Ideas In Action

Plan

Ideas in Action is the ongoing implementation phase of our advertising and brand strategy. The game plan is defined and prioritized by the information uncovered in the Marketing Opportunity Assessment phase, the collective decisions made during the Creative Platform Development phase, and the resources assigned for execution. Planning includes developing a comprehensive Marketing Plan, campaign goals and metrics, budget allocation, and a media strategy. The objective is to deliver a consistent, integrated program across all consumer touch points, completed within the assigned budgets and schedules.

Execute

Execution is all about process, timing and context. By aligning our creative communications with each stage of the buying decision process, brand messages are more relevant and engaging, and will effectively move consumers toward the purchase decision. Implementation of the plan involves many ongoing and concurrent activities, including creative development, design, production and media placements. A Brand Manual and partner tool kit may also be created to provide brand artwork, design recommendations and production resources to help employees, vendors and marketing partners embrace and successfully execute the brand strategy.

Measure

Clear objectives and predetermined metrics assure that we can measure the impact of our activity and make adjustments to the plan to reach the defined business goals. We use leading indicators such as web traffic, awareness, inquiries and engagement to predict outcomes and make necessary adjustments. Identifying low return activities early on helps us make course corrections or budget changes. Pinpointing high return activities suggests areas in which to reinvest gains or direct additional spending. Measurement ensures that we achieve the desired results for virtually every marketing opportunity.

Report

Because our strategy and marketing plan are built around specific, tangible business outcomes, we report on the metrics and key performance indicators that gauge our success. In addition to lagging indicators such as sales,market share, ROI and margin, our reports may include ad responses, web conversions, social mentions and any other relevant measure of the campaigns impact on the business. These reports will help shape next year’s planning process, our strategy recommendations and budget allocations as we raise the bar for future marketing successes.