PHASE I begins with an examination of all of the data available to us from the previous year’s event marketing program. We look at key inputs and client insights – these are constantly evolving from year to year, execution to execution and market to market. Our client involvement is high, our objectives are set, benchmarks are established, previous year’s trends, stats and results are analyzed, and a general planning roadmap is created.
IN PHASE II, we actively engage the media community and bring them into “tent” with us in a meaningful way. We share all the relevant data, objectives and measurement metrics in great depth and do so with a high level of passion & excitement, thus encouraging them to participate with us as partners.
Together, we explore and co-create a custom approach that best activates their tools, assets, personalities and unique audiences. We empower these partners to develop
something measurable based on results (leads and registrations), not simply cost efficiency.
Our goal is to include a wider variety of stakeholders in this phase (sales, promo,
management, editorial, web, etc.) and start from an approach of total
integration. The outcome of this phase is the development of a plan, which
we believe best delivers on our detailed objectives and desired outcomes. At
this stage we will have identified our key partners, usually multi-media entities with Broadcast and other media channels such as Bell Media, Rogers etc.
We'll go out of our way to make face-to-face connections, not only in our local markets but new markets we enter as well - and like to engage with many of the key media stakeholders within that market in an effort to help create the collaborative and impactful relationship that positions everyone for success.
IN PHASE III, the plan is approved and we are able to activate on all the agreed upon deliverables. As in all partnerships we work on, we ensure that all deliverables are met from both sides. We provide assets, scripts and toolkits to our partners to execute on the custom programs. We work on new revenue streams to
benefit the partner and client, creating a true partnership and fueling
momentum. We ensure that there is an on-going flow of data and results to
inform tweaks and course corrections along the way, either weekly or in
real-time. The goal of this phase is to ensure value beyond what we can
‘buy’ is achieved at the highest levels. Throughout, we constantly use
real-time data to ‘evaluate’, test and check and make sense of what we see
in the interest of efficiency and optimization of our efforts. INTENT
has activated media sponsorships with dozens of media partners in markets throughout North America and Australia.
These include local TV, Radio, Print and Digital partnerships through Multi-Channel programs with media ownership groups like Bell Media, Rogers, Clear Channel, NBC, Comcast and many others.