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Plain and simple; we believe that marketing should add direct value to the bottom line and provide the platform for continued business development. In essence, all sales, marketing and communication activity should be designed to support four major principles in order to grow a successful business:

First:	Retain and Grow Relationships with Existing Clients

Second:	Attract New Clients and Develop New Business

Third:	Increase Brand Recognition and Awareness

Fourth:	Create Targeted and Effective Communications

Planning and delivering campaigns based on one or all of the above principals ensure that each project stays true to these fundamental rules for success and that both Initio and the client have an agreed point of reference throughout. The fifth unspoken rule of course, is “*on time and on budget*”.