MARKETING HEALTH CHECKS

A Marketing Health Check is an in-depth review and analysis of all aspects of a marketing function within a business. It includes but is not limited to, a review of the following:

  • Brand - architecture model, positioning of brands, brand health, brand identity design and execution

  • Marketing - strategy, tactics, plans, budgets, metrics and ROMI

  • Structure - functions, head count, roles and responsibilities, recruitment, internal stakeholders and relationships, agencies and suppliers

  • Digital - websites, mobile and apps, social, tools and software, capabilities

  • Systems - database, data analytics, marketing analytics, email, content management and reporting

Suitable for:

  • Established businesses who would like a complete and independent review of their marketing function

Marketing Health Checks are undertaken on a project basis. For more information, please contact us.


STRATEGIC MARKETING REVIEW

A Strategic Marketing Review is an in-depth analysis of a business, the industry it operates in and its competitors with the aim of revealing insights and opportunities that allow the business to clearly define its marketing strategy and direction. It includes:

  • Executive Summary - an overall summary of the results of the review

  • Industry Background - an overview of the current and expected state of the relevant industry

  • Internal Analysis - an assessment of the businesses' strengths and weaknesses

  • External Analysis - the identification of general trends, the opportunities they present and the threats they pose

  • Strategic Challenges - the identification of any strategic challenges facing the business and the industry

  • Customer Analysis - the identification of customer needs, segments, customer requirements, motivations in the selection process and decision-making criteria

  • Competitor Analysis - the identification and evaluation of direct and indirect competitors, substitutes, competitor's strengths and weaknesses, offerings and promotional activities

  • Key Success Factors - the identification of current strategic necessities and strengths and those expected in the future

  • Sources of Advantage - the identification of a businesses' sources of advantage

  • Sustainable Competitive Advantage (SCA) - understanding which sources of advantage are sustainable, unsustainable and unique to the business

  • Strategic Alternatives - the identification and evaluation of a number of strategic alternatives for the business

  • Positioning - the identification of the segments with best fit, segments that are still applicable or undesirable, and what your business wants to be to the segments with best fit

  • Unique Selling Proposition (USP) - a summary of what makes the business unique from others and why it matters

Suitable for:

  • Any business looking to define and differentiate their brand from their competitors

  • Any businesses of any size and at any stage of development e.g. start-up or established

A Strategic Marketing Review is undertaken on a project basis. For more information, please contact us.


MARKETING PLANS

A Marketing Plan can be developed for individual products, services, lines, brands, channels or customer groups and is a comprehensive document that outlines how a businesses' marketing efforts and activities will accomplish its agreed marketing objectives within a set time frame.  It defines how and why you're in business, what markets are good targets and how customers should be pursued. It includes:

  • Marketing Objectives - defining the overall marketing objectives in line with the businesses' agreed marketing strategy

  • Target Customers & Markets - profiling the target markets and customers in detail - categories, audience insights, media consumption, socio-economic quintiles, further segmentation bases e.g. region, industry, job function, etc.

  • SWOT Analysis - an assessment of the businesses' strengths and weaknesses as well as identifying possible opportunities and threats that may exist

  • Marketing Mix

    • Product/Service - defining the product/service offering and any related structures

    • Price - the approach to pricing and any channel variations

    • Place - defining the appropriate distribution channels

    • Promotion - defining the objectives, audience, strategy, message, timing, tools/media for each form of promotion that is relevant for the business e.g. advertising, direct marketing, public relations, sales promotion, personal selling, digital, social, search, etc.

    • People - defining the role of people in service delivery (for services)

    • Processes - defining the processes involved in delivering a quality service (for services)

    • Physical Evidence - defining the physical cues that help customers evaluate prior to buying and while experiencing a service (for services)

    • Performance - defining how well a businesses' service competes in the marketplace - quality and productivity (for services)

  • Strategies & Tactics - defining the strategies for meeting each marketing objective and the tactics for meeting each strategy

  • Budgets & Timings - developing a calendar of initiatives and projects and their associated timings and costs

Suitable for:

  • Any business looking to define and differentiate their brand from their competitors

  • Any business of any size and at any stage of development e.g. start-up or established

Creation of a Marketing Plan can be undertaken on a project basis. Get for more information here.


MARKETING IMPLEMENTATION

Marketing implementation involves the organisation, coordination and project management of all marketing activities and the various elements, technologies, partners, agencies and the like required to make it happen. Review and optimisation of all marketing activities also occurs continually to minimise any kind of wastage. Areas of implementation can include but are not limited to:

  • Business to Business Marketing (B2B): businesses marketing directly to other businesses

  • Business to Consumer Marketing (B2C): businesses marketing directly to consumers

  • Marketing Plan Development (see above section): outlines how a businesses' marketing efforts and activities will accomplish its agreed marketing objectives within a set time frame. It defines how and why you're in business, what markets are good targets and how customers should be pursued.

