Marketing Communications Process

Kaszas Communications employs a well-honed step-by-step process to develop effective business and marketing communications plans and materials. Whether you need a new marketing brochure or a complete brand overhaul, our tested, repeatable marketing communications process ensures that you get the right results.

First, we understand your goals, your position among the competition and the disposition of your target audience. Then, we get to work.

Depending on the project, our process may include:

1. Discovery session(s) with your key staff to understand their ideas, experiences and struggles in meeting the established goals. All stakeholders are aware of and involved in the process, making buy-in all that much easier. At the same time, steps 2 and 3 effectively neutralize strong opinions.
2. Competitive positioning and messaging analysis to understand the effect of your competition's communication and to identify the best positioning for you within that competitive market.
3. Our trademark target audience analysis, perhaps the most critical element of our work for you. This step clearly defines your market segments, the decisions makers within them, their real needs and the language they use to articulate those needs. This results in communication and key message strategies that effectively speak to those target audiences. It also provides you with the only opinions that really matter: your customers'!
4. Key message hierarchy development and revision. The key message hierarchy summarizes and solidifies the results of the research from steps 1, 2 and 3. This becomes your “songbook”, a document that captures core value statements and targeted messages for all staff to use consistently. It also provides the roadmap for all marketing content that we develop.
5. Writing, design and development based on the key message strategy. We use only the best talent and we manage their work so that you get exceptional results. You'll never have to do battle with emotional designers, flighty writers or incomprehensible web technologists!

Marketing Journalism™

Throughout the Kaszas Communications process, we incorporate a unique approach we refer to as marketing journalism™. By using journalistic techniques when conducting key stakeholder and customer interviews, we ask the tough questions and delve into your company, your products and your customer stories.

Our dispassionate third-party approach neutralizes internal opinions and preferences, and produces factual, audience-tested copy that’s tailored to your market and free of traditional marketing jargon. And, our well-honed interviewing skills ensure that we get to the heart of the matter – even when an organization isn’t certain what the matter really is.

To learn more about our process, or to engage with us, contact us today.