WE RE POP-DOT. A strategically-minded, integrated

Marketing. Evolved.

W H Y H E L LO. WE RE POP-DOT. A strategically-minded, integrated marketing firm. Part advertising agency, part branding specialist, part creative shop, part digital evangelist, part media hound we re fully integrated. Our clients have a single, unified agency fueling their company. That means that a single, customized strategy runs like a thread through their branding projects, campaigns and marketing efforts.

WHO WE ARE Every day, our clients ask for creative ideas big ideas and we deliver. But at Pop-Dot, we believe that big ideas aren t enough. Without a strategy, there s no way to distinguish between a bold, creative idea and the right idea. We pass on the bold idea if it s not the right idea. We re experts at business marketing strategy, and our approach is disciplined because results matter to us. The marketplace is shifting radically, and customer perspectives have shifted with it. As a consequence, marketing isn t the same as it was 20 years ago. Or even 5 years ago. But for reasons of their own, marketing and advertising agencies have been slow to evolve. Today, women influence over 75% of buying decisions. We re highly attuned to this, and it s the reason we ve gained a reputation as the ad agency who knows how to speak to the female buyer. Social media has also changed the way brands need to interact with consumers, and constantly emerging technology means that brands must wisely lean toward the cutting-edge. We have both eyes on the future while we hold close the wisdom from the past. So as we watched a new era in business unfold, and we looked around at the stalled marketing landscape, we knew the time had come to build an integrated, evolved advertising agency; one that would combine the marketing truths of the past with the leading-edge perspectives of today. We re history buffs. We re interested observers of psychology. We re artists and philosophers. But in the end, we re business people, just like you. We thrive at the crossroads of Creativity and Commerce. Welcome to Pop-Dot.

WHAT WE DO We are branding specialists. A brand isn t just a logo, a color scheme or consistent messaging. Yes, a brand includes those things but brands are so much more. A brand is defined by the experience a consumer has with your company or organization. It includes their rational experience but mostly, a brand is defined by the emotional experience a consumer has with your products, your services, your people. Crafting those experiences is what Pop-Dot specializes in, from visual branding to in-person experience. We create and manage branding for companies, people, groups and organizations. Brand Strategy Brand Identity Brand Messaging Logo Design Brochure & Collateral Design Direct Mail Design In-Store Display Design Poster Design Television Advertising Radio Advertising Print Advertising Outdoor Advertising Digital Ad Design Website Design Brand Photography Promotional Video Design Packaging Design

Services + Capabilities

SERVICES Brand Strategy Successful strategies begin and end with the consumer. Building a successful brand begins by understanding your target audience. Without this knowledge, your strategy won t end with the consumer, i.e., they won t choose your product or service. Understanding their behavior is key, including the emotional and rational needs that your brand will fulfill. With this knowledge, we immerse ourselves in your offering and your industry. Only then do we craft messaging for advertising and other touchpoints which positions and differentiates your brand from the competition. Market Research Knowledge of the market is key in creating a successful brand. Through market segmentation, in conjunction with interviews and email, telephone and internet surveys, we discover what s at the emotional and rational heart of your target audiences motivation. This knowledge is invaluable, because the goal is to provide your customer or client with positive emotional interactions with your brand before, during and after the sale. Branding & Design It s the look, the sound, the vibe that first captures her attention. Your target consumer is inundated with advertising images and advertising messages daily. We make sure that your brand stands apart from the others, so that it s you who captures her attention. But capturing her attention is only the first part of a successful brand-consumer interaction. We also ensure that the creative and design translates your messaging in a way that moves your target audience, creating a positive emotional experience between the consumer and your brand. It s interactions like these that elevate your brand from utilitarian product-or-service to a brand your audience doesn t want to live without. Advertising Amplifying your message means that it s heard far and wide. All advertising is not equal. Tired messaging that the audience has heard a million times before and creative that isn t directed at moving your target consumer emotionally just won t work. Using a clear, simplified, precisely-targeted message, we amplify your brand over channels that might include television, radio, outdoor, print and more. We also make sure the campaign is portable, so that it can easily cross over to digital channels, including online advertising, social media and other internet properties.

SERVICES Digital Marketing A strategy toward set goals can launch powerful, interactive content. A website is just a website without an understanding of your target audience, messaging that positively affects them, creative content, and a dynamic user experience that delivers it all with ease. The same goes for landing pages, mobile applications, blogs and other digital marketing and advertising channels. To make sure your digital campaigns are successful, we employ advanced analytics tracking to ensure your site, your page, or your advertising campaign is optimized. Media Wise media buys optimize your marketing and advertising spend. You may have successfully targeted your key consumer. You may understand their motivations and have messaging prepared that will make a direct emotional hit to their heart (and mind). That messaging may position your brand perfectly in the marketplace. But, choose the wrong media channels and your campaign will fall short of goals. We utilize our experience and wisdom in concert with research from Arbitron, Rentrak, Nielsen and others to find your target audience where they re at. Social Media The social sphere is a powerful place to turn likes into advocates. Social media is often misunderstand and misused by brands. Social media platforms such as Facebook, Twitter and LinkedIn give you the opportunity (as a corporate brand or a personal brand) to develop tribes of your own. Your tribe is a group of advocates that spread the message of who you are, what you stand for, and what your brand offers the world. We help you build and maintain these valuable advocates, starting from the beginning instead of starting with content alone. Public Relations Positive perception of your brand is extremely important to maintain. That perception can be influenced, molded and shaped. Our public relations services can get you noticed, through everything from guerilla marketing campaigns to articles about your brand in print. Then we manage your reputation, on the internet and offline, with reviewers, bloggers, analysts and the media in general. We also help you manage relations with your customers, clients, the community and your employees. And, in times of crisis, we help build the raft that will get your brand across the rapids, and to the shore.

