For work that
counts.

Understand the Story
Every brand, promotion, or campaign starts with the story. It’s the story that will hook an audience and get them to pay attention. After all, there’s a reason millions enjoy Tolkien over Merriam-Webster’s books.

Raise the Stakes

Star Wars has Darth Vadar, research models have genetic integrity and Cookie Monster has vegetables. To better highlight the benefits of any service or product, understanding the audience’s pain points is essential. By doing this, the narrative will speak to the target audience rather than at them.

Identify the Appropriate Channel

After refining the messaging, the content can then drive the medium and the channel it will released on. This approach will allow for a multi-pronged campaign that is narratively cohesive from a content standpoint. At this stage, clear goals should be set and key performance indicators defined. This will help determine the definition of success for each initiative.

Execute

This is where the magic happens. Videos are produced, voice-over talent is hired, and designs are conceived. All the razzle-dazzle of creative work is in full display to visually carry the well-designed story. SEO and trackers are utilized to ensure that proper tags are in place so that meaningful results can be tracked.

Track

Einstein is famously quoted (or misquoted) as saying “Insanity is doing the same thing over and over again and expecting different results" The same can be said if underperforming content is continually rammed through promotional channels with the expectations that the audience will suddenly wake up to realize your brand’s genius. Instead, it is imperative to track the metrics of each released form of media, understand the audience engagement, and accurately assess what is or isn’t resonating with the target audience. Once key takeaways are identified, it’s time to go back to Step 1 to refine the story based on the analytics.