Tenant Improvement Options

Tenant improvement, otherwise known as tenant build-out, can greatly enhance the look, feel and flow of the interior space of a building. Using a general contractor, the space can be altered to either the property manager or owners vision or redesigned to the wishes of the tenant. This type of renovation becomes necessary to make the space more functional, and also may need to be done to bring the property up to current building code standards.

The Look, Feel and Function
Tenant improvements include everything from moving walls to changing flooring types, updating wall colors to installing windows, cabinets, doors and right even down to the details of switching out light fixtures. Renovations can be as simple as visually transforming a dingy night club into a fresh, trendy restaurant or as elaborate as converting a plain retail space into a dental office. Converting a retail, restaurant, hospital, or office environment into something more suitable for a particular business is a common challenge for general contractors working on tenant improvements. Armed with the vision, a good general contractor can make that vision a reality.  

Becoming Code Compliant
Does the space have the proper sprinkler system installed? Are the exit doors operational and in code? What about the electrical wiring or fuel-supply systems? When code violations are found and not corrected, there can be significant penalties enforced. Plus, getting an occupancy certificate after renovations are complete is the icing on the cake. After all, without that piece of paper, the space can’t be used for its intended purposes!

Working with a general contractor who knows the local building code and has experience in permitting will be a lifesaver. Without this experience, a build-out could become a nightmare.  

Tenant Improvement Allowances
Many landlords permit tenants to engage in their own general contractor in order to make these renovations. In some instances, the landlord will provide a construction allowance for the tenant to build-out the space. Whether the landlord is paying a set amount or free rent has been offered in lieu of construction money, it is the tenant’s responsibility to bring the job on budget or pay for any items that exceed the allowance set forth by the landlord. Working closely with a general contractor, clients are able to be guided through decisions, provided with design and construction process help, steered clear of common tenant mistakes and kept both build-out costs on budget and time frames on schedule.  

About American Facility Services

Providing both interior and exterior commercial building services throughout the state of Florida since 1993, American Facility Services (AFS) has built a solid reputation based on safety, quality and customer service. AFS General Contracting, a division of AFS, is a State Certified General Contractor. With offices in Orlando, Jacksonville and Tampa, AFS offers a wide range of including: general contracting, tenant improvements, build-outs, renovations, new construction, facility maintenance services and more. AFS provides a complete range of services, so our clients have the convenience of working with a single provider for all their commercial property needs. Contact AFS today at 866-793-3735 or visit our website at http://www.afsflorida.com for an online proposal.

Tenant Improvement Services

Are you looking for tenant improvement service provider in Florida? Look no further! American Facility Services General Contracting (AFS GC)is a division of AFS. We’re a State Certified General Contractor and have offices in Orlando, Jacksonville and Tampa. As seasoned professionals we are quick to respond to our customer's needs and are prepared to think outside the box to deliver the best solutions to any problem. You’ll recognize the difference between AFS GC and other general contractors immediately.  

Tenant Build-Out Are you a tenant who leases a building or unit in a shopping center and you need a basic shell turned into a place of business? Any retail, office of other commercial space can be built-out to fit your particular business need. From start to finish, AFS GC will be there for you to provide project and construction management services.  

Design Build Services If you need space and existing conditions evaluations or already have the plans but don't have a reliable general contractor for your tenant improvement, then AFS GC is an ideal solution for your interior projects of various sizes and complexities.

 Budgeting Our extensive knowledge of each subcontractor field enables us to compile better estimates than a subcontractor who is in a rush to bid. We design, price and build construction projects using our real-world information based on trends and past projects and verify all estimates and prices before giving them to our customers. We'll present you with accurate budget projections based on our real-world information gathered from keeping a close watch on trends and pouring over our detailed reports from past projects. We also promise to verify all estimates and prices before giving them to our customers.  

Scheduling Additionally, we completely understand the relationship between our staff finishing your project and your ability to create revenue which is why we strive to for on time, on budget and on point tenant build-outs.

