A clear understanding of one’s starting point is essential to head in the right direction. Whether we are designing a web portal, kicking off a social media strategy or repositioning a brand on-line, all of our projects are based on an accurate context analysis of our clients and their reference markets. This allows us to carefully study the internal scenario of a company or agency and integrate this information into our analyses of targets, competitors (SEO and social intelligence) and existing web and social media channels.
This monitoring phase permits us to perform a SWOT analysis, a tool that defines the strengths and weakness of a client, product or service and identifies the opportunities and threats on the market. The SWOT Analysis informs the development of a multi-channel strategy that is key to any digital project and the strategic planning of content on company or product proprietary channels (Internet website, social media channels).
Interviews and Briefings
Context analyses begin with meetings with key client managers and interviews with project coordinators and top management.
Our briefing questionnaires focus on the operative and strategic scenario of the agency or company to understand internal processes, identify opinions concerning missions and values, business strategies, in-use marketing and communications tools, information sharing processes, expectations and possible business or communications objectives.
The aim is to involve internal actors in order to identify competences and resources, gather informative material, and understand the scope of a project and its objectives, tools, limits and ongoing actions.
After having collected information and materials, we analyse the documentation, along with internal and external communication processes, to outline the operational scope and project and company objectives. This requires the identification of all internal and external actors, the understanding of all relevant processes and projects, and any barriers caused by technological or organisational limits.
A careful analysis of all the collected information allows us to produce a strategic document summarising the initial context and produce the first part of the SWOT Analysis, which will then be completed by data-driven analyses. Subsequent communications and marketing strategies will be based on the analysis of the SWOT Matrix, which will highlight strengths, allow investments in opportunities, and limit – if not cancel – risks and weaknesses that have emerged during this phase.