For clients serious about their on-line initiative, we strongly recommend our initial strategic planning component to thoroughly define your campaign strategy.

This planning process will set the foundation for the media campaign, ensuring that all media planning and creative services performed are consistent with your organization's business goals and objectives. The campaign strategy relies heavily on your input to help us analyze your on-line business, marketing, and communications objectives, positioning of product in the marketplace, and defined target audience.

Through this collaborative effort, we will make strategic suggestions on how to position your company on the Web, define your campaign objectives in terms of click-through and customer conversion targets, and develop creative strategies to successfully promote your product.

The strategic plan will be in an executive summary format and contain the following elements:

• Define business objectives
• Define demographic and target market
• Product positioning assessment
• Comprehensive summary of all advertising options
• Creative strategies to achieve high click-through rates
• Conversion strategies to maximize customer conversion
• Forecasted click-through and conversion analysis
• Summary of media budget by month
• Planning recommendations summary

We will begin this process with an initial conference with all major stakeholders from your organization where we reach a common understanding of your online objectives, target audience, and other information that will help us develop a thorough understanding of your business and business objectives on-line. Then, based on this discussion and client follow-up, we will document the media strategy, and obtain your approval. Once completed, this planning document will act as a "road map" for our entire on-line marketing effort, especially the media planning. With the goals of the campaign well establishes within this document, we will decisively initiate our media planning, buying, and creative services.