We offer end-to-end channel strategy, planning and activation services either directly or through one of our preferred partners.
Our very non-trademarked approach is pretty straightforward (we’ve found that most clients actually like straightforward.)
We start by identifying what we are trying to achieve (i.e., the key performance indicators, or KPIs) through the work we do together. This includes a prioritization of goals, how we will measure progress against these goals and what we need to accomplish for the work to be a success. This is by far the most important step in the process. By the way, we won’t move onto the next step until we have reached alignment with ALL key stakeholders.
We then develop a comprehensive profile of a brand’s best customers or prospects (i.e., the audience that offers the best opportunity to meet or exceed your goals), that answers the following questions:
- Who are they?
- How do they live their lives?
- What are their needs, motivations and key behaviors, particularly as they relate to the industry or product category we are working in?
- What channels (paid, owned, earned) are most appropriate in terms of the target’s consumption and influence?
- And importantly, how do their beliefs, values and behaviors connect to the consumption of a particular good or service.
We then layer-in an informed view of how this audience moves through a decision process, including key triggers/barriers that motivate/prevent them from taking/not taking a desired action and the messaging that will best move them through this process.
We end with a fully orchestrated communications plan that tightly integrates the medium and the message and defines how to cost-effectively and measurably drive a desired action while constantly optimizing for on-going efficiency.
It’s not rocket science but it does provide a nice framework for producing smart plans that work.
Read more about each of the various phases below.
a framework that defines the best time and place for a brand to tell its story. The result: more of what you want.
a fully orchestrated communications plan that tightly integrates the medium and the message; defines how to cost-effectively and measurably drive a desired action.
ac·tiva·tion & op·ti·mi·za·tion
an iterative process for putting the communications plan into market and actively refining each & every component for maximum results.
Northampton Consulting 