The Science Behind Successby Jordan Jacobs on August 09, 2012
Developing a communications campaign without taking the time to ask the gold question: What does success look like? is like getting in your car and asking Siri for directions without telling her where you want to go.
At MCG, developing a strategically conceived communications campaign is a highly collaborative effort on the part of our team and our clients. We accomplish this through a process, unique to our communications agency, called Innovation Incubation.
We begin the idea-hatching process with extensive research and development ranging from focus groups to phone polls and written surveys. But the most important aspect of Innovation Incubation is the interaction that clients experience with our team as we brainstorm, uncover strengths and opportunities, and delve into the weaknesses and possible threats. Project details are outlined and answers are unveiled, all with the objective of getting the client from where they are to where they want to go. From the information revealed and gathered during these sessions, we develop a communications plan with goals, target audiences, key messages, strategies, tactics, measurement and more.
We recently invited the Greater Tallahassee Chamber of Commerce’s communications committee to undergo the process. It was determined that success for the Chamber would be defined by strengthening the Chamber’s membership base – retaining current members and recruiting new members.
After surveying past members, current members and those who have never joined the Chamber, the Chamber invited some of the organization’s most engaged business owners to a focus group. Through a deep-dive SWOT analysis and interactive brainstorm, the team realized that the Chamber’s most important role is meeting individual, real-time business needs, which in turn leads to vibrant business community.
The new brand – Our Business is Your Business – was born, and a fully developed communications campaign was launched. Membership numbers have never looked better. I am proud to say, as a result of Innovation Incubation, the Greater Tallahassee Chamber of Commerce is en route to success with a very calculated set of driving directions.