| Want to find out more about us? |
| No client requirement is ever quite the same. However our overall approach to ensure that all new projects are developed and implemented successfully remains consistent. |
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| Interrogation |
| Nothing personal we're sure you'll glad to hear - but gaining an in-depth understanding of the brief, including challenging current thinking where appropriate is essential. |
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| This is to understand corporate intentions and requirements, financial resources and implications, and resource/operational limitations. |
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Delivering: Clarity of what is required and synergy
across the team |
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| Analysis (product and target audience) |
| A comprehensive analysis of the marketplace, the product’s position (or desired position) within it, along with other external factors that may effect its performance including Pricing, Sales Channels and Branding implications. |
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| This will also include a thorough examination and understanding of the competitive environment and is likely to employ planning tools such as a SWOT Analysis, the Boston Matrix and Ansoff’s Model. |
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| Delivering: A thorough understanding of the operating environment from which specific objectives can be established and a strategy developed. |
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| Objectives |
| By using the information obtained through the analysis, a defined and specific set of quantitative marketing and financial objectives can be set, that provide the focus for both strategic direction and tactical initiatives. |
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| This is a stage that must be agreed by all parties involved in order to ensure synergy of thinking and cohesive participation in the project. |
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| Delivering: Specific strategic and tactical objectives are set over and above any corporate objectives laid out in the brief. |
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| Strategy |
| Definition of the how the objectives will be achieved, taking an initially broad view of the core elements involved such as product proposition and positioning, definition of channels, media analysis and pricing. |
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| Delivering: A defined direction for marketing activity. |
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| Tactics |
| Specific proposals on what activity should be undertaken to meet the strategy and achieve the objectives laid out, with timelines. This would be likely to include multiple activity and would be accompanied by targets established for each initiative. |
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| Delivery: Clarity of exactly what activity should be conducted and the likely results that would be achieved. |
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| Evaluation |
| The plan would include details of an evaluation process in order to monitor campaign success. This will vary depending on the activity, the desired results and budget. |
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| Delivering: Pre-defined evaluation criteria. |
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