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.

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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.