Truly integrated marketing plans need to address every aspect of a product or service’s promotional, demand generation, lead generation and follow-up needs. That means thoughtfully considering and codifying every aspect of your marketing efforts, then layering on spreadsheets, Gantt charts, milestones, integrations, timing, dependencies, and all the other stuff that ensures your efforts are working together and delivering maximum value.
Website. Content. SEO. Digital advertising. Messaging. Trade shows. Social media. Marketing automation. Market research. Sales enablement. Analytics. There’s a ton that goes into a modern marketing plan. At Capstone, we believe in the power of tightly integrated marketing frameworks.
Branding & Rebranding
Your brand identity is the combination of verbal, visual and emotional attributes that define your company and set it apart from the competition. We begin the branding process by interviewing your executive team, conducting primary market research, identifying gaps and crafting cogent market positioning. Then we write comprehensive brand messaging for your elevator speech, products, services and target demographics. With this foundation in place, our graphic designers and branding strategists begin to work on your visual brand identity creating:
- Logo
- Colors
- Typography
- Iconography
- Stationery
- PowerPoint presentation templates
- Website and landing page templates
- Email templates
- Collateral and direct mail pieces
Content Creation
Your brand is your story – the promise you make to your clients, customers and partners. It takes talented content marketers and a strategic content creation plan to define your brand, distinguish it from the competition, and compel prospects to take action. We focus on addressing the specific needs and pain points of your target audience. Over time, that enables our clients to prove that they understand their prospects … and they can help. That’s the brand promise in action.
Effective marketing doesn’t simply drive leads. It engages with and drives leads from carefully targeted audiences. Rather than trying to reach the masses, it’s more valuable for a company to attract highly qualified prospects. That means understanding clients’ buyer personas is critical. Our team dives deep into clients’ industries, no matter how niche. We review trade journals. We interview customers. We conduct primary market research. The goal is to create marketing content that speaks to what makes our clients’ targets tick and compels them to take action.
Social Media
Capstone relies on a time-tested strategy to craft and execute customized social media strategies. Every engagement begins with a comprehensive audit of existing social networking efforts. Once this is complete, our team works to ensure all aspects conform to best practices. These factors include:
- Usage of the correct networks
- Consistent page names, branding, imagery, language and vanity URLs
- Proper tone and tenor for posts
- Workflows for thanking new followers, handling support requests and engaging with influencers
It’s not enough to simply have social media accounts. They need to be utilized actively. That means highlighting industry news, promoting content and engaging with the right individuals. Our team specializes in handling clients’ social media presence on their behalf, writing and scheduling posts at scale with minimal client time invested.
