STRATEGY-FIRST MARKETING & COMMUNICATIONS
enterprise marketing
discipline for organizations WITHOUT
AN ENTERPRISE TEAM.
Utilities, cooperatives, financial institutions, charter schools, nonprofits, and public agencies face the same scrutiny and program demands as the largest organizations in their sector — usually without the in-house team to meet them. Keystone brings that function in part-time, project-based, or on retainer.
- LEAD GENERATION
- MARKETING STRATEGY
- BRAND AUDITS & REPUTATION ASSESSMENTS
- CRISIS MANAGMENT
- INTERNAL COMMUNICATIONS
- PAID MEDIA & ADVERTISING
- MARKET RESEARCH
WHAT WE DO
108%
Of annual energy-savings targets achieved
9
Grid emergencies led as company spokesperson
$2B+
In capital investment announcements communicated
200+
Earned media placements generated
THE PROBLEM
MOST ORGANIZATIONS BUY TACTICS BEFORE ANYONE DIAGNOSES THE PROBLEM.
Agencies sell deliverables. Vendors sell placement. Very few stop to ask whether the message is clear, the audience is defined, or the offer is positioned to win before the spend happens. That sequencing error is the most expensive thing in marketing, and it is almost never the thing anyone is hired to fix.
We build the infrastructure your marketing runs on - so every dollar you spend works harder than the one before.
SERVICES
WHAT WE DELIVER
Marketing Strategy
Positioning, audience, and the plan that decides where money goes before any of it moves.
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Marketing audits and diagnostic assessements
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Positioning and competitive analysis
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Audience segmentation from first-party data
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integrated plans and budget allocation
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measurement framework and reporting
Paid, earned, social & owned
Channel execution that follows the strategy instead of replacing it.
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Paid media strategy and campaign management
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Media relations and earned placement
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Social media strategy and channel management
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Owned-channel conversion path development
Communications Planning
The documented plan that keeps every channel, spokesperson, adn audience saying the same thing.
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Messaging platforms and key message frameworks
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Stakeholder and audience mapping
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Executive and spokesperson messaging
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Internal communications planning
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Staff communications training
Diagnosis comes first
Every engagement opens with an assessment of positioning, audience, and conversion path before any media is recommended. Senior-level delivery throughout - no account layer, no junior staff handoff after the pitch.
Energy Efficiency marketing
Enrollment campaigns for efficiency, rebate and demand-response programs, built against regulatory targets.
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Program enrollment campaigns
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Regulator - and agency - coordinated marketing
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Participation and attribution tracking agains savings targets
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Trade ally and channel partner communications and engagement
HOW IT WORKS
FOUR STAGES, IN THE ORDER THAT MATTERS
01
DISCOVERY
Thirty minutes to find where the real problem lives - often not where you think.
02
STRATEGY
Positioning, messaging framework, and a roadmap speficific to your organization.
03
INFRASTRUCTURE
The system execution depends on - lead capture, follow-up, and conversion paths.
04
eXECUTION
Campaigns built on the strategy, measured and refined as results come in.
Past performance
Selected Work
PECO/EXELON
Directed marketing for regulated energy efficiency programs, exceeding annual savings targets. Led rebrand for the company and managed crisis communications across nine grid emergencies, including outages impacting up to 400,000 customers. Executive communications through news releases, talking points and media relations.
AIG & AAA - Mid-atlantic
Affinity program development and large-scale campaign strategy for national memebership and insurance organizations, including affinity models that scaled nationally. Managed national bank relationships, including P&L and co-branded campaigns.
bayview financial, interbay funding
Built marketing and communications functions across North America and the U.K. from the ground up. Developed GTM strategies for commercial lending, and constructed marketing teams that worked in close collaboration with sales to delivery meaningful lead generation. Leveraged smart data analysis and market research to create customer personas used to develope banker lead campaigns.
Signed and leveraged athlete endorsements as brand ambassadors, for maximum prospect engagment.
ABOUT
BUILT FROM INSIDE THE ROOM
Keystone Communications Group, LLC was founded by Tom Brubaker - a marketing strategist who's worked inside organizations and Fortune 500 companies where the stakes were real and the budgets were large.
The work answered to regulators, boards and the public. Keysonte brings the same discipline to organizations that need it without building a department to get it.
The keystone is the piece that holds everything else up.
That's the job.
PECO / EXELON
Senior Manager, Marketing Communications
BAYVIEW FINANCIAL/Interbay
Vice President, Marketing, built teams in US, CA and UK
AIG
Director, enterprise marketing, large-scale campaign strategy
AAA Mid-atlantic
Sales & Marketing leadership, production and service levels
keystone communications group
Philadelphia
TWO WAYS TO START
For company, marketing & communications leaders
No pitch. Just a direct conversation about what your marketing is missing and where the real problem lives.
For procurement & contracting
One page: core competencies, past performance, compoany data. Sent directly by the principal.