It is the function of creative people to perceive relations between thoughts, or things, or forms of expressions that seem utterly different, and to be able to Connect the seemingly Unconnected.

The core values of people and their attitudes toward marketing advertising are changing with a continually increasing speed. The cooperation between commercial and non-profit organizations has become an important part of their marketing strategy, to show Corporate Social Responsibility (CSR) for instance. At this point one could ask: is CSR marketing at all, or “just” charity work? Don't you think that almost anything you see, hear or sense in our world of today is marketing in a way or another?

The business environment of commercial and the operational environment of non-profit organizations changes rapidly, the consumer behaviour is changing uninterrupted, the target audience’s field of interest is splintering in smaller and smaller pieces...

Every organization have to find new ways to approach their target audiences, and begin to search for new marketing methods and communication channels to get their messages forwarded to, not only to their target groups but, to single individuals as well. When the marketing costs are continually expanding, Co-marketing in all of its forms is becoming more and more important.

SICU (Synergy Integrated – Connects the Unconnected) SICU is a Multifunctional Marketing & Project Management Agency, whose objective is to offer resources, and to create cost effectivity, added value and multiplicative effects for businesses, corporations, brands, industries, institutions, and ultimately consumers in diverse markets.

THE SICU FAMILY

The "SICU FAMILY" is a large group of people with diverse interests, but bound together by the common string of creativity, productivity, perfection and dedication. The family includes affiliates, global partners and members, and very soon even sponsors. The ever growing "family" is operating globally as a virtual organization named as the SICU Synergy Solutions Group (SICU SSG).

A LIVING ORGANISM

SICU is like a living organism. In the end of every nerve fiber, there are individuals, located all over the world, who are connected with each other and with the nerve center, the processor and SICU's mobile head office located between the shoulders of the undersigned. SICU SYMBIOSIS Symbiosis can be defined as a close association between two different types of organisms in a community. In the SICU Symbiosis the two organisms in question are SICU (Synergy Integrated - Connects the Unconnected) representing the registered marketing name of the business activities of the undersigned, and SICU SSG (SICU Synergy Solutions Group) a globally active virtual organization and co-brand of SICU. SICU’s

MAJOR STATEMENT

The major statement of SICU is that there is not one single marketing method or channel, which can be effective without the support of other methods and channels. Example:"Sponsorship without Event Marketing and Event marketing without the support of other marketing methods is Charity work"!

THE PRIME AGENCY DIFFERENTIAL

The prime agency differential is that SICU have the ability to hire, train, and support strategic and tactical creative talent, and to use its internal and external marketing channels to support the individual client’s needs. SICU is not bound with hired and highly rewarded creative talents, but may mass together special experience and know-how from its globally extensive network. SICU is specialized in market oriented information, planning and integrating divergent marketing methods, concepts, events and activities into multilateral marketing communication wholes. SICU is prepared for participating in planning groups and processes in agencies and organizations, to give outside angles of vision, new ideas and added-value to the organizations in question.

SYNERGY INTEGRATED MARKETING

Synergy Integrated Marketing can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes all the known marketing methods melted into effective marketing programs, including all the thinkable and unthinkable online and offline marketing channels.

MULTILATERAL COMMUNICATION

SICU is specialized in Synergy Integrated Marketing, Multilateral Communication, Project Management, Event Marketing, Cause Related and Social marketing, Sponsorship, and in diverse Social Mobilization Projects, Marketing Campaigns and Events supporting Social & Environmental responsibility including CSR, Education, Arts, Sports, Culture and Design.

One of the central statements of SICU is that any idea, concept, method, event, project… can work as a starting point and platform to build-up effective marketing communication wholes! In opposite to e.g. sponsorship, which can be defined as an agreement between two parties (sponsor/sponsored), multilateral communication is based on a common set of values, content, activities, marketing, communication and events, which can be utilized to support the objectives of many parties involved.

A mutual set of values create and ensure continuity, persistence and safety.

A mutual set of values offers both corporations, brands and non-profit organizations a priority right to jump in the same bed, and to glue effectively together products, services, and marketing communication efforts, in order to achieve cost-effective co-operations, multiplicative effects and added value (case-studies).

THE SICU BRAND

SICU is looking for co-operations, collaboration partners and sponsors, who are closely related to the activities of SICU as a virtual organization operating and connecting the unconnected online. We are looking for corporations & brands who can utilize SICU as a brand name (co-brand, sub-brand), the logo and colours of a spectrum as connective elements, and the slogan; Connects the Unconnected as a mutual factor.

The wanted message - Connects the Unconnected - should be perceived by the "receivers" in a micro-second to effectively support e.g. Word-of-Mouth Marketing (W-O-M-M = Viral marketing).

That is e.g. Hard-ware, Soft-ware, Internet Service providers, Telecommunication Companies, Mobile phones, Communicators, Online (book) stores - companies, products and services, which can support one another by utilizing a mutual SICU Connects the Unconnected theme in their marketing (case-study).

The IDEA & OBJECTIVE to build-up a strong SICU brand is most interesting, as it can be utilized multilaterally in many different ways. It aims to generate value for all parties involved, as SICU branded products, services, projects, events, sub-brands etc.

TYPES OF PARTNERSHIPS

There are many different types of partnership; Sponsorship, Cause Related Marketing, Certification Licensing, Message Promotion, Employee Involvement, Operations/Social Enterprise, and Strategic Alliance - a term to cover a broad range of collaborations in which partners combine their core competencies to accomplish social change and meet business objectives.

DO YOU HAVE AN IDEA?

If you get an idea or have a concept how SICU could be productized, please don't hesitate to contact the undersigned or publish your idea in the discussion forum in order to be developed. SICU is naturally prepared to share a fair commission of any interesting deals.

SICU Synergy Newsletter, Sep 2008: www.Sicusynergy.org/sicu_newsletter_September_2008.htm

TOM

Tom Merilahti