Strategy and planning
Our clients operate in constantly moving environments and the always-evolving media world. This can be stressful and confusing to navigate. We help them announce, pre-empt, manage, respond to, and sustain a brand-relevant voice and presence across internal, social, and earned media channels.
First step: Define context and goals
There are two key aspects to our strategy and planning process; the first is to ground the planning in the context of the business to support business goals. This seems like it should be obvious, but consider that campaigns are often worked on by multiple agencies. Most advertising agencies are hired to deliver a beautiful creative campaign and then place it across an array of (usually expensive) media channels. Specialty firms like website development companies or video companies are hired to deliver tactical marketing. These conditions often mean that the larger context of the business and business goals gets lost due to marketing managers on the client side who have not asked for nor expected objective input from their agencies on the ‘why’ of marketing. However, here we care about overall business goals and a client’s message.
We at Torque are marketing-rebels, poking our noses into every aspect of the business to possibly find sometimes hard or unpleasant truths about, not only its marketing, but the business itself. What our clients get from us often includes recommendations on both operations and marketing together to ensure that the marketing program is as impactful as can be. This is important because we believe that marketing is much larger than the marketing department and that the brand experience comes from the company as a whole.
For instance, the distinct brand attributes of product companies are often the information provided by the companies about the general product category and how the category itself can be helpful for customers, in order to help them to make good business decisions. The best place to provide non-promotional content is on social media, and is most effective when connecting with and engaging the company’s best customer/product experts to help passionately bring the brand to life. We believe that the marketing strategy should be concerned with all the moments and places where brand experiences occur across any and all of its activities.
Second step: Focus on the customer
The second key to our planning process is to be relentlessly focused on the customer. This also seems like it should be an obvious idea, but most of the best customer-centered literature and practices were developed within well-funded Fortune 500 companies and not midmarket or small companies. Small and midmarket companies oftentimes are more concerned with promoting themselves to their audience and not so much with customer focus. Torque brings big company thinking to small and midmarket businesses for an agile fee.
Strategic Planning and Integrated Marketing
Define the goals of the company, brand, or product and then set the context to make a plan to deliver on those goals. And then after, make sure all the creative materials and work are integrated for the delivering of those same goals.
Brand Architecture Strategy
Seek to make sure the brand and all the assets it touches are both cohesive and unified in both message and tone. This keeps everything consistent which will make recognizability much easier for the consumer and the market.
Influencer Campaign Planning
Discover who the most influential people in the industry are and then look for ways to connect with them, in order to raise visibility and credibility for your own brand. If they have a Twitter, engage with them there. If they have a YouTube, inquire about possible collaboration.
Social Media Activation Campaign Planning
Find out which social media platforms work best for your company and the industry at large. Research the stakeholders and their work streams to determine the best ways to engage, the right people to follow or engage with, and what people involved in the industry are talking about.
PR and Media Relations Planning
Create a plan and strategy for raising awareness about the brand, company, product, or service through media coverage. The strategy for hosting live events and writing press releases is important.
Internal Communications Planning
Make a plan to help you keep your employees engaged and informed in all your important marketing activities.
Discover who potential stakeholders could be and identify their workstreams. Then use keywords to create search streams relevant to those interests and, by process of elimination, narrow down the keywords to the most efficient streams to yield the most pertinent results.