Public relations builds and enhances your reputation, marketing promotes and sells your services or products.
As well as PR, Effective Communication develops and implements innovative marketing strategies and tactical marketing campaigns, designed to meet commercial objectives through brand position and awareness.
Our marketing process typically starts with an audit of a client’s current position and the markets in which they operate. The findings of the audit are then used to inform decisions and to set challenging yet achievable objectives.
The next stage is to conduct a segmentation and targeting exercise, which seeks to identify the areas of greatest potential.
Our strategy applies the ‘seven Ps’ of marketing: Product, Price, Place, People, Process, Physical Evidence and Promotion.
Each ‘P’ is considered in turn, to ensure that outcomes are fully rounded and their potential is maximised.
When it comes to promotion, our team will structure tactical marketing activity across owned, earned and bought channels to ensure that the resulting campaign delivers the required reach and conversions.
Then, we monitor defined KPIs and costs to ensure that the campaign activity delivers the maximum return on investment.
In short, our objective is to help our clients reach theirs.
Marketing supports an organisation’s ongoing growth via a structured approach to micro and macro forces, target market definition, positioning, and a critical analysis of the seven ‘Ps’. The process culminates in the promotion of products or services. In short, marketing supports organisations in meeting their business objectives.
Some clients may wish to bypass the development of an overarching strategy and head straight into the development of shorter-term tactical activity. While we would typically advise a strategy-first approach, we recognise that this is not always practical or necessary. Tactical marketing campaigns can be developed to meet short-term objectives, which can be delivered either as a standalone project or in conjunction with existing an in-house team.
The volume of work required to develop a full marketing strategy is quite elastic and depends largely upon the client, their situation, market, ambition, and critically, budget.
Effective’s marketing service can be used to help them structure clear thought processes around marketing activity. The aim is to have a degree of skill-transferal in a flexible and cost-effective way – while still ensuring optimum delivery.