Proven Process

I. Research

Lobbyists lead in harvesting research; marketing follows closely behind, gleaning insight for the communications platform. As Lobbyists interrogate merit, precedent and environment, Marketing explores foundations which could support a distinct, ownable project identity and message. Lobbyists provide a competitive evaluation and Marketing helps asses the level of exposure necessary to break through clutter and seize issue leadership. Often we recommend additional secondary and primary research for insight into both the environment and our approaches.

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.

II. Strategy

As Lobbyists bring specific goals and tactics into focus, Marketing creates a target hierarchy with strategy statements describing how communications will address each tier (always including the client organization). We define the project’s overriding campaign message and create identity elements to support it, potentially including logo/mark treatment, theme line, key emphasis graphic(s), typeface and color palette. We work with Lobbyists to optimize creative development against the overall project timeline.

Output: Target hierarchy and objective statements, rough identity illustrations, communications strategy.

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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 to accommodate client needs for intensive support at key junctures.

Output: Final executions according to communications plan.

Estimate: We execute elements upon production estimate signature. Where there are options outstanding we project timing and cost parameters to inform expectations.

IV. Positioning

Upon project success we look to the year-over-year federal stewardship our clients require. We communicate with all stakeholders to consolidate victory and then return to Phase I, “Research,” to assess ROI and determine how we can do a still better job.

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