Consider these deliverables...
MARKETING

THE MARCOM AUDIT DELIVERS INSIGHTS PLUS AN HONEST ASSESSMENT INTO YOUR SALES AND MARKETING COMMUNICATIONS

We can perform a Marcom Audit for you, or coach you through the process for doing it yourself. The Marcom Audits, both external & internal, are defined as follows and can consume anywhere from 30 days to 6 months:

EXTERNAL: The external Marcom Audit is a review of your marketing communications, every single facet of it, from top to bottom! Not just advertising, but PR, your web site, email marketing, packaging, collateral, trade show displays, products, corporate ID, direct mail, telemarketing, etc. The Audit searches for inconsistencies in message and appearance. It searches for a lack of focus and continuity between what's promised and what's delivered. Most of all, it seeks to determine if the company is speaking with one voice; and whether the perception by the market matches the perception of management. And following this analysis, it offers suggestions for repairing weak links in the total communications chain.

INTERNAL: Ultimately the goal of the internal Marcom Audit is to identify obstacles to the communications process among employees and vendors. Misunderstandings and communication breaks, which cloud the perception of a shared vision, need to be corrected. A detailed analysis of every communications device, every marketing attitude, every bit of customer related knowledge, and the relationships between all departmental entities will be documented, studied, and cross?examined for processes that should be eliminated and those which should be repaired. It’s important that a simple, focused understanding of the product's promise to its users be clearly understood by every employee, as well as a clear picture of the perception the company wants to possess in the marketplace.

THE COMMUNICATIONS SUPPORT PLAN (CSP)

We build Communications Support Plans (CSP) for clients, based on strategy statement formats that have evolved from both the IBM and the Chasm Companion models. These strategy statements are dependent on both primary and secondary research. The CSP is a component of our Marcom Engine which is explained in greater detail on our Marcom Engine page. The Marcom Engine consists of six modules: three for planning (audit, strategy, creative) and three for execution (arsenal, deployment, tracking) while the CSP is the strategy component and essentially becomes the blueprint for all sales and marketing communications activities.

WHY BUILD A CSP? Ted Leavitt, author of The Marketing Imagination, and Harvard Business School Professor suggests "... the management of the marketing process can itself be a powerful differentiating device". ITS OBJECTIVE? To set the stage for development of a creative platform from which the many tools of our marcom arsenal will evolve and be deployed. AND THE STRATEGY? With the Marcom Audit in hand a strategy team reviews the broad business-plan-based strategies of senior management against any perceived weaknesses in the current sales/marcom environment. Using this audit data and the business plan strategy team members develop detailed plans in the building of a comprehensive Communications Support Plan.