1. Brett
Henderson
COMM
636:
Integrated
Marketing
Communications
Case
Write
up
16.1
November
27,
2012
Columbia
Savings
Statement
of
the
problem
The
problem
that
Columbia
Savings
has
is
very
simple,
but
can
be
very
detrimental
to
the
company
if
not
handled
in
correct
way.
The
problem
that
CS
has
is
how
to
handle
their
marketing
and
advertising.
Right
now
they
have
hired
the
company
Boyton
&
Dodds.
They
are
a
full
service
advertising
and
PR
firm
and
has
been
providing
work
for
the
company
for
four
years.
CS
feels
like
some
of
the
agency’s
early
work
had
been
strong
and
effective
but
lately
it
has
been
pretty
dole.
The
problem
CS
is
faced
with
is
to
continue
with
Boyton
&
Dodds,
bring
the
marketing
and
advertising
in
house,
or
to
change
firms.
List
of
critical
factors
1. Evaluate
the
current
firm,
have
they
been
as
effective
as
they
can
be
and
should
CS
stay
with
Boyton
&
Dodds.
2. Start
shopping
for
new
advertising
and
PR
firms
to
take
the
business
too.
3. Evaluate
bring
the
advertising
and
PR
in-­‐house
and
hiring
a
team
to
do
all
of
the
work.
Definition
and
evaluation
of
alternatives
1. Evaluate
the
current
firm,
have
they
been
as
effective
as
they
can
be
and
should
CS
stay
with
Boyton
&
Dodds.
a. Evaluating
the
current
company
to
make
sure
a
change
is
needed
is
the
first
step
of
the
process.
In
order
to
fully
make
a
decision
about
how
the
company
is
handling
the
account,
they
need
to
make
sure
they
are
doing
the
best
job
possible.
b. Pros:
There
are
a
few
pro’s
of
evaluating
the
current
firm.
The
first
being
able
to
prove
they
are
either
doing
a
good
job,
or
have
fallen
below
expectations.
This
will
give
CS
an
idea
on
if
it’s
the
firm,
or
just
the
economy
and
a
shift
in
the
market.
It
will
give
them
an
idea
of
what
they
need
to
do
to
make
a
difference,
if
it
is
anything
at
all.
They
could
find
out
it
would
make
no
difference
to
make
a
change.
If
they
make
a
change
when
it
is
not
needed,
it
can
set
the
company
back.
The
second
being
it
will
give
them
an
in
depth
looks
on
how
the
industry
norm
is
performing
and
what
they
are
doing
well.
If
they
can
figure
out
what
the
competitors
are
doing
well
they
can
see
if
the
firm
they
have
can
duplicate
it
or
do
it
better.
c. Cons:
There
are
a
couple
cons
of
performing
this
type
of
evaluation
of
the
current
firm.
The
first
con
being
the
time
it
takes
to
complete
a
full
evaluation
of
the
company
and
industry.
It
will
take
time
and
man
power
to
fully
understand
the
direction
of
the
industry
and
what
needs
to
happen
on
the
marketing
front
to
be
financially
successful.
After
understanding
the
industry
trends,
they
can
then
evaluate
the
firm
and
see
if
they
are
up
to
par.
This
will
take
more
time
and
man
power
to
create
an
in
depth
evaluation
of
the
marketing
firm.
If
it

2. takes
to
long
the
industry
could
change
again.
The
second
con
is
that
once
you
make
the
decision
to
start
evaluating
the
firm,
there
could
be
people
that
are
upset
with
the
decision.
2. Start
shopping
for
new
advertising
and
PR
firms
to
take
the
business
too.
a. They
could
look
around
at
different
firms
to
see
what
else
is
out
there
in
the
marketing
world.
They
will
hold
meetings
with
different
firms,
and
have
them
give
presentations
and
show
what
they
are
prepared
to
bring
to
the
company.
b. Pros:
The
pros
of
bringing
in
a
new
firm
to
the
company
can
spark
sales.
If
the
new
firm
can
rebrand
CS’s
image
to
generate
more
sales
and
accounts
for
CS
it
could
potentially
be
a
huge
financial
improvement
for
the
company.
