Design of a marketing plan for more precise positioning of client on its market

Background

Media Intelligence Agency is a leading strategic communication agency based in Sarajevo, Bosnia and Herzegovina. In the area of strategic communication, MIA offers assistance in precise definition of the communication strategy, development of the operational communications plan aimed at suitable positioning of the communication system as an important function of the strategic management, establishment of the efficient system of internal communication, external communications with special attention given to media relations, crisis communications and media monitoring and analysis. Alongside public relations services, MIA continuously monitors about 60 print, electronic and online media from BiH, Serbia, Croatia and Kosovo, as well as influential international outlets which write about BiH and other countries in the region. MIA’s team of highly experienced professionals, works 24 hours a day preparing over a dozen daily reports which are  an objective overview of the most important political, economic, social and other issues.

The Challenge

MIA has already gained a reputable name on the market, due to professionalism of its team members and high quality of its services. They wanted to diversify the package of services it will offer to its target market. Strategically they saw that the marketing component to be weak and felt that a proper marketing plan would result in a more precise positioning of MIA on the market in terms of the services it provides. The management of the agency decided to focus its present efforts on educating its current and prospective clients on the new flexible package of services that is being offered, and felt that a new marketing plan would help  to profile Media Intelligence Agency as the best choice for Strategic Communication.

How we helped

Guided by MIA’s priority to not necessarily raise the number of clients, but rather to increase the value of deals reached with each individual client, we worked together with MIA to create a sophisticated and comprehensive set of marketing activities. This involved that Finor research market needs, trends, demographics, psychographics and behaviours of target clients. With this information a profile of MIA’s ideal customer was developed. By analyzing MIA’s strengths, direct and indirect competition alongside model competitors, we were able to highlight MIA’s differentiators. Reputation management is a longer-term, ongoing process, and that is how MIA approaches the client. For MIA, reputation communication is an asset that differentiates an organization and creates barriers to competitive threats. Having that in mind, wecreated a new marketing and sales strategy outlining the steps to be taken to attract and keep customers and identified performance indicators so that MIA’s management can track their progress.

The Solution

MIA wants to be seen as the top strategic communications agency in town and country, working with the most prestigious clients. We worked with MIA’s management to develop new mission and vision statement and reformulated agency’s existing values. Alongside development of new talking logo and core message, we re-evaluated MIA’s existing branding elements and suggested development of new channels of communication for MIA’s services. We helped develop new marketing kit, including new marketing story and sticky sales letter, while suggesting new ways for presenting case studies and testimonials. Also included in the plan were suggestions to improve their web presence and to create awareness, shorten selling cycle, provide better access to information and represent a tool for referral sources. We suggested to MIA’s managementseveral concrete things they could do in their marketing efforts which included:  Email marketing plan, social media plan and new approach to advertisement and PR strategy included several other parts of the solution. New service oriented approach, and customer relations management plan was envisaged to put the spotlight MIA’s determination to gain higher share of the current market, including loyal services offering. The Agency is currently in the process of implementation of the marketing plan in order  achieve to a better sales through a higher lead conversion rate, stronger brand image and new approach to offering the highest standard of sophisticated package of services.