Our goal in developing successful programs for our clients is to create ideas that will sell products today while building
brand value over time. Below is our strategic development process and a blueprint for developing creative
that motivates and inspires.
In consideration of program goals and objectives and the complexity of the issues at hand, our approach to developing and
implementing an effective
marketing and advertising plan focuses heavily on the pre-planning. Consumer research is key in better
understanding the psyche of the target audience
and their relationship to the organization. These issues must be thoroughly understood
by
our marketing team before we begin recommending direction.
Proprietary and secondary research are essential to that education
and
to defining the building blocks of the brand message.
Once the appropriate research is reviewed and/or conducted, we construct a “brand essence” matrix, which details such elements
as competitive
environment, target, insight, benefits, values and personality, reasons to believe and discriminators. This document
forms the basis for the overall marketing plan and provides explicit direction for brand messaging.
Creative development and planning are the intangibles that make good campaigns great and separate the most successful marketing
strategies from the mediocre. RCCO approaches this portion of the planning process a little differently. We believe that all the prior
planning, intelligently conceived and executed, stands a very good chance of failing or falling short of its potential without the power
of
breakthrough creative that has the capacity to arrest the consumers' attention and speak to them in unique and believable ways.
With campaign approval, we execute. We then monitor every aspect of the program, from research, which tells how we are being received,
to promotion effectiveness. More importantly, we constantly re-analyze the program, making appropriate adjustments as necessary.