Jacob Cane & Co-SOQ

STATEMENT OF QUALIFICATIONSMarket ing Consul tants

JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

CORPORATE HEADQUARTERS

Jacob Cane & Co.814 N. 350 W.

West Lafayette IN 47906

WebsitePhone

Fax

j acobcane .co765.491.1614765.494.0391



JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

TABLE OF CONTENT

SECTION 1 COrpOrATE OvErvIEw pAgE 1

- Firm Information

- Quality Control

- References

SECTION 2 SErvICES prOFILES pAgES 2-5

- Market

Municipality Marketing, Business Marketing, Event Promotion,

Content Marketing, Marketing Campaigns.

- Design

Brand Creation & Management, Web Development, Mobile & Responsive,

Digitial Design, Print Media

- Consult

Analysis, Strategy, Planning & Growth Consulting,

Research & Development, Management & Training,

Business & Real Estate Brokerage, Business Retention &

Economic Development

SECTION 3 prOJECT prOFILES pAgES - Case Study

- Methods and Practices

SECTION 5 kEy pErSONNEL pAgES


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

COrpOrATE OvErvIEwJacob Cane & Co. provides marketing consulting

services to municipalities, governing agencies and

businesses. We provide the abilbity to promote a

consistent brand message. In managing the brand

and message for the municipality or business

we aim to promote business retention, economic

development, develop stratgies for growth and

planning for the future.

The benefit to the community, is a region that

drives business to the area, operates smoother and

reduces expenses.

Our goal, with every client is to surpass your

dreams of what is even possible with your

community.

BACkgrOUNd

Jacob Cane & Co. was founded in 1995, in

West Lafayette IN, which gives us a unique

understanding of the type of development needed

to make a community succeed.

For twenty years now, we have operated with one

goal in mind. How we can best serve our clients to

ensure their success.

Over the years we have developed methods and

studies to measure that success and we have

boiled it down to one phrase.

Measure results, Achieve dreams. ®

Having a meaningful way of tracking the results of

our efforts and the plans we put into place is key

to providing exceptional service and effectively

marketing a community or business.

AdvANCEMENTS

We have developed effective methods of marketing,

one of which we call: Amplified and validated

Marketing ® (AvM). This method uses a

consistent brand message, which is repeated with

clarity and precision over multiple forms of media,

thus amplifying and validating the message each

and every time it is heard. This builds a brand and

provides for a lasting impression on the audience.

“The reason so many entities fail to effectively use

their marketing dollars is because the message and

the method is fragmented and scattered.”

– Jacob Cane

QUALITy CONTrOL

All engagements are supervised and reviewed by

experienced personnel with expert knowledge of

the subject and work being performed. Nothing is

submitted to the end clients without first being put

through a multi-check review which is outlined in our

internal documentation, a Quality Control Ensured

review. ® (QCEr).

This involves a balance of design review, color quality

matching, proof-reading and content review, fact

checking, originality review, message review, and

client signature approvals.


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

rEFErENCES

Below are our references, please feel free to contact

them for a reference of our work.

Centier Bank

323 Columbia St.

Lafayette IN 47901

Mrs. Stephanie Knoth, Vice President

765-423-4615

Allstate Insurance Agency

2409 S 18th St.

Lafayette IN 47909

Mrs. Janice Nielsen, Owner

765-477-0303

Mr. & Mrs. Tire, Inc.

1094 Sagamore Pkwy W.


Mr. Curt Lewis, Manager

765-497-2800

pro Touch painting & Contracting Inc.

3867 Ledyard Ln.


Mr. Jesse Koesters, President

765-409-4015

Boiler Tech Solutions Inc.

463 Sagamore Pkwy W.


Mr. Joseph Salazar, President

765-631-1065

J & H property Services Inc.

6520 Flent Creek Ln.

Lafayette IN 47909

Mr. Craig Lewis, President

765-430-2351

platium Home Mortgage

1010 Main St.

Lafayette IN 47901

Mr. James Werner, Manager

765-429-4444

Speed pro Imaging Inc.

1010 Main St.

Lafayette IN 47901

Mr. Mark Sweval, President

765-446-8600


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

SErvICES prOFILES

Our services our separated into three main divisions:

Market, Design and Consult. Thus allowing the client to have the means of managing they’re marketing needs from one source.

Through these services we deliver a great deal of

knowledge and specialized talent to the table when

solving the unique problems of our clients.

MArkET

MUNICIpALITy MArkETINg

We understand the needs and constraints of

municipalities and deliver marketing solutions that

are strategic, innovative and practical to meet their

unique needs and challenges. Our results-oriented

advisors has many years of experience in this field

and fully understands both the benefits and limitations

of implementing strategic marketing strategies for a

municipality.

