phase 1 – Strategy
Analyze, Research, Plan, and Write
Blue Olive begins by assessing the client, the client’s industry, the client’s competitors and the client’s goals. We delve into the client’s internal data to determine patterns that will impact marketing decisions and with this information, Blue Olive writes a market plan. Through our in- depth research processes we explore all available media options, both traditional and non-traditional, and write a comprehensive plan with the client’s objectives in mind. Each plan is as unique as the clients themselves to help the client’s business thrive offline and on the ever-changing world-wide-web.
Phase 1 Mantra: I will research before I recommend.
phase 2 – Develop
Concept, Create, and Produce
Once the client has approved the tactics presented in the market plan that support reaching the objectives, Blue Olive moves into the production phase. A creative brief is written and submitted to the client for approval to ensure concise directive is provided to the creative team members prior to work commencing. Blue Olive’s teams creatively combine powerful concepts for logos, collateral, and ads along with uncomplicated navigation and necessary function for well-packaged interactive solutions that successfully integrates interactive components without abandoning the brand strategy so essential to recognition and success. The client selects a concept that is then finalized and applied to all approved tactics. Upon final approval of artwork, collateral and outdoor project(s) are released to print, web project(s) are programmed, and radio and television scripts are produced.
Phase 2 Mantra: I will consider the target audience before I concept.
- Brand Development: Logo, Identity Package, Corporate Campaign
- Direct Response: Mailers, Flyers, Newsletters
- Collateral: Brochures, Annual Reports, Leave-behinds
- Interactive: Website Design, Web Banner Ads, Online Surveys, Email Blasts
- Business Plan & Strategy: Focus Groups, Surveys, Marketing Research
- Public Relations: Community Relations, Investor Relations, Media Relations
phase 3 – Execute
Placement, Distribute, and Launch
The perfect message is inconsequential if it doesn’t reach the intended audience. Phase 3 implements the marketing and media plans developed in Phase 1 to strategically place messages in front of target audiences through an effective media mix. The collateral and direct mail are distributed; the print, radio, outdoor, broadcast and interactive ads are placed; the website goes live; signage is displayed; and PR activities commence. All items taking place during Phase 3 are included in the annual MarCom calendar, also developed in Phase 1 so the client has an at-a-glance overview of all campaign efforts.
Phase 3 Mantra: I will execute the plan with exact precision and attention to detail.
We negotiate and buy media for all mediums and outlets:
- Broadcast: (Large networks like ABC, CBS, NBC, Fox and local cable)
- Print Ads: (Magazine, Newspapers, Inserts, Flyers, and Circulars)
- Billboards: (Vinyl and Poster Sizes)
- Interactive Paid Search: Pay-per-click (PPC), Cost-per-impression (CPI), Search Engine Optimization (SEO), Web Banners, Sponsored Ads
- Social Marketing
phase 4 – Track
Review & Measure ROI (return on investment)
Objectives, benchmarks and ROI goals set in Phase 1 are evaluated against the results of the campaign in the final phase. Once the campaign has launched, Blue Olive works with clients to collect as much data as possible throughout the life of the advertising campaign, including what tactics are the best performers, how leads are generated, and which leads are the most beneficial. Quarterly review sessions are held to review findings and make adjustments to the campaign to ensure that not only are goals are met, but what it cost to meet the goals.
Phase 4 Mantra: Only by tracking the results will I determine the success.