We support organizations in developing and executing winning marketing and communications strategies across the entire spectrum, including audience engagement, branding, customer experience, and community value creation.
Marketing Strategy
Our team excels in crafting compelling marketing strategies for products, business lines, and business models. We help clients with:
- Positioning: Developing clear, differentiated positioning, anchored in segmentation and the competitive environment, that highlights unique values, value propositions, USPs, and brand promise.
- Messaging: We develop messaging that aligns with your positioning and serves as the foundation for all communication and marketing touchpoints. For organizations wanting to take their messaging to the next level, we have our Capsule Messaging Collection™ service. Built for an AI future, the Capsule Messaging Collection™ reinvents how messaging is structured, classified, and used within marketing. [Learn More]
- Market Assessment: Conducting thorough market research to identify opportunities, challenges, and competitive landscape.
- Go-to-Market Strategy & Support: Creating comprehensive go-to-market strategies, plans, and timelines that drive adoption and growth.
Communication Strategy
We help clients develop and execute effective communication strategies. Our services include:
- Communication Plans: Designing detailed communication plans that align with your objectives, including risk assessment and contingency planning
- Stakeholder Management: Identifying key stakeholders and developing tailored approaches for internal and external communications
- Content Strategies: Crafting messaging and content strategies that engage and inform your target audiences across various channels
- Timeline Development: Creating clear, actionable timelines to ensure your communications are delivered effectively
Customer Experience & Community Value Creation
We help associations, publishers, B2B media, and other educational organizations enhance customer experience and drive audience engagement. Our approach includes:
- Customer Journey Mapping: Identifying opportunities to improve customer interactions and drive loyalty
- Membership Value Proposition: Defining and communicating the unique value of your membership offerings
- Community Engagement Strategies: Developing strategies to increase community engagement and member loyalty
- Customer Experience: Improving the experience for key stakeholders: members, readers, event attendees, and authors. Due to an author’s special and unique nature and relationship to a publisher/association, we have a dedicated service on Author Experience (AX). [Learn More]
Audience Strategy
Your audience is larger than just your known customers. It includes all those who engage with products, content, and services. We help organizations better understand and create meaningful connections with their audiences, driving loyalty and value. Our audience engagement services include:
- Audience Intelligence: Understanding audience demographics, behaviors, and preferences; segmenting audiences into distinct groups, and analyzing audience data to inform decision-making. This involves moving from aggregate usage data to understanding anonymous visitors’ behavioral patterns and identifying more unknown visitors.
- Audience Acquisition: Identifying new audience segments, developing targeted content and campaigns, and utilizing appropriate channels to reach new audiences.
- Audience Engagement: Building relationships through personalized experiences, creating interactive content to foster engagement, and cultivating a strong community around the brand.
- Audience Conversion: Driving actions with clear calls to action and testing strategies, demonstrating value to encourage conversions, and rewarding loyalty to create brand advocates.
For more on audience strategy, we invite you to read our Perspectives article on the topic [Learn More]
Brand Strategy
We inspire brands to reach their true potential. By partnering with clients and applying our creative ingenuity and industry knowledge, we help their brand stories stand out against competitors. Our brand strategy services include:
- Brand Positioning: Crafting unique brand positions that differentiate you in the market
- Brand Storytelling: Developing compelling narratives that resonate with your target audience
- Brand Implementation: Ensuring consistent brand application across all marketing and communication channels
Marketing Strategy & Transformation
We collaborate with organizations to craft bold marketing visions and bring them to life. Our comprehensive approach includes partnering with leaders to:
- Developing robust business cases and action plans for change
- Providing specialized expertise and support throughout the transformation journey
- Support the organization with change management expertise and capacity
- Advise on optimal structures for marketing, communications, customer experience, and member engagement teams. Our focus on breaking silos and fostering collaboration unlocks the full potential of your marketing efforts.