Brand Discovery Bootcamp

Our team meets your team. Part brainstorming session, part therapy, we begin our process with a 1.5-hour intensive conversation with your stakeholders. We’ll walk you through the six-week process, listen to your pain points and aspirations, and identify major signposts along our path.

Before the meeting, we’ll ask you to identify the team members you would like us to interview, and to gather existing marketing materials for us to review.

Agenda:

• Establish roles and points of contact.
• Align around goals and outcomes.
• Share interview list and existing marketing materials.
• Provide a list of top competitors.
• Provide access to necessary backend tools.

From our experience, many businesses struggle to define their audiences or understand how to speak to each group. As a result, their messaging is often muddled—trying to speak to too many groups at once instead of focusing on each group one at a time.

Our audience research resolves this confusion. Several of our interview questions are centered around learning more about your audiences, and we use responses to these questions to develop profiles—also known as personas—which form the basis of our strategy recommendations.

Personas are a core aspect of our marketing philosophy. We want your customers to feel seen and heard—and that means understanding their needs, their pain points, and the core benefits that will resonate most strongly with their goals and aspirations. By investing time into learning about your audiences, we are able to deliver marketing materials that immediately feel more focused and impactful.

By this point in the process, we’ve learned enough about you, your audiences, and your competitors to dig into some of the more technical aspects of your marketing: the current state of your SEO and PPC campaigns, and what steps need to be taken to bring them in line with best practices.

Our SEO review will require access to the backend of your website and your Google Analytics. After conducting our own keyword research, we will review the architecture of your site and offer an assessment of your current strategy and how it can be improved.

For our PPC work, we bring our strategy all the way back to the basics. We want to understand what the cost of traffic to you is, and at what rate we can convert that traffic to leads in order to maximize the value of your campaign. That means establishing:

1) Specific numerical baselines:

• What is the value of a conversion?
• What is an acceptable cost of sale?
• What is the conversion rate of leads to sales?

2) The larger, big picture strategy:

• What are the goals of the campaign?
• What are the correct tactics to achieve those goals?
• Do you have a CRM or similar to measure the results?

Understanding these variables lets us dial in the equation we need—and show you how to beat that number in order to be in the black on a campaign.

We round out our process by presenting our findings to your team, all of which are packaged into a series of deliverable documents for further review. These include:

• Interview Report. We go through all the responses to our individual interviews and compile them into a report that provides a snapshot of your brand, your company culture, and your marketing mindset.
• Audience Analysis (Personas). We break down each audience into their defining characteristics and offer guidelines on how to talk to each segment.
• Competitive Landscape Analysis. Our lengthiest report, this presentation highlights trends among your peer group and shows how to place yourself among your aspirational class.
• SEO & PPC Review. We go through your top keywords, discuss what steps need to be taken to improve your SEO, and break down the numbers for running an effective paid media strategy.
• Marketing Strategy. Our recommendations for how to turn our discovery into an actionable path forward.

We will deliver the Interview Report and Audience Analysis documents by email after Week 4 of our process for your team to digest. While we offer a high-level overview of these deliverables in our Delivery meeting in Week 6, most of our time during this meeting is focused on the Competitive Landscape Analysis, the SEO & PPC Review, and the Marketing Strategy.