Developing the Marketing Plan: PageOne^tm

Drawing on the decades of strategic marketing communications experience of our senior staff, Off Madison Ave incorporates into the PageOne process what we consider best practices from both inside and outside the advertising industry. As a result, PageOne delivers a living, actionable Marketing Plan focused on achieving the goals of our clients. The PageOne process facilitates successful branding - and the greatest return on investment - through complete understanding of a client's products/services, goals, demographics, psychographics, creative positioning, marketing and media strategies. At Off Madison Ave, strategic recommendations include all marketing disciplines and considerations: overall branding and positioning, research, packaging, advertising and media, public relations, interactive marketing, and even sales collateral and trade shows as appropriate.

Internal Brand Audit

The positioning of a brand is about a shared vision. To help clients understand and define the components of their company identity - the who, what, where and how of the organization - we conduct an audit among company staff to explore the core values of the organization, current identity and assumptions, unique selling points and perceived market position. Consistencies and dissimilarities are identified among people from various functions within the organization. The audit summary leads to refinements in brand positioning and/or internal communications strategies as well as further brand validation with other target audiences.

Brand Validation

New or refined brand positioning strategies should be validated with customers and other key influencers as should the relevance of key messages, the value proposition, market perceptions and customer perceptions. When presented and explored with target audiences to see how they resonate, the client is given the opportunity to compare and contrast this information with competitive positioning and messages - and refine strategies as necessary to strengthen the brand.

PageOne^tm is a registered trademark of Off Madison Ave

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Getting results

Hubbard Swim School, a Phoenix based swim school teaching kids as young as six months, needed to increase leads while competing with the recent increase in paid search competition.

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