Strategy
We start by providing our clients with a detailed and insightful landscape of the target audience. Quantitative target audience analysis (TAA) demonstrates attitudes, behaviours and beliefs, while qualitative methods such as focus groups and interviews add depth to quantitative findings.
Defining a specific target audience, rather than large generalised groups, is crucial. Our approach allows messaging to be directly tailored for the audience through the most appropriate media channels.
Messaging
Once a key audience is identified, campaign communications are designed specifically for them. We work with our clients to ensure that messages are tested throughout the process, from developing the narrative through to creation of the final product.
During this process, we use focus groups to test message traction, cut through and attribution with the selected target audience. Our teams provide actionable feedback throughout development, keeping target audience insight central to each stage of the process
Targeting
While the TAA provides an overall media strategy, this can be optimised to provide a targeted approach that will reach the largest possible number of our audience through the right channels, at the right time.
We combine media polling with social media analytics to complement our initial TAA insights, and add further weight and reach to the media plan.
Evaluation
Clear and effective evaluation is key to a successful campaign. We provide our clients with accurate measurement of performance (MOP) and measure of effect (MOE) using both quantitative and qualitative methods.
Our research is always based on the strategic objectives drawn up at the start of the campaign, enabling us to demonstrate the explicit effect any messaging has had. Changes are tracked over time, enabling our clients to make effective decisions and react to a changing environment if necessary.
