Approach
Creative Cause follows a customer centric approach to marketing and business support, meaning no two projects are the same, however to guide us we use the established SOSTAC framework. No matter what stage a project is we can offer support in marketing consultation, market research/campaign planning, web/graphic design, campaign execution, test/optimisation and measurement and reporting. Below is an outline of our approach.
Situation
Where are we now?
Internal Audit: Reviewing (a) quantitative data, keyword search behaviour (intent), web and database analysis, purchase habits/trends, and brand performance (revenue/resources) and (b) qualitative data, company vision/values/mission, and customer 1-1 interviews/focus groups/surveys.
Micro Environment: Researching key market customers segments through industry reports, competitor benchmarking, understanding partners/intermediaries, and the market situation.
Macro Environment: Identifying political, economic, social-cultural, technological, environmental, and legal issues out of our control that will influence the campaign.
SWOT Analysis: Identify internal strengths/weaknesses, and external threats/opportunities.
Key Issues & Recommendations: Acknowledging the need to take a new approach, referencing obstacles, and previous campaigns (lessons learned).
Objectives
Where do we want to be?
Campaign Goals: Setting ‘specific measured attainable realistic timely’ campaign objectives, considering how they interrelate to overarching business goals.
Benchmark KPIs: Identifying key performance indicators to measure success.
Targeting
Who do we want to reach?
Customer LTV: Utilising the recency, frequency, monetary model, using transactional data to divide customers into four tiered groups, based on high/low profit and loyalty.
Define Segments: Identifying measurable, identifiable, and accessible segments based on demographic, geographic, psychographic, and behavioural data.
Campaign Personas: Representing key traits audience segments, bringing them to life, depicting their goals, pain points, channel preferences and buying patterns.
Acquisition
How will we reach them?
Customer Journey Mapping: Review/planning using ‘reach, act, convert, and engage’ model.
Touchpoints: Benchmarking touchpoints that provide value at every stage of the customer journey, enabling right message, right person, right time.
Pathway-to-Purchase: Developing dynamically optimised landing pages tailored to address specific problems and search terms.
Retention
How will we manage them?
Integrate CRM: Enabling customer database management and communication, maximising upselling/cross-selling opportunities.
Contact Rules: Based on segments, offers, location, channels, and frequency.
Triggers: Automating generic and behavioural email triggers and push notifications based on purchase cycles, seasonal events, and next-best-action models.
Customer Service: Improving customer service through chatbots, FAQs and inbound email procedures categorising issues so they can be dealt with quickly.
Promote Advocacy: Sharing user generated content, testimonials, reviews, and social mentions.
Reduce Churn: Introducing loyalty schemes and subscription initiatives that improve net promoter score.
Single Customer View: Working towards a wholistic representation of the customer data that can be viewed in one place.
Data
How will we handle their information?
Cross-device Tracking: Through cookies to allow retargeting based on lapsed purchasing.
Gathering/Storing/Using: Understanding the significance of handling 1st/2nd/3rd party data.
Permission Marketing: Using the LEVER framework (legal, ease, visibility, exchange, and respect) to ensure a data protection privacy policy that is GDPR compliant.
Channel & Content
What do we to say?
Channel Plan: Considering ‘where, when and how’ content will be scheduled focused on the wholistic customer experience.
Content Strategy: Integrating an omni-channel messaging strategy using integrated marketing communications, clearly defining the online value proposition.
Differentiate Brand: Developing compelling proposition development reflecting brand positioning, communicating the unique selling points through a clear call to action, considering emotional and physical benefits.
Engagement: Identifying cost-effective opportunities to engage with the audience selecting environments where they are already in the right frame of mind, utilising the channels and media types of their preference.
Test & Learn
How do we say it?
What/How: Setting controls, benchmarking, and baselines.
Test & Learn: On-going test and learn cycles, combining quantitative and qualitative data through both A/B and multivariate testing methods (web: Google’s Content Experiments) based on audience behavioural segments, offer proposition CTA, and creative copy/design.
SEO: Through PageSpeed/GTMetrics and SEO plugins to optimise website performance.
Gap Analysis: Comparing current performance with target, highlighting missing strategies and processes.