This practice consists of evaluating a business or municipal to determine its current position based on a selected method or applied study. The collected data is then analyzed to determine the best strategy and set forth a plan to achieve meaningful and sustainable growth for the company or municipal. Our initial engagement will consist of studying the business, municipal or department to determine what is working in terms of marketing and what can be improved and how best to implement changes. This exercise provides valuable and independent insight into the workings of an entity that management can then use to make informed decisions.
Our methods and studies are the essential tools used to determine the correct course of action.
Analysis of Municipal / Governments
Brand Management & Community Identity (BMCI)
Putting the community as the focus of a brand is essential. Considering the number of departments, agencies, bureaus, alliances and development groups that a community may have, it can be challenging to maintain a consistent brand image and message for a community. The brand is not merely a logo or a slogan, it’s the idea and perception that people have about your community as tourists, businesses and residents. Maintaining or creating a positive perception and identity for a community is our focus.
General Survey of Municipal (GSM)
This study is intended to gather a wealth of information about a community to assure we as a firm, and you as a client, have a full understanding of the current state of affairs with a community. This information is then used as a starting point to map a path to our goals.
Municipal Marketing Plan (MMP)
Once we know where we stand and what goal we wish to reach, we will develop a marketing plan to achieve those goal in the most efficient way possible.
Central Business District Study (CBDS)
Determining the viability of a central (downtown) business district and recommendations on how best to establish or improve a district.
Agency Promotional Plan (APP)
The promotion of a plan or program within a community that has its own unique place or set of goals while still ensuring that this promotion fits within the overall branding and marketing of the community.
Tourism Promotion Program (TPP)
Attracting tourism to an area using the existing assets of a community while promoting new areas of interest as they become viable for promotion in accordance with the Municipal Marketing Plan.
Organizational Structure Study (OSS)
In many cases when working with communities, it is discovered that the confusion surrounding their brand or identity is more deeply rooted in the organizational structure of the community itself. This study provides an outline of those organizational structures that may be hindering a clear message about the community from being properly disseminated with recommendations as to how best to correct those structures.
Business Retention & Expansion Study (BRES)
Retaining and expanding existing businesses is often more successful in terms of economic development than recruiting new ones from other towns. This process helps communities understand local business needs and make necessary improvements – allowing businesses to stay in the community, grow, and become more committed to the community. Our strategies get the broader community involved in business retention and expansion planning.
Economic Development Planning (EDP)
Attracting new business to the community can be a time consuming and involved process that takes many years to complete. It is absolutely essential to start with well thought out and comprehensive plans as to how your community is going to proceed. The plan should take into consideration as a basis, Talent Supply and Education, Innovation, Infrastructure, Business Climate, Competitiveness and Governance Systems.
Quality Control Ensured Review. (QCER)
[Internal Use] This involves a balance of design review, color quality matching, proof reading and content review, fact checking, originality review, message review, and client signature approvals.
Analysis of Businesses
Service Marketing Plan (SMP)
How will we promote our services to our customers given the current industry and market trends for a billable rate that is comparable to the competition yet sustainable for the firm to succeed?
Product Marketing Plan (PMP)
How will we promote our product to our ideal customers given the current industry and market trends for a price that is comparable to the competition? Formulating a well-researched answer to this question is one of the most important steps a company can take toward future success!
When working with new clients interested in increasing their brand visibility we often start with an OPE. This study looks at all their online outlets, Facebook, Twitter, Website, etc. and helps determine what needs to be done to promote a consistent brand message across all outlets of online media.
Cost of Goods Sold Study (CGSS)
Determining the actual cost of goods sold is key to running a profitable company. Many hidden factors come into play that are often overlooked: Labor hours, Storage cost, etc. We can determine the break-even point for employee tasks based on all cost of goods sold factors. Streamlining the process and setting efficiency goals is a step towards a more profitable company.
Profit Margin Analysis (PMA)
From an income statement you can determine four levels of profit margins – gross profit, operating profit, pretax profit and net profit. Using the PMA over a period of time, this analysis detects consistency or positive/negative trends in a company’s earnings.
Burn Rate Analysis (BRA)
The rate at which a new company uses up its capital to finance overhead before generating positive cash flow from operations. It’s a measure of negative cash flow.
