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SERVICES

Integrated Marketing Campaigns

Why do we do it better?

The goal of any campaign is to hit your audience with the right message at the right time, with the right creative. These days with so much data available, so much time and resources are spent trying to get the “right message at the right time” to an audience. Where brand launches and integrated campaigns often fall short is having the right creative content. By “right” we mean it connects and evokes an emotional response that makes your audience, even for a moment, disconnect from all of the world’s distractions and connect with your brand. Of all the elements in an ad, creative is the one that determines its effectiveness. Here is one of our blogs about Creative and ROI with links to research.

Our integrated marketing campaigns work better than others because they are centered around a powerful creative idea that finds that intersection between an audience’s deep human need and what your brand represents. We are experts in the psychology of behavior change and creative ideas and executions. No one else offers the combination of science and art like CO.

Here are a few examples of integrated marketing campaigns that have exceeded goals:

Brand Launches

Healthcare

Government

Non-Profits and Associations

Transportation

Brand positioning

In our work you’ll see the end product of our brand discovery process. When we work with clients to create an integrated marketing campaign, usually it is to either create a new brand or to re-launch or re-invigorate an existing one. In these cases we have a process to arrive at the most impactful way to connect your brand to your audience. Depending on how much work your team has already done, we could start later in the process, but if we’re starting from scratch here are the pieces we discover and put together (some simultaneously) to help you take over your category.

Research, research, research

Core to any insight or creative that will move the needle is knowledge. Before arriving at any insights or creating the brand elements listed later on in the process, we and our clients must have a full understanding of the landscape, our audience and the brand we are developing.  Both involve diving deeply into secondary or existing research and primary research.

  1. The Landscape – We look at the competitive landscape and audit their approaches, execution and results where they are available to understand what is currently working (messages, tactics, creative) and what is not. This helps us find the whitespace—the places where the competitors are not and examine these areas that are fertile to build your brand.
  2. Our Audience – Once again, we look at existing data and research of our defined audience—trends, articles, psychological and societal profiles. Depending on the client and the size of the audience, we may also recommend a survey to understand general trends. This helps inform our qualitative research which may take the form of focus groups or one-on-one phone calls.
  3. The Brand– Brands are not made, they are discovered. A brand is more than a logo or a tagline. It is the totality of who you are, what you do and what you mean to the people you serve and the general community. If your organization or company were telling a story of its journey, your brand is your hero. We help uncover this hero by interviewing leaders, stakeholders an employees… people who engage with and are part of your brand. We ask probing questions that help uncover more and more. Then we conduct a half-day to full-day branding workshop with a handful of leaders and staff to hone the learnings. We then develop a report including our insights and create all the brand assets.

Deliverables: SWOT Analysis, reports and decks with toplines and insights to create our brand assets.

Developing Brand Assets

Knowledge is the first step to gaining insights. After this step our team works with our clients to develop the foundational pieces that will help create the brand and tell the story. These elements include:

Brand Purpose

Purpose-led brands have been discussed a lot in recent years. That’s because consumers have more say than ever before, and they want to engage with brands that share their values. Your brand’s purpose is the reason you are in business other than making money.

Brand Promise

This is the promise you make to the people you serve. If there were ever one statement I would recommend any organization put up on every wall it is the brand promise. This is your True North and the reason people trust you.

Brand Personality

The reason your brand personality is vital is that humans relate to other humans. Knowing the personality of your brand helps you better understand your brand voice when you communicate. Working with our clients we often discuss the personas below. Where does your brand fit?  (show wheel)

Brand Positioning Statement

This statement is brief and positions your brand to your audience and against your competitors.

Value Proposition and Higher Order Benefit

A Value Proposition (VP) is the unique value a brand delivers to its customers. A Higher Order Benefit (HOB) is worded in first person (our method) and includes the primary emotional benefit a brand offers.

We create a brand architecture that layers up and helps us determine two key pieces to your brand.

Lastly, here is an article we wrote about the importance of your brand assets in the age of disruption with some examples of these assets. Read: “Branding in a Time of Disruption”

Deliverables: Your complete brand document with all its assets.

 

 

 

 

Lastly, here is an article we wrote about the importance of your brand assets in the age of disruption with some examples of these assets. Read: “Branding in a Time of Disruption”

Deliverables: Your complete brand document with all its assets.

Creative Platforms, Narratives, Brand Manifestos and the Creative Brief

A creative platform and narrative are emotional expressions of your brand in more human terms. When these are done correctly, they inspire your teams to begin to generate ideas that are all consistent and powerful.

Here is a free downloadable creative brief template to help you.

Deliverables: Platforms and Narrative Boards, Creative Brief.

Communications Plan

A complete communications plan includes:

1) A marketing mix with specific target audience and channels to reach them (Direct, Owned and Earned Social, PR, Advertising). This includes which media and channels will be optimal.

2)  Overall messaging and specific messaging for the stage (Pre-launch, Launch and Post Launch, both internal and external) and messaging that is specific to each channel and audience

3) Visual representations of the brand along with a brand manifesto that not only captures the messaging but the tonality of the brand.

4) Final Piece: Launch and Take Over Your Category. Our creative works because it takes all of the above and turns it all into clear and powerful executions that grab attention and make people feel they are part of a brand. Check out our Creative Work.

The deliverable depends entirely on the product or service and the audience. But here is what we can deliver when needed:

  • Brand Launch
  • Brand Re-Launch
  • Brand Strategy
  • Brand Positioning
  • Brand Asset Development
    • Value Propositions
    • Brand Positioning
    • Higher Order Benefits
    • Brand Purpose
    • Competitive Analysis & Audit
  • Brand Workshops
  • Brand Messaging
  • Naming
  • Taglines
  • Logo Design
  • Message Development
  • Integrated Behavior Change Campaigns
  • Video Content
  • Digital Ad Development
  • Integrated Marketing
  • Content Marketing
  • Creative Development and Execution
  • Traditional Advertising Campaigns
  • TV
  • Radio
  • Print
  • Outdoor
  • Brochures
  • Posters
  • Infographics
  • Website design & content
  • Annual Reports
  • Media Planning & Buying