1. STRATEGIC PLANNING

Determining the optimal strategic plan for your print and broadcast media presence in the marketplace is critical to achieving results. The “right” design and message will entice your customers to act while simultaneously building brand recognition and loyalty.  The next step involves sifting through all of your offline options to determine your most effective marketing mix — it takes knowledge, expertise and planning to capture the largest percentage of your target audience and optimize your market penetration.

• Target Audience Research
• Market Research
• Competitor Marketing Analysis
• Creative Review
• Direction Setting

2. CREATIVE & DEVELOPMENT

Creative must be dazzling, match your target audience profile (motivations), and marry them with your offline advertising and marketing. In this stage, design components and messages are developed into core statements. This process will ensure that your marketing will resonate with potential buyers and that the look, feel, emotional impact and call to action will inspire potential buyers to identify with and crave your product or service offering. Key messages for all of your media options will be developed, including public relations. PR messaging, such as press release topics, media kits and advertorials will be developed in tandem to integrate with and augment marketing messaging by “telling your unique story.”

• Concept
• Creative Components
• Imagery & Vision Presentation
• Core Statement Development
• Ad creation
• Public Relations storylines
• Direct mail, outdoor, and broadcast media concepts (where applicable)
 

3. MEDIA RESEARCH

In-depth media research will source avenues where your target audience can be reached. New media, direct mail, magazine, newspaper, outdoor, and broadcast media will be examined for matches based on your audience profile and to determine the most effective media mix. PR opportunities will be sourced to support all of your marketing efforts with awareness campaigns and cross-promotional PR media opportunities.

• Media Research & Selection (to target audience profile)
• Media Plan
• PR Plan

4. ROLL-OUT STRATEGY

Implementation schedules will be developed for all of your offline marketing campaigns, complete with timelines and integration with online marketing. This calendar will outline several marketing strategies in tandem and will ensure that all of the components of your marketing produce cumulative effects and are delivered in a strategic and timely fashion.  Media buys will be negotiated to secure best rate, placement and added-value programs.

• Project Management & Direction
• Media Schedule and Timeframes
• Integrated Cross-Marketing Programs with IMS
• Media Buying and Negotiation

5. RESULTS MEASUREMENT

Tracking media response is a key measure of success. Knowing the impact of your offline marketing solutions to web registrations, on a per media and per media category basis, ensures that your strategies are performing at peak levels and allows best yield results to be identified quickly.  Built-in media plan flexibility allows you to capitalize on your “best response” media points and strengthen campaign intensity in those areas.

• Dedicated toll free number metrics
• Cataloguing of promotional materials with special codes/promotion keys
• Results Reporting
• Ongoing Media Recommendations Report
• Ongoing PR Results Report