May 2009
Responding strategically and swiftly to an ever-changing climate is
critical to the success of any marketing plan. With any given bumps in
the road and unforeseen challenges, marketing efforts can be derailed
quickly, leaving an organization scrambling to get back on track while
compromising the integrity of the creative execution. Often times
organizations find themselves having to shift their communication
activities in midstream to respond to the shifting landscape. This can
result from a decrease in budgets, a time-sensitive promotional
campaign, an organizational mandate, or a new initiative.
At JDG, we help our clients adapt to their evolving environment by producing communication campaigns that are timely, flexible, current and creative. We strive to be quick on our feet without compromising the quality of a well-thought-out strategy.
This issue of Brand News will explore the value of versatility when developing a timely marketing campaign. We'll share some of our team's insights on how to produce great results while shifting gears and adapting to a changing landscape, and we'll also highlight one of most recent success stories of creating a flexible advertising campaign that evolved from a new government-wide initiative. After all, as Sir Winston Churchill said, "There is nothing wrong with change, if it is in the right direction."
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
A Consistent Strategy in an Inconsistent Environment
A changing environment can prove to be a challenge when implementing
a comprehensive marketing plan. Strategists may find themselves
responding frantically to the changing demands, and as a result, lose
sight of the overall goals of the project. While it is critical to be
conscious of deadlines and tasks to ensure that the deliverables are on
time and on budget, it is equally important to keep strategy on the
radar and not undervalue the importance of ensuring that the message and
deliverables are on target—even when the target is a moving one.
Here are some recommendations to consider when developing a timely
campaign:
- Cutting Corners: A Failed Approach. No matter how time-sensitive your deadlines are, don't cut corners when conceiving your strategy or executing your communication plan. When developing your strategic approach to your marketing plan, be certain to allow for sufficient time to help clarify expectations, exchange ideas, flesh out concepts, identify channels of distribution, and assign roles. If you compromise your strategic vision, it is almost certain you will compromise your final product.
- No Room for Ego: Adapt and Move On. You may
have developed an award-winning strategy but that plan may become
irrelevant in a changing environment. Ask yourself if the strategy
is adaptable to the new landscape or if a new strategy is required
to reflect and incorporate the changed environment. Other questions
worth considering include:
- Have the objectives of the project changed as a result of the new environment?
- Does the target audience remain the same?
- Will the change in environment affect the deliverables initially proposed?
- A Delicate Balance. Often times when asked about a delivery date, our clients say without hesitation, "We needed it yesterday!" Approach the timeline with a sense of urgency balanced with a sense of pragmatism. Work on clarifying expectations on the front end so you don't end up over-promising and under-delivering. Identify notable schedule milestones and opportunities to make up time where applicable. The last thing you want to do is deliver a product that, while delivered on time, is off-message and off-target as a result of a hasty approach.
Our case study below is an example of how JDG was able to change its marketing strategy and respond to a new ad campaign for the U.S. General Services Administration's Recovery solutions. Click on the link below to learn more.
Click here to see the complete GSA Recovery Campaign case study.
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then prepare a Confidential Needs Analysis that outlines recommendations for your company. Our staff will return to your office to present out findings and see how we might help you.
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