Sustainable Growth Rate Calculation (SGRC)
A sustainable growth rate is the maximum growth rate that a business can sustain without having to increase financial leverage.
Performance Evaluation (PE)
Annual performance reviews are an important part of employee development and it also allows you, as the employer, to determine what is the best course of action moving forward with your staff from an impartial third party.
Strategy for Business
Demand Generation Strategy (DGS)
Demand generation strategy is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services and define a clear path for the customer to follow.
We will create a strategy that builds interest in your business, generates leads and is designed to close sales. Business often focus too much on attracting customers and have zero systems in place to guide this new customer through the process that takes place with almost every sales transaction:
- How will customers find you?
- What should a customer do once they become aware of your brand?
- Have you answered the “now what” question for the customer?
- What is your demand generation strategy (DGS)?
- Have you created a clear path for the customer to follow that motivates them to take action?
If your marketing efforts do not provide the buyer with the desired information while they are conducting their product/service research, they will move on to the next source that will. The company who helps their buyers understand how to solve problems and purchase products, while also establishing the most trust, will gain buyer confidence.
For a company to win their fair share of the market, they need new internal operating models to tell their brand story and conduct lead generation activities in the methods, on the channels and at the speeds that reflect the preferences of their potential buyers.
Correcting your business strategy
This process starts with identifying the stage in which the bottle neck or miscommunication is accruing that creates the disconnect with the customer.
Type of business models and their stages of operations play an important role in correcting an issue. Below are the types and stages of operations.
While businesses differ greatly, there are two primary types of business models. A product-orientated business and a service-value business. These two models can further be broken down into phases and sections of operation. Knowing which phase is troubled or out-performing other phases allows you to isolates an issue and take corrective action.
- Phases of production-orientated business: Design of Product, Production of product, Promotion of product and Distribution of product.
- Phases of service-value business: Choose a service-value, Promote a service-value and Provide a service-value.
Each phase has it’s own challenges, we will face them together and produce a strong core on which to build future growth. Once a clean picture of the company’s standing is determined from a combination of analysis studies, we can then apply the information gained towards a strategy to produce sustainable growth.
Fixing your marketing planning process.
Planning is based on a companies analytic capabilities, the information available when planning is taking place and decisions are being made for the future. This is where results really matter, (Measure Results, Achieve Dreams).
You have to be able to determine the results of your marketing efforts in order to weigh there efficiency. We provide you with the ability to measure results and focus on what is working.
Without this information the planning process is broken. As companies look at the factors that affect their business, they often fail to clearly distinguish between things they can control (“Controllables”) and things they can’t (“Uncontrollables”).
- Marketing budget
- Product quality
- Advertising dollar efficiency
- Demand generation
- Conversation center design
- Brand management.
- Marketing Message
- Competitive activity
- General economic conditions
- Material Cost
The main questions in the planning process must be: How can we maximize the impact of things we can control and reduce the impact of those we cannot?
Many companies have difficulty answering these questions because analytics are not detailed enough to reveal the effects of marketing campaigns and determine what drives sales. As a result they fail to understand what marketing and sales initiatives have worked and why, and how to plan for growth.
The cost of poor planning is detrimental in terms of time and resources.
Once you have a clean understanding you can optimize your controllables and minimize your risk. In doing so, you are putting your money where it makes the most difference and has the greatest impact on sales.
What is driving Sales?
The Market, its a fickle thing. One minute your hot and the next your not. Why is your company successful, what is driving your sales? If your company is struggling to grow, do you have an actual plan to increase sales that is based on any type of analytical data or are you just shorting from the hip and hoping something sticks?
If you could actually track where every sale is coming from and see it in a useful and dynamic format, would that be of value to you? We can not only create and manage your marketing campaign, we can provide detailed data points that show what marketing activities are driving your sales. This is valuable when you plan where best to spend advertising dollars. Focus more on the areas that are yielding the best results.
Marketing plans based on facts, with the vision to make it work.
Growth is the goal of all companies, yet few manage to achieve it in any sustainable measure. We calculate a Sustainable Growth Rate for your company and advise you on how to best put a plan into action. A sustainable growth rate is the maximum growth rate that a business can sustain without having to increase financial leverage: SGR = ROE x (1 – DP Ratio). The path to survival for your business lies in the company’s sustainable growth rate and it’s balance and management. Measure results, achieve dreamsTM.