OUR PHILOSOPHY: One Size Does Not Fit All
We believe the project process is the act of problem solving. We also believe that problem solving and decision-making are inextricably linked activities requiring creativity, open two-way communication and a liberal dose of collective brainstorming. We passionately approach our work with the disciplined application of key marketing principles, but ultimately, each project is unique and must be treated as such to provide a custom fit.
DISCOVERY: Tabula Rasa
Initially we approach the process as a blank slate, checking our past experiences and personal perceptions at the door. Our goal is to learn all that we can about you. From your previous marketing efforts and recent research, to your target audience profile, we devour any piece of information that creates a picture of you and your competitive environment. With this knowledge, we provide you with our audit of our findings, seeking affirmation or rejection of our insights to help define or redefine your brand and its desired impact.
APPLICATION: Shaping the Clay
These brand and audience insights allow us to identify the best positioning, strategies and tactics to effectively deliver the message to your constituents. Brainstorming sessions, collaborative and inclusive, provide the basis from which multiple marketing solutions will be proposed, along with several “workable” strategies. This process must be conducted as a team, encouraging and valuing all contributions. Of course, problem solving really is decision making. Once the solutions are on the table, we work together to determine which options are realistic, relevant and a smart use of resources. Measurement goals are established to ensure we stay on budget and meet campaign objectives.
“Despite the fact that Trickey Jennus knew very little about our industry when we approached them to be our marketing partner, they quickly educated themselves about our services, culture and brand. Over the last 7 years they have worked hard to guide us on our B2B communications and sales materials, offering creative, executable solutions that meet our needs.”
General Manager, TAW Power Systems, Inc.
CREATION: The Fun Part
These decisions will form the basis for the development of a positioning statement, the heart of the creative platform. The positioning statement springs from the themes of the combined research, analysis and findings of current perceptions, realities and aspirations. It’s not intended to be shared externally in communications materials. Instead, it will serve as the touchstone for brand development; a framework for the concepts and ideas that will shape the brand and serve as the rationale for strategically sound, effective and on budget messaging.
Our team approaches conceptual development and execution with a clear understanding of the objective, always considering how each communication aligns with and supports our agreed-upon goals. We create multiple campaign concepts for your review–powerful and engaging ways to tell your story, inform, motivate, and inspire action from your target audience–looking at potential solutions from all angles and mediums. The most effective creative emerges from both the brand and the agency working collaboratively towards a compelling, refined and cohesive message. We are not afraid of revisions.
ACTIVATION: The Road Map
While the messaging is being developed, the distribution plan is being prepared. With our eye on the research and data that’s been gathered, we take a thorough look at all relevant domestic and international channels. From traditional and digital media, to special events and direct outreach, we carefully construct a road map to a comprehensive and actionable plan. The experience our team brings to effective negotiating and buying all channels of the communications eco-system is a measured asset.
RESULTS: Have Your Cake and Eat It, Too
Creative is complete. The tactical plan is in place. And now it’s time for dessert. (Sort of.) To ensure the creative resonates with the target audience and a sound message is launched in market, our process includes testing via focus group. Throughout the campaign, on-going analysis and feedback is provided. From analytics to qualitative interpretation, results are examined and the campaign refined to remain
laser-focused on achieving our measureable goals.