Why Integrated MARCOM?

AHC’s broad-based communications expertise enables the company to offer clients totally integrated marketing communications programs.

Integrated marketing communications allows AHC to manage ALL sources of information about a service or product on behalf of its clients.

AHC’s communications expertise includes public relations, marketing, advertising, web design and graphic design of logos, brochures, newsletters, ads, and sales collateral.

AHC’s Approach

AHC’s integrated marketing communications expertise enables clients to take advantage of a unified process that leverages the brand awareness-building strengths of advertising and marketing with the brand credibility-building capabilities of PR.

This approach not only supports a client’s total communications needs, but is also synergistic, providing clients a greater overall impact in the marketplace than when advertising, marketing or PR are done independently of one another. This approach also affords AHC clients a significantly enhanced return on investment.

AHC’s integrated marketing programs support clients across a variety of sales, marketing and business development needs, including:

• Growth of market share
• Entry into new markets
• Expansion of product lines
• Introduction of new products
• Creating brand identity
• Repositioning of products and product lines
• Establishing partnerships and alliances
• Creating coalitions
• Educating target audiences
• Influencing target audiences

AHC’s successful track record of integrated marketing communications programs is largely dependent on the systematic, targeted, integrated and accountable approach that AHC undertakes in the development of these programs. AHC’s integrated marketing communications process relies on AHC’s strong in-house research and creative capabilities.

Market research and competitive analysis

AHC excels at communications primarily because of its classic research-oriented approach. This approach is grounded in the knowledge and understanding of each client’s business model, target audience and competition. AHC arrives at this understanding by conducting extensive market research and analysis.

AHC’s research methods include qualitative research, such as focus groups and in-depth executive interviews, as well as quantitative research, including telephone, mail and email surveys.

Marketing strategy, including defined goals, objectives and outcomes
Based on the findings of its research and analyses, AHC combines the most effective mix of advertising, marketing and PR tactics into a clearly defined marketing strategy, complete with goals, objectives and outcomes.

AHC’s ability to define, develop and implement a coordinated marketing strategy has helped numerous AHC clients secure and maintain a significant competitive advantage.

Positioning

AHC’s key goal in positioning is to cause a specific target audience to believe that there is no substitute for the services and/or products provided by AHC’s clients. AHC effects this by first identifying, and then communicating in a clear manner those distinct key customer benefits that are inherent in the client’s offerings.

Messaging

Once AHC defines the target audiences, and the distinct customer benefits of its client’s products and/or services, AHC then develops clear, consistent, messaging to effectively communicate these benefits to the targeted audiences. AHC works closely with each client to develop a “messaging matrix” for each of its target audiences, including customers, analysts, investors, and other industry opinion makers.

Collateral development

AHC clients are very fortunate in that AHC’s collateral development process is entirely in-house. AHC provides clients with complementary research, writing and creative design capabilities in support of the timely delivery of marketing materials.

AHC is well recognized for its collateral development, including press kits, brochures, folders, marketing sheets, newsletters, product/service announcements and other sales, marketing, PR and promotional materials.

Execution

The execution of a successful integrated marketing communications program requires a systematic, coordinated and ongoing approach that synergistically unites all communications, to create an overall effect that is much greater than the program’s individual parts. AHC excels at this approach.

Tracking, analysis and program evaluation

Program evaluation is a vital element that contributes toward a successful communications program. AHC understands the necessity of program tracking, analysis and evaluation and works with clients to design performance metrics for each component of the overall program.

In addition, the most successful communications programs are dynamic, and respond to changing business environments and the changing needs, wants, and perceptions of each client’s target audiences. AHC understands the fluidity of each client’s marketplace and works with clients to track, analyze and evaluate the communications program to ensure that the program is not only achieving its intended goals and objectives, but that it remains on target.

AHC’s Services

AHC provides clients with extensive expertise in a wide array of communications services. AHC’s comprehensive integrated marketing communications services include:

  • Advertising
    AHC has been helping clients with their advertising needs for over twenty years. As such, AHC has a thorough understanding of how to effectively utilize various advertising elements as part of an overall marketing communications plan and program.
  • AHC is well versed in the effective and appropriate utilization of newspaper, trade magazines and general business publications, radio, television, online and outdoor advertising.
  • Direct Marketing
    AHC has extensive expertise in assisting clients communicate directly with specific audiences. AHC’s direct marketing expertise includes direct mail campaigns, email and interactive online campaigns and telemarketing.
  • Public Relations
    AHC is a public relations expert, offering clients comprehensive expertise in all aspects of public relations, including media relations, investor relations and community relations.
  • Special Events
    As part of its comprehensive marketing communications mix, AHC plans and implements a variety of special events for its clients. AHC’s special events capabilities include new product/offering launches, trade show participation, including booth design, media events, speaking tours and industry conferences and workshops.
  • Creative Services
    AHC is well known for its award-winning creative writing and graphic design expertise. AHC’s creative expertise is a unique and essential element in the development of all of its communications materials.

    The power of creativity enables AHC to consistently deliver materials that influence and motivate each client’s target audience in the desired manner and produce the desired outcomes.