Kaleidoscope Marketing & Communications Incorporated


	Organizations that can harness the power of the Internet and incorporate technology into their overall strategy will ultimately be more successful and competitive. This shift from “tons” to “bytes” is a fundamental shift from the industrial age focus on the flow of goods, to the information age focus on information and knowledge. The empowerment of individuals to manage vast amounts of information creates opportunities to target these individuals with messages that interest them. Today, digital delivery is redefining direct marketing. The advent of electronic forms of communication such as email and the Internet have given marketers new creative and cost-effective ways to become more focused and granular in their marketing efforts. And while some Internet marketing activities have not yet reached their full potential, marketers looking for the most effective way to reach customers online are turning to email. The Internet’s most popular application, email, has quickly become a communication standard, with number of users and the overall usage rates continuing to grow exponentially. Click here for Internet and Email usage stats. Your New Media plan should complement the overall Marketing Strategy. It should be part of the initial planning stage to ensure maximum effectiveness. Online strategies should focus on achieving the role of delivery in marketing and communications and offering a close touch point with your customers. Bringing products and services to the attention of key potential buyers in a creative and cost-effective means is what online can do best. Kaleidoscope will incorporate a New Media plan as part of your overall strategy or complement your current plans with creative and strategic online initiatives.


	Online initiatives require demographic profile consolidation. This involves researching your prospects and determining how to strategically position your Web site to attract them. Our team researches for: Age specific demographics Languages demographics Regional demographics Business demographics Lifestyle demographics Interest specific demographics Once these demographics are understood, the following results will be achieved: Attract qualified visitors to your website Brand your products and services to your target demographic Increase your customer base Achieve global exposure of your goods and services Increase exposure of your products and services to a higher qualified audience

Services:

Online programs:
There are a variety of creative ways to display your message online. There are great opportunities to include third party Web site purchases which can include buttons, banners, towers, test messaging, and sponsorships. We recommend, negotiate and create the best choices for your online programs to achieve maximum effectiveness.

Web site development:
A corporate Web site is one of the first places your potential customer will go when looking for information. It needs to be easy to find, easy to navigate and it needs to promote your brand. The team at Kaleidoscope has been developing Web sites since the mid-90s and can apply rules that make your site effective as a complementary part of your marketing mix.

Web site content writing:
Web site content is one of the most important criteria for visitor satisfaction. Writing for the Web is very different than other forms of communication. Our web site content writers will write the content to market your products and services once the web site plan has been completed. The content is developed to get the best search engine positioning while creating a marketing web page your customers will find informative.

Web content includes:

Designing web site navigation and user interface
Developing text information
Determining graphics selection, configuration and placement
Providing links to additional information in the web site and to the Internet

Intranet Development:
An Intranet site provides the opportunity to ensure that all employees have access to corporate information. It strengthens company communication and the efficiency of employees. It can be integral in building a corporate culture of inclusiveness, and provide access to materials for external teams. We understand the commitment required to developing a useful Intranet site and will work with you to create a plan that will provide a positive return on investment. Consider that the ongoing content management of an Intranet site is extremely important, it should be done so on a regular and timely basis. One of the errors that companies make is to ignore this communication vehicle and discount refreshing the material regularly. Consider the Intranet as a motivator and you will quickly see the high potential of this vehicle.

Opt-in email programs:
Opt-in email is permission based marketing that allows targeted messaging to your audience. It is NOT Spam. There are many rules to remember when developing an opt-in program, to ensure that you are not alienating your customer. Kaleidoscope can help you develop an effective and measurable program.

DRTV – Direct Response Television
The allure of DRTV lies in the fact that it provides an extremely cost-effective and measurable way to reach a highly targeted audience. Both broadcast and cable networks accept 30-second, 60-second and 120-second direct response commercials at considerably discounted rates. If television is already in the marketing mix, DRTV can be cost effectively incorporated.


	Stats: Ipsos-Reid has been tracking Canadians and Internet usage since 1995. The stats below refer to percentage of Canadian Internet Users. A Canadian Internet user is defined as a Canadian adult (18+) who uses the Internet for at least an hour per week. There are approximately 14 million Internet users in Canada. Internet Usage: 15.1 million Canadian adults access the Internet from home. One-half (48%) of Canadian adults with a home Internet connection have a broadband connection 30% of all Canadians access the Internet from home with a high-speed Internet connection 75% of all Canadians have access to the Internet 63% of Canadian adults access the Internet from home DSL providers have 42% of the broadband market Email Usage: Email is accessed multiple times weekly by 88%, and daily by 62%. 85% believe that email has made them more efficient in the workplace 62% prefer to communicate via email than through other methods 62% receive too much irrelevant email 39% can hardly keep up with all the email received 57% check their business-related email outside of normal business hours 66% receive irrelevant messages from colleagues 46% experience the misuse or abuse of blind copying 42% have received an email that has had the wrong tone 43% of Internet users say that their no. 1 pet peeve of email usage is spam (source: Ipsos-Reid)