A blend of art and science, MRM//McCann Horizon Planning is our proprietary strategic planning process. It goes beyond traditional agency account planning methods in its recognition that, in a digital world, brands have to create and deliver measurable value to customers.
Our customer strategy team represents a blend of traditional strategic planners and management consultants from globally recognized strategy firms. Working together, they employ Horizon Planning to create functional, financial and entertainment-based utility for customers.
MRM//McCann Horizon Planning follows this four-step process:
1. Strategy: Market Opportunity Identification and Experiential Vetting.
We begin with the strategic assessment of the client’s business to articulate the market opportunity. This stage calls for a rapid strategic assessment and synthesis of the business opportunity. MRM//McCann strategists immerse themselves in the client’s strategic questions and perform a marketplace assessment with a complete understanding of trends, competitive sets, category dynamics (especially threats), key audience needs, behavior, search anthropology motivations, economic value drivers, product set, media consumption, purchasing behaviors, etc.
2. Brand: Extension Assessment.
The second stage involves performing a brand extension assessment to identify new opportunities to extend the current brand in new ways. To capitalize on new opportunities, we identify unique and engaging digital services, experiences, ideas and formats, driven by content, functionality, offers and information, and designed to be recognized and embraced
3. Context: Go-To-Market Design.
The goal of this stage is to build a market deployment plan for the opportunity from the earlier two stages. During this phase we develop the target/segment/message architecture using proprietary targeting/segmentation tools and methods. These tools draw from a variety of data sources, demographics, needs, motivations and attitudes.
One of the other critical components of the Go-To-Market Design is determining the communication channels. Channel selection is based on a deep understanding of the target segment’s channel consumption habits, with a special focus on the variability of that consumption within and across markets.
4. Content: Customer Experience Plan.
The last stage of the planning process is to create the customer experience plan with the details of the content, its timing, and the measurement plan. The customer experience plan outlines how content, functionality and utilities will be used to support the designed marketing strategy.
The outcomes of the previous four stages lead to measurable outcomes and excellent creative executions. We define excellent creative as an experience which is engaging, provides utility for the audience (i.e., fulfills a need), and drives to the business purpose. Engagement and utility are critical to the success of a creative platform, and, equally important, is the measurement of success in order to optimize the platform. Thus, our approach to developing strong creative is based on a constant process of analytically driven test-and-learn, and constant customer feedback, so that our work for our clients can be constantly improved.