Our Marketing Process

• Research
  In addition to learning about your company, the products or services that you will promote, and your needs and goals, we conduct market research to identify the demographics of your target customers as well as your leading competitors.  The research phase concludes with the development of personas, which are character representations of your target audience that we use to address the prospect's needs, buying process, and the challenges they confront on the path to becoming a customer.
  
  
• Strategy
  The knowledge gained from our research along with our understanding of your needs and goals informs our recommendations for the best marketing strategy, or plan, for your campaign.  The strategy identifies what will be done, who will manage the tasks, campaign milestones, and how success will be measured.
  
  
• Design
  The design phase involves collaboration with graphic designers and in some cases usability experts to craft the visual elements of the campaign.  Those visual elements include the design of a website or microsite, standard or flash-animated banner ads, and other promotional graphics or multimedia.
  
  
• Development
  Development is usually synonymous with the development of advertising copy.  Copy is the substance of the campaign; the content of the website or microsite, the narrative of flash presentations, and the call to action features of banner ads.  Development also includes the involvement of programmers who write the code that runs the website, triggers the banner ad interaction, and collects data from your prospects.
  
  
• Implementation
  After the development phase, the campaign is implemented:  newsletters are delivered by email, banner ads are placed on their respective websites, keyword ads become accessible on search engines, and the website is updated to reflect the campaign.
  
  
• Optimization
  At key milestones and the conclusion of the campaign we review the collected data and results and deliver them in the form of reports and meetings.  Analytics can be used to inform the decisions made in future campaigns or to improve the other phases of the current campaign.
  

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Our Process