OUR PROCESS

“A phased approach to a successful communications program” Quill Advertising follows a well-defined process for the development of brand identity and communication programs. Our five-phased process, called the “Phased Approach Communications Process”, has proven to be very effective. We feel that the acquisition of information is one of the most important aspects when formulating a strategic and tactical communication direction, whether developing simple design-oriented projects or complex communication programs. This process provides us with a complete understanding of the effort we will undertake; this roadmap greatly increases the odds of delivering on-target, effective communications.

Our five-phased process is comprised of:

PHASE ONE: Defining Direction – “We begin with research – gathering information”

Quill Advertising recommends conducting basic research and the sharing of information to create a complete understanding of what is being offered to the target audience, the motivating factors and possible barriers, that could influence the decision making process. We also recommend reviewing and creating a current view of the competitive business environment. After completing phase one we will apply this knowledge to developing strategies and tactics to deliver the right messages in the most effective and efficient ways.

1) Focus Guide Q&A – “Creating a baseline understanding”
Your answers to our Focus Guide questions and any additional information you share with us will serve as a baseline on which to form a complete understanding of your goals and objectives. This information will put us well on our way toward establishing the communications approach needed to accomplish your goals.

2) Primary Research – “The essential information needed to direct communication efforts”

• Create and validate audience profiles
• Identify motivating factors and possible barriers
• Identify current competitors within same space
• Identify and review competitive communications within same space
• Review current positioning and offers/incentives

3) Communications Auditing – “An accounting of existing communication touch points”
One important exercise we recommend will be to review existing communication touch points from various internal and external sources. This typically includes conducting an audit of current messages, and printed and electronic communications. We recommend reviewing the communication touch points that are currently being used to market and sell your offering to your target audience. We will also review the communications of competitive firms that offer the same or similar offerings.

PHASE TWO: Strategic and Tactical Communications Planning – “Planning the approach and goal setting”

Phase two begins with identifying communication vehicles best suited to communicate your value. We recommend using the target audience profile to craft a strategy and ongoing tactical communications platform. This approach provides continuity and flexibility, and will become a reusable communications format that we will re-purpose for future communications and markets if needed. We will create a level of efficiency, making your communications more recognizable in the eyes of your target audience as time goes on. We will also define a communication launch strategy.

1) Team Meetings – “Building your case”
One of the first steps in creating audience-facing communications is to build a cohesive story based upon factual information and a team consensus. The best way to accomplish this is to conduct a team meeting that will include the key people involved in our assignment. This act facilitates organized, group discussion that will allow us to leverage your team’s knowledge of the industry, your customer’s feedback regarding your offering, the competitive environment and your target audiences. This process will also play an important role in creating an in-depth view of your offering.

During this meeting, your current key messages will be discussed, defined and possibly refined with the support and participation of your team. The collective group will also help build a more intimate understanding of the key target audience, and further investigate potential targeted nuances that may help increase the effectiveness of your communications. We will also discuss concentrated target audiences within select markets, and consider industry trends and buying cycles. Each team meeting can take up to several hours to complete and is followed-up with a snapshot report that will match your offering, benefits, differentiators and value propositions to your audience profile.

2) Planning and Goal Setting – “Establishing obtainable and desired goals”

• Establish communication goals
• Agreed-upon means by which we measure outcomes and results
• Outline and schedule a progressive communication launch strategy
• Account for milestones/significant points and events
• Schedule ongoing progress meetings - Establish ongoing reporting schedule

3) Planning the Use of Media – “Establishing the media mix that will connect with the audience”

PHASE THREE: Integrated Brand Extension – “Creativity…the graphic look, feel and tone of your communications”

We will take all that we have learned and begin designing the look of the communications. We recommend the creation of three graphic perspectives that incorporate key messages that will connect with the audience. Ultimately, we will collectively select one of the three design approaches that will best communicate your value. This process will establish the “right” look and image-perception projected to the buying audience. The visual and message perspectives will establish an overall look and feel for your communications. Each perspective is typically applied to various forms of printed and online communications.

Communication Check List – “Applying a holistic approach to brand creation”
- Relevancy
- Consistency
- Frequency
- Creativity
- High perceived-value

1) Establishing Communication Messages

• Core communication umbrella theme
• Conceptual headlines for communications
• Service/product-oriented value propositions
• Service/product-oriented attributes

2) Establishing Communication Graphic Direction
The creation of three (3) diverse creative directions that combine messages with graphic content. Each direction will be applied to various forms of printed and electronic communications.

• Color scheme/palette
• Font usage/treatments
• Visual treatments

3) The Selection of the Communication Direction
The selection of one direction that will be applied to all planned communications.

4) Testing Communications
We recommend the testing of messages and graphic presentation of communications to the target audience. The level of testing is typically determined by the level of the sophistication of the buying audience and the complexity of what is promoted.

PHASE FOUR: Launching the Communications Program – “We begin communicating to people”

The implementation and distribution of the communications program to targeted audiences

PHASE FIVE: The progressive measurement of communications effectiveness

As communications are being finalized and distributed, as a team, we must keep sight of the goals of our assignment and systematically evaluate progress toward our defined goals. If changes need to be made, this phase, properly implemented, ensures that there will be the opportunity to dynamically gauge progress and make appropriate changes. Achieving maximum success will not be possible without knowing the true outcomes during, and after, our efforts.

• Ongoing evaluation of communications response rates
• Once all events and milestones have occurred and all data has been collected, a post analysis of the communications program will be documented
• Additional recommendations are made to extend the communication program’s reach with the goal of generating additional sales leads and revenue