 Communication AFS GC offers open and honest communication to ensure your creative and challenging tenant improvement project comes off without a hitch. We are accustomed to working with architects, designers, local building officials and clients to complete every project on time and within budget. AFS GC is capable of successfully completing virtually every conceivable kind of job, including: assisted living facilities, banks, education facilities, hotels and motels, industrial, medical offices, mixed-use, office, retail, tenant improvements, and supermarkets. You'll soon find, we're small enough to listen, yet large enough to complete your construction project correctly, no matter what your project entails!  

About American Facility Services

Providing both interior and exterior commercial building services throughout the state of Florida since 1993, American Facility Services (AFS) has built a solid reputation based on safety, quality and customer service. AFS General Contracting, a division of AFS, is a State Certified General Contractor. With offices in Orlando, Jacksonville and Tampa, AFS offers a wide range of including: general contracting, tenant improvements, build-outs, renovations, new construction, facility maintenance services and more. AFS provides a complete range of services, so our clients have the convenience of working with a single provider for all their commercial property needs. Contact AFS today at 866-793-3735 or visit our website at http://www.afsflorida.com for an online proposal.

Asphalt Paving Problems & Solutions

Protecting your asphalt investment from deterioration is the key to keeping an attractive looking parking lot or driveway. Sealcoating new asphalt within one year of installation is the best and most cost efficient way to avoid expensive repairs due to pavement failures. However, let’s take a look at some common asphalt problems and their solutions:  

Oxidation and Graying Over time, traffic, water, gas, oil, the suns unrelenting rays, especially in Florida, will wreak havoc on asphalt pavement. The older the pavement gets, the more exposure to elements, the more the asphalt pavement will fade and takes on a gray appearance. This graying is a sign that the asphalt is oxidizing and drying out. The drier it gets the more brittle it will become and the more prone to cracking. It’s a downward spiral at this point if nothing is done to stop the water from penetrating the asphalt cracks. It is critical that asphalt repairs are made as part of an ongoing asphalt pavement maintenance plan to avoid further decay.  

Raveling Another asphalt paving maintenance issue to be aware of is raveling. When the binder, which acts as a glue, that is used to hold the stone and sand particles that make up the asphalt starts deteriorating, this is called raveling. Pieces of aggregate will loosen and breakaway from the pavement surface making it thinner and thinner as it deteriorates.

The surface of the asphalt pavement will appear rough as pieces of the asphalt away and separate. This can create a void for water to penetrate into the base material.  

Linear Asphalt Cracks Transverse and longitudinal cracks are fairly common in asphalt pavement as it ages. Starting small, they will expand over time. Again, any crack in asphalt is an opportunity for water to penetrate. Pavement expansion due to hot and cold temperatures will continue to cause the cracks to expand.

Cleaning out any dirt or debris from such cracks, asphalt repairs can be made to stop water from seeping below the pavement and help stop the crack from growing.

Sealcoating the pavement early on helps lock-in the binder and prevents from cracks from occurring.

Vegetation Growth If cracks, gaps or joints in asphalt are left unfilled, grass, weeds and other plants – even trees have been known to grow right through a parking lots surface. Not only does this make for an un-kept looking parking area, but the roots of the vegetation can cause severe damage to the base of the asphalt. Additionally, as the plant grows, the roots and the visible vegetation will widen the gaps letting more water penetrate the surface eroding the base materials. A simple asphalt crack repair before vegetation has a chance to take root can save property managers thousands of dollars in repairs or replacement.  

About ABC Paving and Sealcoating

With more than 20 years of experience, ABC Paving and Sealcoating is Florida's leading paving contractor. ABC Paving and Sealcoating provides commercial organizations with the highest level of customer service, professional workmanship and services including: asphalt paving, asphalt repairs and prevention, pothole repairs, sealcoating, line striping and marking, thermoplastic, crack filing, signs and safety devices, concrete sidewalks, concrete curbs and site preparation. We use our experience and the latest equipment available to get the job done right the first time in a timely, cost effective manner. For more information about ABC Paving and Sealcoating, visit our website at http://pavingandsealcoating.com or call 866-934-7623 for a free estimate.