We use a step-by-step systematized approach that is

fitted to the needs of each of our clients. Our highly

collaborative method includes:

• Review, analysis and discussions with staff,

council and community stakeholders in order to

gain an understanding of the current environment.

• Strategic planning sessions with senior

management and selected stakeholders to address

issues and identify opportunities.

• Development of an action-oriented marketing

strategy and plan that sets a clear direction for the

initiative and how progress will be measured.

• Training and ongoing coaching in the

implementation of the strategy.

And this process will help you:

• Build your municipal brand.

• Prioritize programs, services and

communications activities.

• Streamline the creation and distribution of the

message and brand.

• Diversify revenue.

• Demonstrate results.

BUSINESS MArkETINg

Anew Business Marketing ® is a marketing strategy

created by Jacob Cane & Co. where we begin with a

new approach when it comes to marketing a company.

Too often ad dollars are wasted by business owners

when trying to hold on to ineffective or dated

marketing campaigns. We offer a better, balanced,

more focused approach combining Anew and AVM

Marketing. Business is about to get a whole lot better.

Are marketing efforts effectively promoting your

message? Is there a meaningful way of tracking the

results of your efforts? Are advertising funds spent

on radio, television or print with little or no measurable

results? Do you feel that the marketing budget is

wasted because there isn’t a clear focus or message?

These are the questions that many business owners

face every day. We can manage your marketing plan

and deliver a constant, focused and effective message

to a targeted audience of potential clients.

The reason so many business owners fail to effectively

use their marketing dollars is because the message

and the method is fragmented and scattered. – Jacob

Cane

Example: you have an idea to attract new business so

you purchase some radio ads from the representative


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

that stopped by. The representative works on a

commercial for you and it goes on the air. A week

goes by and you haven’t received even one call. After

a couple of weeks you have received a few calls but

no sales and decide that it was a waste of advertising

dollars. Consequently, you try some print ads or

mailers, or maybe even a commercial on television

with not much better results.

Each time you spend hard earned advertising dollars

on these promotions, the campaigns are put together

by different people with different messages and

graphics. You’re convinced that this is the method

that will work every time… and in the end you have

seen little results. Sound familiar?

There is a better way that is far more effective and

produces real results. What if you purchased radio

ads, sent out flyers and produced a TV commercial

that were all designed and coordinated by the same

team, promoting the same message to your target

audience? While this was being done, your Twitter

account, company Facebook page, website and all

other social media outlets were promoting the same

product/service using the same message at the same

time.

The result is that each time a customer sees or hears

the message it is amplified and validated by the

message that he/she has already heard through a

different media outlet. Each point of contact with the

customer becomes more effective and more likely to

produce a result.

This method, which we call “Amplified and Validated

Marketing” ® ( AVM ) is just one example of how we

can assist you in delivering a targeted, consistent and

more effective message to your customers.

EvENT prOMOTION

what a difference a well designed plan can make.

When you have an upcoming event such as an

anniversary, new product launch, new service offering,

store opening or you’re opening a new business, you

have enough on your mind without dealing with the

marketing of this event. We will assist you with the

promotion of an event and ensure that it runs smoothly

and has the desired effect on your business.

We can also teach you how an event such as an

anniversary can be used to market your business and

promote your years of service to your customers and

community.

CONTENT MArkETINg

Content marketing is focused not on selling, but on

communicating with customers and prospects.

Content marketing is any marketing format that

involves the creation and sharing of media and

publishing content in order to acquire customers.

This information can be presented in a variety of

formats, including news, video, white papers, e-books,

infographics, case studies, how-to guides, question

and answer articles and photos.

Managing the content and the message deleivered

through the content of a large organization can be

challanging. With the correct management in place

this task can be streamlined. We have systems in

place to ensure all content is deleivered quickly and

deleivers the greatest impact.


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

MArkETINg CAMpAIgNS

Planning for Marketing Campaigns must align with

Brand Strategy. Marketing campaigns are the means

for connecting with a marketplace, to create impact,

mold prospection, and to position an entity as that

certain “something.”

Campaign copy and creative should always support

the brand strategy and messages.

Below are the areas in which Jacob Cane & Co.

can truly change the direction of an organization or

municipality through an effective marketing campaign.

generate campaign ideas and strategies

• Identify all of the goals that will need marketing support.

• Evaluate ideas and options (traditional activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for

meeting a particular goal.

