How we work
Customer Experience Process
We work hand-in-hand with you to discover, design, build and implement a customer journey that’s tailor-made for you and your organization. When complete, we can respond and deliver all types of solutions that enable your business to grow and grow better.
Attract
Building a reputation for valuable thought leadership will organically create a pool of new leads eager to learn how you can solve their most pressing challenges. The goal is to create a magnetic effect that draws the opportunities in.
Engage & Sustain
Building trust with your leads along the Buyer’s Journey is paramount to landing a new opportunity. That’s why it’s important to be in the right place at the right time with the right content. The closer we can get to this state, the easier it becomes to increase conversion and accelerate the on-boarding process.
Delight
Each customer interaction is important - from first touch point through the entire customer experience. It’s critical to look for ways (big and small) to ensure your clients are having the most positive customer experience as possible. When they win, you win.
Renew
The best source of opportunity lies within your existing customer base. A positive customer experience provides you with the best chance to renew and expand the relationship. Customers have every expectation that the same dedicated level of care and attention to win their account is given to keep their business with you.
PHASE 1
Discovery Phase
Beginning with a series of discussions with the executive committee and other identified stakeholders, we uncover the needs, challenges and desired results with an exploration of your brand, which we can then use to create and put into action an insightful, goal-oriented brand development plan. The treasure trove of information provided thus far will also inform our shared project roadmap and decide what specific resources are necessary across both teams.
This phase continues with internal/external qualitative and quantitative stakeholder research, followed by a brand audit of existing marketing programs and due diligence for competitive and market intelligence.
At the conclusion of the Discovery Phase, we deliver a comprehensive report summarizing our findings to the executive leadership team along with recommendations for next steps and a collection of all associated project documentation.
Deliverables
+ Stakeholder insights
+ Brand audit
+ Market research & Competitive intelligence
+ Research results
+ Marketing strategy recommendations
PHASE 2
Brand Platform Development
Now that we have all of these invaluable insights, collected data and an approved strategy to work with, we develop your brand platform. This is comprised of two major areas of focus: written identity and visual identity.
Written Identity: We explore, discover and help to define your brand story, brand promise / personality, major messaging pillars and potentially establish a tagline and/or strapline. The goal is to produce a set of specific communication tools ready for immediate use both internally and externally along with a messaging guide that provides creative direction on how to work with the brand tone with specific writing prompts.
Visual Identity: We consider all of the ways in which the brand will be perceived visually including; the logo mark, identity system (colors, typeface, style, etc) and applied design (how the brand is expressed across all channels - such as print and digital). The visual identity package is delivered through a comprehensive Brand Guideline document along with a library of ready-to-use design assets.
Deliverables
+ Brand messaging strategy
+ Visual brand guidelines
+ New logo
+ Tagline
+ Strapline
+ and more
PHASE 3
Strategic Marketing Plan
With the Brand Platform complete and an overarching strategy in place, we now design, document and deliver the organization’s comprehensive marketing plan. This plan allows us to address short-, mid- and long-term goals or “Strategic Imperatives”. These goals guide us as we craft specific and measurable marketing Programs of Work along with their associated implementation Projects that define our efforts to achieve our desired organizational goals. The plan will also detail our strategic approach, philosophy and key principles that will drive any new initiatives. We will outline the ideal ingredients of Inbound and Outbound campaigns ensuring key processes and measurement tactics are put to good use. Provide guidance in establishing a SLA (Service Level Agreement) for marketing and sales teams — including how to define and manage the engagement funnel. And finally, master scheduling and production recommendations will be given for implementation and budgeting for the preliminary brand roll-out.
Deliverables
+ Marketing plan outlining goals
+ Strategy
+ Implementation program and tactics
+ Key performance indicators
+ Schedule
+ Budget
PHASE 4
Brand & Marketing Implementation
Once these strategies and guidelines are in place, we continue forward with implementation of the new brand language and design through a series of specific foundational sales, marketing and communications projects including; digital campaign templates, special event collateral and communications, website design/development, social media support, sales presentation updates, advertising, media outreach, trade show booth systems, etc.
All of our marketing projects can be categorized into two major areas — Inbound and Outbound Marketing. We would also make special considerations towards our media relations and reputation management activities, and begin establishing specific initiatives that will support your brand’s customer experience.
Deliverables
+ Campaign Pages
+ News, Insights & Events Blog
+ Social Media Channels
+ Email Marketing & Communications
+ Public & Media Relations
+ Marketing Lead Capture & Nurturing
+ Sales Tools & Presentations
+ Internal / External Communications