Eurekafying your brand.
Phase 1: Discovering your brand essence.
What is your brand position? Does it differentiate you? What would you like it to be? And what can we do together to change it?
The EurekafyTM Method is a process designed to help identify—or in some cases validate—your brand essence, or position. It’s risky to merely think you know what it is, because the truth is, if what you think your brand position is does not align with how your customers and prospects perceive it, you face an uphill battle with your marketing and communications.
That’s why it’s so important for your brand position to be, among other things, a believable representation of what the brand is all about, what it stands for. Our EurekafyTM Method is designed to help you identify a brand essence or position that sets your brand apart in a compelling, unique and believable way. Because that unique position is the key to developing a consistent messaging platform that helps drive the change, impact and results you’re seeking.
We call it The EurekafyTM Method because the unique, compelling position invariably reveals itself in an “aha” or “eureka” moment while analyzing the results of the interviews, research, customer journey mapping, competitive analysis and Positioning Statement development that form the core of the approach. Another important product of this phase is an agreed-upon set of objectives that will define success with your branding, marketing and communications efforts.
Get more details on each element of the brand discovery phase of the The EurekafyTM Method.
Anything but cookie cutter: a note on flexibility
The EurekafyTM Method has built-in flexibility to match your goals, the marketplace challenge and your budget. For instance, the process may involve rigorous quantitative research, or a more modest effort based on qualitative customer and prospect interviews. Other elements of the process, such as the competitive analysis, can also scale accordingly.
Phase 2: Communications, Eurekafied—transforming your marketing.
Whatever the details and scale of the brand discovery effort, the resulting reports, customer journey mapping and brand positioning statement will guide and inspire all the design, messaging and creative that breathes new life into the brand. In the process, it will help you reach agreed-upon objectives for the Communications Plan that is developed in Phase 2 of The EurekafyTM Method.
A key element of the Positioning Statement is a series of what we call the Reasons to Believe. These statements support the chosen position and identify why a customer or prospect can believe the implied promise of the brand position—why they should actually care and have a good feeling about it. These help drive the messaging, which will be refined for each audience segment.
In addition, tactical media recommendations will be shaped by the customer journey mapping to ensure we deliver the right messages to specific audiences in the right context (the right media environment) at key moments of influence.
In short, the plan will strategically align with the customer journey and be designed to move the target audiences along a continuum that starts with creating initial awareness and ends with the achievement of the agreed-upon objectives.
The digital factor
In today’s online world, digital is essential. Everyone knows this at some level. You may or may not have a good grasp on it. Nevertheless, you’ve likely heard enough buzz that you know you ignore it only at your peril.
On the strength of a Media Strategy Director who has 15 years of digital media planning and buying experience, Burgess boasts an unusually strong understanding of how to use digital, including social media (Facebook, Instagram, YouTube, TikTok, Snapchat, Twitter, LinkedIn, etc.) to best deliver on any client objective.
Fully steeped in digital ad technologies and cutting-edge targeting strategies, you can expect virtually any communications plan that results from the Eureka Method to include at least some digital communications. Simply put, with the ever-increasing growth of digital media consumption today, even among older adults, it just makes sense.
Measurement and Accountability
The final step of Phase 2 is to define the measurement plan. We establish key performance indicators (KPIs). Then, on a periodic basis, we will track and optimize to meet or exceed these agreed-upon KPIs.
Monthly performance reporting to share results help you feel confident that our campaign is delivering on the stated goals. You can also expect us to routinely evaluate our strategy and approach and refine our methods as needed based on market insights and campaign results to ensure we are running as effectively and efficiently as possible.
Once your brand has been Eurekafied, the following Burgess services can help you transform your marketing.
As the visual representation of your brand, a logo is part of what sets you apart. It’s something we’ve done for hundreds of clients over 36-plus years. From concept sketches through final art, Burgess can design a distinctive mark that not only reflects well on your brand, but also creates an at-a-glance connection with your audience.
We write compelling—and often award-winning—copy for virtually every medium, including social media. We are efficient, pride ourselves on attention to detail and work collaboratively with you to produce engaging content that best fits your marketing and communications needs.
Burgess has a long history of creating and producing TV, radio and video content that touches the hearts and minds of an audience. And if awards are any indication of their power, you’ll find them when you visit us. Today, more and more of that content is designed or shared online and the results there—of which we take great pride—are the real measure of their effectiveness.
Burgess’ long history in the New England marketplace has produced a reliable track record of designing effective and balanced digital, print and broadcast elements that support our clients’ marketing and communications efforts. Our design capabilities range from logo development to brochures and collateral materials to advertising for all print and digital media—all with client satisfaction in mind for the end result.
One of the first—if not the first—places that consumers look when making a decision about your business or organization is your website. We understand the importance of a website that is eye-catching, easy to navigate and informative. It also needs to support other marketing tactics you employ, so it’s important that it can evolve and remain fresh.
To those ends, Burgess has created, launched and maintained sites across dozens of industries using state-of-the-art hosting platforms. And our routine monitoring and maintenance services ensure the highest level of performance possible, with appropriate levels of SEO.
When it comes to digital marketing, Burgess knows how to get your message in front of qualified targets—wherever they are online. That is, we implement digital ad technologies and cutting-edge targeting strategies that cost-effectively reach out directly to your most relevant audiences.
It all begins with setting key performance indicators (KPIs). Then we track, measure and provide regular reporting to help you feel confident about the success and ROI of your campaign. To that end, we vigilantly monitor results throughout the campaign to refine and optimize targeting and delivery in real time as campaign data rolls in.
As one of the most experienced print and broadcast media planning and buying agencies in the Maine market, Burgess has worked with hundreds of both consumer and B2B clients on the local, regional, and national levels. You can count on Burgess’ experience in researching and crunching the numbers, as well as leveraging our excellent working relationships with the media, to achieve ideal ad placement and deliver maximum cost-efficiency for your media buy.
Whether it’s for labels, business cards, or that high-end brochure designed to make a tactile, visceral impression, printing remains an important arrow to have in your marketing quiver. As an agency that has been around for 35 years, Burgess has been designing and printing marketing communications materials longer than virtually any agency in the state. We’ve designed printed materials of every kind and select the most appropriate press for every job for timely delivery of the highest quality finished product at the right price.
Burgess’ on-staff public relations specialist has an extensive background in local broadcasting and journalism with several years of experience as a reporter in northern New England. As a result, you story will benefit from an acute understanding of how to best tailor PR tactics to appeal to reporters and press contacts serving the most relevant audiences.
Today’s media world operates at a fast pace and our public relations approach mirrors that with efficient and direct strategies ranging from advisory services to full public relations management – including press release research and writing, media outreach and publicity coordination for stories, interviews, etc.