Summer 2007
The Value of Continuity
We preach a lot of “Cs” at
Identity. Creativity. Consistency.
Continuity.
The latter is perhaps chief among
these, for, without it, the former
will have minimized effect.
A successful marketing program is one that is strategic,
targeted and consistent. It should integrate various complementary
components, establishing and maintaining a
set of focused messages. But, most of all, it is one that
requires a commitment to delivering a message over the
long term. Marketing is a process, not an event. There is no
good time to “take a break,” and the most successful campaigns
are not “start-and-stop” in nature.
An apt illustration of this commitment to continuity is our
firm’s relationship with Columbus, Ohio-based RockBridge
Capital. A leading capital provider to the hospitality industry,
RockBridge Capital has been an Identity client for over
seven years. During that span, we have watched the company
grow to become a national leader within their
industry. In fact, today RockBridge Capital is among the
first companies people think of when they hear the words
“capital provider to the hospitality industry.” We are proud
to have been able to help make this happen.
How did we do it? When RockBridge embarked on its mission
to be recognized as the industry leader they are today,
they sought our counsel and assistance. Strategically
employing all of the tactics at our disposal, we enlisted the
power of press releases, bylined articles, media relationships
and targeted marketing initiatives to disseminate a
focused, cohesive message that articulated the company’s
position as one of the industry’s leading capital partners.
The campaign focused on the company’s resources, its people,
its products and its commitment to building relationships.
Over time, this message resonated with the company’s key
constituents—industry trade media, hotel owners, operators,
developers and managers, and other potential
investment partners. Today, they have solidified their position
as preeminent authorities on and in the hotel industry.
The media now come to RockBridge Capital looking for
stories. Firm experts are quoted frequently in trade magazines.
Their insights, perspectives and commentary are
valued as much or more than any of their contemporaries.
And their complementary marketing initiatives have successfully
established and maintained a compelling
corporate brand.
And that reputation, like Rome, was not built in a day.