posted: 10.09.04

Spending wisely when marketing budgets are shrinking has been a hobby horse of ours for a while. After 25 years in the design business we've seen a few changes over the years - not least the growth of digital communications and the reduction of the reliance on print only as a marketing and communications medium. Looking at succint, targeted and timely ways to say what you want to say, is what it's all about - in whatever medium is appropriate for your market and your budget.

Whilst we don't think that the printed page will ever be replaced, we do think that there is emerging, a smarter way of connecting with customers. It employs a variety of strategic communication channels working together, that help join up and inform your messages. And by challenging the old ways, evaluating every item of communication collateral you employ, identifying what you want to achieve - measuring it against what you have to spend, a new model is emerging.

Manhattan, Sussex-based contract kitchen company have used the Day1 appraisal system to help focus sales and marketing efforts in the areas already identified in their business plan. The resultant communications strategy, spanning 12 months, not only plans to deliver marketing material, but will join up internal communications, customer surveys and industry trends in one complete, integrated package.

There are savings not only in print costs but authoring, brand management and PR. And by using a combination of web/CD/e-newsletters/print, the Manhattan message will reach more people, more regularly, with the right messages and will be an altogether more co-ordinated, versatile and nimble vehicle. That's optimization.

If you're interested in the Day1 appraisal system, contact us for a free 2 hour exploratory meeting.

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