The Riverworks Process is a 6 step model we use to develop & execute marketing plans for our customers. Following this process insures we are doing the right things and that we are doing them effectively.
1. Identify the Brand
Step 1 involves identifying and documenting the key attributes & marketing concepts for your business. Our discovery process leads to a description of key elements such as your target audience, customer value proposition, competitive position and key marketing messages. This helps us communicate the best messages to the right consumers.
2. Develop the Strategy
Based on your brand identification and your sales & business goals, we develop strategies to connect you in meaningful ways with your target audience. We evaluate alternatives based on your target audience and the content and characteristics of your messages and recommend those techniques we believe will produce the best return on your investment. Most strategies are linked so they support one another and, combined, produce greater results.
3. Create Online Sites, Print Material & Identity Imagery
The strategies we create will dictate what online sites, print material & imagery are required. Almost all online strategies require a website or landing pages. But they may also call for the development of social media platforms such as Facebook or LinkedIn as well as newsletter templates or survey forms. We use familiar & consistent imagery and messaging to maintain easy brand recognition.
4. Execute the Strategies
When the platforms are built, the connection activities outlined in the strategy can begin. We monitor activities closely to be responsive to consumer requests and to identify potential problem areas before they reach a critical level.
5. Track & Analyze Growth Behavior
We call the consumer activities that lead to growth in your company, growth behavior. We track and analyze this growth behavior to understand what is encouraging this behavior and to determine what we can do differently to increase it. We produce reports that document these key performance metrics so everyone can understand what is happening and contribute to the success of the campaigns.
6. Adjust the Process
Once we have sufficient information to have confidence in our analysis, we make alterations in our marketing plans. These adjustments can include every aspect of the campaigns including strategy reformulations, online site changes or adjustments in how we are delivering the campaigns. These changes lead to more results which are analyzed and the cycle of continuous improvement is renewed.