Liquid 2.0 Methodology
Liquid 2.0 Methodology is a conceptual framework that applies a systems approach and Six-Sigma principles to marketing development to ensure all forms of brand communication speak with one voice all the time, every time.
Founded on the most basic tenets of Integrated Marketing Communications, it recognizes "the sum is greater than the parts," responding to the demands of an increasingly fragmented media environment, the challenges of corporate change, economic climate and consumer needs.
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Explore
Goals
Define key aspects of business, marketplace, customers and key stakeholders
Process Owners/Key Drivers
Process owners/key drivers are the people who propel strategic and tactical development in each stage. These people are chosen based on core areas of expertise. This team may consist of:
2.0 Account Director, Account Manager, Marketing and Creative Strategists
Client Executive Team
Objectives
Establish and/or understand USP Develop messaging in target's language (target may be internal or external)
Establish quantitative or qualitative goals for desired response
Establish strategic and tactical objectives to suport end goal
Documents, Processes, Inputs
Executive Team Interviews and Consultation
Primary or Secondary Market Research
Client Consulatation and Agreement
Deliverables
Market Research Findings - for instance, market size and opportunities, competitive landscape, ideal brand experience, client strengths/weaknesses
Strategic Plan / Recommendations
Creative, Functional and Technical Recommendations
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Define
Goals
Accurately and thoroughly document project scope; material needs; times; budget.
Process Owners/Key Drivers
Process owners/key drivers are the people who propel strategic and tactical development in each stage. These people are chosen based on core areas of expertise. This team may consist of:
2.0 Account Director, Account Manager, Marketing and Creative Strategists
Client Executive Team
Objectives
Confirm marketing collateral needs; specific creative or functional requirements, quantities, budget and timeline.
Documents, Processes, Inputs
Strategic and Tactical Recommendations
Time Estimates
Printing/Production Cost Estimates
Client Consultation and Agreement
Deliverables
Scope/Project Definition
Timeline
Production and Media Schedules
Budget
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Create
Goals
Translate requirements into marketing development and campaign execution.
Process Owners/Key Drivers
Process owners/key drivers are the people who propel strategic and tactical development in each stage. These people are chosen based on core areas of expertise. This team may consist of:
2.0 Account Director, Account Manager, Marketing and Creative Strategists
Client Executive Team
Objectives
Develop and produce marketing assets/execute plan:
Deploy key branding and messaging elements across media and/or within specific media
Ensure brand messaging is three-dimensional and communicates USP in language that is easily understood/resonates with needs of unique individual stakeholders
Documents, Processes, Inputs
Graphic Design/Production
Media Planning/Execution
Messaging appropriate to media channel/target audience
Client Consultation and Agreement
Deliverables
Marketing Assets/Creative Execution; for example:
Logo/Identity
Press Kit
Marketing Collateral
Website
Direct/Email Marketing
Social Media Execution
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Refine
Ongoing process improvement that evaluates results against original goals.
Metrics are confirmed and/or realigned to meet market demands. Strategies/tactics are refined as necessary to meet quantitative and qualitative objectives.
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