Increasingly, communications planning has taken a larger role in the overall marketing planning process. One of the cornerstones of an effective marketing plan is the strategy concerning how commercial messages will reach and impact the consumer. Given the increasingly fragmented media landscape, a zero-base approach to communications is critical to success.

Our Approach

Our marketing planning process begins with establishing concrete and quantifiable targets, expressed in terms of sales and revenue goals. All strategic marketing plans support these goals. In developing the strategy for achieving them, our first step is to conduct research on the marketplace – and we have a wide range of tools and custom solutions that provide our clients with direction at a cost-effective price point.

Marketing Strategy Flow

Once we have established goals for your business, we turn to the strategies we will use to achieve those goals. While information regarding the steps our clients have taken in the past to address their marketing challenges is certainly relevant, we have experienced tremendous success with our zero-base approach. It involves looking at our clients’ businesses as if we’re starting from square one. By utilizing this approach, we give adequate consideration to ideas that can challenge that which has been done in the past.

Everything that makes up our strategic plans flows from the goals we structure for your business. We develop a comprehensive strategy for your brand, including branding strategies and tactics, a SWOT for the marketplace, brand guidelines and mission statements. On a parallel track, we develop a comprehensive communications strategy that encompasses all aspects of commercial communications and takes into consideration the media consumption habits of your potential customers. This ensures all strategies and tactics flow from the same vision of what your company, products and services represent to your end consumer.

Your Marketing Steward

To ensure seamless integration of ideas, you communicate directly with an account lead who oversees all aspects of marketing communications for your account. This marketing steward is hand-picked from our staff of marketing and media generalists, so as to guarantee that your account is staffed with people who have relevant experience in your category and a full understanding of both the big picture and minute details of your marketing challenges.

Your marketing steward coordinates all efforts with Underscore such that all efforts undertaken are consistent with the brand and marketing goals we’ve set for you and your business. It is a seamless process that keeps all marketing-related tactical plans on strategy.

How Do I Get Started?

Like what you see here? We would be interested in speaking with you about your marketing challenges. Please fill out the form below or contact us at 212.647.8436 x.4482 and we will get in touch pronto.