This
will
also
show
the
employees
of
CS
that
they
have
not
given
up
or
settled
with
being
a
mediocre
company.
It
has
the
potential
to
drive
moral
up
in
the
office,
and
will
drive
the
employees
to
strive
for
a
top
tier
performance.
c. Cons:
There
are
a
few
cons
that
can
cause
a
negative
reaction
when
bringing
in
a
new
firm
to
CS.
The
implementation
process
can
be
time
consuming
and
difficult.
The
time
it
takes
to
rebrand
a
company
and
create
a
whole
new
marketing
plan
can
take
time.
If
the
company
and
its
employees
aren’t
patient
with
the
firm,
this
can
have
a
negative
draw.
If
they
firm
fills
like
they
are
rushed
to
me
a
deadline
that
is
unattainable,
they
won’t
be
able
to
create
a
successful
campaign.
If
the
campaign
doesn’t
work
the
way
it
is
supposed
to,
this
can
put
the
company
in
a
financial
hole.
They
will
lose
the
money
they
put
into
creating
the
new
marketing
plan,
as
well
as
the
money
though
could
have
been
gaining
with
sticking
with
the
original
firm.
3. Evaluate
bring
the
advertising
and
PR
in-­‐house
and
hiring
a
team
to
do
all
of
the
work.
a. CS
has
an
option
of
getting
rid
of
the
firm
they
have
hired
right
now
and
bring
all
of
the
marketing
and
advertising
in
house.
b. Pros:
The
pros
that
bringing
all
of
the
marketing
in
house
will
make
the
decision
tough
if
CS
does
in
fact
choose
to
make
a
change.
They
will
be
able
to
control
every
piece
of
marketing
and
advertising
that
comes
out
of
the
company.
They
will
be
able
to
work
freely
with
creative
minds
that
they
hire.
They
will
be
able
to
craft
and
mold
their
own
marketing
plan,
and
make
quick
changes
to
the
plan.
The
long
term
pro
is
that
it
will
be
cheaper
down
the
line.
c. Con:
There
are
cons
to
setting
up
an
in
house
marketing
team.
The
first
being
that
it
will
cost
quite
a
bit
of
money
to
start
up.
It
will
cost
money
to
create
a
workspace
in
the
office
that
is
free
for
creative
minds
to
work.
Creative
minds
don’t
work
the
same
as
financial
investment
minds,
there
will
need
to
be
a
free
and
open
area
in
order
for
them
to
work.
It
will
cost
them
a
lot
of
money
to
get
the
technology
and
equipment
needed
to
run
a
successfully
marketing
branch,
this
includes
cameras,
computers,
software
and
other
tools
to
create
copy.
The
next
expense
will
be
hiring
a
team
to
run
this
branch.
They
will

3. need
a
head
of
marketing,
a
mid-­‐level
manager
and
then
some
of
the
skilled
positions
to
be
filled.
This
will
cost
quite
a
bit
of
money.
The
next
con
is
that
they
will
have
to
develop
the
marketing
plan
them
selves,
they
will
not
get
to
rely
on
a
company
doing
it.
If
the
plan
doesn’t
work,
they
will
have
no
one
to
blame
but
themselves.
Conclusion
In
conclusion
I
would
go
with
hiring
a
new
marketing
firm.
I
believe
that
companies
should
change
up
their
marketing
firms
every
so
often.
The
firm
gets
stuck
in
their
ways,
and
when
they
have
the
same
client
for
long
periods
of
time,
it
is
easy
to
coast
and
not
feel
pressure
to
come
up
with
new
material.
I
would
advise
against
bring
the
marketing
in
house
because
I
like
to
have
to
power
to
change
firms
whenever
I
choose.
This
would
take
the
pressure
off
of
my
company
and
put
it
on
the
firm.
I
also
believe
that
they
would
be
able
to
pick
the
best
firm
for
the
job
because
they
would
get
to
see
each
company
present
their
ideas.
Bringing
in
a
new
firm
would
revamp
their
image,
rebrand
them
to
the
target
market,
and
provide
them
with
a
boost
in
sales.