New Asphalt and Asphalt Repairs

Asphalt and paving contractors’ primary methods of protecting any asphalt pavement surfaces are sealcoating, asphalt repairs and crack sealing. The keys to quality sealcoating, asphalt pavement repair and crack sealing are preparation and using superior products in the application.

New Asphalt 
When asphalt pavement is new, it has a deep, black color, appears oily and is tightly compact. Property managers looking to protect their investment from deterioration should consider sealcoating as soon as possible to keep their parking lot or driveway in good repair.

Sealcoating 
Sealcoating new asphalt pavement within one year after installation is critical to increase the longevity of the surface. It is the best and most cost efficient way to avoid expensive repairs due to pavement failures.

Sealcoating Stops Weather Damage - Asphalt sealcoating prevents the damaging effects of oxidation and water penetration.

Sealcoating Prevents Oxidation - The sun's ultraviolet rays harden and dry out the asphalt pavement surface.

Sealcoating Beautifies Pavement - Asphalt sealcoating restores original black color to asphalt and greatly enhances the overall appearance of property.

Sealcoating Resists Gas, Oil, and Salt - Ashpalt sealcoating resists the highly damaging effects of gas and oil seepage and all other road chemicals including alkalis and winter salt.

Asphalt Crack Sealing
If left untreated, small asphalt cracks will expand as the water penetrates the sub-base of the material and it softens. This condition of advanced asphalt cracking is called alligator cracking or spider web cracking because the pavement will resemble either the hide of an alligator or a web of a spider.

Even at this stage of advanced cracking, sometimes the pavement can still be repaired in a fairly inexpensive manner -- in some cases. An asphalt crack sealer can be used to hold the pavement surface together. However, unless the pavement is only showing only small areas of linear cracking, the best long-term solution is to cut out the cracked section of pavement and patch the problem area with new asphalt.

Preventative Maintenance 
When asphalt is new, it’s best to lock-in the asphalt binders with seal coat. Doing so will keep the asphalt flexible and able to handle temperature changes and resist cracking. Taking care of sealcoating early on is one of the best preventative maintenance tasks.

Another thing to remember to get the maximum lifespan from an asphalt pavement project is to address minor issues through an asphalt preventative maintenance plan before the damage has become more severe and more costly. The life of the asphalt surface all boils down to keeping water and petroleum products out and keeping the binder in.

About ABC Paving and Sealcoating

With more than 20 years of experience, ABC Paving and Sealcoating is Florida's leading paving contractor. ABC Paving and Sealcoating provides commercial organizations with the highest level of customer service, professional workmanship and services including: asphalt paving, asphalt repairs and prevention, pothole repairs, sealcoating, line striping and marking, thermoplastic, crack filing, signs and safety devices, concrete sidewalks, concrete curbs and site preparation. We use our experience and the latest equipment available to get the job done right the first time in a timely, cost effective manner. For more information about ABC Paving and Sealcoating, visit our website at http://pavingandsealcoating.com or call 866-934-7623 for a free estimate.

How to Use Your Hospital Newsletter for Healthcare Marketing

Many healthcare organizations publish newsletters to share announcements and health tips with patients and the community. While this is a great way to get information to the public, a hospital newsletter can also play a role in your healthcare marketing strategy. Whether you publish a newsletter monthly, quarterly or on some other schedule, use each issue as an opportunity to enforce your brand, connect with patients, and attract new and repeat patients.

Brand Recognition: Don’t think of your hospital newsletter as separate from your other healthcare marketing pieces. It can also be an important part of your hospital branding strategy. Although you should be focusing the content of your articles on hospital news and health information, rather than outright “selling” your services, you should still make sure the overall look and feel of your newsletter reflects your hospital’s brand. Remember, your brand is not just the colors or design you use, but also the promises you make and the mission statement you follow. Show how you are living up to those promises and the steps you are taking to further your mission in the articles featured in your healthcare newsletter.

