Integrated Marketing
Our Results
While specific Marketing goals vary from one organization to the next, the consistent outcomes of TDC’s efforts are two-fold: building a Brand and accomplishing Campaign priorities through a combination of thinking strategically, creating an Integrated Marketing plan, and evaluating the plan’s performance. By building a Brand, our client’s audiences learn who the organization is, what they stand for, what their purpose is, and why they exist. When an organization’s Brand is strong, it allows the client to utilize this leverage to help accomplish their goals.
CASE STUDY:
Speech & Language Center
Overview:
The Speech and Language Center approached us to help them identify the story they wanted to tell to their audience, but also how they should best go about it. Typically, Marketing is thought of as a tool to drive business development, but that’s not what SLC wanted to accomplish. They wanted to drive awareness of their approach, their breadth of knowledge, what made them special, and leverage that to recruit outstanding employees who would identify with their approach.
Problem:
SLC’s therapies are by no means proprietary or secretive, but they are extremely challenging to capture because the stories of their patients are complex, sensitive, and private. By including story-telling as a core component to our Integrated Marketing Strategy, we knew we were going to have to think outside of the box. SLC was going to need to plan, ask permission, explain what we were working to accomplish, and hope their patients trusted them to tell their stories in an appropriate fashion.
Solution:
Because SLC already had the trust of their patients, we were able to take the leap together to tell their story. By researching what their patients were most curious about when seeking treatment, we were able to create Approach and Case Study content to answer those questions, and ultimately reach their staff recruitment audience by showing them how they work and the impact they make. Story-telling content was core to the Marketing Strategy, which was then leveraged on Social, Paid Ads, Email, and ultimately their Website.
Creative Output
website
Here are a Few of the Organizations We Serve
Our Process
At TDC, our process doesn’t begin with Content. As a matter of fact, we spend a significant amount of time working with clients prior to Content creation parsing through market positioning, defining success, and eventually creating timelines and goals. From there we move to breaking down silos and crafting an Integrated Marketing plan. To close the loop, we evaluate the performance of the Integrated Plan and think strategically about the pivots that must be made as the plan evolves. Every client’s goals differ, and because of that, so do their plans.
Find the Goal
We often ask ‘would you go into battle without first defining what victory looks like?’ Overwhelmingly, the obvious answer is ‘no’. One client might define victory as shifting from B2B sales to B2C sales and that transition must happen over a period of several years. Another client might identify that their development team doesn’t have the collateral needed to do their jobs well and success is providing them with content that supports their positioning. Another client might be looking to expand their business into a new territory where their Brand is not yet known and is looking for a plan to build Brand awareness and eventually shift to lead-generation over time. Every Integrated Marketing strategy is different because each client has a unique problem they are trying to solve.
Stop the Silos
Even as Integrated Marketing strategies differ, one through-line is consistent: Stopping the Silos. Let’s give a few examples: Someone at an organization says ‘We need to build a website, so let’s get some photos or videos’. Same goes for Social Media. Someone else says ‘we need a video for our Social channels, so let’s make that happen.’ You can probably see where this is going. When each project is thought of as an isolated project as opposed to being thought of as part of a larger group, it results in fragmented Creative and Messaging that often times differs from an organization’s positioning. Stop the silos and think Integrated.
Create an Integrated Plan
“If it were easy, anybody would do it”. Creating an Integrated Marketing plan where every component of the publication stack looks, feels, and sounds like it came from the same Brand is a very involved process. Not only that, keeping everything in lock-step as the plan inevitably evolves takes an already complicated process and amplifies the difficulty level. While challenging, designing and maintaining Integrated Marketing plans for our clients is where we thrive.
Evaluate Performance
If results are not analyzed, measured, and linked back to our original goals, it’s impossible for a plan to improve and ultimately reach success. We don’t create Content, Graphic Design projects, Websites, Social Posts or Paid Ads in an effort to keep busy - everything must support the overall Brand as well as immediate client initiatives. Evaluating performance is a crucial part of Marketing, and it’s one of TDC’s strongest qualities.
Our Team
