When assembling a piece of furniture, what’s your process? Do you spend time reading the instructions from start to finish, laying out and labeling all the parts and devising a plan for completion? Likely not. While different personalities approach furniture assembly with varying degrees of preparation, most people spend a limited amount of time planning, the bulk of the time doing and the remainder admiring their accomplishment. We can draw parallels to the way most people handle marketing communications. The need to drive short-term sales, increase awareness or manage budgets drives organizations toward activities such as creation of [multi-slide] sales presentations, attendance at endless trade events, reactionary posting on social media or begrudgingly managing work in-house instead of using an expert agency. Little time remains for strategic planning or analytics to review the impact of various tactics.
Not only is it important for the long-term health of an organization to make time for strategic activities, but planning should also be conducted regularly. Ongoing communication planning based on evaluation of results can dramatically increase the efficiency and effectiveness of your tactical activities. Your time can be spent doing only those things that support your organizational goals. Your brand identity and positioning are clear with your target audience. Work feels less like responding to fire drills.
Wythe Ave exists to support organizations along the journey toward more intentional communications that have meaningful (and measurable) impact.
The way we engage with clients can take several forms:
- An extension of your team.
If you’re feeling like your plate is too full or you have a temporary vacancy on your team, we can step in to provide fractional strategy and communications support.
Check out how we’re doing this for The Arcady Group.
- Support on a project.
When you want someone to help you “see the forest” or devise a plan for a new product launch, Wythe Ave can develop and execute (or coordinate the execution of) a marketing communications plan.
See how we helped Attuned Families & Sleep Consultation get clear about communication goals and suggested tactics aligned with strategy.
Coach me to do it.
Some clients are eager to learn and don’t want to always depend upon outside support. Wythe Ave is happy to teach you not to need us! We are passionate about our craft and enjoy coaching others in a supportive way.
Stories are powerful tools for shifting perspectives and evoking emotion. Wythe Ave helps clients develop a messaging arc that is succinct and effective in supporting their communication objectives.
Strategic Marketing Plan Development
Communication messages and tactics should flow from higher level strategies and goals. Beginning with the creation of a top-down, connected plan will enable you to be efficient with your marketing resources and ensure more meaningful impact.
Many strategy consultants deliver beautiful plans with the assumption that their clients have the depth of expertise or infrastructure to carry out those plans. If desired, Wythe Ave helps clients with tactical implementation, either directly or by coordinating the work of specialist partners, like graphic and web designers, copywriters, PR professionals, advertisers and social media gurus.
Primary Market Research Planning & Insight Identification
Wythe Ave can help you get clear about what you need to learn, determine the preferred research methodology and connect you to research vendors and facilities. And at the conclusion of the research, we support you to interpret the results and their implications for your business.
Communication Campaign Planning
Whether you’re launching a new product or wanting to kick off a campaign about a current suite of services, Wythe Ave can create a toolbox for you to ensure everything goes smoothly. Beyond a plan, this could include a stakeholder map, key message document, timeline of tactical execution or training materials.
Many organizations are feeling the pressure to take a more active role on social media or to create valuable content for search engine optimization. Maybe you have someone on staff, that with a bit of coaching, could take on the task of regular communications. Wythe Ave can help you put processes in place so these duties aren’t burdensome or unproductive.