Methodology

Telling Your Story Effectively Means Doing Our Homework

We take our clients through a research and analytical process that is essential for articulating your story effectively. We get up to speed on your business quickly and gain a deep understanding of your marketing and communications challenges. As part of this process we develop a strategic brief for you that documents the strategic positioning and differentiated messaging. The brief informs all your marketing strategy and tactics. By doing our homework up front, the strategies we create and tactics we execute as part of your team are on target. Our methodology consists of the three fundamental phases: Discovery, Development and Delivery.

Discovery …
— thorough grounding in your company, product or service and business goals;
— relevant market research and industry trends analysis;
— competitive evaluation and assessment; and,
— initial reputation and awareness benchmarking and identification of market category opportunities.

Development …
— application of our expertise and experience to develop (or refine) your strategic positioning;
— research, writing and consulting to create a well-articulated set of key messages (which may include testing, verifying and optimizing existing messaging);
— well-informed recommendations for leveraging your market categories or niches; and,
—copywriting, technical writing and creative services to develop the high quality, persuasive content and intellectual capital required for building compelling Content Marketing and Inbound Marketing programs.

Delivery …
— targeted social media outreach and relationship building services to foster conversation, further engage your audiences and participate in essential online communities;
— expert media and analyst relations services to create and enhance the influencer relationships that become the basis of your traditional PR programs;
— custom-designed partner co-marketing programs enabling you to leverage your partnerships to increase market penetration, extend your reach and make budget dollars go farther; and,
— on-going inbound and outbound marketing programs and consulting services to increase awareness, enhance your brand and build a strong market presence for your organization, ultimately increasing and accelerating sales by helping your customers to find you and buy.

Our methodology provides the foundation of our success as your marketing partner, and serves as the basis for our three main areas of professional services: Content Marketing, Public Relations and Social Media.