Envisage™
- Strategic Planning Process
Graphique's unique Envisage™
process highlights the driving value that you
bring to a customer, focuses your message and
prioritizes your marketing and sales initiative
needs. In addition, by positioning your message
on the right audience and converging the effort
of the sales force, it improves your potential
for successful market penetration.
Phase
I - Assessment of Your Organization
The review is initiated with an in-depth client
consultation and research to determine the nature
of the business, define marketing objectives
and develop a characteristic customer profile.
Phase 1 begins the process of identifying the
client's unique product and service values used
to drive the customer to action.
Phase
II - Evaluation of Marketing Approach
Identification of the compelling events, competitive
landscape, and the unique business needs of
the market are captured in the second step of
the process. Graphique will review all available
industry studies, research SIC and other informational
sources for competitors in the defined market
space and review competitive business models
to assess product and service offerings. A survey
of the company's existing clients would be undertaken
to determine if the client's unique business
value would be effective in driving new prospects
to action.
Phase
III - Innovation and Priorities
At the final stage, Graphique counsels the client
as to the company's positioning and motivations.
A list of marketing initiatives can now be defined
and prioritized from both a "Current Need
and Future Goals" basis. By insuring that
the needs of both the broad market and specific
target segments are fully communicated, the
sales force can then execute a plan focused
on the strategic objective.
Phase
IV - Establishment of Metrics and Feedback
DMAIC, the Six Sigma process of Definition,
Measurement, Analysis, Improvement and Control
is applied to the marketing plan to establish
points of measurement and feedback. These metrics
will be used to track progress against the plan
and tailor the initiative to meet the client's
defined goals. The monitoring is accomplished
using the dashboard concept, providing the client
with a visual indicator of success. Changes
to the metrics and strategies can then be implemented
to develop a "Best Practice", constantly
improving the overall market penetration strategy.
