What happens before the launch almost always determines the degree of success after the launch. Here's how Lewis develops a client's program:
Research First, we make an assessment of the trends, competition, pending legislation and other factors that impact the client's business. In the wake of client meetings, we also ascertain the kind of corporate culture that the firm encourages, its management style and policies.
Message Development Then, in concert with the client, we decide the messages that will most memorably describe the client's main marketing points of its product or service and the desired corporate image to be conveyed to its various constituencies.
Branding At this point the client's graphics, internal and external communications, decor and related aspects are reviewed to ascertain whether there is visual as well as conceptual continuity.
Formal Program L&A then develops an overall program with recommendations that address corporate, marketing and outreach considerations and the various tactics that will be employed to attain goals: publicity, advertising, online communications, graphics, etc. A timetable and budget are included.
Tight Liaison Monthly meetings are held to monitor progress in addition to those which are held to assist in actual execution of the program.
Evaluation Criteria for evaluating success of the program are established at the outset. They include one or all of the following: In the case of consumer goods or services, traffic generated at point-of-sale or consumer awareness. In the B2B sector, criteria may include the number of new business presentations generated, increased media visibility or industry word-of-mouth.
Research First, we make an assessment of the trends, competition, pending legislation and other factors that impact the client's business. In the wake of client meetings, we also ascertain the kind of corporate culture that the firm encourages, its management style and policies.
Message Development Then, in concert with the client, we decide the messages that will most memorably describe the client's main marketing points of its product or service and the desired corporate image to be conveyed to its various constituencies.
Branding At this point the client's graphics, internal and external communications, decor and related aspects are reviewed to ascertain whether there is visual as well as conceptual continuity.
Formal Program L&A then develops an overall program with recommendations that address corporate, marketing and outreach considerations and the various tactics that will be employed to attain goals: publicity, advertising, online communications, graphics, etc. A timetable and budget are included.
Tight Liaison Monthly meetings are held to monitor progress in addition to those which are held to assist in actual execution of the program.
Evaluation Criteria for evaluating success of the program are established at the outset. They include one or all of the following: In the case of consumer goods or services, traffic generated at point-of-sale or consumer awareness. In the B2B sector, criteria may include the number of new business presentations generated, increased media visibility or industry word-of-mouth.