Research & Strategy

The foundation of a successful campaign

One of the most overlooked steps in developing a marketing plan is the strategic aspect. It is imperative for a pinpointed strategy to be developed, as it lays the groundwork for all forthcoming communications. The process of identifying the right strategy involves identifying the most suitable target audiences, considering competitive factors and ensuring consumer perceptions align with goals. The final outcome of the marketing strategy exploration is one succinct message that guides all communications.


First impressions are important

Branding is the most personal part of business. A brand acts as the face and voice of an entity and should accurately portray the entity from its mission to its innermost philosophies. With the foundation of a solid strategy, succinct messaging helps to identify the voice and look/feel of the brand and any potential sub-brands. Working with professional designers, a brand image can be created or revamped by simply utilizing a new color palette or updating fonts to the more complex work of developing a completely new logo. The most important aspect is the end result: when consumers can identify with the brand.

Media Planning

Creating opportunities efficiently

A marketing plan does not equate to high costs and TV commercials. A good marketing plan will save money due to efficiencies. It is created with the guidelines uncovered in the upfront research, messaging strategy and branding. All tactics and media should hit the target audience at the right place at the right time and encourage the necessary action to reach goals. In most cases, an editorial calendar is developed first with a communications rollout plan including creative development and any media costs. This can be done with a given budget or through a recommended budget. Once a marketing plan and budget are approved, media is placed and continually monitored to ensure optimal response rates.


The tangible beauty of marketing

Creative communication is a completely different level of art, mixing science and consumer behavior into one beautiful piece. Working with professional designers, tactical creative elements are developed utilizing the direction provided by marketing strategy and the entity’s branding. Creative is not only the look and messaging of a campaign, but also the way in which the look and messaging are delivered to the audience. Which is why creative communications and media placements go hand in hand, ultimately providing innovative ways to reach an audience.
Many creative elements require specific production requirements such as photography, film production, digital specialties, etc. Double You Marketing partners with various professionals throughout the country to ensure tactics are completed at a high level of quality while staying within budget.