A Process that Delivers Consistent, Successful Results
Our process can be condensed or expanded depending upon project requirements. For example, a new identity calls for a complete and detailed process, whereas an annual report or capital campaign can be more condensed. The following will give you an idea of the steps we take and why.
Phase One: Diagnose
Before we can prescribe a solution, we need to complete a full diagnosis — don’t worry, it won’t hurt. We respect your organization’s past while moving you forward. We learn about your organization’s short- and long-term goals. We conduct a communication audit; interview key employees, board members, and clients; and explore the competition in your space. We take the time to learn about your target audiences, what they think about your marketing communication, and why they think the work you do is important. And, more importantly, we determine if there are any alignment issues with your messages and dig for your organization’s inside and outside truth.
Phase Two: Prescribe
Once we have the proper diagnosis, we prescribe a clear direction for moving forward. We focus on outcome, not just output. We determine what your organization’s unique and differentiating factors are and develop key messages and passion statements that guide us when producing audience-centered materials. We recommend communication solutions and begin to connect the strategy to communication materials. This process helps build buy-in from organizational leadership for any changes in your brand construction or mission statement. It also helps us determine how to make the right change for your organization.
In this phase, we also develop mood boards (examples of our visual thinking) to show the potential feelings of the new identity. Reaction to these mood boards helps to define the visual direction, so that in Phase Three, the solutions coincide with the proper, agreed-upon direction. From this exercise, we build your organization’s visual identity, annual report, capital campaign, or whatever challenge we face. Strategy with us is fun — it is no hard pill to swallow.
Phase Three: Developing the Visual Solution
Connecting strategy and design as well as linking the inside truth to the outside world through audience-centered marketing communication is what we are all about. More than just appearing visually pleasing, great print and web design should elicit a directed and predicted response. Your marketing communication must stand out from the crowd, connect, be memorable, and inspire action.
Once we have your reaction to and input from the mood boards, we develop a look and feel that works across all of the marketing communication vehicles (e.g., letterhead, business cards, brochures, ads, website, newsletter, e-news, etc.) that you may use . When rebranding, it is crucial to design all of the marketing communication components in mock-up form all at once. This step not only determines if the visual solution works well across all pieces, but also delivers the brand’s look and feel in its entirety.
Phase Four: Design Implementation of All Marketing Materials
Once the recommended marketing communication materials are prioritized, budgets and estimates are created for each. The materials are then fully designed using the approved identity. This step includes the writing of real copy, selection of photography, and development of the website, as well as any and all of the marketing communication pieces needed.
Phase Five: Measure
Marketing is always a work in progress. We work with you to determine how your messages are connecting with your audience. We also look at how we can refine and further focus your messages. Our goal is to continue to build awareness of your brand and to successfully achieve your organization’s goals. We measure results where we can and work with you as your needs develop to get the results you are looking for.