Strategy

We start with a simple question: What is your story? This conversation sets the stage for everything that follows as your concerns, challenges and objectives become ours. We see empathy as the core principle in marketing as we seek to understand you, your organization and your customers as we begin to envision the road ahead. If by the end of this first stage our hair turns a bit grayer, know that it’s because we feel your pain and we’re right there with you ready to roll up our sleeves and get to work on some solutions. 

Now that we know where you are coming from and where you are trying to go, we will partner with you to get to know your customer.

• We start by leveraging the latest in AI tools to generate customer personas to get us started.
• We will then review these personas with your team to gather feedback and insights from your best and brightest and make improvements as needed.
• We then conduct surveys and interviews of key customers to further validate our findings.

The result is a complete picture of your customer driven by AI, data and intuition we will use for the rest of the engagement.

Sales success doesn’t happen by accident. It is planned, and this is how. The customer journey map plots out and visualizes the users interactions and experiences across different touch points and stages along the path from total stranger to loyal customer.    It helps marketers understand, plan and measure an effective and comprehensive customer relationship by:

• Starting with a well defined customer persona.
• Mapping out the current touch points.
• Identifying opportunities for improvement.
• Designing the customer journey.
   

The Business Blueprint is the ‘so what’ to the Customer Journey Map. This effort crafts the 'magic' of that perfect sales experience. It is your opportunity to anticipate and plan to address the needs of prospects and customers at every step of their journey with your brand. This involves everything from advertising and marketing operations to product development, customer service, e-commerce and fulfillment. At the end of this effort, you will have a high level roadmap for delivering your ideal customer journey allowing you to prioritize your efforts and budget accordingly.

The written word is at the heart of all digital marketing efforts, so it’s important that the personality of your business is consistent. This is achieved through a voice and tone exercise and the results can be handed off to designers and writers alike to guide them as they create content and customer experiences that are on target right out of the gate. This brief yet fun exercise involves including key stakeholders including management, writers and sales team members in a word selection / elimination exercise describing the personality of your business.

Your website is the hub of all digital marketing experiences. All roads lead back to your site. Throughout the strategy sessions a list of ideas and features will have developed organically. This is the time to plot out what content the website will include and, at a high level, how users will find information on the site and the general list of features and integrations that will be included in the site. Your site map will include page types and templates as well as, prior to our design effort, what will be included on key pages.

From the sitemap and the service blueprint, we will now build out a preliminary functional specification for the build, a final price for the design effort and a refined estimate for the site build. This specification and build estimate will evolve with the progress of the design effort as new ideas will inevitably be brought to the forefront in the next stage of the project. This way we work toward an established budget while balancing the nature of the creative process.

At the end of the strategy engagement you (and we) will emerge prepared to proceed toward design and development of your customer experience. You will emerge with a greater understanding of your customer,  your business and you will have a roadmap to implement your ideal customer engagement plan. You will be provided with:

• Documented customer personas.
• Documented business requirements.
• Project estimate touchpoint.
• Fixed price for the design effort.