Winning With the Modern Consumer

In order to effectively connect with consumers, brands need to create desire using both logic and emotion—while remaining agile and relevant in an ever-shifting marketplace. Navigating these challenges is central to Drake Cooper’s unique approach, Campaign Planning™.

Campaign Planning™ begins by uncovering an authentic brand purpose by evaluating how an organization thinks and operates. A brand purpose has to be true and ownable. This brand strategy is what will drive strategic insights, creative discovery, and relevance with the intended target audience. Ultimately a brand is more than an identity or a messaging strategy, it has a purpose that must be validated at all touchpoints.

Our Campaign Planning™ Process

At the onset of a new relationship, and throughout the development of creative work with an ongoing client, we base our thinking on a thorough, 12-part understanding of their organization.

Through a series of small and large meetings—whichever is appropriate for the budget and assignment at-hand—we create a strategic framework that's purpose is to create work that is meaningful, visible, memorable, and distinctive. Campaign Planning is perfect for middle-market companies with great brand propositions who need more people to know about what they offer.

The World We Inherit

State of the Industry

The World We Inherit
State of the Industry

How do consumers/customers/the audience view our client’s industry at-large today? Category beliefs always attach themselves to a client's business and we need to document them.
Trends (2yrs/10yrs)

State of the Industry
Trends (2yrs/10yrs)

What movements or thoughts among the consumer/customer/audience could notably affect their behavior toward our client? All brands tie together with certain elements of pop culture and consumer behavior changes, we need to identify them.
Revenue Model

State of the Industry
Revenue Model

How does our client’s organization generate revenue, margin, and profit? Knowing how the commerce on an organization works is a core guide of creative solutions.
Research Insights
(Qual/Quant)

State of the Industry
Research Insights
(Qual/Quant)

What areas related to our client’s requested deliverables are not fully understood yet which, if known, could notably help guide effectiveness? We often run primary qualitative, quantitative, online consumer sentiment as well as seek secondary category research available on the market.

The Ever Changing

Competition

The Ever Changing
Competition

What other compelling choices do consumers/customers/the audience have in addition to our client? Competitive tracking and market share monitoring are core services we can offer.
Audience Needs

The Ever Changing
Audience Needs

What problems or challenges do consumers/customers/the audience have that our client can help solve? We often base our audience understanding around four areas: needs, wants, tensions and problems.

Strengths & Weaknesses

Points of Uniqueness

Strenghts & Weaknesses
Points of Uniqueness

How is our client’s organization unique in the marketplace? This results in an exhaustive list of all the things that make our client unique.
Liabilities to Manage

Strenghts & Weaknesses
Liabilities

What are the notable challenges related to our deliverables that our client’s organization must overcome? This is an exhaustive list of all the things that can hinder our client's success.

Purpose, Execution, & Effectiveness

Brand Purpose & Personality

Purpose, Execution, & Effectiveness
Brand Purpose & Personality

How is our client’s organization distinctive? This is something Drake Cooper crafts that is the result of client collaboration and serves as a guide for all agency work.
Sales Strategy, Brand Pillars, etc.

Purpose, Execution, & Effectiveness
Sales Strategy, Brand Pillars, etc.

What tools does our client team need to best manage their internal teams with regard to our deliverables? Every client organization has unique strategy elements that they need to guide their marketing recommendations internally. This area changes with every Campaign Planning engagement to fit our client.
Marketing Funnel

Purpose, Execution, & Effectiveness
Marketing Funnel

How do we make the brand visible, memorable, distinctive and meaningful? We look for traditional top-down purchase funnel needs to drive awareness but put equal focus on bottom-up needs that begin with making a brand findable by people who don't know the brand exists.
Key Performance Indicators

Purpose, Execution, & Effectiveness
Key Performance Indicators

What, in ranking order, are the most important objectives? Our in-house marketing analysts create custom dashboards, insights presentations and align media performance with metrics so that both agency and client teams can see what is most beneficial to be measured as well as see how marketing initiatives are performing.

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Campaign Planning™ & Strategy