Your Brand Story Plan

Building a strong foundation

Who are you trying to reach? What motivates them? What unique, differentiated value do you offer? Are you telling stories and introducing compelling concepts that lead to measurable action? Together we’ll address these questions and more.

Our brand story planning is based on insights from both qualitative and quantitative research (national and highly targeted surveys as well as focus groups). We will help you position your brand within its competitive or emerging category and craft supporting messages that we know, through our research, will strongly resonate with audiences.

We develop frameworks for brand positioning and create customized message “playbooks” that ensure consistency across paid, earned, shared and owned media.

Building a strong foundation

Who are you trying to reach? What motivates them? What unique, differentiated value do you offer? Are you telling stories and introducing compelling concepts that lead to measurable action? Together we’ll address these questions and more.

Our brand story planning is based on insights from both qualitative and quantitative research (national and highly targeted surveys as well as focus groups). We will help you position your brand within its competitive or emerging category and craft supporting messages that we know, through our research, will strongly resonate with audiences.

We develop frameworks for brand positioning and create customized message “playbooks” that ensure consistency across paid, earned, shared and owned media.

Choreographing your story across channels

Effective marketing is predicated on having great stories that are strategically choreographed across well-researched channels. We take a holistic approach to paid, earned, shared and owned media, delivering the right stories through the right channels at the right time.

No two client programs are alike, largely because each industry segment is unique, and some clients take certain functions in house. Programs typically include the following tactics, with varying degrees of investment:

  • Traditional earned media relations
  • Social media engagement (organic and strategically boosted)
  • Owned media development for websites, blogs and email
  • Influencer programming (including paid/unpaid industry analyst programs)
  • Paid media campaigns (including programmatic, native, etc.)
  • Email marketing
  • Websites, microsites and landing pages
  • Brochures and marketing collateral
  • SEO/SEM
  • Events
  • Speaking and awards programming

Ensuring the right stories reach the right channels at the right time requires a highly disciplined content strategy. We employ in-house and external writers who have experience drafting, producing and designing “journalistic quality” content for specific markets. Our digital marketing experts work alongside the content teams to closely align on targeting, content authenticity and desired outcomes. Content types range from blogs, white papers and contributed articles to e-books, infographics, website content and long- and short-form video.

Together we’ll choreograph the right channels and mix of authentic content to effectively reach your audiences and achieve your marketing and business goals.

Earning authentic coverage

Coverage earned in national, trade, broadcast and local media is still the best way to establish and maintain authentic influence, especially now that influencer integrity is under scrutiny and cookie-cutter marketing content is abundant. There is no replacement for traditional earned media, and it must anchor any credible integrated marketing program.

Our team includes former journalists who constantly refresh our earned media playbook: This is how we can promise our clients higher-quality, more frequent results. We have deep connections with national business media, strong trade media contacts and a proven track record securing national and local broadcast coverage in markets from Los Angeles to Boston.

As part of our earned media programming, we offer:

  • Brand journalism strategy and story development
  • Media training
  • Contributed article placement and writing
  • Op-ed writing and placement
  • Crisis support
  • Financial communications support, including IPO prep and earnings

Earning authentic coverage

Coverage earned in national, trade, broadcast and local media is still the best way to establish and maintain authentic influence, especially now that influencer integrity is under scrutiny and cookie-cutter marketing content is abundant. There is no replacement for traditional earned media, and it must anchor any credible integrated marketing program.

Our team includes former journalists who constantly refresh our earned media playbook: This is how we can promise our clients higher-quality, more frequent results. We have deep connections with national business media, strong trade media contacts and a proven track record securing national and local broadcast coverage in markets from Los Angeles to Boston.

As part of our earned media programming, we offer:

  • Brand journalism strategy and story development
  • Media training
  • Contributed article placement and writing
  • Op-ed writing and placement
  • Crisis support
  • Financial communications support, including IPO prep and earnings

Metrics tailored to business objectives

A brand story plan starts with a positioning and messaging foundation and is subsequently guided by specific measurement goals. These goals must align with unique and changing business objectives, including new revenue opportunities.

Clients track different metrics, and how we monitor and report results is flexible. For earned media, we commonly measure share of voice across a clearly defined competitive set, performance against quarterly or yearly goals, tone and message penetration. We set clear goals and measurement parameters at the start of each 100-day campaign.

Marketing campaign measures also vary across clients. We work across different marketing and sales platforms to track marketing qualified leads as well as other performance metrics that inform ongoing marketing strategy (UVs, CPC, CPM, etc.).

Lastly, our agency conducts an annual client satisfaction survey each year – and we’ve done so every year for 20 years. This enables us to benchmark performance so we can drive continuous improvement across accounts.

We'd Love to Connect

If you'd like to have Boston's best brand storytellers help you tell your organization's story in a compelling way that drives business results, please contact us. 

One Brook St.
Watertown, MA 02472

617.275.6500

Let's Connect