I. Develop a deep understanding of your business
   1. Current customers
       • Who are they? Why did they become your customers? Why do they remain your customers?
       • Could they become stronger customers? Could they spend more with you? Why do they
          not spend more?
       • Are they "raving fans"? Why or why not?
   2. Target customers, not currently your customers
       • Who are they? Why did they become customers of your competition? Why do they remain
          customers of your competitors?
   3. Competitors
       • Who are they? What do they do well? Where are they vulnerable?
II. Develop a compelling message and a marketing strategy to deliver that message
   1. Target customer
       • Who is the primary target?
   2. Action goals
       • What do we want the target customer to do?
   3. Strategy
       • What are the key messages that the target customer needs to believe, in order to convince
          them to do what we want them to do? (Benefits)
       • How can we best deliver those messages?
          · What is most effective? What is affordable?
          · Develop an integrated plan to ensure consistency and make the best use of limited resources
III. Develop a compelling selling story/key message/value proposition
   1. Key benefits: compelling reasons to buy the product/services from our client
   2. Rationale: convince the target customer that our client can deliver these benefits effectively
       and cost efficiently
   3. Value proposition: simple one-sentence description of benefits and rationale
IV. Develop the advertising and other strategic communications that delivers the key messages
   1. Website:
   2. Advertising: TV, radio, print, web, music, collateral
   3. Corporate ID: