Integrated Marketing
Our Results
While specific Marketing goals vary from one organization to the next, the consistent outcomes of TDC’s efforts are two-fold: building a Brand and accomplishing Campaign priorities through a combination of thinking strategically, creating an Integrated Marketing plan, and evaluating the plan’s performance. By building a Brand, our client’s audiences learn who the organization is, what they stand for, what their purpose is, and why they exist. When an organization’s Brand is strong, it allows the client to utilize this leverage to help accomplish their goals.
CASE STUDY:
MONEYWISE PAYROLL
Overview:
When we started working with MoneyWise Payroll, their previous Marketing efforts left them spending money aimlessly on Google Ads, pointing them back to a website that didn’t tell their prospective customers anything more than “We’re a payroll company located in Charlottesville, Virginia”. In a nutshell, there wasn’t a clear strategy. We were asked to come in and start from the beginning to help a company that truly cares about their clients.
Problem:
The problem for MoneyWise Payroll was they hadn’t yet figured out how to incorporate their positioning into their marketing strategy. Google Ads aren’t a ‘Position’. They wanted to communicate to their current and perspective customers, but they didn’t know how to do that while incorporating their reason for existing - to create a positive ripple effect. By leveraging that as the starting-point, we could then map out an integrated plan so they are audiences would understand the true impact of their organization.
The Approach:
After working through positioning, we created a Content plan that spoke to two different audiences, for two different purposes. One type of content told the story of their impact for those they work with, the other was a resource for existing customers. All of the content would ultimately live on their website as that platform served both audiences as prospective clients tended to only visit certain sections of the website, while existing clients visited others. After evaluating the results from publishing our Owned Content as both Paid and Social, we decided which pieces of content would be further developed and refined, and which ones would shift into a different type of content.
Creative Output
website
OTHER CASE STUDIES
Here are a Few of the Organizations We Serve
Our Process
At TDC, our process doesn’t begin with Content. As a matter of fact, we spend a significant amount of time working with clients prior to Content creation parsing through market positioning, defining success, and eventually creating timelines and goals. From there we move to breaking down silos and crafting an Integrated Marketing plan. To close the loop, we evaluate the performance of the Integrated Plan and think strategically about the pivots that must be made as the plan evolves. Every client’s goals differ, and because of that, so do their plans.
Find the Goal
We often ask ‘would you go into battle without first defining what victory looks like?’ Overwhelmingly, the obvious answer is ‘no’. One client might define victory as shifting from B2B sales to B2C sales and that transition must happen over a period of several years. Another client might identify that their development team doesn’t have the collateral needed to do their jobs well and success is providing them with content that supports their positioning. Another client might be looking to expand their business into a new territory where their Brand is not yet known and is looking for a plan to build Brand awareness and eventually shift to lead-generation over time. Every Integrated Marketing strategy is different because each client has a unique problem they are trying to solve.
Stop the Silos
Even as Integrated Marketing strategies differ, one through-line is consistent: Stopping the Silos. Let’s give a few examples: Someone at an organization says ‘We need to build a website, so let’s get some photos or videos’. Same goes for Social Media. Someone else says ‘we need a video for our Social channels, so let’s make that happen.’ You can probably see where this is going. When each project is thought of as an isolated project as opposed to being thought of as part of a larger group, it results in fragmented Creative and Messaging that often times differs from an organization’s positioning. Stop the silos and think Integrated.
Create an Integrated Plan
“If it were easy, anybody would do it”. Creating an Integrated Marketing plan where every component of the publication stack looks, feels, and sounds like it came from the same Brand is a very involved process. Not only that, keeping everything in lock-step as the plan inevitably evolves takes an already complicated process and amplifies the difficulty level. While challenging, designing and maintaining Integrated Marketing plans for our clients is where we thrive.
Evaluate Performance
If results are not analyzed, measured, and linked back to our original goals, it’s impossible for a plan to improve and ultimately reach success. We don’t create Content, Graphic Design projects, Websites, Social Posts or Paid Ads in an effort to keep busy - everything must support the overall Brand as well as immediate client initiatives. Evaluating performance is a crucial part of Marketing, and it’s one of TDC’s strongest qualities.
Our Strategy Team
Our Content Team
Our Web, Design, and Operations Team
