Fast Features

Below are examples of recent projects we have successfully completed.  We invite you to take a moment and glance over a sampling of the unique, creative solutions we have provided our clients.

Click here to read more in depth case studies.

Palmetto Technology Group

Client Background:  As part of the Microsoft Small Business Community and a Microsoft Certified Partner, Palmetto Technology Group (PTG) won a $10,000 marketing award to apply toward a strategic marketing initiative.

Understanding Their Needs:  PTG wanted to host a live event that would showcase how Windows Mobile could improve everyday business functionality for small business owners and CEO's, allow current clients to mingle with prospects, and create solid, qualified leads to follow up with, in hopes of increasing their clientele.

How We Helped:  First, we brainstormed a live event that would be fun and engaging while showing attendees how useful Windows Mobile could be for them.  The result: a fantasy baseball draft and game that would take place at a live Greenville Drive minor league baseball game, at the local West End Field. 

To highlight the versatility, speed and ease of use of Windows Mobile, we helped PTG partner with Treo™ to provide smartphones loaded with Windows Mobile.  We then created a strategic plan, including a multiple touch marketing campaign, a full solution presentation for Windows Mobile, a fantasy baseball draft process that would take place on the smartphones, and real-time game statistics, showing who was in the lead.

Thirty five out of fifty invitees attended, which led to two new clients and plans for another, similar event in the spring.

"We've Gotta Guy"

Understanding Their Needs:  The Microsoft Small Business Specialist Community (SBSC) was looking to promote their community and "rally the troops" within the community to highlight the value of being a Small Business Specialist.

How We Helped:  Our first step was to speak with the Small Business Community to better understand where their main competition was coming from.  Surprisingly, their main competitors were not other Small Business Specialists, but inexperienced non-professionals.  Small businesses were using undertrained siblings, neighbors, in-laws, etc. to support their computer systems.

From that discovery, an idea was developed: you wouldn't let just anyone cut your hair, so why let just anyone assist you with your critical business systems?  The idea was then expanded upon with eight different Internet style videos to showcase the value in hiring a small business professional in a fun, engaging way.  These videos were casted with local improv talent and uploaded on a new, custom small business website (http://www.wevegottaguy.com/), Soapbox and You Tube.  Ads were placed in small business focused websites and a successful PR campaign was launched at Microsoft's Small Business Summit.

The SBSC overwhelmingly and enthusiastically loved the campaign.  So much so, that this campaign is now being expanded to reach small businesses in Australia, Austria and Germany with many more to come!

Frontline "Plus"

Understanding Their Needs: Microsoft and HP joined forces to create the Frontline Partner Program to recognize partner proficiency at selling and installing HP based Microsoft solutions.  Microsoft and HP were looking to improve breadth partner participation in Frontline programs that offered co-funding dollars.  There was also an interest in learning if consulting would act as a catalyst, producing higher quality partner marketing plans.

How We Helped:  To begin, we recruited partners via email and phone, offering free marketing consulting to help them structure and develop an effective marketing campaign that could earn them up to $5,000 in funding dollars through the Microsoft/HP Frontline Partnership Program.

Each partner received a 1-hour marketing consultation from EMM, aimed at helping them better their HP/MS marketing plan by implementing best practices, setting realistic goals and expectations for execution, directing them to tools and resources available through the program, and helping them quantify their estimated return on investment (ROI).

After reviewing actual results from the program, the partners that received consults reported closing, on average, $43,000 more in Microsoft and HP revenue than those partners who did not receive consulting.  Plans are in place to continue the Microsoft/HP Frontline Partner Program year round and we look forward to helping the partnership drive improved partner participation in the future! 

Unlimited Potential Group Trade Shows

Understanding Their Needs:  The Microsoft Unlimited Potential Group (UPG) has a vision of reaching the next five billion people worldwide with technology solutions that will improve their quality of life.  One such solution is the launch of a mobile broadband PC available at an affordable price.  The UPG team wanted to use two important mobile industry trade shows as a platform to evangelize and demonstrate the mobile broadband PC to mobile network operators.

How We Helped:  We were given the task of managing the UPG presence, messaging, and events at the largest mobile event in the world: The Mobile World Congress in Barcelona, Spain with 55,000 in attendance; as well as a similar regional event: The Mobile Asia Congress in Macau, China.  Extra Mile developed a compelling theme to wrap up the show messaging, graphics and messaging to tell the story, video, collateral, giveaways, and a call-to-action landing page to capture post show leads.  We also provided on-site teams to oversee logistics and manage the UPG presence to insure a seamless execution and allow the UPG team to focus on business development activities.

VMAX

Client Background: The Microsoft Dynamics team developed a Vertical Marketing Acceleration (VMAX) program for partners interested in outsourcing an individualized, co-funded marketing campaign.  Marketing components are chosen a la carte by the partner depending upon their specific needs and execution is handled by selected vendors including Extra Mile Marketing.

Understanding Their Needs:  The challenge was two-fold.  On the one hand, Microsoft needed reliable vendors that could scale to help partners develop and execute their vertical marketing campaigns.  On the other hand, they needed to evangelize this exciting new program by launching an informational campaign designed to tell the VMAX story.

How We Helped:  First, we addressed the need to successfully communicate the VMAX story to partners.  We were able to drive awareness of the program through the development of an informational email and case reference flyer that highlighted successful partner examples in their own words.  The implementation of this collateral resulted in attendance of 70 partners at the informational VMAX breakfast.

