PROCESS
At BLK, everything we do for our clients is strategically based. We don’t just pullmarketing campaigns out of our hats – we do our homework before we create any “advertising”! Once you hire us we’ll spend about six months following a detailed, research-driven 7-step process to get you from where you are now to where you want to be.

Here’s what we’ll do:

STEP 1 – PERFORM MANAGEMENT AUDIT
Obtain a clear understanding of your company background, vision, strengthsand weaknesses relative to the marketplace. We’ll find out about…

• Who you are vs. who you want to be
• Your current target markets
• Your competitive environment
• Your financial resources

STEP 2 – ANALYZE SECONDARY CATEGORY DATA
Find, purchase, and analyze secondary category and competitive data in order to address category dynamics.

STEP 3 – CONDUCT MARKET RESEARCH
Conduct primary research to assess attitudinal data amongst a variety of key buying constituencies, in order to define the playing field, including your problems and opportunities.

STEP 4 – ADDRESS YOUR CORE SELLING PREMISE
Develop a competitive matrix that clearly identifies your reason for being and core selling premise against key target audience groups. Identify a defined selling strategy that will set you apart from the competition.

STEP 5 – ESTABLISH YOUR LONG-TERM POSITIONING/UNIQUE SELLING PROPOSITION
Based on your core selling premise, establish your brand’s core identity, and then translate this into a simple yet memorable tagline to be used as the center point of your long-term positioning.

• This phase is critical, because if you don’t establish a personality, your prospects won't take the time to learn about you.
• Uniquely position your company and leverage your unique selling proposition across all of your marketing communications.

STEP 6 – CREATE YOUR SHORT-FORM MARKETING PLAN
Develop a going-forward road map which defines and identifies your:

• Business and financial objectives
• Marketing objectives
• Target audience
• Competitive issues
• Key creative, media and promotional strategies
• Tactics
• Infrastructure issues

STEP 7 – DEVELOP CREATIVE FOR YOUR MARKETING PROGRAM
Translate your new tactical strategies into programs that will profitably market your goodsor services and help you to establish and build long-term relationships with qualified prospects and customers. Produce, launch and maintain your marketing campaign.