Stage 4 of i.d's consulting methodology: campaign creation
Numbers matter - if they're the right numbers. i.d's fivefold consulting methodology starts with a deep dig into your communications objectives and their effect on the volume and tone of your media coverage.
All of which leads to solid facts and figures and a sound basis for decisionmaking.
What's your story? Stage 2 works out how to tell it. A matrix of messages that covers every concept you want out there. Imagine a landscape of ideas describing the perfect you
with every topic backed by its importance across your peer group. i.d plots every twist.
Where you are now, contrasted with where you want to be. That's Stage 3: finding the baseline and working out how to raise the bar.
Charting influential journalists, respected commentators, and opinion leaders - for every key message. Is your PR releasing its potential? i.d unearths opportunities.
When you know where you're going, you can work out how to get there. In Stage 4 i.d works with you on strategy, shaping those messages into their most effective forms.
And defining the delivery channels where they'll work hardest. Making sure your audience hears you.
What worked? And why? The last stage of i.d's methodology casts a critical eye over the KPIs and KSFs foremost in your business strategy, a set of handpicked metrics.
All in order to decide actions. Make changes. And then apply them to the next cycle.
To see how each stage of i.d's consulting methodology applies to the main sectors we work with, click here.
Brand & Media
Finance & Investment
How to get where you're going... as fast as the media can take you. Your message matrix and situational analysis are ideas: i.d can help put them into action. From polling stakeholders to grilling focus groups, i.d has a swathe of methods for making the best concepts bubble to the top.
Once those messages are agreed, it's time to set targets. Working with you we decide which KPIs and KSFs matter most, and find a way to measure them. These are the metrics that ultimately decide next year's budget. Then of course creative execution. From headline stories with defined AVE, to data on reach and frequency needed to hit your goals, i.d supports both you and your marketing partners.
Whether you work with a PR outfit, ad agency or media buyer, i.d acts as advocate of your interests, honing campaigns and driving media flights. Your agency is passionate, but metrics are dispassionate. Results are what counts.
See how campaign creation works for the sectors below, or look at Stage 5: results analysis.