Our Instruments
RESEARCH & PLANNING - core of communications consulting. Uses original & secondary research into human behavior to create a portrait of the client’s target audiences – who are they, what motivates them, what should we tell them about our client’s products, services or points of view. Research & Planning specialists also define how to measure & monitor the results of any communications campaigns.
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Today’s MEDIA RELATIONS program retains much of its classical methodology, pairing client stories and agendas with the interests of reporters and producers to obtain editorial coverage. We also focus on investor relations programs through developing and designing programs to penetrate intermediaries which strongly influence consumer and business purchases.
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ALLIANCE BUILDING campaigns involve identifying and cultivating outside parties who share your client’s views and who are willing to add their own voices to your client’s voice. Alliances are most often employed to support or oppose legislation or regulation, as well as support or defeat local community planning initiatives.
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Global migration flows have created substantial populations of ethnic minorities who retain distinct cultural patterns of behavior and consumption. MULTICULTURAL COMMUNICATIONS specialists help clients communicate to these audiences adjusted to their interests and communications styles.
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ADVERTISING can appear in multiple media including television, radio, newspaper, magazines, billboards, etc. Advertising can provide the basis for a competitive advantage if the right mix is carefully chosen and the right message to the target audience is effectively delivered according to the advertising objective.
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INTERACTIVE has developed into a mature understanding of how people consume web content, how they like to navigate and how they distinguish between credible and non-credible messaging. Interactive units are usually responsible for a wide variety of other digital content in the form of CD-ROMs, demos and other digital information.
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EVENT MANAGEMENT is broadly used to describe specialist knowledge in conceiving, designing and executing events both large and small. These may include creating the theme of a customer sales event, staging multimedia shows for trade shows, etc.
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DIRECT MARKETING, as its name suggests, is the dissemination of commercial messages to consumer and business audiences as individuals or small groups directly. The most popular forms of direct marketing are direct mail, telemarketing e-mail and other interactive marketing techniques via the Web.
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CORPORATE IDENTITY, or corporate branding or image, is commonly associated with the way organizations present themselves visually to the world. It covers the design & implementation of many aspects of an organization’s image such as its logo and the color scheme that unites all of the organization’s materials, ranging from signage to the uniforms worn by employees.
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SPONSORSHIP takes a variety of forms – sports and cultural sponsorships, sponsorship of advocacy and citizen groups. An outgrowth of social sponsorships is Corporate Social Responsibility (CSR). Experts in CSR counsel clients on how business practices relate to community standards. Common topics include environmental management, labor relations & raw materials purchasing.
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CRM emerged from the thinking that companies should think beyond the individual sales transaction and focuses on the total customer relationship and lifetime value. This transition was strengthened by sophisticated customer databases that enabled companies to track information about customers in great detail from which highly targeted customer communications were developed.
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