IntelliQUEST, our proprietary discovery process, builds the foundation of our successful partnerships and begins as soon as we take on a new client. This intense educational phase, which we customize by client, makes it possible for us to learn everything we can about your needs, goals and desired outcomes. We also use this process to thoroughly understand the behaviors and perceptions of your target audiences as well as gather competitor intelligence.
The Research, Planning, Implementation and Evaluation (RPIE) process we use is a highly respected method endorsed by major marketing and public relations associations, including the Public Relations Society of America. We apply these principles to our four-step communications approach that allows us to tackle projects, especially campaigns with several moving parts, in the most strategic, intelligent and measureable ways possible.
Before we work to fulfill a need or solve a problem, we take the time to look at and define your opportunity or issue. Through research, we determine who you need to reach, what you want your audience to do and what type of messages need to be communicated. The different types of research we use to accomplish this involve primary/secondary, formal/informal and quantitative/qualitative methods.
Every marketing and public relations strategy needs a plan to be successful. Our planning process starts with goal setting and creating the framework of how we are going to take your opportunity or issue to the desired result. During this phase, we identify target audiences, objectives, strategies, messaging and budget allocation, which allows us to determine the right mix of integrated activities that best serve your needs.
After we’ve completed our research, defined the problem or opportunity and developed a plan, we start implementing the tactics that will allow you to achieve your objectives. These activities include creating marketing collateral and/or generating public relations campaigns. While this is often considered the fun stage of the RPIE process, we understand that no ad, brochure, website, etc. can be successful without initial research or the evaluation that follows.
Once your marketing project or public relations campaign is over, we spend time measuring the outcome to see if we were as effective as possible in meeting your objectives. We also use this stage of RPIE to identify opportunities for improvement so that we can apply this knowledge to future programs.
When it comes to the execution of your project, whether it’s a print advertising campaign or website creation, we follow three highly structured phases to ensure we stay on point from start to finish. These processes help us stay focused, produce consistent output, hit every deadline and keep things moving on budget.
During this phase, your dgs account team reviews/defines the project’s parameters and obtains relevant vendor quotes to provide you with a cost estimate – having reasonable expectations that your budget could change. Once you approve the estimate, the account team provides our creative team with the marketing strategy and all relevant materials.
Based on the marketing strategy and assigned budget, our creative team explores all possible ideas for meeting these parameters and, depending on the scope of the project, develops a range of design concepts for your consideration. Your account team will work with you to select one of the concepts as is or provide direction for finalizing your favorite option.
Our creative team takes the selected concept, develops the appropriate messaging and works to finalize the look and feel of the project. From here, you review the concept and provide any necessary feedback. Upon your final project approval, we take all the necessary steps to get the project printed or pushed online.