Principles of Prioritization
Regardless of your starting point, you want to make sure your organization’s resources are invested wisely. Your marketing efforts need to be prioritized, developed, and deployed systematically, purposefully.
North Star’s Principles of Prioritization can help. This is the process we use to prioritize our clients’ marketing needs. A clear picture of the audience, the offering, the strategy, the channels, and the timing begin to emerge. The message is tight, the spend is sequenced, the results are monitored, and the plan is optimized.
Here’s how it works. There are four Ps: Philosophy, Platform, Promotion, and Plan.
1. Philosophy
The first P, Philosophy, is all about your organization’s purpose. Why do you exist? Where do you want to go? What values shape your organization’s culture?
It’s a mistake to leave these important questions out of the marketing conversation. After all, your foundational purpose statements provide direction and clarity for your marketing. To develop campaigns untethered from your mission, vision, and values is to get into a boat with a motor but no rudder.
2. Priorities
(AL to write content for addressing Focus (business/segment), Goals (brand/segment/financial), and Envisioned Future State)
3. Platform
The second P is Platform. In order for your digital marketing, traditional advertising, and in-person sales efforts to have a strong impact, you need to have a strong foundation in place. Your marketing platform is comprised of:
1. Branding
2. Messaging
3. Multimedia
4. Website
5. Print Collateral
6. Presentation Collateral
7. MarTech
A quick assessment of your Marketing Platform can help prioritize the infrastructure that needs to be shored up. These initiatives are sequenced and shaped into a Platform Development Campaign.
4. Promotion
Promotion is the third P. With your Platform in place, you can develop and deploy a series of themed promotional campaigns. Most likely, your campaigns will include some blend of digital marketing, traditional advertising, and in-person selling.
1. Digital marketing
2. Traditional advertising
3. In-person selling
Your campaigns should focus on a specific audience, have clear goals, defined timelines, and metrics for success.
5. Plan
Promotion is the third P. With your Platform in place, you can develop and deploy a series of themed promotional campaigns. Most likely, your campaigns will include some blend of digital marketing, traditional advertising, and in-person selling.
1. Digital marketing
2. Traditional advertising
3. In-person selling
Your campaigns should focus on a specific audience, have clear goals, defined timelines, and metrics for success.
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The easiest way to demonstrate what we can do for you is to tell us a little about your challenges or goals, and let us walk through how we have led others to success. Contact us today and get the conversation started.
