You can’t know where you’re going without knowing where you are.
Strategic planning is how we design the marketing communications program that will work the hardest for you – that reaches the right people, tracks back to your business goals, and earns both immediate and long-term wins. It gives us the chance to dig in and map a path to your success. At the same time, it gives you third-party perspective on your communications – what’s working, what isn’t, and how we might improve it together.
We start by gathering the right minds, from your team and ours, to collaborate in hands-on strategy sessions. We’ll leave these meetings with stronger alignment on your challenges and opportunities as well as bold ideas to strengthen your brand. With everyone on the same page, we can move quickly and with purpose, focusing on your biggest priorities.
Through industry research and competitive analysis, we determine the gaps in your market and how your company is positioned to fill them. Are there questions that no one is answering? Topics that no one is willing to challenge? These opportunities can range from easy targets to stretch goals and will help us guide your program with evidence-based decisions.
“INK created personas using data we had underestimated. The insights allowed us to create personal experiences and establish connections with customers we were inadvertently missing.”
Marketing Director, Whole Foods Market 365
During our diagnostic phase, we’ll also get to know your target customers – really, really well. To give you greater clarity on who your brand should serve, we take broad, one-dimensional audience segments and bring them to life with targeted personas. Using primary and secondary data, we learn about your customers’ motivations and pain points and represent them as complex, real people in the context of their buyer journey. Personas won’t only inform our work but can be used across your organization to support sales, product development, and to improve customer relationships.
With all of this knowledge in hand, we integrate media relations, content, digital, and visual strategies to maximize your momentum. And we never stop learning. When something changes – like business priorities, customer behavior, or the market – we’ll dig in with strategy and hard work, so your marketing communications can evolve quickly and stay responsive.
Now let’s hit the ground running.