The document is a marketing newsletter from Above & Beyond Marketing, a small marketing and consulting firm. It provides an overview of the company, describing the types of niche projects it takes on and the services it provides. It also shares several client testimonials praising the firm's work in areas such as market research, new product launches, and media relations campaigns. Clients highlighted include cable companies, mortgage lenders, universities, and financial services firms.

1. HIGHERIntelligence
... from Above & Beyond Marketing
INSIDE:
Great Ideas
& How We
Make Them Fly!
PLUS...
A&B's Clients
Speak Out
Winter 2008

2. Table of Contents
WHO ARE WE?
CAN WE HELP YOU?
HOW WE HELP YOU
Where do you want to go?
OUR EXPERIENCE Click on the desired bar.
OUR PROJECTS
OUR CLIENTS
OUR RESULTS
CONTACT US

3. WHO ARE WE?
Above & Beyond
Marketing
We are a small, dynamic enterprise specializing in marketing and management
consulting assignments. We deliver results for marketing/sales organizations by
blending insight with appropriately integrated analytic, productivity, communication
and information solutions in the areas of business and professional development
and client relationship management. We apply this expertise in business to business,
business to consumer and non-profit contexts.
Above & Beyond Niches:
Identifying, designing and completing essential, but quot;hard to classifyquot; projects;
those requiring multi-disciplinary expertise, capabilities, skills or resources
Above & Beyond clients’ daily operations
Providing relevant, incisive business intelligence/opportunities to decision-makers
of quot;nichequot; organizations
Delivering practical strategies and tools for our clients to communicate with their
own quot;nichequot; target audiences

4. CAN WE HELP YOU?
You may run a division of a large enterprise, you’re a business owner/entrepreneur or you are involved in
promoting or developing the resources of a non-profit organization.
Consider us if you answer quot;yesquot; to at least one of these questions:
1. Is your organization missing important opportunities because of a quot;disconnectquot; or quot;impairmentquot; in: YES NO
-Customer’s perceptions and awareness of the relevance or value of your products and services
-Cross-functional team and external communications related to new product/service
introductions/promotions?
-Client satisfaction measurement and organization feedback processes?
2. Do you have that quot;specialquot; instructional, sales or communication tool that you budgeted to complete,
but just can’t re-allocate existing staff (or find the person with the right talent) to complete the project?
3. Do you have an interim, finite or periodic need for a product/service development function
or a need for an addition to your existing team?
4. Do you need to supplement your quot;in housequot; marketing or communications staff-or contract
for these services on a case-specific basis?
5. Do you have the in-house resources or talent to research, analyze and communicate the
risk/reward of new business models or opportunities?
6. Do you have a need to train staff/constituents/yourself in subjects such as effective event/organization
planning promotion and communication? Is a staff member developing and delivering the course for you,
or do you have a need for outside expertise?
7. Do you have a specialized niche audience and are unsure about the most effective approach,
methods and media to use in targeting your message?
8. Do you have multi-faceted marketing, sales or customer-oriented challenges due to:
-Lack of diversity of required in-house skills
-Constraints in reallocating sufficient staff time to complete the project?

5. HOW WE HELP YOU
Above & Beyond Marketing provides you with critical, timely insights by
consistently applying a unique combination of:
Understanding
We are relentlessly thorough in our research of your situation, helping you identify,
articulate and set priorities.
Experience
What’s new to many enterprises today was news to us over 15 years ago;
This translates into both increased project efficiencies and savings of your
precious resources-time and money! We are challenged by that which is truly new
and original-and embrace the opportunity to creatively leverage our knowledge
to benefit our clients.
Interdisciplinary Approach/Impressively Diverse Resume
We provide big-picture, substantive solutions incorporating best practices we
have identified, developed and/or adapted from our experience in a wealth of
industries, our projects in a wide array of areas and our culture of quality
affiliations & relationships.
Communication
Expect us to speak your language and that of your clients! If not, you’ll be pleasantly
surprised at what we’ll do to reduce learning curves to become productive. We share
our knowledge with you in the form of practical strategies and tools to effectively
communicate with your clients, prospects, constituents and stakeholders.
Simplification
quot;Infowhelmedquot;, quot;technoloadedquot; and unnecessarily quot;jargonifiedquot;?
(Overwhelmed by information, technology overloaded and drowning in jargon?)
We are sophisticated technically, yet pragmatic in productive uses
of information and technology as part of our solutions development process.
Standards Above & Beyond
Client satisfaction is a beginning; Above & Beyond is about exceeding
client expectations through unmatched personalized service, commitment
to quality, integrity, and flexibility in identifying and delivering the correct
application of resources to address client needs and deliver results!