Target your audience

• With more specific targeting, speak more directly to the prospect and raise response rates in the process.

deliver one or two key messages and a call-to-

action

• It’s easy for prospects to become overwhelmed, focus the message. Move a prospect just one step at a time.

• Creativity — the market is bombarded with messages daily, so grab their attention and engage them.

Creating a budget and estimate a return on

investment

Projecting marketing ROI is a powerful exercise that

forces you to think through and estimate results for the

important metrics of a campaign:

• Impressions, or exposure to your campaign creative

• Conversions, or those who take action from the impression

• The steps required to move from a conversion to a customer

• The number of units sold, and the profit from each

• The items of your campaign budget

• The estimated ROI of your campaign

Measuring results

When a campaigns result is measured, it’s easier to

gain budget approval the next time around. Know

exactly which programs produce the highest return.

• Determine how you will account for results.

• Capture the data needed – unique phone numbers, emails, unique URLs, etc.

• Choose a subset or two versions of an ad; test them in small quantities and choose the best one for rollout.

• Keep the testing cycle going and track results over time. Improve response rates and return

on investment.


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

dESIgN

BrANd CrEATION & MANAgEMENT

Creating a brand for a community involves far more

then appealing design. It involves creating an image

and message about your community that is attractive

to tourist, potential residents and businesses. Slogans

like “something for everyone” or “great family fun” don’t

get the job done anymore. It has to be something

unique that stands out and is unforgettable. It needs

a catch that makes people want to travel to see what

you have that’s not available in other communities.

Our goal when working with a community is to

discover the unique attractions that they possess

and make them the centerpieces of the brand. Once

the brand identity is creating we go about building a

figurative moat around that brand. The Moat: The

term was first coined by Warren Buffett to describe

a company’s durable competitive advantage that

protects it from competition, like a moat protects a

castle.

Example: Las Vegas, with their slogan of “what happens in Vegas says in Vegas”. Can you think of any other city in the US that competes with Vegas when it comes to gambling and nightlife? They have successfully created a brand and a moat around that brand; think of how much marketing, branding and development a city would have to do to even begin to compete with Las Vegas when it comes to gambling and nightlife.

This is the type of branding of a community that is

sustainable; this has been done through affective

brand management. This is the approach we take

when it comes to brand creation and management,

discover unique qualities, market them and build

a moat so that people know locally, regionally and

nationally that your community is the ONLY place to

go to get what you offer. A community can be know

for a lot of good attributes, like good schools, low

crime, etc. But it has to be great a one thing which

attracts people and business to the area.

Using our Brand Management & Community

Identity (BMCI) services we can create a brand that

produces results for your community.

wEB dEvELOpMENT

“A Commitment to good online practices and the

posting of up-to-date, reliable information is essential

to successful e-government.” - Jacob Cane

When starting the process of designing a website for

your municipal, we look at the community as a whole

and determine how a website would best benefit that

community. The municipal or governing body’s website

will be part of the overall brand and message that is

delivering to the public through it’s marketing.

The idea of a website has changed over the years. It

is no longer a static page of information only viewed

from a home desktop, it has become a mobile,

interactive, adaptive instrument that views expect to

work and deliver the information they want about your

community.

If the website is not currently up-to-date with fresh

content and compatible with the latest technology,

viewers see it as a reflection of your communities

ability to adapt to the changing world.


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

One-on-One design

Our designers’ work directly with the end client to

ensure the end product is exactly what is expected.

Custom graphics

All of our design work is created from custom original

artwork to make your design unique and inline with

your style and branding.

Content Management

Your site will be designed using a Content

Management System (CMS) that allows you to easily

change and update your website content to keep the

site fresh and up-to-date.

Standard Compliant (w3C)

Our websites are designed using the latest technology

set forth by W3C. We use HTML 5 and CSS 3 along

with the latest standards for custom graphics. We

follow the BEST PRACTICES FOR AUTHORING

HTML put in place by the W3C, which includes

Mobile responsive design practices. Our objective

is to improve the user experience of the Web when

accessed from any devices.

MOBILE & rESpONSIvE

Responsive Web Design (RWD) is a web design

approach aimed at crafting sites to provide an optimal

viewing experience—easy reading and navigation

with a minimum of re-sizing, panning, and scrolling—

across a wide range of devices (from mobile phones

to desktop computer monitors)

Using the latest features available with HTML 5

responsive design should now be apart of every

website campaign. Viewers want to be able to

easily and quickly access the information they need,

responsive design allows this to happen regardless of

the device. Our site designs begin with a responsive

first approach.

dIgITIAL dESIgN

With the amount of time people spend online, digital

design is the main focus of most marketing. We use

our design skills to create powerful interactive layouts

that capure the audience and delivers a real impact.

prINT MEdIA

Every Door Direct Mail

Find the customers who matter the most.

