During our planning process, we learn:

• our client's business
• the company's approach to sales
• the corporate culture, organization, reputation, approach to marketing, and current promotional mix

We also examine the importance of the trade media from both an advertising and editorial perspective. And we complete an audit of our client's audiences, and the communications they currently receive.

Then, and only then, do we think. Thinking leads to the brand position, key messages, as well as to a communications plan that:

• prioritizes audiences
• determines which messages - corporate and marketing - need to be delivered to which audiences
• evaluates the best communications methods for reaching each audience, whether it's an internal newsletter or an intranet, mass advertising or face-to-face communications
• delivers bottom line results