Brand Standards
Graphic Standards
Language Standards
Process Standards
Measurement Standards
• Execution
Brand Standards
Marketing Plans
Communications Plans
Projects
• Evaluation
Results
Execution
Design
Research
Experience Management
We help clients deliver their brand through managed experiences that cater to how audiences feel about their interaction with the brand, which
leads to powerful preference and loyalty. We develop Experience Management Systems by applying various degrees of Research, Design,
Execution, and Evaluation (based on timing and budgets), with specific activities and intellectual property transfer to arrive at the following
deliverables:
METHODOLOGIES
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• Research
Physical Clues
People Clues
Process Clues
External Perceptions/Behaviors
Internal Perceptions/Behaviors
• Design
Experience Motif
Experience Pathways
Experience Clue Map
Experience Standards
Behavior Standards
Process Standards
Measurement Standards
• Execution
Orientation
Coaching
Experience Clue Map
Experience Standards
• Evaluation
Results
Execution
Design
Research
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METHODOLOGIES
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Project Management
We consider clients with whom we are not engaged for Brand Management or Experience Management services to be Project Management
clients. In these relationships, we collaborate and execute based on client input by individual projects. These relationships and projects may
employ single or multiple services, and they are often coupled with a client’s existing resources, including traditional agencies, freelance
workers, and/or in-house capabilities. The less strategic or creative collaboration required of us, the less responsibility we assume for outcomes.
• Input
Brand Strategy, Personality, Standards
Relevant Material
Creative Brief/Project Initiation/Budget
Process Requirements
• Design
Estimates
Communications
Creative
• Execution
Production
Placement
Products
• Brand Management Systems
Brand Positioning
Brand Personality
Brand Messaging
Brand Standards
Graphic StandardsLogos, Page Personalities, Templates
Language StandardsTaglines, Naming Architecture, Style Guides, Templates
Process StandardsRoles, Workflows, Documents/Forms, InformationManagement, Brand Reviews
Measurement StandardsObjectives, Existing Research/ Metrics, New Research/Metrics
• Experience Management Systems
Experience Motif
Clue Map
Experience Standards
Behavior Standards
Process Standards
Measurement Standards
• Communications Plans
• Media Plans
• Product Plans
• Advertising
Television
Radio
Outdoor
Direct Mail
Point Of Sale
• Public Relations
Plans
Articles
Press Releases
• Digital Media
Websites
Interactive CDs
E-mail Marketing
• Collateral
Brochures
Catalogs
Stationery Packages
• Signage
• Illustration/Photography
• Presentations
• Events
• Training/Coaching
Curriculum
E-Learning Programs
Services
• Strategic Direction
Collaboration
Analysis
Program Development
Resource Management
• Creative Direction
Concepting
Analysis
Strategy Alignment
• Graphic Design
Art Direction
Page Layout
Mechanical Production
• Copy Writing
Scripting
Editing
Proofreading
• Project Management
Estimating
Scheduling
Organizing Input/Output
Group Facilitation
Reporting
• Production Supervision
(Print/Broadcast)
Talent Selection
Studio Selection
Directing
• Media Planning/Execution
Opportunity Identification
Space/Cost Negotiating
Analysis Reporting
Order Placement
Administration
• Research
Primary
Secondary
Observation
Interviews/Focus Groups
Surveys
• Event Planning/Execution
Opportunity Identification
Space/Cost Negotiating
Logistics Management
Attendance
Reporting
• Promotion Planning/Execution
Opportunity Identification
Cost Negotiating
Logistics Management
Reporting
• Digital Media Programming
PRODUCTS AND SERVICES
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Products and services may be delivered by At Large staff, selected affiliates, or a combination of the two.
SESSION COSTS
Brand Development Session: Package A $2500
Includes extensive preparation, two At Large Directors
(one at no charge), up to 5 hour session, and
session report.
Brand Development Session: Package B $1500
Includes minimal preparation, one At Large Director,
up to 3 hour session, and session report.
