“Just one great partnership with the right person can have an incredible impact on your business success.”
- Janine Ogg and Jo Foster, entrepreneurs
Beaton Path Communications will work hand-in-hand with you in order to achieve your goals, whether they involve a single product focus, an entire brand overhaul, or anything in between.
Brand Identity Build
What is a brand identity? If your company was a person, it would be who your company is at its core. It’s every element that gives your company the public presence (“personality”) it has.
Why does my company need one? Because the days of transactional consumerism are over. People want to know who and what they’re giving their hard-earned dollars to, especially in the pet space, and if they can’t figure out “who” your company is, they’ll simply go somewhere else.
How can you help me? We know the pet industry, we know its customers, and we know what they’re looking for. We know what rings true to different owner demographics, all the different ways to speak their language, and where your focus should be if you want to both stand out and make long-term, sustainable decisions for your business.
What will our partnership look like? This one will take some time, because a brand’s identity encompasses elements of look and feel as well as voice, a narrative (more than one if you have multiple brands targeting different demographics), and a style to go with it all. Depending on where you are in knowing your brand’s identity, we may be starting from scratch or beginning with a conversation about what your next steps are. Be prepared to invest some time in this so we get it right.
What’s the end result?
A solidified brand identity with every component mapped out for marketing and advertising purposes.
A strategic outline you can use to make all your business decisions while keeping your identity consistent.
Communication elements for your target audience(s) that align with what we’ve put together.
Hands-on work to ensure every stakeholder in your company is on the same page, as well as how to keep brand identity consistent internally as well as externally.
Concrete opportunities for expansion and corporate growth, and how they fit with your company’s identity.
Follow-up support as needed.
Marketing Build
What is a marketing strategy? It’s your roadmap to executing on product launches, customer communication strategies, and building your company’s presence in the marketplace.
Why does my company need one? Because otherwise you’re just throwing proverbial noodles at the wall to see what sticks. Food waste (even metaphorical) is expensive in terms of both dollar investment and time commitment. Strategies prevent wasted money, manpower, and time when all those things are at a premium.
How can you help me? With over 15 years of experience in the pet industry, we have in-depth knowledge of all market segments and how to speak to them. We’ve seen what works, and what doesn’t. We’ve seen what truly innovative marketing can do. We know what to spend effort on when you’re on a budget, and what’s just frills. We can come up with something you can execute, scaled to the size of your team, and we can make recommendations for next steps and when to do more.
What will our partnership look like? This is another long haul, especially if you’re starting from scratch. We’ll sit down together to determine what types of messages you want to send out into the market, and then we’ll get to work making them a reality. We’ll go over consumer and market analyses to see what’s hitting with pet owners, and we’ll see where your time is best served in communicating with them. We’ll get as nuts-and-bolts as you want, with everything from social media channel strategies to long-form press releases and everything in between.
What’s the end result?
A fully fleshed-out marketing strategy you can begin implementing immediately.
Communication strategies.
Recommendations for focus points.
Actionable tiers and timelines.
A scaled solution that lays out exactly who will need to be involved when, and what that will look like.
Tips for promoting in your brand’s voice no matter how you’re reaching out to customers.
Training for getting the plan done and making sure everyone’s on the same page.
Follow-up support as needed.
Marketing Plan
What is a marketing plan? It’s the fully formed strategy for promoting your products and communicating with your customers, ready to be executed.
Why does my company need one? Because if you don’t have a path, you’ll have no idea where you’re going. Marketing budgets are always tight, which makes it even more important to ensure you’re getting it right the first time.
How can you help me? We’ll take your plan and get it out into the real world. If you have limited resources, this is the perfect opportunity for you to get access to someone with the experience, journalism skills, market knowledge, and most importantly time to turn your plan into reality. We’ll roll out phases, specific product launches, consistent messaging, and monitoring to ensure your plan is doing what you want it to do — and if something needs to change, we can pivot quickly so your plan doesn’t go off the rails.
What will our partnership look like? It will last as long as you want or need it to. Is your marketing plan tied to a specific product launch? We’ll partner with you for the whole of it. Are you rolling out a more corporate-focused marketing plan? We’ll be there to guide and execute every step of the way, adjusting as necessary to keep your plan on track. We can create content, provide market and consumer insights, and overall ensure you succeed at what you’ve worked so hard to create.
What’s the end result?
A successful marketing launch.
Continuous monitoring and pivoting to keep everything on track.
Return on your investment in terms of your strategy reaching your audience, bringing in more customers, and helping you carve out your niche in your pet segment.
Follow-up support as needed.
Speaking Engagements
What is a speaking engagement? Anything that requires an industry expert and a microphone!
How can you help me? Lindsay has given industry keynotes, taught individual sessions, moderated events, been a guest on podcasts, and even served as a subject matter expert on national TV. She also teaches public speaking and business leadership classes. Suffice to say, if you need an industry expert to speak to any audience, she has you covered.
What will our partnership look like? We’ll coordinate with meeting planners, put together outlines and presentations for approval, and provide additional materials for the audience as appropriate. Lindsay will show up and provide an engaging, educational, professional session that will check all your boxes.
What’s the end result?
An industry expert providing specialized and detailed information, catered to your needs.
A presentation catered to the audience and time constraints, with expert research behind every slide and word.
A smooth speaker coordination experience.
Hand-outs or additional materials as necessary.
Project Focus
What is a project focus? It’s whatever you need it to be. Do you have a specific industry project you need expert guidance on? Are you considering a new product or a new direction for your brand? Are you concerned you aren’t reaching the right audience? If you need help with something that doesn’t fall neatly into one of the other categories, let’s chat.
How can you help me? It depends on the project, but we have expertise in every area of pet, and we can sit in a room and talk strategy or come up with a viable product launch. Are you a startup trying to figure out how to survive the first year? We can help with that, too.
What will our partnership look like? Whatever it needs to look like, for however long it needs to accomplish your goals and answer all your questions.
What’s the end result?
Again, this is dependent on your goals, but success is a given no matter what you need.