1.

Goal Decisions

Where do you want to go?

It’s imperative that you know what your marketing and organizational goals are — if you can’t tell us what your goals are, we can’t help you achieve them. You might not have a clear picture of your goals just yet, and we can help you figure that part out.

Sometimes goals get brushed off as being “fluffy,” but when you make goal decisions, you commit to achievement.

2.

Strategic Planning

How will you get there?

We will recommend a strategic marketing direction for your company or organization. A new website, a rebrand, hiring an additional full-time marketer, SEO improvement, comprehensive training for an in-house marketing team — these are just a few examples of strategies we have recommended to help our clients realize their business goals.

3.

Research and Guide Development

What do you need to do to arrive on time and on budget?

There are hundreds of marketing tactics you can employ to reach your goals, but you can’t just leap from one tactic to the next without a structured plan to guide your efforts. We perform website audits and audience, competitor, and keyword research to inform guide development — a guide is a tool your team will use to meet your goals on time, and on budget.

For example, a brand voice guide is used to ensure that all of your communications are consistent and meaningful, and a social media guide explains how to engage with your audience online (including what to post and when).

4.

Training and Implementation

What will you learn (and do) along the way?

Your guides are built so that you and your team can open them and begin implementing right away. We provide hands-on training, either in person or via screen sharing/conference calls. The implementation support we provide differs depending on the size, availability, and experience of your in-house team. If you need some training for example, but feel prepared to manage implementation in house, we provide coaching until you are comfortable flying free without us.

It is almost always more efficient and cost-effective for your team to manage your marketing in-house. We know that might sound scary if you’re used to long-term implementation contracts with online marketing companies, and we’re happy to provide references from clients who with our help, have brought their marketing projects in-house.

5.

Measurements and Insights

How will you make cost-effective, future-proof marketing decisions?

Measurement is infinitely important in marketing. Each strategy and tactic that we present has a clear path to measure the impact it has on your business and marketing goals. With our guidance, you will be able to look at your Analytics dashboards and know with certainty what the right decisions are for your business. You will know which paid social campaign worked and which radio ad didn’t, you’ll know how much to budget for your digital spend next year — you will be able to see the direct impact of every dollar you put into your marketing.

Armed with that knowledge, you won’t second guess your decisions because you will have concrete evidence of what works and what still needs work. Wasting money is painful. We will teach you to pull insight from what you measure so that you can make quick, intelligent financial decisions about marketing.

Ready to talk about how our process can help you do better? Get in touch!

Additionally:

We’re economical, not commitment-phobic.

We rarely recommend long-term engagements during the proposal stage of a project. We’re hesitant to lock our team and yours into a lengthy engagement before our projects start because our ultimate goal is to empower your team to manage your brand and your marketing in-house. With our strategic direction and training, bringing that work in-house is typically much more economical for your team.

There are exceptions to every rule, of course! We have worked with some clients for years, but our roles have evolved over time to suit changing needs — as is the case for our work with The Shaw Conference Centre.

The Honesty Factor.

We tell the truth, even when it hurts. Especially when it hurts, because great things can come from facing uncomfortable truths.

Before we began offering a comprehensive set of services, we often partnered with other companies to provide SEO and PPC solutions for their clients. One of those times, we put together a report that was direct and addressed the shortcomings of a project that stemmed from not having proper analytics access, and directing traffic to pages that provided poor user experiences.

The company we were working with replied to the report with the following:

“I find that the best way to move forward with clients in a positive way and continue the relationship is to frame the shortcomings as opportunities for improvement. While I don’t doubt that all your closing thoughts in the document are factually correct I wonder if you’d consider revising for tone and tenor.”

The tone of the report was friendly, but the facts were clear. The project was not a success. What the owner of that company was really asking was for us to sugarcoat their project’s failure. We do not compromise our integrity in this manner, so we could not present the client with anything but the honest, direct truth.

There is no place or purpose for double-talk in client relationships.

Delivering bad news isn’t fun. It’s frustrating when we have to tell potential clients that their award-winning web design agency neglected the site migration process and that recovering from a huge loss in traffic and authority will take a long time and significant financial investment to correct. It’s upsetting when we see that the SEO “agency” you hired did irreparable damage by building you a scary low-value link profile that will definitely get you nailed by a Google penalty.

We will tell you the things that are tough to hear, and then be there to help you recover.

Project Flow

We don’t use an account manager/project manager model at Kick Point. We tried it, and it didn’t work out. When your project begins you will be assigned two project leads (who can never go on vacation together), and they will be your main contacts going forward and you will work with them to lay out the schedule for your project.

Your communication needs may be different and we respect that, so we offer you a lot of autonomy in this regard. We simply ask that you tell us your preferences for frequency and method of communication — and always, always tell us when you go on vacation — in order to keep your project on schedule.

Often, our clients are going through periods of significant change — and we’re honoured to be a part of this. Making change successful is as thrilling as it is challenging! Establishing a change management plan with your team is an important part of this process. Change is scary and having a comprehensive plan that guides your organization and creates champions for change reduces anxiety and eliminates roadblocks to change.

You will always own the documents we create together. Your analytics program is just that — yours! It’s mind boggling to us when we start talking to a potential client and their previous agency or freelancer controlled their analytics and never granted them access. Reporting dashboards, software accounts, social media accounts, and anything else we access or set up on your behalf will always belong to you.

Your situation won’t be identical to anything we’ve seen before, so our process adapts to address different industries, goals, and objectives.

Each project we work on has a different starting point and flow — but generally speaking, all five of the steps above are valuable. Are you ready to do better?

Start Your Project