Our approach
All organisations and briefs are different, but the best starting point is to take a step back and really think about your target audiences and what makes them tick as individuals:
AUDIENCE PROFILES
You know your audiences, but it always pays to clarify exactly what and who they are. You’ve probably got multiple audiences, so what’s the best way to segment them and how important is each segment?
AUDIENCE NEEDS & MOTIVATIONS
Once you’ve re-examined who you’re dealing with, you can delve a bit deeper and paint a mental picture of each audience. What are they looking for on a practical level? And just as important, what are their emotional needs? What do they really care about?
COMPETITIVE ENVIRONMENT
Now a bit of common-sense SWOT analysis. What do you offer that your audiences need? Are there opportunities you’ve overlooked? Are there any risks or barriers in choosing you? And not forgetting the competition – how else can their needs be met?
