phase 1 – Analyze
Objective: Define goals, budget, competitors, target audience, and timeline
Blue Olive begins with a Q&A session with the client. This meeting should include all decision makers. Discussion includes the client’s perception of their industry, the client’s competitors and the client’s goals. We delve into the client’s internal data to confirm revenue and breakeven numbers, set measurable benchmarks and most importantly define goals and what success looks like.
Phase 1 Mantra: I will know the client and understand their goals before I research.
phase 2 – Research
Objective: Determine patterns and trends, and understand the competition and target audience
Through our in-depth research processes, we determine possible patterns in the industry that will impact marketing decisions. We thoroughly research the competition and the target audience to confirm or refute the client’s perceptions. We confirm marketshare and we determine market growth potential. Finally, we explore all available advertising, media, public relation, social, and interactive verticals that will be recommended based on the client’s goals and budget.
Phase 2 Mantra: I will research before I recommend.
phase 3 – Writing
Objective: Provide a cohesive plan that can be easily understood and implemented.
Each plan is as unique as the clients themselves and comprehensive plans are written with the client’s measurable goals/objectives in mind.
The perfect message or creative is inconsequential if it doesn’t reach the right audience at the right time. Phase 3 combines all the information learned in phase 1 and phase 2. It provides a competitive market analysis and timeline to strategically place messages in front of target audiences through an effective media mix. It provides if, when, where, and how much it will cost to distribute collateral and direct mail; to place print, radio, outdoor, broadcast and interactive ads; to develop and manage a website or PR activities. All items included in the written plan are included on the annual MarCom calendar, so the client has an at-a-glance overview of all campaign efforts.
Phase 3 Mantra: I will consider the industry and understand the client’s target audience, timeline, budget, and goals before I write.
phase 4 – Implementation (optional add-on)
Objective: Oversee the creative, production, and distribution
The plan is written and approved. Now what? Multiple contractors needed to be contacted and communicated with on an on-going basis to ensure proper implementation of all the elements outlined to meet the objectives. Some clients prefer to take the written plan or road-map and work with existing marketing partners. They wish to buy their own media, build a website themselves, or manage their own social pages. Our plans are written in such a way that clients’ who have the time can do so, but if you prefer not to handle the mundane day-to-day management, we can help or we can put you in contact with professionals who specialize in a particular vertical.
Phase 4 Mantra: I will execute the plan with exact precision and attention to detail to maximize success.
phase 5 – Track
Objective: Review & Measure ROI (return on investment)
Objectives, benchmarks and ROI goals set in Phase 1 should be evaluated against the results of the campaign at pre-determined intervals. Once the campaign has launched, the client should collect as much data as possible throughout the life of the campaign, including what tactics are the best performers, how leads are generated, and which leads and verticals are the most beneficial. Quarterly review sessions are offered to assess findings and make adjustments to the campaign to not only ensure that not only are goals are met but what it cost to meet the goals is in line with projections and budget.
Phase 5 Mantra: Only by tracking the results will I determine the success.