Although we design a carefully planned action plan for each of our clients, and each varies considerably from the others, the sequence of steps we follow is virtually always the same:

First, we conduct a marketing and communications audit, asking what has been done in the past and what has and hasn’t worked. This may involve no more than a conference call and a thorough review of publicity files and scrapbooks.

Next, we evaluate the current perceptions of the client’s services or products with internal and external audiences as well as current and prospective customers or clients. (This is included in our standard fee; no additional charges for our time are incurred.)

Now we are ready to develop a plan for positioning -- and a strategy for implementing that plan.  Strategies may include such things as media placement, creation of marketing pieces and creating and staging events.

Next, we must secure client approval, after which we begin implementing the plan.

Finally, we conduct periodic evaluation of the success of the plan, and modify it as necessary.