Our Process
Drawing on experience from a myriad of industries, the RWA team is able to provide clients with groundbreaking ideas.

1. Listening, Analyzing & Research

During this initial stage, information meetings are held with client and agency personnel to gain insight and information, determine goals and measurables, discuss past history and current challenges, and lay the ground work for continued communications. This is also the stage during which research is conducted both internally and externally to determine current perceptions and realities, gather relevant data, determine target audiences and their profiles, review competitors’ positions, strengths and weaknesses and formulate an overall assessment from all perspectives.

2. Review Findings

The agency then takes the research from stage one, compiles it, analyzes it and generates a review of the findings. This review is shared with the client along with specific recommendations from the agency that are supported by the research findings.

3. Brainstorming & Strategy

The research and recommendations set the direction for the overall campaign strategy. During the brainstorming and strategy stage, the agency combines the established goals with the research findings to formulate the strategy that will most effectively resonate with the intended audiences while achieving the intended results. Elements of the strategy are also discussed during this stage, with each analyzed to test its individual viability as well as the overall solidity of the strategy. Only when the strategy is thoroughly vetted with all possible deterrents explored do we move on to the messaging plan.

4. Messaging Plan

The primary goal of this stage is to develop clear brand messaging that is concise, targeted, defined, consistent and that resonates with the intended markets. Messaging includes the brand statement or brand promise, defined USPs (unique selling points), company or brand mission statement, as well as any related messaging for specific internal or external channels. Most importantly, we establish the “why” of the brand – the emotional connection we seek to establish that causes the consumer to engage and act. The “why” is the core messaging upon which all other messaging will stand.

5. Research Cost Effective Solutions

At this stage, agency personnel on the account service and media side focus on solutions while the creative personnel attack stage 6 (concept & visual creation). Formulating the best possible plan to achieve the best possible ROI involves extensive research and analysis into what channels of communication will be most effective in reaching our intended audiences and generating the results we have established as goals. The agency looks at all avenues – both traditional and non traditional – during this stage and develops a final plan that is supported by research, consistent with the messaging and most effective in delivering results.

6. Concept & Visual Creation

During this stage, the creative staff determines the visual identity of the brand and campaign. Attention is given to all elements of design including color, font, tone, imagery and scale with each visual tested for consistency with the research and messaging plan. Logo, tagline or slogan, brand standards and guidelines and creative executions are developed during this stage.

7. Develop Creative & Key Messaging

The full creative messaging and execution is developed during this stage. Design is fully concepted and implemented with attention to usage across all platforms. Brand standards and guidelines and creative executions are developed during this stage.

8. Realization & Production

This stage is where the heavy lifting is done. The plan established in stage 6 is implemented with all elements of media and communications launched. Production of all materials including printed, promotional, audiovisual or digital is completed. The creative concepts established in stage 7 are fully executed in various forms across all mediums.

9. Follow Up & Monitoring

Once all initiatives have launched, we undergo the monitoring stage of the campaign. During this stage we track the measurables we established in the first stage against the goals we also established at the beginning. Monitoring can take a number of forms and the agency will work with the client to determine which form(s) will be most effective in establishing the success of our efforts. As results come in, we adjust various aspects of the campaign to ensure that the budget is being spent in the most cost-effective manner.

10. Measure the Effectiveness of the Plan

This final stage may consist of a set benchmark for measurement on an ongoing set of checkpoints to measure effectiveness during a long-term campaign. Reporting on key metrics is provided as per the agreed upon timeframes with summaries, analysis and recommendations for improvement if needed.