Expanding Your ‘Brandwidth’ begins with our 10-step MAP (Marketing Action Plan) process, to review your goals audience, competitive environment and internal strengths and weakeness to define and frame a message, storyline and marketing themes to create a distinctive and credible market position – a road map for success.
To create engagement of an audience, materials need to be relevantly and credibly communicated through a variety of paid and contributed media and communications materials such as websites, social media, broadcast, outdoor, media relations and referral management. We identify the most efficient methods for communicating and influencing audiences.
Good Design is surprising, delightful and useful, but, in addition, it succeeds only when it incorporates an appropriate narrative and focus to it’s audience. We know how to use design to tell stories that induce surprise, delight, engagement and commitment.
Accountability is a critical aspect to any successful marketing effort. Through a seasoned and informed understanding of marketing metrics and analysis, we assess and document project progress and results. We’re constantly testing and revising our strategies to assure consistent long-term outcome for our clients.
The MAP Process. Developing a Marketing Action Plan
1. Research. Getting the Facts.
• Process: We create a customized internal audit that each stakeholder completes to establish consensus on goals and an understanding of the market, products, services and internal constraints. We also review your audience, competitiors and market space to define the positioning ad messaging options.
• Deliverable: Internal Snapshot, Aggregated data and report representing the core marketing issues.
2. Documentation and Plan Preparation. Analyzing and Synthesizing.
• Process: after we completed the research phase, we meet with individual stakeholders and synthesize our findings to make specific strategic and tactical recommendations as to positioning, messaging, branding and promotion and then meet with stakeholders to define, refine and schedule first projects.
• Project Specification: Revised specifications for initial projects.
1. Concept Development. Define the Problem and Creative Development of Solutions
• Process: Brainstorm, Evaluate, Test, Reconsider (BETR) the elements that need to be employed to communicate the brand, message and user experience.
• Deliverable: Differentiated positioning, messaging and visual elements appropriate to the goals, market and audience. (Some Solutions)
2. Visualization. Refine messaging, campaign concepts and positioning, incorporating visual elements
• Process: Copywriter, creative director meet with project team. Layouts designed for review.
• Deliverable: Initial copy drafts and first stage mock-ups.
1. Audience Identification. Where are the Prospects and Influencers?
• Process: Develop profile of target audience(s) and identify media and tactics to reach them.
• Deliverable: Strategy and tactics to find and engage prospects and influencers.
2. Media Selection. How to Reach Them
• Process: Identify the off and online media relevant to the audience(s) and specifications for each.
• Deliverable: Media Plan with budgets for media placement, mailing, online delivery or inbound marketing
1. Assessment Plan. Defining the dimensions of success. What Do We Measure?
• Process: Establish baselines and parameters of measurement, tied to goals such as conversions.
• Deliverable: Reports and recommendations for change.
2. Monitoring. Documenting.
• Process: Review results and determnine what steps, if any, are needed to improve project success rate.
• Deliverable: Revisions dictated by monitoring document.