6. EXPERIENCE IN A WEALTH OF INDUSTRIES
Media quot;Old & Newquot;
Telecommunications
Computer Hardware/Software
-Brokerage
Financial Services -Insurance
-Financial Planning
-Banking
Entertainment -Corporate Finance
-Treasury/Cash Management
-Mortgage Brokerage
-Real Estate Brokerage
Travel
Education & Training/
Library & Information
-Skilled Nursing/Assisted Living
Healthcare -Hospital
-Pharmaceutical
Chemical Manufacturing
Food (with a quot;subspecialty in
marketing to quot;Kosherquot; audiences)
Cable & Broadcasting
Municipal Government

7. OUR PROJECTS
PROJECT AREAS IN WHICH WE HAVE WORKED
Customer Relationship Management/Quality Assurance
Business Model/Operational Feasibility and Competitive Assessments
Sales
-Professional Development
-Organizational Effectiveness
-Administration & Operations
Market Research
Technology Assessments/Deployment
Product/Service Documentation/Materials Development
Proposal/Plan writing
Presentation Development
Advertising
Sponsor Development
Marketing Communications/Collateral Development
Teaching/Instructing
Product Development
Direct Marketing
Media Analysis/Planning
Non-profit Management/Governance/Development/Promotion
Public Relations
Special Event Planning/Management/Promotion
Association Management
Financial Analysis
Operations Management
Industrial Hygiene/Safety
Human Factors Engineering/Ergonomics
Technical Support for Litigation

8. OUR CLIENTS
A CULTURE OF QUALITY AFFILIATIONS & RELATIONSHIPS
Our clients, professional affiliations and the prior employers
of our President and Chief Solution Officer-Gary Minkoff, are
a selective and admired group of enterprises, including:
AT&T
American Express
Bell Atlantic
Bell Laboratories
Citicorp
Merrill Lynch
Monsanto
Rutgers University
S.B. Thomas
Smith Barney
SmithKline Beecham
Time Warner

9. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
Time Warner Citycable
This division of the world’s largest media company is
the industry leader in cable advertising sales.
OUR ASSIGNMENT...
a multi-phase project including:
Designing and implementing a study to collect
market intelligence/quality assurance data from
a database of existing/prior clients
Developing a package of quot;testimonialsquot; as a
quot;point of salequot; tool with prospective clients
Analyzing/Communicating results/providing incisive
recommendations for sales/sales operations
process enhancements
Designing/Conducting training to familiarize the staff
with the project’s purpose and results, as well as to
provide market-based recommendations to enhance
their productivity and teach effective use of their new sales tool.
THE CLIENT'S APPRAISAL:

10. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
First American Mortgage
This locally owned and operated boutique mortgage company is a market leader in
Pennsylvania, primarily servicing over 2,000 real estate agents in annual transactions totaling
several hundred million dollars.
OUR ASSIGNMENT...
• Business intelligence, operational/quality assurance research to improve market share
• Provided recommendations/training to enhance: communications of benefits/availability of
products, relationship management, perceived/actual quality of loan processing
• Conceived, developed operational specifications/associated training and collateral materials,
and managed the implementation of a loyalty program/priority service platform to reward
existing top clients and provide incentives for increased agent referrals
• Created innovative technique to support sales coaching for improved loan officer productivity
THE CLIENT'S APPRAISAL:
Initially, some members of our new partnership, who were unfamiliar with your work, felt we would be better
served by taking the “safe route”; that is, retain a mortgage industry specialist, presumably with a track record
of results to match.
However, your success with our predecessor firm, which gave us a range of insights and strategies to help us
improve our market share, and in particular, focused us on the need to transform our approach and staffing for
our client service function was crucial in our decision to retain you again. Notably, the improvement in our
client service function was essential in positioning us to successfully absorb the substantial growth in loan
volume we have experienced as the company expands.
In the midst of a mortgage market characterized by a huge slowdown in real estate transactions and rising
interest rates, one in which volumes are shrinking and many of our competitors are simply closing their doors or
desperately seeking merger partners, we are stronger than ever. You deserve much credit for the innovative,
incisive and often, common-sense recommendations you made during your most recent engagement, while
spearheading the implementation of your recommendations with attention to all the critical details. You focused
us on some tough, but necessary decisions that have enabled us to re-energize relationships and drive significant
growth in our loan volume from key referral sources. Additionally, we see enormous value in the FAMOne
loyalty initiative that you conceived, passionately advocated and carefully implemented. And, the ingenious
method you devised for us to conduct quality assurance monitoring of our mobile sales team provides us with a
great coaching tool. In summary, your efforts have made a substantive positive impact on our bottom line-
which is a tribute to the package of talent, skill, savvy, professionalism and relevant expertise, from our industry
and many others, which you applied so successfully for us.

11. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
New Jersey Clean Communities Council
OUR ASSIGNMENT...
Develop and deliver leadership/project management workshops
for this organization responsible for litter abatement programs
serving the state's 500+ municipalities and 21 counties.
The workshops, entitled Talking Trash: Having an Impact
When Everyone Seems to be Dumping on You were
attended by government officials, public works and
environmental/sustainability professionals, and community
program leaders.
THE CLIENT'S APPRAISAL:
Your keen interest in environmental issues
delighted our audiences when you presented at
our regional workshops entitled quot;Keeping your
Community Clean With Little Time and Limited
Resources.quot;
The course evaluations rated your training sessions as quot;excellent.quot;
The audience was moved and motivated by your discussion, asking
only for more time with you to learn more. We were grateful to have
someone of your caliber speak to our audience. Thank you for shar-
ing your expertise.

12. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
Rutgers University's School of Communication Information and Library Studies (SCILS)
Above & Beyond Marketing President Gary Minkoff has served as an Adjunct Instructor and
Seminar Leader in the Public Relations and Organization Promotion subject areas.
Gary taught undergraduates the quot;how toquot; of Message Design for Public Relations and Organizational
Communication by creating a quot;Public Relations Laboratoryquot;-style learning environment. This
quot;active learningquot; approach provided students with the PR basics, along with challenging opportunities
to apply their knowledge on actual client projects.
One such example is the Rutgers University Library, which engaged a student-run PR agency from
the Message Design class to create and implement an integrated promotion to students and faculty
intended to enhance the Library’s visibility and communicate the benefits of using Library resources.
The University-wide publicity generated for both the project and the class achieved multiple
benefits-positive results for a satisfied client, and a group of proud students who convincingly
demonstrated their ability to apply the PR skills they acquired in the course.
quot;I'm happy to advise you that the winning entry in the student category of the quot;Libraries Essay Contestquot;
is a SCILS student…this essay is posted on the Libraries Web-site…and it has been printed in the Libraries'
internal publication - The University Librarian's Agenda.
The fact that a SCILS student submitted the #1 entry is a nice epilogue to the story of the different
contributions made by SCILS students and faculty to this contest… developed with suggestions from a
group of undergraduate students in a SCILS quot;Message Designquot; class last semester. Students in this class
were grouped into four PR ‘firms’, each of which took on a real client with a real PR challenge.Six students,
led by a student 'agency director' and overseen by their instructor, adjunct professor Gary Minkoff, invested
six weeks of effort into helping the Libraries' Communications Coordinator… prepare the overall strategy
and nuts'n bolts tools for the contest; we were quite pleased with the fruits of their labors…
Please accept my thanks… for (SCILS’) assistance in this contest.
Rutgers University Librarian
It was greatly appreciated.quot;

13. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
Rutgers University's School of Communication Information and Library Studies (SCILS)
Effective Media Relations and Organization Promotion:
A one-day workshop designed for Public Relations and non-Public Relations professionals
(for-profit and non-profit) to enhance their media relationship management and
event-creation/promotion skills.
Participant Appraisals...
quot;Thank you for a very informative, interesting and fun presentation.
It's not always easy to sit in a room for 6 hours, but you made it a lot easier!quot;
quot;Good practical material I can use…It was excellent! …was
interesting and to the point…a lot of participation exercises
kept the audience involvedquot;
quot;The most important benefit for me was learning to
write press releases that will grab attention and
be deemed newsworthy…quot;
Director of Professional Development Studies Program Appraisal...
quot;I appreciate the amount of hard work that went into
preparing and presenting this program. You were very
conscientious in your preparation and did a good job
covering a great deal of material in one day…the content
and delivery of your presentation got great ratings…quot;

14. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
Track Data Corporation
This leading financial services company provides various market data and
related institutional trading services to over half of the top 100 US brokerage firms;
the company’s myTrack brokerage is ranked among the top 20 online services.
OUR ASSIGNMENT...
To provide a media relations effort to support the re-positioning/
re-branding of the myTrack service as The Direct Access Broker.
THE CLIENT'S APPRAISAL:
quot;We’re a mid-sized firm that doesn’t have the money to try a bunch of projects in the hopes that one or two will
succeed. We require quot;bottom-line orientedquot; solutions. This tends to bias us against hiring consultants.
The safe choice in this situation would have been to retain a large, well-known, expensive firm with more staff,
a quot;bricks and mortarquot; operation. We talked to a bunch of them. It was awful...
Dealing with your firm was exactly the opposite. Your firm did an excellent job from the outset in every aspect
of this assignment; in detailing and implementing a plan that was tailored to our specific needs and budget, and
providing us with appropriate metrics for success. Your virtual organization created the perfect team—one with
the necessary expertise, knowledge of our business, and flexibility to deliver highly pro-active and responsive
service. So what if one member of the team was located hundreds of miles away? He was there when we
needed him. Better to have an experienced virtual team than a larger team of green staffers up the street who
are always ready to take us out to lunch.
The bottom-line? You did exactly what you promised—and more. We received great value for our media
relations investment, and far better results, than had we retained one of your larger competitors. And we have
the measureable results to prove it! Thanks.quot;

15. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
WorldGate Communications
This company is a pioneer and industry leader in the emerging business of
interactive television.
OUR ASSIGNMENT...
To create a web-based Local Advertising Sales Guide for cable advertising
salespeople which would quot;demystifyquot; the perceived complexity and technology
of interactive advertising. There was a critical need to create interest among
advertising salespeople, and focus their attention on the economic benefits to
advertisers specifically using the WorldGate iTV service.
THE CLIENT'S APPRAISAL:
We wanted to take a leadership role in our industry by introducing a superior sales support tool that would
properly complement our innovative technology. This project was extremely difficult, because it demanded a
team with the comprehensive skills and expertise to effectively quot;bridgequot; many technical, creative,
communication, media and sales-related disciplines. We were very pleased with the way Above and Beyond
was able to integrate your knowledge with our needs. These skills were the key to helping us achieve our goal
to effectively communicate the many business benefits and competitive advantage of our service, in a way that
can be easily understood and applied by local cable advertising salespeople.
This solution allows us to amplify our focus on providing added value to our affiliates, by giving them something
both practical and unique to help them achieve their business goals. You and your team are the consummate
professionals; you completed the project with proactive, responsive service, while continuously providing us
with keen insights to ensure that we could deliver exactly what we sought—a very usable finished product with
relevance to our target audience.
Thank you for rewarding our confidence in your abilities-our Local Ad Sales Guide is definitely one of our Media
Services Group’s top achievements!

16. Above & Beyond Marketing
OUR RESULTS
THE CLIENT:
Cabletelevision Advertising Association of New York
This is a 14 -year old non-profit professional development organization
for local cable advertising sales organizations in the New York Designated
Market Area (DMA). One of only 2 such organizations in the country, it’s the
only one in the New York area. Members include over 2 dozen major cable TV
networks such as A&E/The History Channel, CNN, Discovery Networks, ESPN,
Lifetime, MTV, MSNBC, USA and The Weather Channel as well as cable operating
companies Adelphia Cable, Cablevision, Comcast, RCN, and Time Warner Cable.
OUR ASSIGNMENT...
Association Managment including:
Member development Event planning & organization
Public/media relations Developing a consensus for strategic direction & implementing
the initiatives adopted by the Board of Directors
Membership has increased by nearly 35% during our tenure
despite a major regional consolidation within the industry.
THE CLIENT'S APPRAISAL:
quot;You are unique in quot;sizing-upquot; almost any business situation and
instinctively seeing the outcomes of alternative scenarios. We are
successful today primarily because you consistently develop and
implement appropriate solutions and programs with unsurpassed
attention to detail. We are proud of the excellent decision we made
to retain you.quot;

17. CONTACT US
We invite you to contact us to review how we can help you
take your enterprise Above & Beyond using our own brand
of Higher Intelligence. For further information contact:
Gary Minkoff
President
Above & Beyond Marketing
Phone 732-777-6892
Fax 732-777-6893
email minkg@aol.com