HUMAN CAPITAL

PUTTING PEOPLE FIRST

A well-crafted marketing plan is essential for reaching new customers and retaining existing ones. It is vital to ensuring that your message reaches the ideal target market, and aligns with their needs, beliefs and aspirations. The tools for marketing are reaching new heights every day, with digital tools allowing for increasingly detailed research and precise targeting. Content is being distributed through a growing multiplicity of digital media channels, creating avenues for viewer interaction and consumer engagement that have never been seen before. YCG provides clients with a structured process to navigate the modern marketing landscape in a creative and effective manner.

WHAT ARE THE FIRST STEPS FOR CREATING A MARKETING STRATEGY?
  • The organization's core competencies are established
  • The goals of the organization are defined
  • Secondary research is carried out to assess the market and industry environment
  • A preliminary target market is identified based on organizational needs and is defined using:
    • Geographic segmentation
    • Psychographic segmentation
    • Other demographic factors
  • Primary research is carried out to find qualitative insights
HOW IS A BRAND DEVELOPED VISUALLY?
  • The core competencies of a company are defined
  • The aspirations and beliefs of the defined target market are assessed
  • A logo and corresponding promotional materials are designed to represent the brand's identity
  • Other visual elements and color schemes are added to supplement the logo