fbpx

STRATEGIC PLANNING


The idea of strategic planning can be daunting, bringing to mind a long, complicated process and dusty manuals. But it doesn’t have to be that way.

Our strategic planners David and Karyn keep it simple and authentic. They don’t believe in cookie-cutter processes; instead they customize each company’s plan. They focus strictly on understanding the needs, resources and capabilities of our small and medium-sized clients.

We will design a strategic planning process just for you…one that everyone in your company can relate to.

BRAND STRATEGY & MARKETING PLANNING

Our team has successfully energized hundreds of brands. Our proven, research-driven process is fun and delivers bottom-line results!

Research & discovery

Result: Data, context, confidence, direction
Research Summary, Clear Vision & Mission

  • Vision & Mission
  • Customer Experience
    • Touchpoints
    • Sales History
    • Customer Satisfaction
  • Key Products & Services
  • Culture & History
  • Business Strategy
  • Market Environment
  • Competetive Landscape
  • Research & Analysis
    • Surveys
    • Listening Sessions
    • Focus Groups
    • Interviews

CLARITY & STRATEGY

Result: Personality, brand story, common goals, clear focus on audience, focus
Strategic Brand & Marketing Brief

  • Core Values
  • Brand Attributes
  • SWOT
  • Strategic Planning
  • Business Category
  • Audiences
  • Target Market
  • Competetive Advantages

Positioning & Differentiation

Result: Your uniqueness and value
Brand Plan

  • Unique Selling Proposition
  • Taglines
  • Key Messages
  • Positioning Statements
  • Proof points
  • Brand name
  • Product names

Identity & visual assets

Result: Identity, creative assets, messaging
Brand Assets & Standards

  • Logo & sub logos
  • URL
  • Social Tone
  • Voice
  • Visual Style
    • Colors
    • Graphic Standards
    • Imagery Style
  • Product/service names

Launch & Measure

Result: How you show up in the world’s performance measures
Business Development Materials

  • Environment
    • Customer Experience
    • Employee Behavior
  • Digital
    • Website
    • Email
    • Social
    • Video
    • Applications
  • Word of Mouth
  • Materials
    • Collateral
    • Signage & Vehicles
    • Packaging
    • Tradeshow
    • Advertising
  • Public Relations
  • Events

 

DIGITAL STRATEGY & SOCIAL MEDIA

GROWING COMPANIES IN A NEW AGE OF MARKETING

We simplify digital marketing for our clients. This goal came from our own experience partnering with young teams to help generate leads, create websites, plan social media campaigns and develop software applications for our clients. Over and over again, we got mediocre results. Eventually we came to understand why – these young teams, while bright, energetic and digitally minded, were not seasoned enough in marketing thinking, strategy, and data analytics to fully understand our client’s needs.

So, we created our own in-house team and processes to help our client’s generate leads and gain brand equity in their industries.



Why digital marketing?
Your customer has never been more empowered. Generating leads has never been more fragmented into technologies, platforms or communication channels. You need a seasoned team with all required skillsets along with a strategic and systematic approach.

Here are four solid reasons to talk with us about digital:

  1. We’ll keep it simple.
  2. You will be confident that your digital campaign is integrated into your overall marketing strategy with the region’s most experienced team of marketing thinkers and strategists.
  3. You can’t afford to be a dinosaur. Your company needs a strong online presence to win business.
  4. The data we provide will help you understand your market and your customers and support your strategies.

RESEARCH & VALIDATION

Strategy without research is just an assumption or theory. Research instills confidence and provides direction that leads to great marketing AND great results. The Marketing Department has experience in a variety of qualitative and quantitative research methods.

In addition, our agency partners with the Michigan Tech School of Business, which gives us access to resources like technology, trend forecasting, and student research teams.

Quantitative

Customer Satisfaction Survey
Brand Loyalty
Brand Equity Survey
Employee Happiness
Distribution Channel
Competitive Analysis

Qualitative

Focus Groups
Street Surveys
Brand Audit
Secret Shoppers
Employee Happiness
Distribution Channel
Customer Profile
Buyer Journey Mapping
Customer Touchpoint Mapping

 

Testing

Market Research Reports
Sales Figures
Price Testing
Position Testing
Segmentation research
Concept Testing
Brand Name Testing
National/ Local Statistics
Small Scale test launch

Secondary

Market Research Reports
Competitor marketing literature
National/ Local Statistics

Quantitative Methodologies

 Tools  What it Addresses  Ideal Customer
Customer Satisfaction Survey Develop an understanding of a customer’s satisfaction with a brand B2C, B2B
Brand Loyalty What motivates customers to stay or what it takes to attract new customers? B2C, B2B, NP and municipalities
Brand Equity Survey How favorably do consumers view the brand? B2C, B2B, NP, Government, Anyone with strong direct competitors
Employee Happiness How to attract new employees, retain the current ones, and understand the culture Any business with 10 or more employees wanting to attract and retain talent
Competitive Analysis Define competitive differences; product & price B2C, B2B

 

Qualitative Methodologies

 Tools  What it Addresses  Ideal Customer
Secret Shoppers Identifies specific areas of improvement in the customer experience and can also be used to shop competitors B2C, B2B/td>
Brand Audit To identify opportunities to improve specific or all areas of marketing and the customer experience B2C, B2B, NP and municipalities
Focus Group, Street Surveys Develop an understanding of a customer’s satisfaction with a brand, transaction, product, etc. B2C, B2B
Situational Observations Observe customer behaviors and reactions B2C
Brand Loyalty What motivates customers to stay or what it takes to attract new customers? B2C, B2B, NP and municipalities
Brand Equity Survey Identifies specific areas of improvement in the customer experience and can also be used to shop competitors B2C, B2B, NP, Government, Anyone with strong direct competitors
Employee Happiness How to attract new employees, retain the current ones and understand the culture Any business with 10 or more employees wanting to attract and retain talent
Buyer Journey Mapping To determine what motivates people to buy and what decision-making process they use B2C, B2B
Customer Touchpoint Mapping Inventory of the customer experience B2C, B2B
Distribution Channel Audit To assess distributors’ and retailers’ attitudes toward a product, brand, or company B2B
Competitive Analysis Define competitive differences, position & promotion B2C, B2B

PUBLIC RELATIONS

Through our deep understanding of industry sectors and careful listening, we have become experts in identifying opportunities for our clients. We know how to build brands, deliver press coverage, tell stories, and write an appealing headline, subject line and press release. We deliver real business impact.

And our team loves to build presentations, coach presenters, write messages and design events that maximize visibility and gain leads.

GOVERNMENT RELATIONS

Are policy barriers or lack of government programs holding your organization back from success and growth? Our team will develop a strategy to help you take advantage of opportunities, overcome obstacles, and educate local and state representatives.

WEBSITE DEVELOPMENT

IT’S ALL ABOUT THE PROCESS!

ADVERTISING

Advertising is where ideas and brands are expanded into media, websites, google, social media, billboards and more…

Out team is experienced in all media, from print to digital and from video to public relations. We execute in-house and partner with printers and photographers to help with the rest.

We work in your best interest and DO NOT ACCEPT MEDIA COMMISSIONS. This allows us to design a campaign around the clients budget and goals.

And we do all this with creativity and consistency.

Copy link
Powered by Social Snap