CAPABILITIES BRAND STRATEGY Strategic Planning Messaging Strategy Positioning Strategy Target Audience Segmentation Brand Identity Brand Launch New Project Launch Rebranding Projects In-Store Marketing Strategy MARKET RESEARCH Target Audience Segmentation Studies Focus Groups & Interviews Brand Equity Evaluation Message Testing Email, Telephone & Internet Surveys DIGITAL MARKETING Inbound Marketing Digital Advertising Mobile Application Design & Development Website Design & Development Search Marketing Blog Design, Development and Maintenance Content Strategy & Creation User Experience Design Search Engine Optimization Analytics Tracking MEDIA Media Planning Negotiation Media Buying Report Analysis (Arbitron, Rentrak, Nielsen, etc) BRANDING & DESIGN Graphic Design Logo Design Packaging Design Collateral Design Direct Mail Posters ADVERTISING Television Ads Radio Spots Outdoor Advertising Design Print Advertising Digital Marketing Other Digital and Non-Traditional Advertising Multi-Channel Campaign Development SOCIAL MEDIA Strategic Planning Content Strategy Content Creation Analytics Tracking and Reporting Internal Staff Training PUBLIC RELATIONS Customer Relations Blogger Relations Analyst Relations Employee Relations Media Relations Community Relations

Process + Experience

ABOUT US We value relationships: with our clients, and with the community. When it comes to our clients, we believe in taking steps toward fostering long-term relationships. We re not in it to get a job done or to win the contract. We re in it for the long-term. It s the reason we make sure that our cultures match before we begin. It s the reason we treat our clients campaigns, projects, and initiatives as if they were for our own business. It s for these reasons, and more, that the products and services we deliver our clients are of the highest quality. As a business, we live in a marketing ecosystem. But as people, we live in a social ecosystem. That s why we donate company time (and our staff s skills) to help groups and organizations that assist and inspire. It s part of our manifesto and embedded in Pop-Dot s culture. We re currently donating our time by providing pro-bono marketing services to charitable organizations: Africa Bridge, The Salvation Army, and the Madison Reading Project. Last year we had the honor of donating time to the incredibly dedicated people of Ronald McDonald House Charities and Feeding America. This year, we re also lending a marketing hand to non-profit groups that inspire personal excellence, such as the Moxie Exchange Movement.

BRANDS & ORGANIZATIONS Our team has worked in a marketing, advertising or public relations capacity with dozens of high-profile companies and organizations, including: Aesthetica Health & Beauty American Family Insurance Mutual Company American Heart Association Non-Profit Organization Athleta Fitness Apparel Avid Ratings Housing Industry BRAVA Magazine Print Publication Children s Theater for the Arts Arts & Entertainment CUNA Financial Services DAIS Community Services Dane Buy Local Business Advocacy DreamBank Community Empowerment Dustin Maher Fitness Health & Lifestyle Fit Moms For Life Health & Lifestyle Food Fight Restaurant Group Greenway Station Shopping Center Heidel House Inn and Spa Resort Hilldale Mall Shopping Center Hotel Red Hospitality Information Technology Professionals IT JDRF Non-Profit Organization JG Development Building Industry Keva Sports Sports Center Madison Area Builders Association Builders Trade Association Madison Children s Museum Arts & Entertainment Madison Originals Non-Profit Organization Madison Symphony Orchestra Arts & Entertainment Madison Women s Expo Community Event Meriter Health Care Metropolitan Builders Association Builders Trade Association MMoCA Arts & Entertainment NARI Remodeling Trade Association Nonn s Design Showplace Interiors & Remodeling Oak Bank Financial Services Overture Center Arts & Entertainment Ronald McDonald House Charities Health Care Smirnoff Brands Wine & Spirits Storybook Ballet Arts & Entertainment Summit Credit Union Financial Services Sundara Inn and Spa Hospitality & Leisure Terrace Custom Builders Home Construction The Salvation Army Non-Profit Community Services Ultimate Spa & Salon Personal Care UW Health Health Care Veridian Homes New Home Construction Wash It, Inc. Home Innovations Willy Street Co-op Grocery Wollersheim Winery Wine & Spirits Yahara Bay Distillers Wine & Spirits Zander s Interiors Interior Design Zerorez Eco-Friendly Cleaning Services

CONTACT US Pop-Dot Marketing 111 West Wilson Street, Suite 11 Madison, WI 53703 (608) 371-9767 www.popdotmarketing.com info@popdotmarketing.com MANAGING PARTNERS Jason Fish Founder, CEO & Chief Strategist Kate Ewings Partner, COO & Executive Creative Director 2014 Pop-Dot Marketing LLC