CAMPAIGN starts with a creative brief and a goal. Maybe it’s to increase sales of a certain product, expand revenue margins of a service offering — or simply to create awareness. Whatever the case, campaign development is where we figure out how capitalize on your brand story. We start with your growth strategy and tell your story in a way resonates with your audience. Paired with smart media planning from our marketing team, a good campaign can change everything.
We start by providing our clients with a detailed and insightful landscape of the target audience. Quantitative target audience analysis (TAA) demonstrates attitudes, behaviors and beliefs, while qualitative methods such as focus groups and interviews add depth to quantitative findings. Defining a specific target audience, rather than large generalized groups, is crucial. Our approach allows messaging to be directly tailored for the audience through the most appropriate media channels.
Once a key audience is identified, campaign communications are designed specifically for them. We work with our clients to ensure that messages are tested throughout the process, from developing the narrative through to creation of the final product. During this process, we use focus groups to test message traction, cut through and attribution with the selected target audience. Our teams provide actionable feedback throughout development, keeping target audience insight central to each stage of the process
While the TAA provides an overall media strategy, this can be optimized to provide a targeted approach that will reach the largest possible number of our audience through the right channels, at the right time. We combine media polling with social media analytics to complement our initial TAA insights, and add further weight and reach to the media plan.
Clear and effective evaluation is key to a successful campaign. We provide our clients with accurate measurement of performance (MOP) and measure of effect (MOE) using both quantitative and qualitative methods. Our research is always based on the strategic objectives drawn up at the start of the campaign, enabling us to demonstrate the explicit effect any messaging has had. Changes are tracked over time, enabling our clients to make effective decisions and react to a changing environment if necessary.