Do you know where your ad is tonight?
Pathway to Profitability - The ASSISTTM Process
At The Collaboratory we understand the relationship between creativity and accountability. Which is why we've developed The ASSISTTM process to facilitate the entire communication experience. It's our playbook as well as playback. And it works. The process is flexible enough to accommodate companies that have an existing strategy; intuitive enough for companies that need one.
Analyze: We start with utilizing your insight, and if necessary, focus groups, to help us determine your brand identity and market niche. Our research and analysis of the marketing environment will identify your target market, and establish measurable communication goals and objectives. The purpose is to define the competitive landscape, and identify where you are, how you got there, and where you're heading.
Strategize: Consumer needs and wants will be identified. With that information, we develop a marketing strategy that communicates your brand personality on an emotional level. The strategy will identify the resources required to implement marketing communication objectives and position your brand to businesses or consumers in a convincing manner. Using a best practices model, the brand strategy includes a media plan and creative direction to write, design and deliver a compelling, integrated message that fits perfectly into our digital age. On-time. On-target. On budget.
Synthesize: What we say, how we say it, to whom we say it and when we say it will be integrated and developed based on the brand strategy. Graphic design, copywriting, photography, public relations, media planning, customer relationship management and all other forms of execution will focus on communicating the brand consistently.
Implement: From the presentation of the marketing strategy through every production step of the creative concept, our process is designed to constantly measure the message against the strategy, keeping it on track as scheduled across all media.
Summarize: Determine if the objectives were met, if our assumptions were accurate and if the media and creative were on target. In other words, "Did it get you where you want to be?" With that data we can define what needs to stay the same, what we should focus on and whether our communications should be changed.
Temper: Revisit the analysis questions with new insight from the marketing communication experience. Strengthen areas within the marketing strategy to address any weaknesses exposed via results of the summary. Refine the communications to more effectively reach the target and our objectives.
A noted advertising agency executive once put it this way: "If it doesn't sell, it's not creative." Before we invite any of our Clio winners, Emmy winners, or seasoned veterans to join our southeast Michigan group, we talk a bit about that.
Effective media strategies go well beyond the numbers. Both strategic and creative, media is more than achieving low Cost Per Points and competitive rates; more than demographics, psychographics or statistical analysis...more than generating high reach, average frequencies or gross impressions. Although all of this is important, media is more than the sum of its parts.
Buying and Placement:
Delivery and Accountability
At The Collaboratory, accountability means much more than simply finishing up the paperwork and running the post-buy. It means staying in touch with stations and reps on a daily basis, arranging make-goods for poorly performing spots and being in a position to capitalize on late-breaking avails. It also means tracking spot placement daily, ensuring schedule clearance, reconciling invoices on a spot by spot basis, negotiating credits for incorrectly run spots and tracking actual Cost Per Points and overall Target Rating Point delivery.
Media Stretch and Added Value
Added value is an integral part of strong media negotiation. As part of our buying strategy, we routinely negotiate promotional enhancements to each schedule. Negotiating sweepstakes packages including everything from POP development to on air mentions and grand prizes.
Media Tools, Resources and Experience
We have analyzed, planned and bought media in every major market in the country (and hundreds of not-so-major markets).
Web development, like all other forms of communication, is more than banging out a page, running it up the flagpole and waiting for the phone to ring. It involves knowing your customer; their computer environment and their comfort level with technology. A thorough understanding of your business process is critical to facilitating your revenue stream and providing useful customer relationship management tools. The importance of conveying your brand throughout the user experience can't be overstated.
Scripting The Interactive Experience:
Copy, graphics, interface usability that tell your visitors they have reached the right place. Instantly. Our designers understand their responsibility to convey the brand consistently to your customer base through sight, sound and an aesthetically pleasing interactive experience. If your company is easy to work with and quick to respond, your site should be easy to locate, navigate through and it should download quickly.
How do you distinguish between good programming and that which can compromise your brand? Preferably before your customers "mouse" tells you by abandoning your site? By testing the site thoroughly before you launch it.
Edits, changes and new content
A key component to getting your visitors to return is if there is something new and relevant to them on your site. We can edit and input new content on client's sites, or design and program the site to facilitate clients that want to do it themselves. Training your staff (presuming they already have some computer skills) to edit your site typically only takes a couple hours and you're off and running.
Search Engine Friendly
It all starts with structure. From researching keywords that make sense to your target to seamlessly integrated them into the content. Using varied meta tags on each page on your site to maximize the opportunity for top search page results. If you have a cluttered market, we can explore paid subscription opportunities on search engine sites and directories. Bottom line, if getting found through searching is an important component in your strategy, we will get you there. Take a look at our User Environment Statistics (this is a link to page 27 info) to see how your demographic uses the Internet.
Hosting and Reporting
You will have to look elsewhere for a headache. Our hosting is trouble free, replicated off site with its own back up power sources. And it comes with some pretty cool reporting capabilities. We can identify, by day, days, weeks or months what activity you have on your site. You can access and generate the reports yourself, live. Not only what platform your visitors are using, but what browser versions. You can identify where they came from (your link opportunities) what pages they go to and how long they stay. We can help you transform all of this information into actionable future plans for your site development.
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