Helping your organization grow and increase brand awareness for high-priority programs.
The ultimate goal of any marketing strategy or feasibility study is to help your organization grow and increase brand awareness. Developing awareness - who you are, what you do and why preservation is important – will lead to increased support and use of your services, programs, and partnerships.
Our clients have appreciated the precision and intricacy we bring to each marketing strategy and feasibility study. Over time, our team has created and finely honed a wide-ranging approach that includes a thorough situational and SWOT analysis, intensive strategy design, and detailed actionable project plans. The result is an enviable track record of plans that are built around clearly defined goals and key audiences. The plans optimize resources, capitalize on opportunities and mitigate threats effectively.
In order for a marketing strategy and feasibility study to be successful, it must be multi-faceted, realistic and implemented consistently over time. Depending on your resources, there are a number of ways in which you can accomplish your goals and objectives. When we work with our clients, we focus on the following.
The first step in developing an effective marketing strategy is conducting formative research. To be strategic, marketing strategies must be built on fact, not fiction or guesswork. We conduct formative research to find out as much as we can about the issues facing your organization or program. This will be a combination of primary research methods (interviews, surveys, questionnaires) and secondary research methods (already-conducted research relative to your situation).
After we complete the situation analysis, we create a strategic summary covering recommendations and setting goals and objectives. The goals will be broad strokes, higher-level concepts about what needs to be accomplished. Each goal will have a set of objectives to help make them a reality. Each objective will follow the SMART methodology (specific, measurable, attainable, relevant and time sensitive) to accomplish the goal it serves. When formulating objectives, we consider an overall strategy that will effectively reach the target audience, such as using a mix of tactics, including interpersonal communication (face-to-face) and/or the various media that an organization uses to communicate with internal and external audiences. Setting measurable objectives is the cornerstone of our strategic communication foundation.
Once goals are set with relevant objectives and an appropriate strategy, we identify a mix of tactics that will reach target audiences in a timely and cost-effective manner. Strong emphasis is typically placed on branding, marketing, and social media tactics. We find Gantt charts work exceptionally well for plotting tactical implementation.
