Winning the ❤️ & 🧠 of 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 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 message, it has a purpose that must be validated at all touchpoints.
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.
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.
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.
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
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.
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
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
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
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.
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.
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
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.
Campaign Planning™ & Strategy
Brand & Sales Strategy, Research
Art, Story & Experiential
Copywriting, Design, Social, Content
Websites, Campaign Assets, Apps, Email
Media Strategy, Planning, Buying, Trafficking & Attribution
Insights & Analytics
Media Optimization, Trends, Forecasting, Testing
Video & Photo Production
Direction, Cinematography, Editing, Post