  • Advertising: managing the advertising creative and production process in conjunction with a creative agency

  • Media: managing the media planning and buying process in conjunction with a media agency

  • Public Relations & Communications: managing the public relations and media process in conjunction with a public relations agency

  • Direct Email Marketing - the development of email marketing communications, newsletters, trigger- based communications, selection of email marketing software systems, build and email campaign management

  • Social Media Marketing: developing and monitoring business social media profiles like facebook, twitter, youTube, Instagram, Pinterest, SnapChat, etc. and the coordination and management of social media advertising campaigns

  • Performance Marketing: the buying and optimising of online advertising and marketing programs where businesses pay when a certain action is completed e.g. a sale, lead or click.

  • Search Engine Marketing (SEM) - coordinating and managing paid advertising on search engines like Google and Bing

  • Search Engine Optimisation (SEO): optimising a website so that it ranks well on search engines like Google and Bing

  • Content & Copywriting : developing content strategies, content and copy for a range of applications e.g. websites, brochures, social media, blogs, etc.

  • Brochures & Literature: the development, design and production of brochures and other promotional collateral

  • Sales Presentations and Literature: the development, design and production of sales presentation materials and tools to support the sales team

  • Website Update: updating the website with new content and creating new pages and sections, etc.

  • Customer Relationship Management: the selection, implementation, roll-out and ongoing maintenance of customer relationship management tools and processes

  • Sales Promotions: devising short-term tactics to boost sales

  • Lead Generation: developing campaigns that deliver potential customer leads to sales teams

  • Market Research: managing market research projects in conjunction with a market research agency

  • Analytics: the selection, implementation, roll-out and ongoing maintenance of analytics tools to facilitate reporting and measurement

  • Data Management: overseeing data collection procedures, storage, analysis, privacy and spam act adherence

  • Graphic Design: managing the design and production process in conjunction with a graphic design agency

  • Photography and Video Production: managing photography requirements, imagery libraries and the development and production of video content

  • Printing: briefing, quoting and coordinating the printing of materials e.g. brochures, business cards, POS materials, etc.

  • Trade Shows & Exhibitions: the overall coordination of a businesses participation in trade shows and exhibitions

  • Corporate Merchandise: the selection, sourcing and organisation of branded merchandise

  • Experiential Marketing: directly engaging customers and encouraging them to participate e.g. events and develop a relationship directly with a brand

  • Partnerships: the identification, selection and negotiation of partnerships aligned with the business/brand

  • Sponsorships: the identification, negotiation and leveraging of sponsorships aligned with the brand/business

  • Distribution: the review and negotiation of distribution deals and opportunities for products and services including digital

  • Campaign Management: coordinating all campaign management timelines, deadlines, partners and agencies

  • Competitor Intelligence: monitoring the actions of competitors and implementing systems and processes to facilitate the collection of competitor intelligence

  • Budget Management: managing the budget for all marketing activities

Marketing Implementation is undertaken on an ongoing basis by your own dedicated Survive Marketing Manager and with the strategic advice and input of a Survive Marketing Director.

Suitable for businesses that

  • want to take their business to the next level

  • recognise that marketing is necessary in order for their business to grow and prosper

  • would like to begin some level of marketing activity, but are unsure of where to start

  • want access to an experienced team of marketing experts

  • want their own Marketing Department on call

  • want a trusted team of marketers that will manage and implement agreed marketing activities for them

         Because, they:

  • don't have a Marketing Department

  • don't have the skills and knowledge to implement marketing activities

  • don't have the time to do it or oversee it themselves

  • don't have the resources to support a permanent marketing staff member

  • don't have the infrastructure to implement marketing activities

For information related to the design and development of websites and mobile apps, see our digital services here.  


MARKETING WORKSHOPS

Often the best way to get all the information out on the table, identify issues, get feedback, educate and generate potential solutions and new strategies, is to workshop it with the relevant stakeholders.  Survive offers and facilitates a number of workshops to get people thinking and talking. This includes:

  • Website Marketing Workshops

  • Marketing Brainstorming Sessions

Get more information on our Marketing Workshops here.


MARKETING MENTORING

One-on-one marketing mentoring sessions offer a unique, personalised and rewarding way for people and businesses to get up to speed with all things marketing. We offer Marketing Mentoring services for:

Start-Ups & Small Business Owners and Professionals

We offer Marketing Mentoring services to Start-Ups & Small Business Owners and Professionals who are looking to:

  • learn about marketing in a one-on-one environment

  • understand what's involved and what needs to be in place when you decide to begin marketing

  • learn about certain aspects of marketing to improve their skills and understanding

  • understand the intricacies of marketing including legal adherence e.g. privacy, spam, opt-in and out, etc.

  • understand the role of marketing information systems like email marketing systems, databases, CRM, websites, social media channels and more...

Get more information on our Marketing Mentoring services here.   

Marketing Professionals on the move

We offer Marketing Mentoring services for mid to senior level marketing professionals who are looking to:

  • take the next step in their career and understand what's involved to get where they want to go

  • learn about certain aspects of marketing to improve their skills and understanding

  • understand how to manage people a marketing team to ensure success and engender loyalty

  • identify strategies, approaches and options for getting buy-in in a corporate environment

  • improve their ability to execute in a corporate or other work environment and more...

Get more information on our Marketing Mentoring services here.