

This stage consists of an objective review and analysis of the communication goals, messages, collateral pieces, and channels used by the organization inclusive of available print, digital and online materials. It further analyzes and segments the current and desired audiences to be reached by the organization. Finally, a gap analysis is conducted to clearly define the state of affairs in terms of measurable goals and metrics, outcomes and resources.
The purpose of this initial stage is to understand the goals, culture and mission of the organization. Meetings are held with key stakeholders, institutional history and business models are examined. Based on this analysis, a research methodology is designed, audiences are defined, and inquiry instruments are developed as deemed appropriate. Inquiry instruments may include questionnaires, surveys, polls, focus groups, etc.
Once the methodology and instruments have been designed and approved, the inquiry process is conducted within the selected audiences. The audiences may be internal and/or external. The findings are analyzed and presented in the form of a report, which is then shared with key stakeholders.
At this stage, strategic recommendations are developed in terms of branding, taglines, messages, target audiences, promotional tactics, media channels, etc. , The recommendations along with the previous findings are summarized and presented in the form of an integrated Marketing and Communications Plan, which is then shared with key stakeholders.
Need a quick turnaround? Don’t want to commit to a full-fledged marketing plan? Our Brand Lift Audit is designed to give businesses a quick yet comprehensive analysis of their marketing efforts. We will listen to your needs and goals. We will review your branding, marketing and communications materials. We will audit your campaigns. We will analyze your website and social media.
We will discover your growth opportunities and give you clear, specific recommendations for growth.