HOME Welcome to Planning & Writing, LLC
connecting stakeholders. building brands.
marketing communications strategy, action and results
Copyright 2009-2011 Planning & Writing LLC. All rights reserved.
ABOUT global experience / cost-efficient investment
helped a major media company grow and fortify its position as the leader in the home and family editorial and advertising category; helped a leading nutrition ingredient company grow and hold a dominant position within the global antioxidant market; built favorable perceptions among eye health professionals about the role of nutrition in countering chronic eye conditions; gained national news attention for a major food company among key magazine and newspaper journalists; helped a Midwest steel mill earn a major energy conservation research subcontract, resulting in nearly $800,000 in estimated annual energy savings. Craig graduated from The University of Northern Iowa and lives in the greater Des Moines area. He and his wife Jan have two daughters in college.
Craig Maltby helps corporations, public institutions and executives define strategic communication goals and execute programs and projects to achieve those goals. Some key values:
a strong customer service ethic; quality; results; creative differentiation that is true to the brand. Craig has served more than 20 years in corporate marketing and PR management positions at Meredith Corporation, ConAgra Foods and Kemin Health. Some notable outcomes:
A portion of monthly revenues goes to Kiva, investing in entrepreneurs in developing nations through micro-lending.
SERVICES
Page 1 Communication strategy development and facilitation
Using existing market data or custom research, Planning & Writing can craft a communication strategy ranging from a broad directional scope to shorter-term initiatives. Facilitation of strategy formation within a staff or organization is also an option.
Page 2 Media relations management
Assessing how best to gain press attention for a significant business development or issue is a powerful tool. Planning & Writing can help you determine the best "news value" approach to a potential story opportunity, and work with targeted reporters and editors from pitch to publication.
Page 3 Content development
Press materials, sales support collateral, annual reports, multimedia products, web content and more. Planning & Writing is a versatile content producer that embraces the power of language to move people to action.
Page 4 Issues management: white paper/ position statement creation
Your organization may find itself in the middle of an industry controversy or market disruption. Planning & Writing helps you find your focus and articulate your position, all the while building your firm's credibility and stature within the minds of your constituents.
Page 5 Publication and Web development
Editorial direction, copywriting, publication concepting on through to design and production supervision are all focused on the audiences you want to reach and the shared values and understanding you want to generate within them.
Page 6 Market research
The firm will work with you to assemble and manage outside research resources. Research offerings are chosen from several qualified providers, based on your business environment and market questions you want answered.
Page 7 
Speech writing
There are speeches...and then there are SPEECHES! We've all heard a lot of forgettable ones. Get the help you need to craft and deliver a memorable one.
Page 8 Media interview coaching
Making the most of an opportunity when the microphone or recorder is held to your face doesn't come naturally for most people. Preparation with an experienced PR pro makes the difference.
The firm's experience ranges from PR roles in public corporations involved in consumer media and packaged goods to consulting and project management assignments for state government, health care enterprises and financial institutions.
Professional history also includes product management and marketing roles for global enterprises in preventive health and nutrition.
Planning & Writing. Strongly suited to contribute value and results to your organization.
KNOW-HOW
THE VAULT Email programs that generate industry-beating open rates. Blogs that stand out, impart useful information and generate high search rankings. News releases and media relations strategies that get reporters' attention. Brand concepts that grow and endure.
Planning & Writing combines all of these assets and more to help your brand and your business move to the next level.
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Portfolio
More About Maltby
Journalism internship at "leading" Oklahoma paper. Drove me to smoke for a summer. (No more).
Rode in a limo with Margaret Thatcher. I should say, "The Right Honorable Lady Thatcher."
Webs and Client Blogs
Balanced Immune Health
Brand Development
FastGrade
NutritionWise
The Field Position
FloraGLO Lutein
Email Marketing
Diamond V
Lely Life
Played St. Andrews. Also played piano sing-along for a South African theater troup. Good times.
While on business in Macon, GA, visited the shrine to one of the greatest creative forces in history: The Allman Brothers House.
Corporate Media Relations
Meredith Corporation
Embria Health Sciences
ConAgra Foods, Inc.
Kemin Health
THE TOOL
Status Your industry status
Describe your industry or category.
Is it growing?
Stagnant?
Shrinking?
Why?
Or do you know? (In which case, would some basic research be in order?)
What is the outlook for the next 3-5 years?
Position Your position within the field
Are you a quality leader? A price-only leader?
Are you an innovation driver, or an organization that succeeds by adopting and refining established standards?
Is this positioning succeeding?
Will it succeed in the future?
Stakeholders What do you customers and stakeholders think of you?
Do you have any formal or informal customer feedback or opinions captured?
How do customers talk about you?
What are their frustrations, their praises, their points of indifference?
Brand uniqueness Do you consider your product brand, corporate brand or organization brand to be unique and distinct within your market?
If so, how?
Do your customers/stakeholders share your own assessment of your brand characteristics, strengths and weaknesses?
Biz goals What are your business or organizational goals for the next 3 to 5 years?
What strategies are in place to accomplish those goals?
What communication plans and assets are in place to support your business goals and strategies?
competitive factors What competitive factors are taking shape that could disrupt...or enhance...your aspirations?
Is your field consolidating or expanding?
Are economic factors taking shape that could soon impact your perceived value?
Are there emerging technologies or communities/audiences that may bolster or threaten your position?
Tactics What tactics or tools have you had success with? What has not worked? What have you thought about trying?
Have you initiated a social media campaign but steered away from paid advertising? Or vice versa?
Are you a direct mail ninja with no history of media relations or event management programs?
Are you integrating all that you are doing?
Here is the Planning & Writing due diligence starter template used with new clients when beginning an engagement. This helps both of us size up a potential strategic direction for a successful project to take shape.
Click the scroll bar arrows below to proceed through the tool.
Note: if you are expecting an M.I.T. decision-tree matrix, I apologize. A company I once worked for felt compelled to spend nearly $300,000 on such a tool, never to be used again after one viewing. It was the fastest vaporization of $300,000 I had ever witnessed.
RING ME UP P&W Communications Star of the Month
TELEPHONE: 515.321.4741
E-MAIL: craig at planningandwriting dot com
MAIL: Planning & Writing, LLC
West Glen Town Center
5550 Wild Rose Lane - Suite 400
West Des Moines, Iowa 50266
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CONTACT
David Wessel, Economics Editor,
Wall Street Journal
Wessel is a solid analyst who gives a great interview. Many times, print journalists don't translate well into broadcast. Wessel does. He's concise, uses simple but effective language, and can illustrate principles through anecdotes well.
