Marketing Management

Using “packaged goods style” marketing disciplines, Alliance Sales and Marketing develops winning marketing strategies and tactics, designs new products to meet investor needs and maximize asset growth potential, co-ordinates all aspects of advertising and promotion and manages public relations activities.

Marketing services include:

  • Marketing Planning

    • Prepare long term (5 year) strategic marketing plans
      (including market analyses, assessment of business potential, industry trends, opportunities and threats)
    • Design and develop strategies for each element of the marketing mix (market segmentation/target audience, positioning, product/features/pricing, sales force, distribution, advertising & promotion, customer service)
    • Prepare annual marketing plan(s) outlining tactical executions of each marketing strategy with detailed activity plans and associated budgets
    • Prepare long term business forecasts and profitability models with analysis of optional approaches to maximize the asset base


  • Budgeting

    • Prepare annual marketing budgets to finance the execution of the
      marketing plan
    • Regularly reconcile spending versus budget (by program) and re-forecast fiscal year marketing expenses as necessary
  • New Product Design/Development

    • Conduct quantitative and qualitative research, including competitive intelligence and client needs analyses
    • Develop the business case(s)
    • Manage and oversee critical ‘components’ (legal, operations, training, advertising agencies, etc.)
    • Overall project management
  • Branding

    • Develop brand “promise’ that differentiates the product line from competitors and effectively communicates the benefit(s)
    • Design and develop logo, tag line, and ‘look and feel’ that expresses the brand promise


  • Advertising and Promotion Program Design, Development and Execution:

    • Corporate advertising (creative development, production, media/digital plan and buy, response handling, measurement)
    • Annual Report
    • Unitholder communications (commentaries, emails, newsletters, etc.)
    • Point of Sale material (brochures, PPT presentations, ‘cheat sheets’, etc.)
    • Unitholder and prospective investor seminars
    • Website design, development, management
    • Wholesaler information kit
    • Research
    • Trade Shows
    • Co-op Advertising (with dealers, with IA’s)
  • Public Relations

    • Develop media strategy  and activity plans
    • Develop message tracks
    • Manage media training of corporate spokesperson
    • Co-ordinate media interface and media events


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