Make the Connection: As a healthcare marketer, you know how important it is to be able to reach your audience in a way they can understand. Using technical terms and your hospital’s “lingo” in your healthcare newsletter articles will only make readers feel confused and alienated. Instead, make sure the language you use is easy to understand for people who don’t have a background in medicine. Engage and inspire your audience with topics that are relevant to them – seasonal trends, community health concerns, or even healthcare and politics. Connect emotionally with your audience by sharing patient success stories, which also inspire positive attitudes towards your hospital. Pair these articles with promotions for services you provide to have even more healthcare marketing success. Patients and potential patients will be looking for expert information and advice they can understand and trust, as well as a place they can turn to for more information.

Draw Them In: Ultimately, your healthcare marketing goal is to bring new and repeat patients through your doors. Your healthcare newsletter is a perfect avenue for increasing patient traffic – and your revenue. Just like your traditional healthcare marketing pieces, the main goal of your articles should be to inspire readers to take some kind of action, whether that is to schedule an appointment, visit your website, offer feedback or seek out more information. Your hospital newsletter will keep patients coming back to you, as the valuable information you provide will keep you in the front of their minds when they need trustworthy medical care. However, don’t just have your newsletter sit in your waiting rooms – reach a broad base of the community with a good mailing list to attract new patients.

Produce your newsletter on a consistent basis, follow these tips and see what a difference a good hospital newsletter can make on your healthcare marketing efforts.

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Marketing for Hospital Success

Marketing for hospitals can be tricky. Today, the healthcare market is extremely competitive—a variety of options, providers and services are available to patients. And more so than ever, the average patient is a value-conscious consumer that makes educated choices based on their options.

In order to stand out from the competition, it is extremely important to craft a clear and innovative strategy. A successful hospital needs a successful marketing plan. A combination of direct and electronic mail, as well as social media is your best bet to wrangle in more patients and to keep them coming back. Studies have shown that depending on age and gender, all three are necessary to successfully connect with a broad target population.

Okay, first things first. Let’s start with direct mail, a tried and true approach to getting your hospital name in the hands of potential patients. Remember, consistent touches are the key to success. Wow them with colorful images of your facilities and services. Or showcase friendly pictures of your medical staff—this adds a personalized and intimate touch to your hospital brand. If done correctly, direct mail can be the best, most reliable strategy for marketing for hospitals.

But let’s not forget about electronic mail, an equally effective approach for marketing for hospitals. In this day and age, where almost everybody has a computer, patients expect fast results. Young people, in particular, utilize their computer as their main source of information. So it makes perfect sense to leverage electronic communication as part of your marketing strategy. Immediately connect with patients through email blasts and eNewsletters.

Last but not least, social media is emerging as an influential communication platform for marketing for hospitals. Love it or hate it, social media is here to stay, and if you are open, it can be utilized as a powerful tool to generate buzz about your hospital brand. Depending on your level of interest and commitment, try creating a Facebook or Twitter account—both are effective ways of reaching your patients directly. Address any concerns they may have, answer questions, or simply post fun photos, informational updates, and health advice.

Admittedly, there is no perfect formula for marketing for hospitals, but if you craft a plan that incorporates direct mail, electronic mail, and social media, you are on your way to marketing success! Remember, patients can’t frequent a facility that they don’t know exists! So it is your job, as a healthcare marketer, to make them know how great your hospital really is.

About image.works 

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Marketing for Banks Made Simple

In the perfect world of a bank marketing director, promotional materials would magically appear in the hands of one’s most promising prospects, audiences would be endlessly enamored with each and every campaign and calls-to-action would be treated as commands rather than mere invitations. In reality, of course, things don’t always turn out this way – but bringing this “perfect world” scenario to life doesn’t have to be as difficult as you might think. Simply follow these top tricks of the trade when marketing for banks and people will think you’re a downright marketing magician!

