our process


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We don't believe in "Ideas", we believe in
INSIGHTS-DRIVEN STRATEGIES

You will never find us huddled in a boardroom throwing random ideas out just because we think they are cool. Instead, you will find us carefully analyzing your audience, your current and past efforts, your "competition", trends and culture to see if we can find insights that will lead to ideas that connect with your audience. This is our process:

 
 

Research + learn

We start with research to figure out the why. The why is more important than the who or even the what. It’s where we can find out what drives the audience to engage.

This is the most important phase of any project. It is essential for both brands who have an audience (but may not totally understand them) and for brands who intend to build an audience.

What we are looking for is: who your audience is, what they read, where they hang out, what motivates them, what are the issues you’ll come up against trying to reach them.

 

A FULL SPECTRUM OF RESEARCH TO COME TO THE RIGHT INSIGHTS:

  • Audience research & insights
  • Competitive research & insights
  • Cultural research & insights
  • Industry research & insights
  • SWOT analysis (based on insights, not guesses)
  • Goal development
  • Content & capability audit
 

strategize + plan


Using elements of our social, digital and audience development toolboxes, you will get a strategy and plan that lays out a mix of the following:

STRATEGY

  • Overall strategy (that thing that will underpin everything you do)
  • Voice & Tone (not the traditional flat, dull document - but unveiling your real voice)
  • How everything works together
  • Goals + milestones
  • Calendars
  • Rollout and launch plans
  • Budgets

SOCIAL TOOLS:

  • Editorial Focus + Overview
  • Sample content
  • Mission/Vision for Publishing
  • Resource Planning
  • Suggested Platforms
  • Approvals/Guidelines Planning
  • Influencer Engagement Plan
  • Vetted influencer list
  • Community outreach plan
  • Boosting recommendations

AUDIENCE DEVELOPMENT TOOLS:

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create + produce

This is where the rubber hits the road. Though you will have a good direction, there will still be some creative experimentation. 

Depending on the platforms chosen, we may bring in designers, photographers, videographers, editors, sound engineers, etc., but we focus on teaching you to be  self-sufficient and DIY.

WE HELP YOU DEVELOP:

  • Podcast series
  • YouTube show
  • Video series
  • Web publications
  • Article series
 
 

PRODUCE & POST INCLUDES SERVICES SUCH AS:

  • Content coordination & management
  • Writing scripts
  • Writing or editing social posts/articles
  • Editing copy
  • Photography direction
  • Design direction
  • Supervising shoots
  • Overseeing post-production
 

post, boost + optimize

Also crucial, this is the part that almost everyone forgets. It’s not enough to produce great content. It has to be found. 

This is the part of the process where content is optimized for the platform and audience findability.

    MAY INCLUDE:

    • Tagging, titling, descriptions
    • Setting up playlists/categories
    • Creating closed captions
    • Paid promotional planning
    • Optimization for sharing
    • Influencer outreach/paid collaborations
    • Expert outreach/coordination
    • Cross-posting
     

    listen + engage

    This is where you build a loyal, engaged audience. Interacting and engaging  with your readers/viewers will go a long way to creating growth.

    COMMUNITY DEVELOPMENT

    • Community platform development (with software recommendations + implementation assistance)
    • Community outreach guidance
    • Ongoing identification of potential communities of interest (COIs)
    • Social listening + engagement
    • Community guideline development
    • Feedback monitoring + reporting
     
     

    We also have a lot of experience in non-traditional community events (online/offline), such as:

    • Twitter chats
    • Town halls
    • Unconferences/Barcamps
    • Meetups
    • Hackathons/developer days
    • Community forums & roundtables
    • Design sprints
     

    measure + report

    All of the efforts will be tracked and analyzed on a regular basis to ensure you meet the goals we set together. What we learn here, we use to improve our efforts every day.

      COULD INCLUDE:

      • Growth analysis
      • Audience engagement analysis
      • Milestone monitoring
      • Content performance analysis
      • A/B Testing + Landing Page Optimization
      • Competitive Benchmarking Reports
      • Trend Monitoring Reports
      • Monthly / Quarterly / Annual Reports
      • Insight reports and recommendations

      We believe in listening and research so much that we never stop. From beginning, through implementation, and then adjusting, we are constantly learning so that you can stay ahead of your audience and deliver the best stories, the clearest messages and the most useful information.

      Additional Expertise:

      • Influencer Marketing

      • Project Management

      • Presentations Design/Delivery

      • Public Speaking/Training

      • Brand Development

      • Business Model Development

      • Web Standards
      • Open Source Communities/Developer Communities
      • Growth Hacking
      • Copywriting & Editing
      • Email Marketing/Newsletter Development
      • Event plannin