Carmen Group has articulated a Strategic Development Process that generates better results more often. The process addresses the full communications spectrum, from initial research through future positioning. Often the Client has certain phases covered through previous knowledge or in-house capabilities. We partner with the Client at the appropriate juncture and tailor our process to address their specific needs.
We assess the initial communications goal and interrogate merit, precedent and environment. We explore strategic foundations which could support a distinct, ownable project identity and message. We evaluate the competitive environment and assess the type of media and level of exposure necessary to break through clutter and seize leadership. We identify the Client's strongest equities upon which to build future growth.
Output: Benefits ranking, positioning options, communications options.
Estimate: We discuss options with Client and provide an estimate for Research and Strategy development. We project scenarios with cost universes for identity creation and communications execution.
We define a target hierarchy with strategy statements describing how communications will address each tier (always including the Client organization). We establish the campaign's overriding message and create identity elements to support it, potentially including logo/mark treatment, theme line, key emphasis graphic(s), typeface and color palette. We often build thematic project identifiers upon the Client's existing identity system.
Output: Target hierarchy and objective statements, rough identity illustrations, communications strategy.
Estimate: We project scenarios with cost universes for identity creation and communications execution.
III. Execution & Intensification
We create and distribute the elements defined in Strategy. We seek feedback from all audiences, maintain dynamic client interaction and field additional research as appropriate. We schedule capacity to accommodate client needs for intensive support at key junctures.
Output: Final executions according to communications strategy.
Estimate: We execute elements upon production estimate signature. Where there are options outstanding we project timing and cost parameters to inform expectations.
IV. Future Positioning
Upon project success we seek to consolidate and extend the value achieved. We communicate with all stakeholders and then return to Phase I, "Research," to address ROI and determine how we can improve performance.