HighPoint Marketing uses advanced project management skills for every project. We focus on strategic initiatives as well as the tactical steps. We blend solid analysis with creativity. And, we synthesize complex technical concepts into meaningful solutions for any audience.
Our methodology is consistent, regardless of the project's size or complexity. We work hard to understand your business, your solutions, your market.
That's why we don't farm-out work to freelancers. They just wouldn't have the well-rounded knowledge of your company that we have worked to obtain. So, all projects are completed in-house from start to finish.
Here's a high-level outline of how we approach every project:
1. Project Definition
First, we meet with you to understand the scope of your project. We determine exactly what you expect to receive when the project is finished. We prepare very pointed questions to gather the appropriate information efficiently and thoroughly.
Please note ~ At your preference, our meetings can be conducted in-person, over the phone or through e-mail.
2. Strategic Input
At this point, we ask ourselves "where are you going"?In other words, we look at the big picture in terms of your strategic initiatives, business goals and project objectives. We do the necessary company, product, market and competitive research upfront. If your corporate branding is in place, we learn all aspects of your messaging and positioning.
We consider your entire marketing program as it currently exists and make sure the completion of your project is well integrated. If it makes sense for the specific project, we develop a campaign instead of reacting to any one marketing project independently. After creating an effective positioning base, we exploit the project throughout a variety of marketing media.
The campaign mentality creates consistency (both inside and outside the company) and lowers overall development costs. Plus, we can take advantage of the strengths of each medium and its respective audience.
Once the campaign is developed, we should use as many different vehicles as possible to communicate our message. Although we may tweak it slightly for target audience purposes, we’ll focus on creating a consistent, creative message that will result in developing name recognition and generating interest.
Whether developing a complete marketing program or managing one single project, it's important to understand the company’s overall direction and corporate strategy. All functional efforts within the company should be an extension of this strategy.
After gathering the necessary information in Step 2 above, we then ask "How are we going to get where we want to go"? We explore all tactical approaches to the project.
After we select the appropriate tactic(s), we outline the project step by step using HighPoint'scustomized project management worksheets and tools. Pertinent project details are highlighted, including:
An important consideration during the planning phase is to determine aspects of the project that could go wrong. In the event of tasks not going as expected, we include contingency planning appropriate for each project.
4. Creative Input
Once we do the appropriate research, analysis, strategy formulation and planning, we begin to brainstorm ideas on how we'll develop the end product. HighPoint Marketing uses a defined methodology to creatively produce a variety of marketing projects.
Because we do the appropriate homework upfront, the creative message, positioning, packaging, delivery, etc. of your project will be on target. And, because we routinely think outside the box, your project will get noticed!
Now that we have all of our ducks in a row, we begin production at this stage. HighPoint Marketing uses industry standard tools and resources to produce its work. All projects for print or electronic media are completed professionally and in the manner required by printers and/or the Internet/Web.
All production work will be completed in-house, with the exception of the actual press printing, graphic output, etc. We manage the final production steps with these vendors, either contracting directly with our own affiliates or using your vendor(s). HighPoint Marketing is fully versed in all printing production methods. Your artwork will be prepared accurately according to printer specifications.
After we have the end product completed, we'll work with you to distribute it to your target audience. Depending on the nature of the project, we can distribute via e-mail, Web, printed mailing, magazine, news wire, etc. etc.
7. Evaluation & Measurement
Using the extensive planning tools we completed at the start of the project, it will be easy to evaluate the effectiveness of the project. You'll know the final project cost so you can measure the Return on Investment.
For most projects, this measurement will take place over a period of time. However, you should be able to gain enough knowledge regarding the project's success to help with future decision making. HighPoint's tools will allow you to evaluate the project using both qualitative and quantitative measurements.
Throughout the entire project development, you can participate as much or as little as you want. Some clients want to actively participate in every step of the project...reviewing each step of work. Other clients don't want to participate until the final draft is completed. Either way, HighPoint will produce a project to your expectations. Client reviews will be established when the project begins.
Whatever marketing project HighPoint undertakes, you'll get expert project management using high-level thinking and professional hands-on execution.
Contact us today at 623-465-5929 or highpointmktg to see how we can help implement successful marketing programs and tools for your company.