#1: Develop a consistent brand identity. Placing your logo on every marketing piece is a given – but don’t let it stop there. Try incorporating consistent design elements throughout all your bank marketing pieces to make them even more instantly recognizable. Some people shy away from this due to concerns about becoming “locked in” to a certain look or feel, but the irony of these concerns is that locking in a consistent look is precisely what you should be doing when marketing for banks. Remember: If in doubt, embrace your brand!

#2: Reel ‘em in with enticing bait. Marketers spend an incredible amount of time and money each year trying to identify campaign components that inspire people to act. So far, though, nothing has revealed itself as a better human motivator than the simple promise of free stuff. Use this to your advantage when marketing for banks by offering consumers enticing gifts (such as Starbucks or Target gift cards) when they open a new product or service with you. As another option, you could create campaign giveaways offering customers entry into a drawing for an iPad®, $100 cash bonus, $50 gas card…you name it!

#3: Don’t underestimate the power of humor. Not a natural-born David Letterman or Jay Leno? Find difficulty turning “blah” into “ha”? This is a relatively easy problem to solve. Just take a close look at your marketing budget and consider allocating funds toward hiring a full-time comedian. Kidding!

In all seriousness, your pieces certainly don’t have to be laugh-out-loud funny to elicit the benefits of this trick. Think of it more as taking a lighthearted approach to your marketing for banks. Doing so will not only make your pieces more memorable for audiences, but also help your customers see you as a helpful “pal” or “partner” rather than as a strict, uptight, play-by-the-rules financial institution.

#4: Use appropriate marketing channels. When marketing for banks, make sure your target market not only guides the campaign’s design and copy – but also the actual products and channels you use to share your promotional information. For instance, if you’re targeting elderly individuals for a reverse mortgage campaign, online marketing probably isn’t the way to go. On the other hand, if you’re targeting youth for a student loan or kids account promotion, advertising online is arguably the best thing you can do to grab the attention of this smartphone-obsessed, computer-fixated, tablet-infatuated audience. Always be strategic when planning your campaigns!

So go ahead – use all of the above tips on your next campaign and experience marketing for banks made simple!

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Five Important Things to Know About Bank Marketing

When marketing for banks, there are five important things you should know!

1) Narrow Your Audience: Avoid steering your bank marketing campaigns towards an audience that is too broad – wasting your precious marketing dollars on people who won’t even be interested in your promotion. Figure out what demographic you’re trying to reach – moms? Homeowners? College students? Certain income levels? – and tailor your message to them. Then, use a targeted mailing list to make sure your message gets right to their mailbox.

2) Stick with Your Brand: No matter what type of bank marketing you’re doing, make sure it always fits your brand. Direct mail, radio ads, signage, or even your employee dress and attitude – all of it pieces together in your customers’ minds to form an idea of what your bank means to them.
Luckily, you can do something to influence that idea – specifically, you can utilize a brand strategy that supports what you want your bank to be. In your bank marketing pieces, use consistent language and design style, and even train your employees on the language to use when talking about your bank. Consider developing a style guide to ensure your brand strategy is followed.

3) Never Underestimate the Power of “FREE”: When developing your bank marketing strategy, try to fit in as many giveaways, rewards or contests as possible. It’s no secret – people love free stuff, or even the chance to win something free. The prospect of getting free stuff or winning free prizes encourages your target audience to not only spend more time looking at your bank marketing piece, but also to respond to your call to action.

4) Hit Them from Multiple Channels: In today’s world, you have the opportunity to reach your target audience with your bank marketing message from multiple angles. So take it! Whatever bank marketing promotion you have going on, hit them with the traditional methods – direct mail, posters, TV ads – and supplement it with your social media and blog posts, web graphics, email blasts and more. Consider developing landing web pages that are devoted entirely to your promotion, and share the links that will take customers there. The more ways you can reach your audience, the more likely your message will get read.

