Services
PROGRAM 1
Full program or individual sections offered
BUSINESS FOUNDATIONS
KEIFER MGMT offers comprehensive services, including Fractional CMO leadership, to get to your organization's core fundamentals and drive long-term brand and marketing planning. Think of these pieces as the required launching pad for your business as you prepare to go loud in the marketplace. We can collaboratively develop your Values, Vision, Mission, and Brand ID from scratch, or refine your existing work as needed.
Company & Brand Values
At its core, what does your company or brand stand for? Even if previously established, changes in the market, leadership, mergers, partnerships, technology and more can catalyze a re-think on values. This matters because it’s the jump point for all the strategy and planning that follows, an important filter for hiring practices, and the touchstone for business decisions. Having clear values is also important because these work their way into your customer’s assessment of you, guiding their intuition and feelings about your brand.
Vision
What are you and your business aiming to do in the world? What ultimate benefits do you seek to deliver? Your vision statement defines your long-term aspirations. It highlights why you are doing what you are doing and the ultimate good you want to achieve through your success. It’s where you ultimately want your work to lead you.
Mission
Your mission statement defines the purpose of your company. It states what you do for your audience and the approach you follow to achieve your business objectives. Your mission is the path you’ll follow to achieve your vision. This view into how you will reach the mountaintop is one that should also resonate with your customers and consumers.
Brand Identity
Once the Vision, Mission, and Values are created and have organizational buy-in, you’ll have the foundation to create your brand identity, the personality of your brand. This is expressed in messaging, content, style and tonality. But it is visual as well, with specific imagery and logomark (if needed) helping you make a searing impression in the market. A strong brand identity will increase the quality perception of your product or service.
PROGRAM 2
Full program or individual sections offered
STRATEGY & MARKET READINESS
Strong fundamentals lay the groundwork for how you go to market. Now that you have a firm and confident foundation for your business or brand, tackling Audience Segmentation and Targeting, Brand/Product Positioning, Marketing Strategy, and Go-To-Market and Communications Planning will enable you to effectively market your value proposition to the right targets. Again we can develop these pieces completely from scratch, or refine your strategic approach.
Segmentation & Targeting
A core concept in marketing is to always wear your consumer’s or customer’s shoes. And since you can’t literally wear everyone’s shoes, segmenting the audience is key – not just from the perspective of effective marketing spending against the right targets, but to ensure the most important inputs into design and product development are realized. Then target these specific personas and audiences in your communications.
Positioning
We personally love the perceptual insights and mapping process to determine positioning because it is hard, challenging work – a forcing function for strategically fleshing out your business’ unique benefits. But when a differentiated, meaningful positioning is unearthed, one that de-positions your competition, it pays big dividends. Confidently attack the marketplace with solid positioning.
Marketing Strategy Development
How will you effectively make an impact in the market? “Two-for-one khakis!” That was literally heard in a boardroom discussing marketing “strategy”. It’s dead wrong – and unfortunately many marketers don't actually understand the interplay between objectives, strategies, and tactics. Being disciplined in developing your objective-oriented strategies with all the above pieces in mind leads to a winning and creative go-to-market roadmap.
Go-To-Market & Communications Planning
At this step we are ready to build out exciting tactics and campaigns to bring your strategies and positioning to life. No matter your geographical scale, your audience-facing creative, campaigns, PR, promotions, and launches will bear the imprint of all the preceding strategic work to make an impact, alter audience behavior, and generate demand.
This list highlights the main pillars of our consultancy. These programs can be taken on as a whole or in parts. Of course, there is much work between the gaps of these primary services, and we've done it all! Let's chat and we can help uncover your needs.
