Marketing Strategy – Definition What is the difference between a marketing strategy and a marketing plan? Your marketing strategy drives your marketing plan. The marketing strategy is the rationale that ensures that the marketing plan will deliver maximum impact at the available budget. It aligns marketing decisions with business development goals, within the context of […]
Communication Strategy – Definition
Communication Strategy – Definition A communication strategic plan is a method of communicating your firm’s unique and valued difference by way of compelling copy and graphic design. In the context of a professional services firm, such as an architect’s, engineer’s, dentist’s or accountant’s office, a communication strategy is focused on enlisting trust based on expertise, […]
Marketing Plan – Definition
Marketing Plan – Definition A marketing plan outlines future marketing activities along with the rationale for their selection. A marketing plan for architects, engineers, accountants, naturopaths or other professional practices, would include the following components: Marketing objectives Budget Market research Positioning Target marketing Competitive analysis Strength, Weakness, Opportunity and Threat (SWOT) analysis Marketing activity chart […]
Point of Difference – Definition
Point of Difference – Definition Point of difference is often used interchangeably with unique selling proposition. Technically, these two marketing terms differ. Your firm may have a long list of capabilities that offer competitive value. Each one of them would be considered a point of difference. The point of difference that is most valued by […]
Slogan – Definition
Slogan – Definition A slogan is a short phrase that communicates the highest priority message about your brand identity, in an evocative manner. It presents a valuable opportunity to communicate point of difference, promises, solutions or benefits, on everything from letterhead to website. The slogan is a particularly good fit for architects, engineers, accountants, naturopaths […]
Tagline – Definition
Tagline – Definition A tagline is a short phrase that communicates the highest priority message about your brand identity, in an evocative manner. It presents a valuable opportunity to communicate point of difference, promises, solutions or benefits, on everything from letterhead to website. The tagline is a particularly good fit for architects, engineers, accountants, naturopaths […]
Positioning Statement – Definition
Positioning Statement – Definition A positioning statement is similar to a mission statement in that it encompasses the purpose of your organization, though it is more informative and accessible. A positioning statement is often the ideal way to introduce an architectural, engineering, accounting, naturopathic or other professional practice, throughout a marketing campaign. A positioning statement […]
Unique Selling Proposition – Definition
Unique Selling Proposition (USP) – Definition Your firm’s unique selling proposition is its unique and valued difference. It identifies how your firm is not only different from your competitors but how this difference is valued by your market. Many architects, engineers, accountants, dentists and other professionals believe that there are few opportunities to differentiate their […]
Call to Action – Definition
Call to Action – Definition A call to action is a short phrase that tells your audience how you want them to behave after reviewing your marketing materials. Marketing acumen suggests that people are more likely to follow through with a desired ‘action’ if it is specifically ‘called for’. In the professional sector, the call […]
Rut Management
Have you ever noticed that instead of lifting itself naturally, stress often becomes a vicious cycle? Chronic Stress can be Habit-Forming is a great entry point into understanding how, once we have entered a period of chronic stress, we are prone to falling into a rut. In a New York Times article on August 17, […]