Our next step was to assist participating Microsoft partners in creating content and collateral for their selected industry specific vertical to insure a winning marketing campaign.  Partners selected a la carte items including direct mail pieces, fact sheets, case studies, presentations, microsites, brochures, and telemarketing. 

Due to the explosive interest in the VMAX program, we are now helping to operationalize the program and streamline the day-to-day demands that the influx of attracted partners can bring.

Westlake Associates Inc

Understanding Their Needs:  Westlake Associates provides commercial real estate brokerage services in the Puget Sound area.  Collectively, these experienced agents have closed billions of dollars in real estate transactions.  But with over 20 partners individually marketing and selling property, they lacked a consistent Westlake image.  Despite hiring marketing firms to help, the approach always failed to get consensus among the owners, resulting in status quo.  Westlake wanted a marketing partner that could help them come together to create a more consistent brand image.

How We Helped:  Extra Mile understood the dilemma right away, and started with a research project to gather information on how best to strategically position Westlake.  We began by getting input from the partners themselves, then surveyed clients regarding their perception of Westlake and a gap analysis was preformed.

Afterwards, Extra Mile came up with a perfect theme and tagline for Westlake Associates, "A Wealth of Experience".  Templates with clear instructions were developed to keep consistency with the new corporate image and a collection of authorized graphic images were created for the agents to mix and match in their marketing materials.  To distribute their materials, we developed a hybrid between a brochure and document folder that was customizable for each agent.  This allowed each agent to communicate brand consistency while maintaining their individuality.  To complete the project, Extra Mile developed an upscale logo and identity package including new business cards and letterhead.

Extra Mile was able to tell a consistent story that made sense, and was easy for agents to integrate into their daily activities.  Westlake Associates is neatly packaged for everyone to see.  The agents are happy with their ability to customize materials within a common framework.  The entire experience with Extra Mile Marketing brought Westlake's agents together in a meaningful way, succeeding where others had failed.

Certified for Microsoft Dynamics

Understanding Their Needs:  Microsoft's Independent Software Vendor (ISV) group wanted to encourage ISVs to obtain their Certified for Microsoft Dynamics (CfMD) certificate.  To obtain this certificate, ISVs who developed software solutions on the Microsoft Dynamics platform were asked to submit their solutions for Microsoft testing and the certification process.  The goal was to obtain 100 certified applications in four months.

How We Helped:  In the beginning, we attempted to reach the goal using traditional methods such as: html email, telemarketing and field awareness.  Unfortunately, these methods weren't getting the caliber results we were after due to confusion generated by the existence of other programs with similar names.  After reevaluation, we scrapped our original plan and chose to start over with a less traditional peer-to-peer method.

We started by interviewing partners who had participated in the test program.  We created a series of three different interview-focused advertorials to generate buzz.  Then we recorded interviews with the participating partners to create audio case studies, which were posted on the CfMD website.  Additionally, flyers with the same interview spotlights were distributed at Microsoft events to further our reach.

In the end, the decision to use a peer-to-peer learning style really paid off!  The program was successful in obtaining the goal of 100 certified applications.  The program that we created for the U.S. ISV group was held up as a "best practice" by Microsoft that should be adopted internationally.

IP Licensing

Understanding Their Needs:  The Intellectual Property Licensing (IP Licensing) group at Microsoft wanted to increase awareness of their program to license technologies, research, protocols and file formats.  Microsoft spends 7 billion dollars annually on research and development.  These funds have enabled them to offer over 500 new technologies for companies to license.  It was the IP Licensing group's desire to spread the word to Independent Software Vendors about these new innovations and increase the number of licenses sold.

How We Helped:  To begin, Extra Mile set up a go-to-market strategy for the IP Licensing group that included creating new and consistent branding, messaging, collateral and sales presentations.  We then took on the task of constructing and implementing a newsletter program, a video campaign, a blogging strategy and a field communications plan.

Extra Mile also facilitated and organized appearances at the IPTec Conference in Frankfurt, Germany and the Worldwide Partner Conference in Houston, Texas.  Participation in both conferences required our creative know how to develop seamless booth signage, speaker notes and presentations.

The IP Licensing group was pleased with the outcomes after the first year of engagement, and has re-engaged us for assistance in planning and executing their marketing materials over the next fiscal year.

Morrison Hershfield Client Appreciation Event

Understanding Their Needs:  Morrison Hershfield wanted to bring clients to an exclusive, uniquely Seattle celebration to show appreciation for their guests' business and loyalty.  They wanted the clients to be the focus of the event, feel like part of the family and experience Morrison Hershfield's company culture as a friendly and approachable group.

How We Helped:  To begin, Extra Mile brainstormed with Morrison Hershfield to develop a theme for the event.  We consulted on invitation design, as well as the launch schedule and event timeline.  Next, we worked hand in hand with Morrison Hershfield to develop a reasonable budget and cost projections to keep them on track.

Our next step was to scope out a unique venue, select a memorable menu, and book exciting entertainment.  Extra Mile created custom wine labels to adorn distinctive regional bottles of wine given to attendees as a take home gift.  We were present during the event to provide on-site management and peace of mind.

Overall the weekday event was a success, with 130 clients in attendance creating a memorable occasion.

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