Our results come from generating and using bright ideas. hmci has successfully completed over 100 projects for numerous product and service categories. Select external and internal marketing project descriptions and training sessions are offered below. Link to praise to learn what people say about us.
Cutting Marketing Costs and Increasing Sales
Conducted an extensive review of Canadian Government Publishing's past direct mail activities and provided a detailed evaluation. Assisted in the implementation of a newer, more cost-effective approach, using a promotional tabloid. Results showed:
- the savings were 75% per publication promoted,
- average weekly revenue increased 30% after the first month of the tabloid's release and
- for two months after the tabloid's release one-half of publication's sales revenue was due to the new tabloid.
This new campaign won an International Association of Business Communicators (IABS) Capitale [Ottawa Chapter] Marketing Communications Award.
Starting From Scratch:
Lead Generation And Setting Up Ongoing Marketing Activities
CORCAN Industries' Textile Line needed solutions to reach their sales goal of $3.5 million (from $2.3 Million - an increase of over 50%). hmci completed this project in the briefest possible time and delivered a database of qualified leads and recommended ongoing marketing activities that contributed to their success. Actual sales in the next fiscal year were almost double ($4.4 million) and $900K above their sales target.
Trade Shows:
Building your Brand, Developing Networks, Collecting Competitive Intelligence
In twelve weeks hmci pulled together the Canadian Pavilion at the United Nations Conference on the Exploration and Peaceful Uses of Outer Space, Unispace III, (Vienna Austria) on behalf of the Canadian Space Agency and its industry partners. The project was completed on budget and required the development and implementation of a marketing strategy, recruiting and coordinating the individual needs and messages of twelve aerospace companies and managing the booth design, installation and operations.
Marketing and Planning Special Events/Conferences
Analyzed options, created marketing strategy, managed collateral development (including new event identity) and implementation of strategy for the bi-annual, International Symposium of Artificial Intelligence and Space Robotics (i-SAIRAS) 2001. Doubled number of 2001 attendees and increased international visibility of I-SAIRAS (past average increase in attendees was 10-15%). In addition hmci: identified event venues; orchestrated logistics; negotiated contracts; and, solicited and got corporate sponsorship and exhibitors that offset Symposium costs.
Internal Marketing:
Getting Employees to be Your Best Ambassadors
Employee Recognition: Building Pride and Loyalty
The Canadian Space Agency (CSA) was five weeks from their 10th Anniversary. There was a need to recognise the employees and their contribution to the CSA's "10 Years of Excellence". hmci managed to get a line of branded clothing and promotional items for the employees developed and delivered on time. A catalogue "A tribute to the people that make it work" was also created and managed by hmci. The catalogue featured members of the CSA team and was popular among employees. hmci also managed the development and creation of a line of clothing, promotional items and a catalogue for the STS 96 mission. The STS 96 mission included Julie Payette, the first Canadian astronaut to visit the International Space Station. Internal communication activities build teams, a sense of pride, loyalty, belonging and let others outside your organization know about you.
Training & Coaching:
Keeping Your House in Order
Improving Employee Performance, Understanding and Support
Marketing Communications training is developed and delivered to: help employees improve performance so they work better and increase their worth to your organization; improve communication; and, advance employee understanding and support of your organization's goals. The trainer, Laura C. Hayter has developed and presented over 200 sessions on a variety of topics. In addition, Laura offers one-on-one coaching sessions. These sessions are for leaders, managers and entrepreneurs that know the value of first rate communication skills. Below are highlights of select presentations.
The International Society for Performance Improvement (ISPI) needed a presentation to discuss marketing initiatives to their members. A 1˝ hour presentation based on hmci's proprietary "Marketing that Makes Sense" seminar was delivered.
"Excellent for training officers and consultants to improve effectiveness and thus efficiency. Wish I had learned more of this in my 15-20 years as a course designer, trainer, adviser."
Jean-Louis Dubé,
President
Health Unlimited
"Revelation in understanding my client and myself."
Bill Dickinson President,
Dcknsn Enterprises
"I found the material very relevant and it was effectively presented. I think the majority of people would benefit from this presentation."
Karen D Switzer-Howse,
Quest'ar Pathways
Laura Hayter, hmci's founder, developed and presented a half-day seminar for the Ottawa Centre for Research and Innovation's Spotlight Series - a series of professional development and educational seminars which provide the technology community with an opportunity to obtain a concentrated understanding of a specific area of knowledge pertaining to their business activities.
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