Detail of Services

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Detail of Services

Advertising

McVicar Marketing's advertising service is a great example of how McVicar Marketing works

While McVicar Marketing does not physically design the advert, it does work with a range of associates and other service providers to bring you a complete advertising service, without the need for you to source and brief separate suppliers.

McVicar Marketing:

conceives of the advertising concept, including copywriting

creates a design brief

manages the design process, delivering the client with a fully realised design for approval

plans advertising strategies

negotiates advertising rates direct with media, or through briefing and working with a media-buying agency

Click here to view example(s) from McVicar Marketing's Portfolio.

Event Management

McVicar Marketing has an illustrious - and rather rare - experience of creating special events, including:

Public events: for a range of age groups and target audiences
Public festivals
Corporate events

And in her previous career, Inga, of McVicar Marketing, was an award-winning* event organiser, including:

Celebrity events
Author book signings
Whisky and wine tasting
Corporate events

McVicar Marketing draws upon this experience when event planning, providing a full event service, featuring:

Marketing and promoting the event
Securing the services of and managing suppliers and third party service providers
Negotiating with and securing venues
Undertaking all detail related to the event: including tickets; security; health & safety; sound systems; video and photographic records of the event etc.

*In 2002, Inga McVicar was awarded the Publishers' Publicity Circle's Bookseller of the Year Award (awarded to event organisers in the retail side of the Book industry - as voted by Publishers).

Click here to view example(s) from McVicar Marketing's Portfolio.

Email Newsletters

Please click on the image below to be taken to the Email newsletter section of McVicar Marketing's website.

Copywriting

Inga McVicar, of McVicar Marketing, is a copywriting expert.

Copywriting Services include:

Advertising Copywriter: Attention-grabbing shoutlines , which will draw in your target customers and move them to action – whether purchasing a product, accessing a service or changing their behaviours

Business Copywriter: from minimalist product brochures, to detailed wording of reports

E-shots: written to avoid disposal by spam filters, without losing any of the dynamism required to nudge your recipient to open and read it

Press Releases: formatted to correct standards, worded to ensure they capture the attention of the media, and detailed enough to gain their interest to ultimately cover your story

Promotional Materials: including flyers, postcards, gifts and posters

Web Copywriting: from factual, heavy text based websites to ones which only require a smattering of words - all website copy is written with both the target audience in mind, and search engine optimisation

With McVicar Marketing's Copywriting service, you can also have the final copy proofed by a professional editor. Details of which can be discussed when you contact us (clic k here for contact details)

Creative Design Management

The trick to creating successful design is:

(a) Understanding your target audience, so that your graphic design grabs their attention

and

(b) Successfully managing the creative design process to ensure you achieve the necessary results, without the need for multiple revisions due to miscommunication

While McVicar Marketing is not a graphic designer, but does, as a matter of course, deliver great design work through managing the design process.

Click here to view example(s) from McVicar Marketing's Portfolio.

Print

Please click on the image below to be taken to the Print area of McVicar Marketing's website.

Expert Reader's Reports

Select this link to view the Expert reader's Reports section

Consultancy and Project Management

Inga McVicar, of McVicar Marketing, is a marketing consultant, with many years of marketing experience within the retail, publishing, not-for-profit and business-to-business (amongst others) sectors.

As a consultant, Inga has:

Managed entire projects for clients

Performed key, strategic pieces of marketing-related work

Performed an impartial, advisory role at Chief Executive and Board level

Attended monthly team sales and marketing meetings to lead and generate ideas

Attended one-off meetings to help facilitate initial discussions regarding a campaign

Agreed to retained consultancy service agreements, which secured specific undertakings on a regular basis

Click here to view example(s) from McVicar Marketing's Portfolio.

Brand Management

Brand Management can be as wide-ranging as a complete re-design, or even the first design, of a brand, or it can be as simple as creating internal rules for application of an established brand.

Your brand is how your organisation or business is:

perceived

valued

what it stands for

what it offers

AND Brand Management isn't just a service that only corporations need, to help create a corporate identity – it is as important and valid for small businesses, charities and not-for-profit organisations, professional service providers etc.

McVicar Marketing fits into your needs – and can deliver the whole range of Brand Management services.

Click here to view example(s) from McVicar Marketing's Portfolio.

Crisis PR

You need a professional when a PR crisis happens to – or is perceived to be associated with – your business or organisation.

Outfoxing all best intentions and emergency planning, there may come a time when your business or organisation finds itself at the centre of a public relations crisis which could, if not handled properly, cause irrevocable damage.

At such times, it is responsible to take steps to react properly, and create a public relations strategy which will safeguard your business or organisation, including:

Timely, appropriate and honest communication through the media – reactive and proactive as required

Truthful responses to public concerns

An official media spokesperson

Procedures for handling media enquiries

Procedures for communication with staff, customers/clients, partners, shareholders/funders etc.

If you do find yourself in a situation where an issue is threatening the positive perception of your business or organisation, it would cost you nothing to contact McVicar Marketing to discuss potential strategies for safeguarding your brand.

Select this link to view a portfolio example of a Crisis PR project.

Websites

McVicar Marketing specialises in creating promotional microsites, which are designed to fully integrate into the promotion of a product or service.

Microsites are generally 'mini' website pages used to promote specific products or services.

If you are a small business with a small budget – microsites are a superb way to create a strong online presence. If you are a large business, microsites can promote your product to an entirely new audience beyond your current, brand audience base.

Microsites are built bespoke to your requirements, and can include audio, video, games, images ...

Click here to view example(s) from McVicar Marketing's Portfolio.

Social Marketing

Social marketing is a natural/organic step to one side from the tried and tested methodologies and beliefs of commercial marketing.

Social Marketing:

seeks to influence behavioural change for the benefit of both the individual and the wider community.

recognises that what people think, feel and do is influenced by social and economic circumstances: therefore a deeper understanding of potential target groups is required, rather than just hard statistics

has to deploy an offering which is often intangible, initially unwanted and is potentially quite costly (beyond a momentary value) to its target audience.

social marketing has to negotiate in trying to get its message across, rather than imposing or interrupting

Social marketing is very distinct from ‘marketing’ or ‘commercial marketing’ as a technique, but is one which ideally requires the leadership of a professional who has commercial marketing experience.

If your product or service has the aim of influencing behaviour, rather than increasing a profit, please contact Inga to discuss how McVicar Marketing can help you start to make a real change.

Click here to view example(s) from McVicar Marketing's Portfolio.

Campaign Management

Obviously, different campaigns require different marketing tools to be utilised, but McVicar Marketing's Campaign Management service generally includes:

Conceiving of concepts

Creative design management

Distribution – online and physical

Advertising

Events

Click here to view example(s) from McVicar Marketing's Portfolio.

Mcvicar Marketing's Business Terms (PDF Download)

Founded in 2006 by Inga McVicar, McVicar Marketing is based in Dumfries and Galloway, providing marketing services for clients throughout the whole of Scotland.