Our process develops comprehensive marketing plans by taking a four-stage approach: Here>On>Up>Again
This framework examines your business's strengths and opportunities, align with your goals and objectives, and reach your target audience effectively through the most appropriate marketing channels.
Stage 1: Here - Business Assessment
Understanding where you are as an organisation, who you're serving, and why you do what you do is critical to being able to create user centred products and strategies that satisfy demonstrable needs.
At Here On Up our process always starts with assessing the foundational questions and testing core assumptions. From market research and user outreach to product assessment and missional statements, we work hard to build a firm, agreed foundation that the whole organisation can gather behind. This assessment will include:
Market research to identify your target audience, competitors, and market trends
Review of your current marketing strategy, tactics, and messaging
Analysis of your brand identity and positioning
Assessment of your website and other online properties
Based on this assessment, we will provide a report that outlines your business's strengths, weaknesses, opportunities, and threats. This report will form the foundation for the strategic and tactical recommendations in the subsequent stages.
Stage 2: On - Strategic Framework
Determining the right product and marketing strategies for your organisation is key. All organisations are different and have different strategic priorities. Defining and communicating what works for you and your mission will make all the difference.
At Here On Up we guide you through a process to define your strategic framework to enable you to effectively differentiate yourselves from others in your market, and decisively communicate your strategy to your team. Specifically, we will:
Identify the most important opportunities for growth based on the Here assessment
Develop a clear value proposition and messaging framework that differentiates your business from competitors
Identify the most effective marketing channels to reach your target audience•Develop a marketing calendar that aligns with your business goals and objectives
Set clear objectives and key performance indicators (KPIs) for each marketing campaign
Based on this work we develop a strategic framework document that defines and communicates these strategic factors:
STRATEGIC FACTOR | DESCRIPTION |
People | It starts with the PEOPLE that we're wanting to serve, and the common, currently unsolved challenges that they face |
Problem | Understanding what the UNIQUE PROBLEMS our target people face, and articulating them in a coherent way |
Product | Developing USER CENTERED PRODUCTS that meet actual needs requires a clear product vision and strategy. |
Place | Understanding our TRUE NORTH MISSION STATEMENT helps us to calibrate our strategic and tactical decision making. |
Commercial Objectives | Defining our COMMERCIAL OBJECTIVES helps us to understand what kind of organisation we need to be in order to achieve our strategic and missional goals. |
Cultural Values | Defining our CULTURAL VALUES gives us a sense of the kind of organisation that we need to be in order to succeed. |
Brand Values | Defining our STRATEGIC BRAND VALUES helps us to understand how we can communicate in a way that is differentiated from our competitors. |
Anchors/USPs | Defining our STRATEGIC ANCHORS helps us to understand how we can succeed in a way that is differentiated from our competitors. |
Competencies | Knowing what STRATEGIC COMPETENCIES we need within our organisation helps us to define the look and shape of the core strategic team |
Go-to-Market Strategy | Bringing clarity to our GO-TO-MARKET STRATEGY helps the organisation understand how it is that our short term tactics fit into a longer term strategic vision |
Stage 3: Up – Tactical Implementation
Getting a strategic plan together is one thing, executing on that plan is something else altogether. Creating a tactical framework that helps you to actually do the things you need to do is vital.
At Here On Up we can not only help you create a framework to allocate the right resource to the right projects, but we can also execute your campaigns across multiple channels. Really, really well.
Whether it's driving traffic and awareness via content, SEO, PPC, events, affiliate etc..., maximising conversions in the middle of the funnel, or increasing retention of your key users we can work with you to make it happen.
We will develop a detailed marketing plan that includes:
•Creative development: We will develop compelling marketing campaigns that resonate with your target audience and align with your messaging framework.
•Channel implementation: We will implement your marketing campaigns across the most effective marketing channels, such as social media, email marketing, search engine optimization, and advertising.
•Reporting and analysis: We will track and report on the performance of your marketing campaigns against your objectives and KPIs. We will also analyze the results to identify opportunities for optimization and improvement.
Stage 4: Again - Measurement, Evaluation, and Iteration
Implementing a process of measurement, evaluation and iteration allows you to most efficiently scale your output and generate predictable results. after all, as Management Consultant Peter Drucker said, 'what's measured improves'.
At Here On Up we can partner with you to surface the most important KPIs and metrics that allow you to make strategic and tactical refinements. By having regular strategic check-ins we can help you to optimise all your marketing activity to make sure you're getting the most bang for your buck!
We will:
Create analytics dashboards to surface the most important and actionable KPIs.
Continuously monitor and optimize your marketing campaigns to improve performance
Analyze the results of each campaign and adjust the plan as needed
Provide regular reports on the progress made and identify areas where we can continue to improve
Get in touch if you want to see how we could help you Here On Up.
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