- 03Create & Iterate
The art of conversation
Listen and learn. (Not you, us.) That’s the first thing we do. We listen to you. We ask you questions. We learn what your goals are and what it will take to reach them. We study your brand, explore your industry and get to know your customers.
We also scope out your rivals. We figure out exactly what they’re up to. What they do, say, and why. We pinpoint weaknesses, examine their strengths and see how your brand stacks up.
We also check the facts. We research and analyze. But we don’t just sift through data, and crunch numbers, we read the tea leaves. We discover trends and patterns and look for key insights.
That is what the Listen stage is all about. We’re not trying to make you feel important, we’re trying to uncover key insights that guide our thinking and yours, and lay the foundation for everything we do together.01
Just do it? Naaah
With all due respect to Nike, we never “just do it.” While that may be a great strategy for starting a jogging routine, it’s no way to think about an integrated marketing strategy. So we think about it first. A lot.
With our research done, the planning process turns that information into a clear set of consumer insights, user objectives and business goals. Paired with target personas and user experience data, this information helps us create an overall strategic vision for your brand that will define the digital state of the brand along with its messaging and positioning in the marketplace.
At this point, we’re able to create a plan to bring this vision to life. We outline key brand features and selling points, messaging, media and communications plans, technology considerations, analytics strategy as well as business goals, objectives and timelines. At the end of the Planning Stage, we and you will know where we’re going and how we’re going to get there.02
The rubber meets the road.
At this point, we’ve done the math. We’ve strategized, quantified and analyzed. We get it. We get your customers. We get your industry. We get your brand. We know what the goals are and what we need to do to reach them. Now, we figure out how. This is where the magic happens.
Creative, social, search, tech, the account guys, our clients — we all work together. We mix it up. We cross-pollinate. We smash left-brains into right ones. We collaborate, discuss, laugh and argue. Architectures are built and wire frames begin to take shape. The result of all this integration is, well… integration.
We create ideas that help integrate a brand not just across different platforms, but weave it into peoples’ lives. Ideas that engage, entertain and inform. Ideas that consumers relate to. Ideas that jive with how they connect, converse, and consume. It’s what we call a brand ecosystem. Our clients just call it “awesome.”03
The moment of truth
This is where it all comes together. Go time. The moment of truth. Prototypes are built. Sites begin to come to life. Strategies are implemented and campaigns launched. Devils hidden in the details are found, and exorcisms performed. Media is purchased, content calendars created and Greek copy is transformed into rich, searchable content.
This phase is one of the most extensive and collaborative processes, often involving roles that include user experience, interaction design, visual design, content and asset development, social media management, mobile design and development, SEO optimization and more.
For you, our client, this is the easy part. That’s the beautiful thing about our process. By the time the Execute phase begins, you’ve already made the tough decisions. You’ve seen the research and embraced the insights. You’ve approved the plan and shared in the vision. There’s still work to do, but your focus begins to shift to ‘launch’ at this point in the process.04
The results speak for themselves
We’ve got something to prove. We’re an agency not an art house. When we create something that moves people, it’s so we can move them to our clients’ brands. When we inspire people, it’s so we can inspire sales. Our work is designed to work. In the Measure Phase we make sure it does.
By clearly defining our goals and objectives early in the process, we’re able to define key performance indicators and metrics that we can use to measure program or platform performance. Once the project is up and going, we measure, test and compare. We analyze. We figure out what’s working, and what could be working better. Through all of this, we’re able to track consumer behavior and get a better understanding of how customer data profiles can be utilized to create stronger, more relevant experiences that further connect them to the brand.
And the best part is, our clients never have to take our word for it. You’re free to form your own opinions based on the data.05
In a real-time world there’s no time to rest. You’ve got to keep moving. We never sit back and just admire our work because we’re constantly looking for ways to make it better. We use the data and results to optimize and improve the final product.
The closest we get to “looking” back is when we measure the effectiveness of our work. And the only reason we look at how well we did, is to figure out what we can do better. If something’s not performing like it should, we tweak it. If it’s not working at all we drop it. If it’s blowing the lid off expectations, we double down.
That’s what it’s all about. Continuous progress. Constant forward motion. We don’t want to just help you reach goals for sales, market share or ROI, we want to help you shatter them. And we do that one step at a time.06