A Stretegic Approach
To Marketing, Advertising & Public Relations
Let’s be clear. At The Weinbach Group, we’re not just about making ads or firing off a press release. Whether we’re delivering complex healthcare marketing services, or supporting a non-profit to advance its mission, we apply a thoughtfully-developed, well planned, strategic approach to our clients’ marketing programs.
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It’s a process, for sure. In this regard, The Weinbach Group utilizes a proven, 5-step process in our advertising, public relations, and marketing communications programs.
STEP
Discovery. We conduct in-depth research to ensure a thorough understanding of our clients’ organizations and their audiences: their demographic characteristics, cultural diversity, perceptions about the client, the media they use and how they use them, including social media and mobile platforms, and influences that shape their decision making. Discovery also includes gathering information about clients' competitors, competitive forces, and other marketplace dynamics.
STEP
Goal-setting. We work with our clients to determine their goals, both broad, strategic program goals as well as specific business goals, like increasing leads or growing patient volume. At this phase, we also identify the metrics we will use to measure success.
STEP
Positioning. Some call it positioning. Some call it branding. By whatever name, this is the phase when we differentiate our clients with a well-defined identity and clear position in the marketplace. We apply consistency and congruence at every turn – across all communications and with all market segments, and we fiercely protect our clients' brands from any lack of consistency or any messaging that can tarnish their image.
STEP
The Plan. We develop an integrated marketing communications action plan using the right mix of tactics, channels, and messaging that will produce desired results. Our plan maps out the timing for each program element as well as the budget.
STEP
Execution. We put our plan into and closely monitor results using the predefined metrics we identified during the goal-setting phase. Then, based on those results, and in collaboration with our clients, we adjust the program to enhance its effectiveness – always optimizing our activites for maximum impact.