Do you have a well-defined, aligned and clear marketing and communications strategy? The Wakeen MARCOM Blueprint will equip you with the research, analysis, tactics and organization required to go from NOW TO NEXT. From non-profits to global manufacturing, the blueprint has proven to be an essential resource in developing intentional and accountable action plans.
Developed through (2) 90-minuted facilitated discovery sessions with your team, we then distill your marketing strategy into one poster-sized snapshot along with a supporting research deck that can be implemented immediately and referred to consistently.
We help you characterize who you are trying to reach by clearly identifying demographic, socio-economic and behavioral attributes among primary, secondary and tertiary audiences. This includes audience mosaics for direct consumers. Audience targeting informs messaging, content and media placement to ensure that you are engaging your customers in meaningful ways.
Determining where you have the best opportunity to intersect with your customers by being specific with your marketing footprint leads to more efficient media placements. Through this process, we will drill down on the markets to focus on. Sometimes this includes entire regions or states, but for most clients we look at specific counties or zip codes. Your sales data coupled with Census and media ratings steer us toward better tactical solutions.
Not every MARCOM Blueprint includes paid advertising, but for those that do, we will build out a flight calendar with budget allocation. Each recommended media tactic includes details about how it connects to your goals, audience and geography targeting, and how it should be measured. The media flight calendar includes grassroots and/or promotional events as well as any ongoing customer communications or events, so that you can see all of your marketing and communications activity in one place.
Everything starts with (2) 90-minute facilitated sessions where we unpack everything from organizational structure and service lines to company persona and strategic goals. From there we conduct a digital audit, competitive analysis and market research.
Using restraint-thinking methodology, a key aspect of our process is to evaluate the resources available and how to leverage them. This includes tangible components like your website, CRM or creative assets as well as intangibles like reputation and the language you use to communicate your brand. We will capture key messaging that can be incorporated into future campaigns with recommended calls-to-action.
The Blueprint is designed to be implemented by your marketing team. It will include specifics action steps and recommended milestones to ensure ongoing success. Examples include blog topics, social media content mapping, SEO plans, and advertising plans along with best practices and resource guides.
Together, Joanna and Sarah, have logged hundreds of hours facilitating interactive workshops with organizations on topics ranging from strategic planning and marketing to process mapping and new product development. From the most complex, multi-divisional, global clients to small business start-ups and community credit unions, every project is a unique challenge that feeds the team’s curiosity and drive for results.
Joanna is a strategist, innovative thinking facilitator and self-proclaimed geek. As the Chief Strategy Officer, she is continually digging into the data to uncover patterns and piece together the media puzzle for our clients. With more than 30 years of experience in marketing, advertising and operations as both a client and an agency partner, she is continually leveraging resources as if they are hers.
As a Marketing & Media Strategist, Sarah embraces the steady flow of leaning in to listen, designing strategies for growth, and staying close to clients and projects to navigate and repeat. After nearly a decade of living and breathing media placement and strategy, Sarah had the opportunity to explore the internal marketing and communications aspects of organizations by studying cultural challenges, individual development coaching, and how teams can better reflect their brand on the inside to match the messaging to the outside world.
Two 90-Minute Discovery Sessions
Your time commitment to this process is two facilitated discovery sessions. These should include key stakeholders from marketing, communications and/or sales, so that we can get insight and understand desired outcomes and goals for your custom MARCOM Blueprint.
Go-To-Market in 60 Days
For most clients, the entire process takes under two months. This allows time for discovery, research, analysis, strategy and a full plan that you can put into action immediately. There is no obligation to work with Wakeen & Company to implement your strategy unless we can bring value, perspective and bandwidth through managed service.
Poster-Style Plan + Reference Deck
The deliverable includes the key components of your MARCOM Strategy conveniently organized into a shareable colorful poster, so you can stay the course. This is accompanied by a comprehensive supporting deck that includes research, recommendations and best practices that can be referenced continuously.
Starting at $7500. Pricing is based on custom client need.
