As an independent marketing consultant, my task is to translate the mission and objectives of an organization to specific audiences in a way that produces a successful outcome.

 

 

 

 

 

The integrated three-part process I use helps organizations define the areas that impact communicating their message effectively:

 

1.        Strategic Marketing. Marketing analysis is the first phase, and through it objectives are defined in real, meaningful terms…focused on revealing the objectives in a way that will ring true with the intended target audience. As a consultant, my view of the data is from outside the organization, affording me an unbiased perspective which helps to define and refine the strategy or even to suggest multiple strategies to accomplish a well-defined goal. 

Many organizations try to squeeze too many objectives into the same campaign in a “one-size-fits-all” strategy, often rendering their campaign ineffective in achieving its objectives on all levels. Strategic marketing includes the process of defining specific audiences, factoring in an understanding of the human dynamics as well as the demographics of each group and how they respond to creative media stimulation. For example, a target audience of high-level donors to a non-profit requires a marketing approach distinct from a target audience of healthcare professionals, even if they share certain elements.   

 

2.        Creative Solutions. These are the strategically-selected media that we create to transmit your organizational message to your audiences to promote audience receptivity and increased effectiveness of your message. Creativity plays a pivotal role in the delivery of the message, increasing receptivity, enhancing retention and ultimately producing the outcome you intended in your strategy. Contemporary audiences are far more sophisticated than most organizations recognize, trained by exposure to extremely creative advertising, marketing and promotional messages that bombard them daily. People are stimulated by creativity and become more receptive to a message; more imaginative and original communications are more effective because they transmit a message through multiple subliminal pathways, reinforcing the idea with powerful sensory and emotional associations.

 

3.        Generate Results. Results are the desired outcome of the strategic marketing and the creative solutions. If objectives are not methodically defined at the outset, the likelihood of reaching them is dramatically diminished. I often begin by asking, “What exactly do you want you audience to do?” It may be expressed as simply as “donate funds” or “become a volunteer” or “buy our product.” The answer to that one question, in its most simple form, helps to define all aspects of the marketing strategy.

 

 

 

Partnering

 

Collaboration is an important component of what I do, mediating a dialogue to facilitate definition of your objectives, your audiences and the specific results you want to achieve. Once defined, I go to work developing a strategy based on that understanding with creative solutions and in a style that corresponds to your objectives and that will resonate with your target audiences. All of this is accomplished within a budget, and as much as possible using methods that allow results to be quantified so that you can measure the effectiveness and a positive ROI, or return on your investment.  This approach has been developed over the last thirty years, creating national campaigns for clients such as American Express, AT&T, Exxon, Prudential Securities, G.D. Searle Pharmaceuticals, and Federal Express, among many others. Global clients include the Italian Trade Commission, Lancôme, and COTY Cosmetics/ Pfizer, among many others.

 

Hawai’i clients are especially valued because of the Hawaiian cultural components, calling for a high level of sensitivity and understanding to synthesize a message that will resonate in this market. Participation with the canoe families and in a halau hula for the past nine years has deepened that understanding. Hawaii clients include businesses, foundations and cultural organizations, including The Earl & Doris Bakken Foundation, Kohala Coast Resort Association, North Hawaii Community Hospital, Cyanotech Corporation, The Kohala Center, Five Mountains Hawaii , Na Kalai Wa’a Moku o Hawai’i (Makali’i Voyaging Project), Kohala Natural Healing Arts, Kokua Ohana Partners in Development Foundation, ATV Outfitters, and New Moon Foundation.