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.
PRODUCT/SERVICE
Marketing Objectives
Positioning
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)
Positioning Statement
Consumer Promise
Support To This Promise
CREATIVE (PER SEGMENT)
Creative Strategies
Copy Strategies
 – Heads & Subheads
MEDIA
Media Strategies
Channel Selection
Metrics
Restrictions