Our Process
Every client and every project is different, though most engagements include the following activities:
We start with a reality check and a clear definition of your objectives. We explore where you are today, what's going well, and the challenges and pains you are experiencing. We talk to people and look at what you're doing – the big picture and the important details.
We seek to understand your target audiences, how you're perceived in the marketplace and what's unique about you and your services. We confirm and validate hunches, and especially foregone conclusions, through analytics. We employ quantitative and qualitative methods to more deeply understand your customers, employees, influencers and others, and get to the bottom of problems.
We map the differences between present and desired states in any number of areas, such as quality, tactics or delivery of messages. Then we help to identify and prioritize the tasks that will accomplish your goals.
We develop a plan that will help you achieve results on time and on budget. We break out key messages and help you articulate the value you offer to each of your marketing segments, using rational and emotional appeals.
We connect your messages to the right audiences using a carefully selected mix of tactics. These may take the form of themes, advertising, direct marketing, or an updated website, among others. We additionally provide training and coaching to executives so they can publicly communicate messages more effectively.
We develop a playbook, or reference guide, to facilitate broad understanding and consistent application of messages. Long after we're gone, this book serves as a resource for individuals to create targeted messages that reinforce the messaging goals of the larger enterprise.
We help clients institute an ongoing process to refresh messages. Whether linked to strategic planning, a major announcement, a new product release or organizational change, messages need to stay current and be delivered in a smooth, timely manner.