Our engagement discovery process includes an intentional set of conversations focused on the elements above. If we find there is enough alignment to move forward, we’ll develop a three-tiered set of engagement options customized to your goals and markets. Once we fine-tune the right tier for you together, we craft a more detailed scope of work and contract. And then, the magic gets going.

In most cases, we begin a client engagement with a diagnostic exercise followed by a communication plan. Yes, it’s terribly tempting to jump right to tactics. But, without the discipline to ensure those tactics are founded in strategy, they could result in wasted time and money. 

A diagnostic typically includes surveying internal stakeholders, interviewing customers/partners, a competitive messaging analysis and a marketing audit. We meet with clients to share findings from the diagnostic work and use those insights to inform the development of a communication plan. This plan identifies key audiences, positioning, messaging, strategies and initial tactics to set a roadmap for marketing activities.

All in, the diagnostic and communication plan work takes around 3 months and costs roughly $30k-$60k (variables include number of interviews, breadth of markets, products, etc.). We find these plans hold their value for about 2-3 years before they need a refresh.

Sometimes we deliver a communication plan and, if the client has the right team and bandwidth, they may take it from there. But most often, we are either a bolt-on part of their marketing team collaborating with them to bring the communication plan to life OR we are their soup-to-nuts marketing team handling all execution. It just depends on our client’s resources and needs. 

When we are part of executing tactics, the work could include activities like:

• Content development/storytelling: Ebooks, videos, blogs, case studies, white papers, articles
• Content promotion + digital marketing: website, landing pages, campaigns, organic social, paid media (social and google ads), programmatic, geotargeting, retargeting, eblasts, SEO
• Branding: organization and product naming, taglines, logo + brand look
• PR: Press releases, getting articles picked up by public safety media
• Webinars: media negotiations, ideation, faculty development, prep / coaching, promotion
• Association and media partnerships, advertising and sponsorships
• Trade show/conference strategy and custom sponsorship packages
• User/customer gatherings and events; focus group meetings
• Market research

Following delivery of the communication plan, we’ll agree on which tactics are priorities for the remainder of the engagement (usually 8-9 months worth of work as part of a 12-mo agreement). Together, we’ll chart out and execute a work plan with room to adapt to unforeseen opportunities and respond to what we learn from results. As we near the end of the engagement period, we realign on goals for the next year and the right budget / activities to support those goals.

Our engagements take on different shapes and sizes. But, on average they’re for a 12-month duration at a $200k consulting budget. We have some that are significantly larger, and some that are smaller. Unlike one-off project contracts, annual engagements allow us to be proactive in putting together the right mix of initiatives for the year. 

Direct costs (media ad buys, paid social spend, etc.) are not included in our consulting budget. Recommendations for direct cost investments are shared with clients on an ongoing basis and must be approved by our clients before we proceed.

Though it’s rarely needed, our contracts have a 30-day out in case it’s determined the engagement isn’t fit, a client’s goals change, or they have a shift in budget.

Early on in the implementation process, we’ll agree on key performance indicators for measuring the success of work together. Results against those KPIs are discussed regularly to identify what’s working, what isn’t, what we should test, etc. This is usually reviewed in recurring meetings we schedule and lead (either biweekly or monthly) to walk clients through recent results, work underway, hear what impact they’re seeing, discuss new ideas, etc. In general, we believe in the concept of testing small and fast, and investing where we see the most ROI.

There are a few different ways we approach billing with clients. We typically use a time-based approach. This means RedFlash project managers monitor work to facilitate an even burn throughout the year to make sure we complete work within budget. This may mean there are heavier months to support special campaigns balanced out by lighter months to even out billing.

Another way we can approach billing is more outcomes-based with fixed pricing. The benefits of this option are the focus on results and a consistent invoice amount.  Either way, our team provides monthly invoices that are accompanied by progress reports outlining work completed that month and projecting activities for the following month.