No two SingleVoice Marketing programs are alike, although the development process is the same for every situation. Wehrman & Company uses a unique methodology to develop a system that ensures every solution meets the required objectives. Whether the program is small or large, the procedure generally includes five basic steps, with each tailored to your specific needs:

1. The audit (determines the problem)
2. The marketing/communications plan (defines the solution)
3. Creative development (addresses the problem)
4. Documentation and implementation (solves the problem)
5. Long-term maintenance (ensures success)

The SingleVoice audit

We begin by conducting a confidential marketing audit to evaluate your market, products and strategy. Interviews with key management provide insight into market trends and help define specific goals. We work to understand:

• the dynamics of your target audience
• your company's position in the market
• your competitors' industry position
• your marketing/sales organization
• your company's corporate identity
• the success and/or failures of your current marketing mix

From our research, we provide a thorough analysis and recommend basic parameters and components for accomplishing your specific business objectives. Organizational planning, scheduling and budgeting are based on this project definition.

Marketing/communications plan

From the above analysis and research, we begin developing a marketing communications strategy which addresses your specific marketing objectives. We help you establish one or more critical goals and specific strategies to achieve them. This problem solving process generally involves:

• organizational planning/scheduling/budgeting
• SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
• preliminary problem-solving creative
• strategies and recommendations

Creative development

Typically, our customers take an active role in the development of their solution. We present preliminary creative strategies for your SingleVoice system. Generally, the solution is "field tested" on an immediate marketing application. Post-project analysis provides insight into refinement for future real world applications.

As the system development process becomes finalized, we prepare a marketing communications manual which provides guidelines for using your system, including sections which address specific solutions for your real day-to-day marketing applications. This document then becomes the framework for executing all your company's marketing communications.

Although every customer's deliverable varies by need, generally this phase includes the creation of master components such as:

• logos or brand marks
• special marketing phrases or theme artwork
• concept sketches of key applications — from web pages to ad concepts to literature systems.
• highest priority project copy or artwork
• interim standards guidelines

Implementation

Our job doesn't end here. Your company may be in a position where your day-to-day marketing needs can be handled internally, or you may want to look to Wehrman & Company for total execution of specific marketing tools. In either case, we train and educate our customers in the critical components of the system and emphasize coordination and teamwork between internal teams and external agencies or consultants.

The annual checkup

SingleVoice systems are not immutable. Even the best systems can and should evolve over time as marketing needs or applications change. We recommend your company evaluate its current system annually to ensure it remains applicable to the current demands within your marketplace.

For more information:

• SVM FAQs
• SVM Why
• SVM Steps
• SVM FYI