Do You Have the Right
Roadmap?
Consumers are forcing brands to change the way they communicate and engage in the marketplace. To succeed, brands must create and own relevant culture and use digital to drive it with their consumers. Our Digital Roadmaps help marketers get on the right road and execute a strategy that:
- Builds targeted brand awareness and recruits new fans
- Extends their marketplace footprint
- Optimizes sales
- Strengthens customer loyalty and brand love
We help brands expand and accelerate their
marketing strategy, by uniting digital and traditional communications into a
single integrated roadmap– so they can connect through dialogue and ultimately build
meaningful and profitable relationships with their consumers. Each Digital Roadmap provides brands with the
insights, plans and tools to build and execute their integrated interactive
communications eco-system through a six-step process:
Strategic Imperatives
The Digital Roadmap begins with re-defining/clarifying goals & objectives, figuring out who the real target audiences are, and examining and refining the brand’s core creative story for messaging and the programs/campaigns that deliver that message. From this work we create the strategic lens by which all subsequent programs, campaigns and channels are selected and designed.
Program and Campaign Architecture
Next, we’ll create unique branded consumer experiences that tell the brand's story and demonstrate its culture – defining what your brand’s digital signature and VALUE will be known for in the online community. We help you uncover and organize the relevant content angles to reach and speak to each of your audience segments that will translate most effectively in the digital space.
Channel Architecture
Once the content for programs and campaigns is in place, we’ll pick the right digital channels and tools to support the programs/campaigns and give each of them logical role/editorial focus – so you can tame the content beast and your consumers immediately know what their getting each time and in every touch point they engage with you.
Execution Plan
We’ll take all the tactical pieces and determine the priorities and best sequence to execute – making sure you get the right digital foundation in place to efficiently test, learn and optimize communications along the way.
Influencer Pathway
We’ll step into the community, listen and reach out to specific influencers who would be a good fit for your brand’s story and invite them to participate and share their part of the story in the digital space.
Measurement Scorecard
Lastly, we tie all of your digital initiatives together by developing a unified measurement approach for your integrated initiatives – developing scorecards and analysis plans so you have the right information to make decisions that impact the bottom line.
Contact iMediaWorks to discuss how we can create a Digital Roadmap for your brand.
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