5) Know Your Competition: Just like you want to narrow your target audience, make sure you define your competition so you are able to focus on outperforming them. It’s unrealistic and overwhelming to consider every other banking institution out there to be your competition. Determine who you’re trying to reach with each of your products and services, and research the likely companies your target audience would turn to – local banks, mortgage providers, regional “big” banks, even dealerships for auto loans. Avoid generalities when comparing yourselves to them – i.e., you’re the “small, local, friendly bank”...when in reality; there are five other “small, local, friendly banks” around the block. Instead, focus on your products and services that offer better deals for potential customers. Maybe you’ll discover a local bank that charges for checking, while you offer free checking. Maybe you’ll see that you offer lower home rates than the big mortgage lender. Narrowing your competition makes your bank marketing efforts more manageable – and successful.

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Marketing Must-Have: Hospital Branding Booklet

Guidelines for Effective Hospital Branding and Healthcare Marketing 
 
Today’s average consumer is exposed to a stunning amount of marketing messages each and every day. From commercials and billboards to newspaper ads and product logos, it seems advertising has permeated almost every aspect of our lives. In fact, some studies proclaim that the marketing messages we see on a daily basis number in the thousands.

So if you’re a healthcare marketing director, what can you do to make sure your advertising efforts get noticed? How can you cut through the clutter and truly reach your target market? Where do you even begin?

The answer is surprisingly simple: Effective healthcare marketing always starts with a hospital branding booklet. A hospital branding booklet is crucial to any healthcare organization’s marketing efforts as it:

• Sets the stage for a consistent identity.
• Aids in consumer recognition.
• Provides a starting point for your healthcare marketing campaigns.

In other words, if you don’t have a hospital branding booklet, beware that your advertising efforts run the risk of appearing disorganized and disconnected. Watch out for a lack of consistency that will make it difficult for consumers (who are already overwhelmed with marketing messages) to recognize your brand. And know that when it comes time to create a marketing campaign, you’ll likely waste time trying to pinpoint even the most basic factors – such as the tone of your content and the general design.

Avoid these all-too-common problems by starting your hospital branding booklet today. Keep in mind the goal is to develop an image that is simple, consistent and – most importantly – memorable. Wondering what to include in your hospital branding booklet? Here are some recommendations:
• General brand details, such as your history, an explanation of who you are and what you do, your overall mission as a healthcare organization, etc.
 • Information on the language and tone you want to convey in all your marketing pieces.
 • Do’s and don’ts regarding your visual identity. Be sure to think beyond your logo and cover guidelines for typefaces, images and colors.

Before you get too far on your hospital branding booklet, ask for feedback from other members of your healthcare organization. While the bulk of the project will likely fall on the marketing department’s shoulders, the influences of such a fundamental and impactful piece will reach far beyond just the marketing team. For that reason, it’s important to gather insight from all areas of your healthcare organization to ensure everyone is on board with the brand you are creating.

So there you have it – everything you need to know to create an effective hospital branding booklet for your healthcare organization. Put yours into practice now and experience marketing success for years to come!

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Branding Strategies when Marketing for Banks

Developing a successful set of branding strategies is absolutely crucial when marketing for banks. In fact, it’s highly possible that branding strategies play a more important role in banking than in any other industry. Why? The answer is relatively simple. Although price plays an important role no matter what the product, it’s rarely the only factor a consumer considers when making purchasing decisions. In the case of computers, for instance, consumers don’t simply select the cheapest computer they can find; they also take into consideration the computer’s components and features. This gives computer producers some leeway with their marketing. If their computer is expensive, they can downplay that fact by instead focusing on the computer’s capabilities.

When it comes to something like an auto loan, however, it’s a different story entirely. Most individuals looking for an auto loan will simply choose the bank with the lowest rate and base their decision on that factor alone – giving marketers little chance to influence their decision (aside from appealing to their sense of brand loyalty). After all, if they can buy the same vehicle no matter what loan provider they choose, why not go with the cheapest option?