Every Door Direct Mail ® | U.S. Postal Service ®,

is designed to help you reach every home, every

address, every time.

Direct targeted marketing pieces mailed to the areas

of town and neighborhood from which you want

customer. We can design, print and manage your

entire direct mail marketing campaign from start to

finish. We can help you locate areas that would be

best for your type of business and design a mailer that

meets the USPS specification for the EDDM program.


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

CONSULT

ANALySIS, STrATEgy, pLANNINg & grOwTH CONSULTINg

This practice consists of evaluating a business or

municipal to determine its current position based on

a selected method or applied study. The collected

data is then analyzed to determine the best strategy

and set forth in a plan to achieve meaningful and

sustainable growth for the company or municipal.

Our initial engagement will consist of studying the

business, municipal or department to determine

what is working in terms of marketing and what

can be improved and how best to implement

changes. This exercise provides valuable and

independent insight into the workings of an entity

that management can then use to make informed

decisions.

ANALySIS OF MUNICIpAL &

gOvErNMENTS

Brand Management & Community Identity (BMCI)

Putting the Community as the focus of a brand is

essential. Considering the number of departments,

agencies, bureaus, alliances and development

groups that a community may have, it can be

challenging to maintain a consistent brand image

and message for a community. The brand is

not merely a logo or a slogan, it’s the idea and

perception people have about your community as

tourists, businesses and residents. Maintaining or

creating a positive perception and identity for a

community is our focus.

general Survey of Municipal (gSM)

This study is intended to gather a wealth of

information about a community to insure we, as a

firm, and you as a client, has a full understanding of

the current state of affairs with a community. This

information is then used as a starting point to map

a path to our goals.

Municipal Marketing plan (MMp)

Once we know where we stand and what goal we

wish to reach, we will develop a marketing plan

to achieve those goal in the most efficient way

possible.

Central Business district Study (CBdS)

Determining the viability of a central (downtown)

business district and recommendations on how best

to establish or improve a district.

Agency promotional plan (App)

The promotion of a plan or program within a

community that has its own unique place or set of

goals while still ensuring that this promotion fits

within the overall branding and marketing of the

community.

Tourism promotion program (Tpp)

Attracting tourism to the area using the existing

assets of a community, while promoting new areas

of interest as they become viable for promotion in

accordance with the Municipal Marketing Plan.

A N A LY S I SS TRATEGYPLANNING

CONSULTINGGROWTH


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

Organizational Structure Study (OSS)

In many cases, when working with communities,

it is discovered that the confusion surrounding

their brand or identity is more deeply rooted in

the organizational structure of the community

its self. This study provides an outline of those

organizational structures that may be hindering a

clear message about the community from being

properly disseminated, with recommendations as

how best to correct those structures.

Business retention & Expansion Study (BrES)

Retaining and expanding existing businesses

is often more successful in terms of economic

development than recruiting new ones from other

towns. This process helps communities understand

local business needs to make necessary

improvements – allowing businesses to stay in the

community, grow, and become more committed

to the community. Our strategies get the broader

community involved in business retention and

expansion planning.

Economic development planning (Edp)

Attracting new business to the community can be

a time-consuming and involved process that takes

many years to complete. It is absolutely essential

to start with a well-thought out and comprehensive

plan as to how your community is going to proceed.

The plan should take into consideration as a

basis, Talent supply and Education, Innovation,

Infrastructure, Business Climate, Competitiveness

and Governance Systems.

ANALySIS OF BUSINESSES

Service Marketing plan (SMp)

How will we promote our services to our customers

given the current industry and market trends for a

billable rate that is comparable to the competition

yet stainable for the firm to succeed?

product Marketing plan (pMp)

How will we promote our product to our ideal

customers given the current industry and market

trends for a price that is comparable to the

competition? Formulating a well-researched answer

to this question is one of the most important steps a

company can take toward future success!

Online presence Evaluation (OpE)

When working with new clients interested in

increasing their brand visibility we often start

with an OPE. This study look at all their online

outlets, Facebook, Twitter, Website, etc. and helps

determine what needs to be done to promote a

consistent brand message across all outlets of

online media.

Cost of goods Sold Study (CgS)

Determining the actual cost of goods sold is key

to running a profitable company, many hidden

factors come into play that are often overlooked:

Labor hours, Storage cost, etc. We can determine

the break-even point for employee tasks based

on all costs of goods sold factors. Streamlining

the process and setting efficiency goals is a step

towards a more profitable company.

profit Margin Analysis (pMA)

From an income statement you can determine four


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

levels of profit margins – gross, operating, pretax

and net. Using the PMA over a period of time, this

analysis detects consistency or positive/negative

trends in a company’s earnings.

