HONING STRATEGY
FOSTERING CREATIVITY
MAKING AN IMPACT

At Plaid Swan, we make it our business to know our client’s business. So we dig, we learn, we plan. We will craft the message so that engages. We will tell the story where your audience will hear it.

From the first meeting to final deliverable, we employ a strategic process that fosters creativity and makes an impact.

STRATEGIC PLANNING

We start each new relationship with a strong strategy and clear-cut plan of action. You want new, fresh and creative ideas that move your company and your revenues forward, so we start by asking questions – and lots of them.

Psychographics look at the mental model of the consumer in the context of a customer lifestyle. We employ a variety of tools to leverage psychographics to help your efforts hit their mark. You need to know more than what year your audience was born or what gender they are. You need to know what kind of car they drive. Do they have kids? Where and how often do they vacation? How much did they spend on their last major home improvement? This level of detail rounds out your model customer and makes your marketing much more targeted.

We will use tools to help you identify and realign your marketing goals, including market research, focus groups, product testing, and more. With a sound marketing strategy, your business can concentrate available resources on the greatest opportunities available.

We will ensure you are in the right place, armed with the right message.

MEDIA PLANNING

Modern media planning involves not only selecting a medium for advertising, but also deeply analyzing the outreach of the ads. Our experience and knowledge of how people can utilize media means we evaluate where, when, why, and how they potentially interact with your brand to determine the best course of action for keeping your products and services easily accessible.

We will work with you to develop a custom media strategy to meet your goals and then proceed to negotiate rates and added value for each of your markets using our expertise, knowledge and established relationships with media vendors across the country.

We follow campaigns from start to finish, ensuring you get what you pay for and that it was delivered as expected, because in the end, it’s not about connecting with everyone, it’s about connecting with the right person at the right time in the right place.

PUBLIC RELATIONS

Everyone has a story. The challenge lies in getting people to pay attention, connect, and engage. Public relations plays an important role in your marketing mix. Plaid Swan will help you increase brand awareness, thought leadership, informed audiences, industry positioning and customer loyalty.

Media Relations

We research reporters in your market to find their interest areas to pitch your story angle. We use current relationships and build new ones with any and all news outlets to secure the appropriate coverage.

CONTENT MANAGEMENT

Plaid Swan generates high quality and valuable content to attract more people to your brand, focusing on this key goal of your marketing plan. We will also work with you to build positive and sustainable relationships with your customers. One aspect of content management is blogging. Plaid Swan will think of unique topics related to your company and industry, speaking directly to your target market. Blogs can be used for crisis management, to portray a conversational tone, personalize messages, help with SEO and gain additional media exposure.

EVENT PLANNING AND MANAGEMENT

To influence and engage with your company’s audience, you must get in front of them. With our staff’s experience in event planning, your company will stand out from the crowd. Plaid Swan will oversee everything from budget development to venue and vendor selections, throughout onsite coordination on the day of the event. We will also find you the perfect speaking engagements and appearances to maximize your positive public exposure.

CRISIS COMMUNICATIONS AND MANAGEMENT

If a crisis were to arise, Plaid Swan will work with and guide you through challenging situations with crisis management strategies and develop a proactive media approach. Crisis management includes crisis prevention, online management, social media crisis management and reputation management.

INTERNAL COMMUNICATIONS

Lastly, just as important as external communications, we will assist you with internal communications, expanding your communication strategies for cross-generational leadership.

CREATIVE

Great creative can help move markets. When we started Plaid Swan, we built our creative services on a simple philosophy: If we aren’t confident we can offer the best creative out there, we won’t offer it at all.

So much noise is produced today, and advertising invades so much of our lives. Creative cannot just be good, or average. It must be GREAT. Plaid Swan utilizes talent from across the country to ensure each client gets a fresh eye on the creative front.

For each project, we start with brand development to build brand loyalty. Once the brand strategy is in place, we can continue with market strategy. Then, and only then, do we start designing. We can push your creative to the next level.

WEB/DIGITAL MARKETING

Your website is the modern storefront of your business. In designing your website, we start with the basics, considering your business or organizational goals and the audiences you are looking to engage.

Our team works strategically to get your website to its optimal functionality, whether it’s updating a current website, or building one from scratch. Through a comprehensive interview process, we will uncover what the end goal for your website is, and then work with web designers and copywriters to bring your vision to life.

We work to develop high-quality, responsive web design that automatically adapts for appropriate viewing, whether your site is pulled up on a desktop computer, a mobile device or a tablet.

SOCIAL MEDIA

Let’s face it. Social media has changed our culture in ways that no one anticipated, and it can do the same for your business.

Unlike traditional media, social media offers huge opportunities for businesses to really collect data about how your products and services are perceived by real customers and allows you to join the conversation about your company that’s already happening. We know how to best navigate the social media waters to identify how to respond to the statements being made about your business.

Information found on social media can be invaluable in overcoming sales issues or by positioning your company more strategically for greater profits down the line.

Sound too good to be true? We know it’s a daunting and scary task for a business to get started on social media, but Plaid Swan will work with you to identify ways to use social media to share the personality of your business and build relationships that lead to strong brand loyalty from your clientele.

VIDEO/PHOTOGRAPHY

In today’s day and age, compelling visuals are an integral part of your brand image. Human attention span is the lowest it’s ever been because of technology and the onslaught of content people are faced with every day. With an average attention span of 8 seconds, compelling visuals are imperative to attract and engage that audience for a longer time. Video continues to be the increasingly preferred medium when it comes to consumption of content and information. Part of this is caused by Google’s algorithm and the ability to boost your search engine optimization through the creation of video content.

To create compelling visual content, quality photographs are vital in helping your business stand apart from your competitors. Quality photographs can be used across multiple platforms and in various ways to engage with your audience. Whether it’s helping your customer obtain a better visual understanding of what you offer or providing your business with a more professional appearance, high-quality imagery is a must have.

Creating compelling visuals for your business is a practice that Plaid Swan emphasizes. We will work with your business to get a better understanding of your needs and audiences. Our creative team will then develop a script, storyboard, shot list, and other materials required to create innovative visuals that tell your brand’s story in the best way possible.

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