All this may lead you to wonder: “Why bother with branding strategies at all? Why not just give up now?” But don’t lose hope if your bank happens to have higher rates than some of its competitors. Abundant proof exists that brand loyalty can – and does – trump price for many consumers. Just look at the jewelry powerhouse, Tiffany & Co. Thanks to the company’s branding strategies, women continue to clamor after their jewelry even when other companies may be offering similar items at lower prices. Their branding strategies have, in fact, become so successful that today it almost seems as if Tiffany’s renowned blue boxes are even more sought-after than the jewelry itself.

So when it comes to marketing for banks, what can you do to develop a set of branding strategies that will successfully differentiate your institution from the competition? First and foremost, you must understand that branding strategies do not simply refer to your logo, colors or other design elements. Rather, your branding strategies should influence the entire experience a customer has when dealing with your bank and should align with your business model. Consistency is key, so make sure every single member of your bank’s staff – from the president to the tellers – has a clear understanding of your brand and how to convey those brand elements to consumers.

Secondly, don’t be afraid to bring emotions into the equation. If your bank prides itself on having a family-like atmosphere, tout that emotional benefit in your marketing – and be sure to follow through and deliver on your promise when customers visit your bank.

Finally, remember to be flexible when marketing for banks. Branding strategies that may have worked well twenty years ago might not necessarily work well today. For instance, a bank that focuses on convenience may once have promoted this fact by advertising its many branches and drive-through locations. Nowadays, banks with a branding strategy built around convenience should instead advertise services like online and mobile banking. While your brand values themselves may not change, the way you market them should.

Ultimately, by following the steps above and creating branding strategies that resonate with consumers, you’ll set yourself up for better customer retention, increased loyalty and higher profits. And you can take that to the bank!

About image.works 

Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

The Importance of Hospital Marketing

It should come as no surprise that people’s preference in hospitals is not at the top of their list of concerns. Most people don’t sit around pondering where they’d like to go if they had a heart attack or needed knee surgery. But when people do have health problems that need treatment, you absolutely want your hospital to be – and stay – at the top of their minds.

Especially now that we’re in the age of Patient Empowerment, hospital marketing has never been more important. Because when health-related issues do rear their ugly head, people are making informed decisions about where they go, who they see and who they’re willing to trust with their health, not to mention that of their children and loved ones.

However, during economic dips like the one we’re currently facing, many hospitals are choosing to cut their hospital marketing budget. In fact, that’s often the first thing to go when finances are tight. This could prove to be a huge mistake. By doing away with marketing efforts, hospitals may lose current patients, new patients and even referrals. Patients who count on appointment reminders via phone call or direct mail may simply forget about their appointment altogether or even question the hospital’s or their doctor’s status. People new to the area who could be potential patients may not even know your hospital exists if you don’t advertise your hospital or abandon your website. Also, referring physicians and other colleagues may stop passing referrals your way if you’ve stopped communicating with them.

Here is an overview of smart hospital marketing practices:

• People form opinions about local hospitals based on stories from their friends, family and coworkers. Therefore, your current patients are an important and valuable hospital marketing tool. So be sure to maintain positive relationships with your current patients because they play a major role in recommending friends and family to your hospital, further boosting your revenue.

• Your colleague and physician relationships are also vital, as a referral or good recommendation from another healthcare professional will serve as yet another marketing tool that will only keep more people walking through your doors.

• People rely on the internet as a standard source of information. If your hospital does not have a website, your hospital basically does not exist. If that’s the case for you, make it a main priority immediately because you are missing out on patients and losing money. A website will make your hospital visible at all times, and add credibility in the minds of patients and colleagues alike.

• Harness the marketing power of health information. Hospital newsletters get results by educating your patients, establishing credibility and inspiring your readers to take action.

 • Electronic newsletters and email communications can deliver your message to thousands of people in a matter of seconds. They’re a simple and cost-effective way to reach your target without incurring any printing or mailing costs. You can communicate on any schedule – monthly, quarterly, alerts or whenever you need! Plus, your e-communications can link to your website where people can learn more about your hospital.