Experience Development Session: Package A $2500
Includes extensive preparation, two At Large
Directors (one at no charge), up to 5 hour session,
and Exprience Clue Map.
Experience Development Session: Package B $1500
Includes minimal preparation, one At Large Director,
up to 3 hour session, and Experience Clue Map.
Communications Planning Session: Package A $1300
Includes one At Large Director, up to 2 hour session,
and Communications Plan.
Communications Planning Session: Package B $1000
(with purchase of Brand Development Session)
Includes one At Large Director, up to 2 hour session,
and Communications Plan.
COMPENSATION PACKAGES
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The following are options for employing the services of At Large Marketing Solutions. Scenarios are designed to address various client budget and
process needs. Each project requires a project input session, agreement on deadlines and deliverables, and a time and hard cost estimate approved
by the client. All hard costs, including media and/or production, are billed at net (i.e., no mark-up).
EXECUTION RATES
Premium Rates
Typically applies to organizations with complex communications needs,
expansive market presence, and a large marketing department where we
provide strategic leadership and have deep knowledge and experience in their
industry. Involves complete At Large strategic team time, we make significant
non-billable time investments in their business, and projects receive priority
response within our system.
Standard Rates
Typically applies to organizations with advanced communications needs,
substantial market presence, and a small marketing department where we
provide strategic leadership and have significant knowledge and/or experience
in their industry. Involves a majority of At Large strategic team time, we make
moderate non-billable time investments in their business, and projects receive
preferred response within our system.
Discount Rates
Typically applies to organizations with basic communications needs, niche
market presence, and little or no marketing department where we provide
Project Management services, and have adequate knowledge and/or
experience in their industry. Involves some At Large strategic team time, we
make minimal non-billable time investments in their business, and projects
receive secondary response within our system.
See tables on following pages for current rates and options.
Brand/Experience Research
$120/hr
Brand/Experience Design
$150/hr
Brand/Experience/Project Execution
RECONCILED HOURS
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Activity Premium Rates Standard Rates Discount Rates
Strategic Direction $130/hr $110/hr $90/hr
Creative Direction 130 110 90
Graphic Design 120 100 80
Copy Writing 120 100 80
Project Management 110 90 70
Production Supervision 110 90 70
Travel 25 25 25
We can offer clients further savings for establishing a “Bank Of Hours,” or pre-payment, as follows:
1. Blended rate figured at the lowest rate (not counting travel) in the client’s rate structure for establishing a minimum 120-hour bank.
2. Client earns a rebate of 12 free future hours for every 120 hours pre-paid and consumed.
At the end of each month, a report on the bank of hours is submitted, based on subtracting work (by project, activity, and quarter hours).
When the bank is exhausted, and with prior approval, we invoice for a new bank of hours before any more work is executed.
Brand/Experience Research
$100/hr
Brand/Experience Design
$130/hr
Brand/Experience/Project Execution
BANK OF HOURS
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Activity Premium Rates Standard Rates Discount Rates
Strategic Direction $110/hr $90/hr $70/hr
Creative Direction 110 90 70
Graphic Design 110 90 70
Copy Writing 110 90 70
Project Management 110 90 70
Production Supervision 110 90 70
Travel 25 25 25
Need Identification
• Brand Management
Brand Development Session
• Experience Management
Experience Development Session
• Project Management
Project Input Session
Client Agreements
• Work Agreement
• Confidentiality Agreement
• Cost Estimates
• Work Plans/Schedules
Time Accounting
All time for approved projects is recorded daily by quarter hour
according to seven service categories:
• Strategic Direction
• Creative Direction
• Graphic Design
• Copy Writing
• Project Management
• Production Supervision
• Travel
Depending on the Work Agreement, clients receive either
monthly or single-project invoices detailing time spent, category
of work, and associated costs by project.
