TRAINED in some of the nation’s best DM agencies, we’ve learned to value all Strategy and Planning prior to launching a campaign.
To that end, we participate in a disciplined, collaborative effort called the Strategy Development Outline — a blueprint that can be adjusted as the process evolves.
Target Markets(S) (ranked by Lifetime Value)
Current Target Market’s Perception:
Competitive Frame: Per Segment (STEEP)
Core Competencies, Per Segment
Key Problems, Per Segment
Marketing Strategies (acquire, retain, reward, cross-sell)
ADVERTISING TACTICS (PER SEGMENT)
Advertising Objectives (costs)
Test Hypothesis & Metrics
Advertising Strategies (AIDA)
Support To This Promise
CREATIVE (PER SEGMENT)
Copy Strategies – Heads & Subheads