• Print advertising and the visual power to convince an audience to take action are essential in today's society. From newspaper ads to magazine ads to other visual communications, it’s important to produce messages that inform, messages that generate response, messages that people remember.

 • Rack cards are a convenient, versatile and affordable healthcare marketing tool that patients or hospital visitors can grab quickly to take with them. Rack cards can be placed just about anywhere in your hospital. They can provide information such as doctor bios, basic facts about a medical procedure, features of a new type of technology and equipment, or frequently asked questions for patients.

 • Patient reminder systems are very beneficial for your patients and your hospital. Patient reminders can be as simple as a postcard, phone call, email or a text message. You can get software to streamline this process and ease the burden on your staff from doing it manually.

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.

Marketing for Banks through Exceptional Annual Reports

Due to regulatory requirements, banks need to produce and release a bank annual report each year, which undoubtedly entails an ample amount of time, money and stress. So why not put all your effort to extra beneficial use and treat your annual report as a practical bank marketing tool, drawing something back to your bank in return?

Customarily, bank annual reports include such content as financial details, balance sheets, and CEO’s and chairperson’s reports. But if you view your annual report as a part of your bank’s overall marketing plan, you’ll find there are ways that your content can be presented in a more useful and enlightening manner and elements can be included that can enhance the marketing impact of your bank annual report. After all, whoever reads your report will consider it a representation of your bank and will likely make assumptions about your financial institution based on what is conveyed in your report.

Boost the marketing power of your bank annual report with any of the following elements:

• Specific statements of your goals or vision. An expression of your bank’s aims or vision should be clearly stated and woven into various articles and letters throughout the report. Keep your statements positive and easy to understand so people get a clear picture of your passion and vision.

• Summaries of your bank’s successes and achievements. Marketing for banks via an annual report should include not only who you are, but also what you have done over the past year. Presenting what you’ve done and how your bank has achieved its goals portrays your bank as an ambitious, go-getting organization that successfully puts its plans into action. Additionally, if people see their money and support being used in beneficial ways, they will be more likely to continue doing so in the future.

• Overview of community involvement, charitable giving and support. People respect and appreciate when any organization gives back to the community in which they live, work and raise their families. So if your bank or employees donated money, time or services to the community, be sure to explain it in your annual report. Your generosity won’t go unnoticed!

• Case studies or customer testimonials. Case studies and testimonials that exhibit the positive results of your bank’s service are helpful in demonstrating the outcomes of your efforts, and they also show the warmer, human side of your financial institution.

• Future plans. Including an announcement of your bank’s future plans is a vital marketing tool that shows you’re a forward-looking financial institution with a vision toward future success. These initiates could be included in the CEO’s or chairperson’s report.

• Names of board and committee members, donors, sponsors, supporters, helpers, etc. These people deserve to be recognized in your bank annual report. Listing their names – or better yet, thanking them – shows that you value each and every one of them and the contributions they made. Just remember that while you want to include as many names as possible, be sure to do so in the most concise manner possible.

• Photos. People love putting faces to names so try to include pictures whenever possible. Make sure the photos you plan to use are of high quality, or consider hiring a professional photographer to take new ones.

• Contact information. Help people get in touch with your bank by including all of your contact information such as address, phone number, fax number, website and email address. These details can be presented on the back cover of your report.

Clearly, marketing for banks through informative, inspiring annual reports is a no-brainer. With a few additions and adjustments, your bank annual report can become more than a mere financial summary, transforming into a useful tool that acts as a supplement to your existing marketing materials, tells a narrative about your bank and its vision, and proves to readers that you deserve their trust and support.

About image.works Since 1995, image.works’ innovative marketing materials have been helping financial institutions and healthcare organizations across the country build their brand and enhance their success. With products ranging from newsletters and annual reports to direct mail pieces, brochures and more, image.works consistently produces big-time results while providing all the personal attention of a small company. Experience the image.works difference today by calling 800.777.1663 or exploring www.imageworksdirect.com.