WORK PROCESS
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client: The Standard Rate Company date: 10/20/2006
invoice#: 9999
activity dates: October
advertising services
PROJECT: Logo (SRC0001)
ESTIMATE $1,570.00
ACTIVITY RATE/HR HOURS CHARGE
Creative Direction $110.00 2.00 $220.00
Graphic Design $100.00 8.25 $825.00
Project Management $90.00 2.75 $247.50
Production Supervision $90.00 1.50 $135.00
AMOUNT DUE 14.50 $1,427.50
PROJECT: Website (SRC0002)
ESTIMATE $2,020.00
ACTIVITY RATE/HR HOURS CHARGE
Strategic Direction $110.00 5.00 $550.00
Creative Direction $110.00 7.50 $825.00
Graphic Design $100.00 3.50 $350.00
Project Management $90.00 3.25 $292.50
Travel $25.00 2.50 $62.50
AMOUNT DUE 21.75 $2,080.00
PROJECT: Client Service (SRC2006)
ACTIVITY RATE/HR HOURS CHARGE
Graphic Design $100.00 0.25 $25.00
Project Management $90.00 0.25 $22.50
Production Supervision $90.00 0.50 $45.00
AMOUNT DUE 1.00 $92.50
TOTAL AMOUNT DUE: $3,600.00
check payable to
At Large Marketing Solutions
1201 E. Washington Street
Greenville, SC 29601
Tax ID # 05-0522618
Terms: Net 30 days
I N V O I C E
Project is complete and within the allowable 10% of the original estimate.
STAFF ROLES
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Strategy Director Creative Director Design Director Account Director Account Manager Account Coordinator
Primary Primary Primary Primary Primary Primary
External
Brand Management
ExperienceManagement
Strategic Planning
Media Services
New Business
Internal
Process Management
BusinessAdministration
External
Brand Management
ExperienceManagement
New Business
Concepting
Copy Writing
Internal
Process Management
External
Graphic Design
Concepting
Print Production
Photography
Internal
Process Management
Technology
External
Strategic Planing
Brand Management
Project Management
New Business
Internal
Process Management
External
Strategic Planning
Project Management
Public Relations
Internal
Process Management
External
Project Support
Client Experiences
Internal
Process Management
BusinessAdministration
Secondary Secondary Secondary Secondary Secondary Secondary
External
Project Management
Research
Affiliate Management
Internal
Marketing
External
Project Management
Broadcast Production
Affiliate Management
Internal
Marketing
External
Project Management
ExperienceManagement
Affiliate Management
Internal
E-File Management
External
Research
Internal
Marketing
External
Research
Internal
Technology
External
Research
Internal
Marketing
Office Supplies
Office Services
BILL NICHOLSON
Owner, Strategy Director
AGENCY EXPERIENCE
At Large Marketing Solutions, Greenville, SC
Owner, Strategy Director
Henderson Advertising, Greenville, SC
Vice President/Management Supervisor
Marketing.com, Overland Park, KS
Vice President/Account Supervisor
Rockett Burkhead Lewis & Winslow, Raleigh, NC
Account Supervisor
Marcus Advertising, Cleveland, OH
Account Supervisor
Arocom Marketing Group, Akron, OH
CLIENT EXPERIENCE
International Brands
Navistar International Parts Division, Michelin Passenger and Heavy
Truck Tires, Volvo Trucks North America, Volvo Construction
Equipment
National Brands
Truckstops of America (TravelCenters of America), Kelly-Springfield
Tire Company
Regional Brands
Carolina Hurricanes, Cleveland Indians, Cleveland Browns, Cleveland
Lumberjacks, SouthTrust Bank, Southern Connector
EDUCATION
The Ohio State University
Bachelor of Arts, Journalism
MBA - 1980
D IRECTOR PROF I LE
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MIKE McCAFFREY
Owner, Creative Director
AGENCY EXPERIENCE
At Large Marketing Solutions, Greenville, SC
Owner, Creative Director
Experience Engineering, Greenville, SC
VP, Experience Director
FKQ Advertising, Tampa, FL
Associate Creative Director
Levy, King & White, Buffalo, NY
Copywriter
BJK&E, Southfield, MI
Copywriter
Lintas: Campbell-Ewald, Warren, MI
Copy Writer
CLIENT EXPERIENCE
International Brands
AC-Delco, Bridgestone Tires, Chevrolet, Chrysler-Plymouth, Delco
Products, Dollar Rent A Car, Firestone Mastercare, National Car Rental,
O’Neill, Rockwell International
National Brands
Arrow Electronics, Busch Gardens, Canandaigua Wines, Ingram
Computer, General Motors (Buick, Cadillac), Melitta Coffee, Mennen,
Office Depot, Pennwalt, Progressive Insurance, Super Kmart, Tech
Data Corporation
Regional Brands
The Buffalo News, Clearwater Nissan, Elios Pizza, Empire of America,
First Federal of Michigan, The Florida Orchestra, Ford Dealers of WNY,
H. Lee Moffit Cancer Center, Kash n' Karry Food Stores, Kelly Services,
Lexus of Tampa Bay, The Litchfield Company, Rutenberg Homes, St.
