First, we initiate a thorough discovery process that involves asking questions, performing research and devising a strategy that makes sense. This is where we step back and ask: “What is the problem?” and “What, exactly, are we trying to accomplish?”
This is where we choose the actual mix of marketing actions and assets you need to put into play right now or in the immediate future. At this phase, we’re breaking out the actual deliverables—drafting schedules and budgets.
This phase entails actual creative development, production work and the approval cycle that comes with it. Clients will see a variety of options, and choose the best fit. There is a subjective component, but all options will meet objective performance criteria.
This is where we execute. The campaign drops, website launches—the rubber meets the road whatever customer experience you’ve created. This is where some people take their eye off the ball and snatch defeat from the jaws of victory.
Metrics are collected in the back end and compared with front-end metrics for a rigorous evaluation of success. Testing is ongoing—where we manage change, and regularly stop to ensure that all brand assets are meeting the original standards we set in the beginning of the engagement.
This is where we watch the project, company and environment and periodically ask: “Is what we created still working?” and “When is it time to change things to more effectively and efficiently deliver our business results?”