Our Reference-Based Approach
Our Referenced-Based Approach
To Developing Communications
Is The Foundation Of Our Proven 6-Step Process.
Our experience tells us the biggest challenge you face using an outsourced firm to develop your marketing communications is aligning their creative subjectivity with your desired end product. To effectively communicate your distinct consumer benefits to your target market, you need a wise, up-front process…That’s exactly what Catalyst Marketing Communications provides. A disconnect can often occur between the communication firm’s creative translation of your distinctives into marketing materials and what you had envisioned those materials to look and feel like. Wouldn’t it be more helpful to have some design and copy reference points to articulate your envisioned end result to the creative team? That’s what we do for you…visual references speak volumes where words alone often fall short. This helpful process, which is step two of our six-step process, puts you in the director’s chair. It is the foundational step of our entire creative process. Read further here or download Our 6-Step Process for in-depth information on all the steps...
- EXAMINE ...The Consumer Benefits
- EXPLORE ...The Design and Copy References
- ENVISION ...The Conceptual
- EXECUTE ...The Design(s) and Layout(s)
- EXPEDITE ...The Printing and/or Web Files
- EXHIBIT ...The Printed Product and/or Web Site
EXAMINE
The Consumer Benefits
Highly effective marketing programs clearly and continually communicate the consumer benefits that set them apart. That unique difference in your product or service that you bring to your target market is your proposition. The consistent and timely delivery of that proposition is your brand. Therefore, a brand is a PROMISE DELIVERED! We help you communicate that brand in all that you do and promote. From your corporate identity to a full advertising campaign, from the e-mail tags to the overall Web site, the message needs to be precise and on-target with a “strategy-driven” approach to communicating your brand consistently. Clarity and consistency in communicating the “unique consumer benefits” of your promise is an absolute imperative. Before the creative sparks fly, we listen intently to your story to understand your particular vision. We want to draw out those consumer benefits that set you apart in your market niche in order to bring about creative solutions that make an impact. Impact is that quality in marketing communications that strikes suddenly against the audience’s indifference and enlivens their mind to receive a message...and ultimately raises your sales curve! Isn’t impact the end goal of your marketing communications? To maximize your impact, we seek to understand how you plan to integrate your various communications so that every element works cohesively together to bring about a larger bang! If envisioning the end result of your marketing efforts is enough to put the means in motion, then EXAMINING the consumer benefits is the place to start.
EXPLORE
The Design and Copy References
After our initial meeting to listen and examine the consumer benefits of your product or service, we roll up our sleeves and get resourceful. Using design and copy references that come from our library of marketing samples, your own marketing materials, any online marketing resources, our huge stock image collection, and much more, we discuss the possibilities for your overall communications message and look. A picture is worth a thousand words...and many pictures can tell a story! Whether conscious or subconscious, every client carries preconceived notions formed from a series of impressions that drive his or her design and copy writing preferences. Without the use of multiple visual and written references, it is next to impossible for most of our clients to extract, formulate, and/or communicate those unique preferences that are often tucked away. Our branded approach of leveraging relevant design and copy writing examples on the front-end of every project gives our clients the needed references to adequately envision and therefore articulate their desired end result to our creative team. That is what we mean when we say, “we put you in the director’s chair.” We will walk you through this fun, idea-producing, and confirming process that will lead you and our creative team to an agreed-upon and confident understanding of how to communicate your distinctives so that we hit the mark as you envisioned it...and in a way that deeply resonates with your target audience. The saying, “everything has been done before” is true. The difference is we use this time to EXPLORE the design and copy references as a launching pad to create something completely unique for its time and place in your market niche.
ENVISION
The Conceptual
From our time together exploring the design and copy references and forming an agreed-upon direction for the conceptual or BIG IDEA, our creative team will begin the conceptual process. Examples of big ideas are:
- UPS’ “Brown” campaign leveraged the public’s long-time and strong recognition of the truck and uniform colors to convey a deepening brand awareness that portrayed longevity, consistency, and efficiency.
- Apple’s “iLife” campaign marketed Apple computers and software platforms to be the HUB of “my totally unified iLife”. With one overall consumer benefit of “having all the things that make life fun and productive”: iPhoto for my pictures, iMovie for my movies, iTunes for my music, and iChat for my family and friends.
All great marketing communications are anchored by a big idea that drives the design and copy styles. Like a high-performance mutual fund, a big idea is an investment. Creativity is how you leverage integrated marketing communications to work for you and, like the mutual fund, the smarter you invest, the greater the return. From our agreed-upon direction that comes out of our time spent exploring many references we will bring creative inspiration and strategic thinking together to ENVISION the conceptual – or Big Idea – that will make the design and copy of all your communication items consistent, smart, and successful.