Bonaventure University, The St. Petersburg Times, The Tampa Bay
Storm, The United Way, University Hospital
EDUCATION
University of Michigan
Bachelor of Arts, English - 1984
D IRECTOR PROF I LE
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DAVID PEAR
Design Director
AGENCY EXPERIENCE
At Large Marketing Solutions, Greenville, SC
Design Director
Experience Engineering, Inc., Greenville, SC
Senior Art Director
Gerber Childrenswear, Greenville, SC
Artist
Ad South Advertising Group, Spartanburg, SC
Graphic Designer
CLIENT EXPERIENCE
National Brands
Arrow Electronics, General Motors (Buick, Cadillac), Gerber
Childrenswear, IBM Advanced Business Institute, Office Depot
Regional Brands
BSA Sales, Computer Design and Consulting, D&D Ford, Diversified
Security, Inc., Greenville Braves, Greenville Hospital System, Greenville
Little Theatre, Nissan of Greenville, Skyland Automotive, The Litchfield
Company, University Hospital
EDUCATION
Frostburg State University
Bachelor of Fine Arts, Graphic Design
Minor, Business Administration - 1994
D IRECTOR PROF I LE
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Strategic Direction
Bestbrandz
John Garrard
www.bestbrandz.com
Vivaldi Partners
www.vivaldipartners.com
Graphic Design
Mighty Mouse Productions
Janice Antley
Spain Lutz
Upriver Studio
Chris Thomas
Copy Writing
HI Creative Collaboration & Copy
Helen Ingram
Thinking Cap
Christa Sorauf
Project Management
Fox Marketing
Kim Fox
www.foxmarketinginc.com
Broadcast Production
Gromvision
Corporate Video Production
Greg Grom
www.gromvision.com
Media Planning/Execution
Tankersley Media
Leah Tankersley
Jean Eisen
Research
Research Works
Russell Stall
Qualified Prospects, LLC
Jason Keenan
Public Relations
Brett Communications
Tim Brett
www.brettcomm.com
Thomason PR
Beth Thomason
Virginia Hayes
FEATURED AFF I L IATES
Client Industry Methodology % Of Billings Contact Contact Information
Elliott Davis Accounting Brand Management 8Buster Kennedy
Marketing Manager200 East Broad Street
Greenville, SC 29606-6286(864) 242-2645
Brett Communications Public RelationsBrand ManagementProject Management 8
Tim BrettOwner
330 B Pelham Rd, Suite 200Greenville, SC 29615
(864) 239-0616
Greenville Federal Credit Union
Financial Services Brand ManagementExperience Management 8
Matt TebbetsVP, Marketing
1501 Wade Hampton Blvd.Greenville, SC 29609
(864) 235-6309
MTC Federal Credit Union Financial ServicesBrand Management
Experience Management 8Bill Love
CEO515 Michelin Road
Greenville, SC 29605(864) 458-1102
Dow Chemical Corporation Manufacturing Project Management 5 Rob Vallentine Midland, MI(989) 636-0462
Sportsclub Fitness Brand Management 5 Bill Egan712 Congaree RoadGreenville, SC 29607
(803) 790-5004
ScanSource Partner Marketing Services
Technology Brand ManagementProject Management
5Wendy ThackerLaura Wencil
6 Logue CourtGreenville, SC 29615
(864) 329-8242
Fox Marketing Marketing/Advertising Project Management 5Kim FoxOwner
P.O. Box 3904Pawleys Island, SC 29585
(843) 995-3188
Innovative Adhesives Specialty Printing Project Management 4Pierce Marks
Senior Vice PresidentP.O. Box 15425
Augusta, GA 30919(706) 828-7775
Extruded Polystyrene Foam Association Building Materials Brand Management 4
Susan HerrenbruckExecutive Director
4223 Dale BoulevardWoodbridge, VA 22193
(703) 730-1601
CL I ENT PROF I LES
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While we execute work for more companies than are represented here, we consider clients to be those for whom we fulfill the majority of
their needs in the defined methodology, and have done so for them at least within the past year.
