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EVALUATE the Landscape

EVALUATE

Got hurdles? We work with industry groups and corporations to determine both the objectives and the feasibility of a campaign. This includes a review of the industry climate, customer or consumer environment, business analytics, and public opinion research to determine whether a campaign could be effective and adequately funded. We assist with scenario planning, develop campaign scopes, identify target audiences, develop program budgets and timelines and define clear goals for success.

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ORGANIZE and Plan

ORGANIZE

Building consensus among competitors can be challenging, even when they share a common problem. From agreeing on core objectives to decisions on funding, governance and management, there are several points at which discussions of industry campaigns break down. We bring an objective perspective that helps build consensus and articulate a shared vision for the campaign, with goals and desired outcomes all parties can agree upon. Executive-level involvement is critical in this phase as well as representation from an association’s membership.

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IMPLEMENT

IMPLEMENT

Industry-level marketing, image and advocacy programs are entirely distinct from brand or product marketing efforts. Statler Nagle has developed a number of customized best practices in industry marketing campaign areas, such as: agency selection, market research, campaign staffing models, funding mechanisms, and dealer/retail-level integration. We also provide ongoing strategic support and, in some cases, campaign management.

Case Study
MEASURE 
and Evaluate

MEASURE

Measuring the impact of a campaign serves two important purposes: determining whether or not the campaign delivers on its fundamental objectives; and determining which elements of the campaign are most or least successful. We use a proven five-tier measurement system to determine the impact of a campaign. This measurement process is dynamic, and can be tailored to the industry and the precise success metrics of the campaign.

Case Study