Burn rate Analysis (BrA)

The rate at which a new company uses up its

capital to finance overhead before generating

positive cash flow from operations. It’s a measure

of negative cash flow.

Sustainable growth rate Calculation (SgrC)

A sustainable growth rate is the maximum growth

rate that a business can sustain without having to

increase financial leverage.

performance Evaluation (pE)

Annual performance reviews are an important part

of employee development and it also allows you as

the employer, to determine what the best course

of action moving forward with your staff from an

impartial third party.

rESEArCH & dEvELOpMENT

Investigative activities our company conducts on

behalf of our clients with the intention of making a

discovery that will either lead to the development of

new methods, products or services.

Our Research and development services is one of

the means by which an entity can experience future

growth by developing new attractions for tourism or

systems to expand their community.

At the beginning of each engagement with a municipal

or community, our job begins with an intense amount

of research into the area. We start at the highest

level, drilling down to the local level, insuring from the

beginning that we have a wealth of information on

which to base our decisions and strategies.

Our R&D services can also be pointed directly at

a specific problem or issue that is affecting the

advancement of an entity or community. Finally

solving a problem that have long been overlooked

or not set as a priority by a community produces a

catalysis that results in jobs and growth as for the

area.

MANAgEMENT & TrAININg

The lack of understanding and knowledge to perform

a task correctly or simply not knowing when to apply

certain procedures is often at the core of any issue

that is troubling a community. This issue can quickly

be turned around with the proper management and

training of key personnel that are responsible for

performing any task necessary for the community

success. Left unchecked, this type of confusion can

spread and effect more and more areas and cause

problems for the areas that are working correctly.

Target training with measured results will correct the

issues.

Our management and training services can quickly

streamline and systemize the task and procedures

necessary to complete a project or improve a

program. We focus on solving daunting problems,

which when corrected makes an essential sector of an

entity or community run smoothly for the benefit of all.

BUSINESS & rEAL ESTATE BrOkErAgE

Our business brokerage services allow our firm to

assist buyers and sellers of privately held business

in the buying and selling process. We perform a full


JACOBCANE.CO | P 765.491.1614 | F 765.494.0391

kEy pErSONNEL

JArEd C. FAgANMarketing Consultant, president and founder of Jacob Cane & Co.

Purdue University, West Lafayette, IN 1995-1997.School of Technology, Technical Graphics Communications.

Founded Jacob Cane & Co., Indiana Corporation, 1995 - Marketing & Consulting firm.

Founded Capital Options Inc., 2005 - Financial and Business Services Corporation

Co-Founded a Real Estate Brokerage firm, 2006 - Real Estate Investment and Brokerage services

Licensed Real Estate Brokerage, Indiana 2006

Studied Business economics and formation, 2006 , Sutton, Graham, Kiyosaki, Morris, McQuown

Studied Governmental history, 2007, Shlaes, Carr,

Studied Business history, 2008, Chernow, Mellon

Co-Founded Lafayette Busienss Networking LLC., 2008 - Local business networking and community out reach group.

Co-Founded Citizens In Action LLC., 2007 - Community orginnzation and education.

professional Marketing Consulting Summary

Market Penetration: Developing a model that moves an entity from a monologue to a dialogue with the customer is now required. Disseminating information is no longer effective by itself; customers demand interaction to achieve brand loyalty.

Brand Management: Focusing on a consistent brand message across all forms of media is key to establishing and managing a successful brand. The objective being to build an impenetrable moat around an entity using the brand thus creating competitive advantage.

Initiatives and Main Contributions

• Founded Jacob Cane & Co.

• Served as President and Chairmen of the Board from 1995 to present.

• Business model - Created a unique business model for the foundation of a marketing firm that focuses on client success as the means of obtaining future business.

• Combined three central services as divisions of the company: Marketing, Design and Consulting. Thus allowing the client to have the means of managing they’re marketing needs from one source.

• Created structure and systemized our approach to problem solving.

• Developed, “Measure results, Achieve dreams”. ® Which has become core of our company and our thinking.

• Developed, “Amplified and Validated Marketing” ® (AVM). The theory put into practice, a consistent brand message used across all media simultaneously produces a lasting and favorable impression on the target audience.

• Developed, Custom Graphics, Company standards

• Innovation and Standards, Web Development

• Innovation and Standards, Analysis, Stradegy, Planning & Growth consulting studies.

Documents

Jacob Cane & Co-SOQ