Marketing Presentation Janine St. Germain John Seaman The Winthrop Group, Inc.

1. Marketing Presentation Janine St. Germain John Seaman The Winthrop Group, Inc. 25th Anniversary All-Company Gathering June 8, 2007 Woodloch Pines Resort Hawley, Pennsylvania

2. Overview • Why Marketing? • What Is Marketing? • What We Can Do as Individuals • Marketing of Winthrop+St. Germain • Some Keys to Successful Marketing • What We Are Doing as a Firm • Sharing Knowledge • Speaking a Common Language • Q&A The Winthrop Group, Inc.

3. Why Marketing? (1) • Success of a small professional services firm depends on it • 25 years of knowledge, expertise, and professional contacts • Need to leverage this valuable resource • George, Dave, Meg, Linda . . . but also more recent arrivals • Value of history and archival services to businesses and institutions • If we really believe this, then we do well to explain how Winthrop can help • Serve our clients better • The more we know about the challenges facing clients, the better we can apply historical analysis, archival services to help them meet those challenges The Winthrop Group, Inc.

4. Why Marketing? (2) • Opportunity for collaboration between History, I&AS divisions • New products and services that engage historians and archivists together • Develop business of particular interest to you as well as to Winthrop • Opportunity to create personal, professional opportunities • Financial incentives • Winthrop offers a generous rain-making bonus • Engage everyone in growing the firm • Think of Winthrop as an association of entrepreneurs The Winthrop Group, Inc.

5. What Is Marketing? • Marketing is not a “hard sell” • Rather, marketing is an opportunity to build professional relationships with clients, prospective clients, and others • Open dialogue based on mutual interest • Learn about the needs of clients, prospective clients, and others • Explain how Winthrop can help meet those needs • Connect people with shared goals • Respect professional boundaries, client confidentiality • Successful marketing is not easy, requires time and patience • Often a year or more before a lead is converted into a contract The Winthrop Group, Inc.

6. What We Can Do as Individuals (1) • Marketing of Winthrop+St. Germain • What worked • Networking in a professional group (Deborah Harry) • Finding relevant material in a collection of a past client (Robert Kushner) • Offering support at Katonah Museum of Art (Dyan Rosenberg) • Educating a past client about services we offer (Church of Heavenly Rest) • What didn’t work • Assuming that clients would understand intuitively why they need our services • Marketing directly to individuals – sometimes better to build relationships indirectly with their trusted intermediaries The Winthrop Group, Inc.

7. What We Can Do as Individuals (2) • Some Keys to Successful Marketing • Professional associations (Business History Conference, SAA, etc.) • Learn about client needs as well as professional best practices • Professional networking groups (BDN) • Reaching out to organizations (Arttable, American Appraisers Assoc., NY Celebrities Personal Assistant’s Association) • Personal introductions (Katonah Museum of Art) • Collaboration with intermediaries (Lippold Estate/appraisal firm, trust/estate attorneys) • Willingness to get involved (volunteer) The Winthrop Group, Inc.

8. What We Can Do as Individuals (3) • Some Keys to Successful Marketing (cont.) • Recognizing ways to “repurpose” work for existing clients: how does it connect to the bigger picture of the challenges, opportunities facing the client? • Colgate project • Trinity/St. Paul’s Chapel (Robert Coles) • Pendleton (Steve Wright) • Mastering the “elevator speech” • Given 1 minute in the elevator with the CEO of a client or prospective client, how would you explain what Winthrop does, whom we serve, and how we help? • More on this later . . . The Winthrop Group, Inc.

9. What We Are Doing as a Firm (1) • Winthrop Website • Keep it current, esp. News and Perspectives • Books, articles, talks, projects, awards, etc. • Google AdWords – drives traffic to the website • Direct mail • General (Fortune 1000) • Targeted • Individual • Industry, sector, or company • Specific problem  solution or project • White papers on various industry, functional areas we serve • e.g., family firms, high tech, insurance, branding, communications, M&A The Winthrop Group, Inc.

10. What We Are Doing as a Firm (2) • Talks, presentations to industry/trade conferences • Articles for general business press, industry/trade press • CEO Magazine, CFO Magazine, PR Week, airline magazines • Seek out opportunities for History and I&AS to collaborate on projects • e.g., “Working Knowledge”: historians and archivists work together to produce a basic historical and archival survey • Meaningful insights into the organization’s history and its uses • Recommendations for next steps The Winthrop Group, Inc.

11. Sharing Knowledge • How do we link individual and firm efforts? • Many attempts at this in the past, with mixed results • client focus • resource constraints – people and money • geographically disparate • Suggest a decentralized, bottom-up approach • Encourage and incentivize people to take initiative • Create opportunities to build and share knowledge • Individual (informal) and firm (formal) • History and I&AS The Winthrop Group, Inc.

12. Sharing Knowledge • Setup Marketing group for interested people, to meet monthly • Share ideas, leads, suggestions for new marketing initiatives; follow-up • Use new internal communications page on Winthrop website • Forum for regular updates about new clients, progress of existing projects • Share press clippings, news reports with other Winthrop professionals • Share news of your own activities for News & Perspectives • Books, articles, talks, projects, awards, etc. • Collaborate with our peers on common interests • John/Linda pitched a project-tracking project for Sir Richard Branson’s bio-fuels initiative • John/Meg working on philanthropic history • Document what Winthrop is learning about client needs and how history/archives can help • case studies, white papers, Lunch ‘n Learn, etc. The Winthrop Group, Inc.

13. Speaking a Common Language • Sharing knowledge assumes a common language • Do historians and archivists speak the same language? • Do we really know what Winthrop does for its clients – and can we explain it? • Exercise #1 • For archivists, give a brief description of the History division • For historians, give a brief description of the I&AS division • Exercise #2 • What does Winthrop do? Not as easy as it sounds • Write a brief description of Winthrop for home page of website • Who We Are • How We Help • What We Do The Winthrop Group, Inc.

14. Conclusion • Marketing is vital to the success of Winthrop over the next 25 years • Marketing is not a “hard sell”, but a matter of building relationships based on mutual interest • Seek out projects, clients that interest you • Seek out opportunities to understand, articulate the value of history and archives to businesses, institutions • Think about the big picture • how can Winthrop help clients meet the challenges facing them today? • Don’t assume that clients will understand • Share knowledge across the firm, collaborate with your peers • Remember . . . Patience is a virtue The Winthrop Group, Inc.

15. Questions Janine St. Germain (212) 944-7496 janine@winthropstgermain.com John Seaman (212) 944-4698 jseaman@winthropgroup.com The Winthrop Group, Inc.