Client Industry Methodology % Of Billings Contact Contact Information
SDI Technology Services Project ManagementJohn Ludwig
President & CEO205 East Broad StreetGreenville, SC 29601
(864) 679-0006
BPStaff, Inc. Human ResourcesBrand ManagementProject Management
Blanton PhillipsPresident
P.O. Box 931Simpsonville, SC 29681
(864) 298-3409
Indexx Printing Brand Management Jorden FinnOwner
80 Byrdland DriveGreenville, SC 29607
(864) 234-1024
JPS Glass Fiber GlassManufacturing
Brand Management Tim WoodleeMarketing Manager
101 Slater RoadSlater, SC 29683(864) 836-1363
Salvation Army Community Service Project Management Tara Holley2320 East North Street, Suite LL
Greenville, SC 29607(864) 232-9027
Pace Electric Company Utilities Brand ManagementProject Management
Tracy KuhnDirector of Sales and Marketing
P,O Box 1349Easley, SC 29614(864) 859-0911
Bestbrandz Brand Consulting Brand ManagementProject Management
John GarrardPresident
(706) 799-0067
Phillips Golf Group Sports & Recreation Brand Management Blanton Phillips (864) 298-3409
Phillips Staffing Human ResourcesBrand ManagementProject Management
Charles EmoryPresident
330 Pelham Road, Building AGreenville, SC 29615
(864) 679-4510
Renaissance Outdoors Landscape Products Brand ManagementProject Management
Cory BrownP.O. Box 1768
Easley, SC 28641(864) 246-1195
Graniteville Specialty Fabrics Specialty Fabrics Project Management James EganPresident
511 Leitner Street P.O. Box 520Graniteville, SC 29829
(803) 663-2698
Human Technologies, Inc. HR StaffingBrand Management
Experience ManagementHerb DewPresident
300 Coffee StreetGreenville, SC 29601
(864) 467-0330
FKQ Advertising Marketing/Advertising Project ManagementLisa FallerPresident
15351 Roosevelt Blvd.Clearwater, FL 33760
(727) 539-8800
Neilson Dairy Dairy Products Brand ManagementPhilippe MeyersohnMarketing Manager
279 Guelph Street Georgetown, Ontario L7G 4B3
(905) 702-5032
CL I ENT PROF I LES
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At Large Marketing Solutions, Inc.
330 Pelham Road, Building B, Suite 200
Greenville, SC 29615
office: (864) 527-1190
toll free: (866) 541-0192
www.atlargemarketing.com
Directions
Directions to Greenville office from GSP International Airport
1. 85 South to 385 North
2. Take Haywood Rd. Exit and turn right on Haywood
3. Go to Pelham and turn left
4. 330 Pelham is on the left (but you’ll see a big 300 address on the sign)
5. Park anywhere and go into Building B
6. Go to the second floor, end of the hall
CONTACT
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SOUTH CAROLINA BUSINESS L ICENSE
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