What Is MW Fusion®?
MW Fusion® is our proprietary
protected formula used to develop an integrated marketing plan to support the
business goals of a company.
Though MW Fusion® begins
with discovery and research and then focuses primarily on integrating
the core communication channels of public relations, advertising
and interactive media, it also reviews many of the other elements
involved within a company’s overall marketing picture, such
as research and development, sales force, distribution, new product
and service development, branding, pricing, communications and much
more. The result is a complete, integrated marketing plan covering
all marketing aspects that fall within your company.
Step 1: Discovery – Begins
with the client’s knowledge and defining the "fusion of
influence."
Because many times you, the client, already has
a clear picture of your industry and your company’s current
situation, “discovery” is first performed internally
with you – saving time and money. Also reviewed at this time
are the key areas of influence that can affect positive outcomes.
This step
puts the information that the company already knows into a usable
format
for integrated
marketing. Click
here to view the Fusion of Influence diagram.
Step 2: Research – Fact-driven
strategies, no wasted financial resources.
The second step is research. We begin by exploring
publications or information from associations to which the company
already belongs. Many times these resources offer valuable information
that can be gathered and harnessed as opposed to starting from scratch.
Other areas explored closely are analyses of the competition, current
customers, target audiences, etc. The Internet allows us to access
data to help in strategy and decision making as
closely as possible to “real time.”
Step 3: Goals & Objectives – Developed
to support the business goals.
The marketing goals and objectives don’t operate independently,
but in a supportive role to the business goals. Objectives identify
target audiences, time frames and levels of change that are desired.
Also methods to measure integration are discussed such as brand/name
awareness, sales, phone calls, participants, memberships, etc. The
client approves the marketing goals and objectives before any recommendations
of strategies and tactics are made.
Step 4: Strategies & Tactics – Unlock
the power of your company and/or product brand pledge.
The first key
ingredient needed will be determining how to position the company,
brand, product and/or service. To establish the desired positioning,
another
proprietary
protected MillerWhite formula is applied, Unlocking the Power of
Your Pledge®. Tactics
are then identified that have detailed descriptions, specific assignments
and time/deadlines to achieve
the objectives. Simply stated, tactics are the to-do list: who,
what, when and where.
Step 5: Results-Driven – Maximizing
the return.
Integrating the aspects of integrated marketing – tactics,
communication channels and teamwork between client and firm – can
only be effective and improved upon if elements are budgeted, allowing
for an itemized comprehensive budget. Objectives are then measured
versus the cost to implement the tactics allowing for the fine-tuning
of strategies and tactics to maximize return.
Once again, our MW Fusion® formula
involves you, the client, and MillerWhite. The cost to develop an
integrated plan depends on several things: the business goals of
the company, the amount of research needed and the number of marketing
goals, objectives, strategies and tactics that need to be developed.
