Full-on marketing guidance–someone asking the right questions and enabling you to think critically about your industry, business, customers, competition, brand and marketing activities. A strategic marketing plan answers both, “What are we trying to do?” and “How are we going to achieve it?” in a thorough, resolute way that doesn’t miss a lick (broad-to-specific). It facilitates a systematic way of measurably and methodically moving a your business’s overall marketing activities from point A to point B.
A brand landscape is a collaborative document and process that combines visual (graphic, photographic) and distilled conceptual elements (written) to succinctly express what a particular brand is, and what it is not, to a broader internal audience. At its core, it’s a reference and training document. It serves to familiarize an organization’s management on the concept of their own brand, so that they themselves can more consistently demonstrate and articulate it to others.
You have a mid-size to large organization with many internal stakeholders, affiliates or external partners–all have a vested interest in and involvement with the brand in question. You are re-branding or refreshing a brand, and need to re-introduce the brand to stakeholders. A brand rollout is designed to be both an event and exercise in brand familiarity and engagement.
Your organization needs to aspire to something greater in order for its marketing (and brand) to become something that inspires others. Sometimes there is no unifying or inspiring vision–an expression of what an organization aspires to reach or become in the next five to ten years. Other times, a vision reads as flat, academic or long-winded. A good vision statement helps all stakeholders reach to something higher.
A public outreach strategy addresses and formalizes an approach for an entity to address the public-at-large. This does not necessarily mean customers. Rather, it’s about respecting and interfacing with the general public as influencers, opinion holders, social activists and supporters of personal, political or economic interests. This type of strategy addresses a need for responding to criticism, opposing or competing points of view. It’s about taking a proactive, thoughtful, concerted and consistent point of view and turning it into a persuasive, powerful message, demonstrative action and clear communication in order to back it up. Its purpose is to build and demonstrate credibility and to communicate it authentically.
Change is hard, but success hinges on making it happen. After the strategy, this is probably the most critical aspect of helping your organization achieve results. You have a finished strategy, but how do your team to apply some “stick-to-it-ness”? We can help. It’s about learning how to apply a strategy and integrating its steps into action. The rest is habit. We can help you make it happen by establishing, leading and facilitating a process, while integrating routine. Think of it as a strategic personal trainer. This is the difference between hiring a consultant and hiring someone who can help you deliver on a plan.