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
  • Trends (2yrs/10yrs)
  • Revenue Model
  • Research Insights

The Ever Changing

  • Competition
  • Audience Needs

Strengths & Weaknesses

  • Points of Uniqueness
  • Liabilities to Manage

Purpose, Execution, & Effectiveness

  • Brand Purpose & Personality
  • Sales Strategy, Brand Pillars, etc.
  • Marketing Funnel
  • Key Performance Indicators

For more detailed information about Campaign Planning™ please contact John Drake, Co-President and Chief Strategy Officer.

Let’s Do This

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