EXECUTE
The Design(s) and Layout(s)
With the envisioned conceptual tightly worked out and approved, our creative team will launch into the design of the actual communication item(s): brochure, Web site, ad, mailer, billboard, sales binder, etc. First, we produce a sample design of the copy layout based on the conceptual to get your buy-in to the overall direction. Next, with your input – in-studio or by e-mail and phone – our skilled designer and copywriter apply their creativity and resources to produce a first full-pass on the item. At this stage, several rounds of changes and edits can and usually do occur. Then, the final touches are applied and the project is approved and ready to be expedited to press or loaded to a server (if it is a Web site). It is that simple! From initial copy ideas to approved text, from the initial digital file set-up to the final finished design, our creative team will EXECUTE the design(s) and layout(s) that maintain a high-level of continuity to portray stability, strength, and consistent style while still having enough purposeful discontinuity to avoid being stagnant.
EXPEDITE
The Printing and/or Web Files
Once our creative team has executed the design(s) and layout(s), they will then proceed to load any Web files to a server or send any print-related files to the assigned print vendor. For Web sites, we prefer that you research and secure you own Internet Service Provider (ISP) so that you have control. If required, we can assist you in that process and recommend some preferred providers. We will work seamlessly with your ISP to make sure that your files are uploaded properly and are ready to go live.
When it comes to printing, having someone who makes sure all of your printed materials make the right first impression, on-time and on budget, is key. Managing the details, digital data, and deadlines of printing can be overwhelming to anyone. Our sister company, Catalyst Print Communications (CPC) oversees the printing for all our companies and can seamlessly manage the printing of your communication items. Working with CPC is comparable to having a print production manager on staff but without the added cost to your company’s bottom line. Our experienced and flexible print management department works closely with our creative team to give you a “one-stop-shop” and their “hands-on” production style, coupled with careful planning, help to ensure that all your projects come off without a hitch. They will handle all print-related tasks and leverage their volume printing to deliver consistent, high-end printing at a value price. This takes the worry out of the printing process so you can stay focused on other important tasks. If having your Web site loaded properly or your printing managed effectively is a priority...let us EXPEDITE the printing and/or Web files for you. You WILL get what you pay for!
For printing related inquiries, contact Deborah Gibson at:
Catalyst Print Communications
Making the right first impression!
678.302.6597 -or- 678.386.4447
Kennesaw, Georgia
EXHIBIT
The Printed Product and/or Web Site
The last step of our process is when your marketing communications come to life in the public eye! It is the distribution of your printed materials and/or the “going live” with your Web site. Whether it be your printed materials going out via direct mail, or through standard sales distribution lines; whether it be your Web site content being strategically crafted to excel in the ever-changing world of Search Engine Optimization (SEO), we can assist you in putting together a plan that drives it all. Our strategic print partners are experts in conventional direct mail databasing, distributing, and tracking your outbound marketing efforts. Our strategic SEO partners are experienced in researching, comparing, testing, planning, writing, submitting, and tracking your Web-based marketing program. Since this type of end strategy to EXHIBIT the printed product and/or Web site requires immediate up-front planning, we line-up our team of professionals and work inseparably with them to provide you with a turnkey solution from beginning to end. You will love the results!
OUR SCOPE OF SERVICES
ADVERTISING & DESIGN SERVICES
Annual Reports |
Incentive Program Art Logos / Letterhead Kits Magazines Newsletters Point of Sale PowerPoint Print Ads Proposal Design Retail Packaging |
Sales Support Materials |
CONSULTING & MANAGEMENT SERVICES by CATALYST
Communications Consulting
If you need communications guidance and counsel, one of our account service representatives will meet with you to hear your overall communications goals and challenges as well as to help you understand your options and explain some of the possible solutions that exist. We offer ongoing hourly consultation in order to determine the best approach to your planning and implementation needs.
Small-Scale Communications Planning & Implementation
For smaller communication programs that require planning and implementation for copy and design production projects only, Catalyst will assist you in developing a plan that fits your needs. From mapping out the list of items, to costs breakdowns, to timelines—we will deliver what you need.
CONSULTING & MANAGEMENT SERVICES by STRATEGIC PARTNERS
- Large-Scale Communications Planning & Implementation
- Search Engine Optimization (SEO)
- Media Planning & Buying
- Public Relations
Thank you for considering Catalyst Marketing Communications. Our downloadable resources below are all for "your" viewing and/or use whether you work with us or not. Some of the tools in this document have helped us tremendously.
Our Vision |
Our Reference-Based Approach...6-Step Process Our Logo & Letterhead Design Process Our Print Design Process Our Web Site Design Process Our Client Web Site Links |
For more information, contact:
Robert Worley, Sales & Creative Director
Catalyst Marketing Communications
404.993.5385
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