Mary B. Relotto, Principal / 394 Arden Road, Columbus, Ohio /
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1 Mary B. Relotto, Principal / 394 Arden Road, Columbus, Ohio /
2 Consulting Group Q&A 2 Identity & Marketing Strategy Development Questionnaire An excellent company identity is the cornerstone of a successful business. A strong identity will deliver your company message clearly, confirm your credibility, connect to your target prospects emotionally, motivate buyers, and create concrete loyalty. Developing your company identity is the most important thing you can do for your business. This questionnaire will help us to create an identity based on your current situation and goals. Please complete this questionnaire, then back to maryb@damesbond.com. Company Profile Company Name Contact Name Title Address Phone Cell Contact s Company Website
3 Consulting Group Q&A 3 QUESTIONS. (Please answer to the best of your ability.) 1. Describe your company (what you are about) in general. 2. What is the current structure of the company (storefront, web-only, network marketing, home-based, etc.)? 3. How has the company evolved over the past 5 years? 4. What trends (technology, social media) are effecting the industry and how is the company anticipating them? 5. How does the company sell its products or services ( 1:1, distribution to other stores, internet, word of mouth)? 6. What does the company do well (customer service, low prices)? 7. What does the company do not so well? 8. Who are the important publics (i.e. investors, customers, prospects, communities, etc.)? 9. How does the company currently communicate with them?
4 Consulting Group Q&A How does the company s existing graphic identity support your vision? 11. Is that identity distinct from the competition? 12. Is the company s identity communicated consistently and cohesively in all media (web, tv, ads, stationery, apparel, catalogs, etc)? Attach samples. 13. Does the company have specific communications/message objectives? 14. What are they and how has the current identity program been meeting them? 15. What has motivated the company to redefine or redesign its identity? 16. What does it hope to achieve with a new identity program? 17. Use three adjectives to describe how the company should be perceived. (examples: conservative, progressive, friendly, formal, casual, edgy, green, energetic, humorous, professional) 18. Is that different than the current perception?
5 Consulting Group Q&A What do you feel is the biggest challenge in getting this image across to customers? 20. What are three adjectives describing the current perception? Is this good or bad? Customers 1. Who are your ideal customers and where are they (current and prospective)? What are their problems, needs and wants? 2. What benefit can your company provide these customers that they can t obtain elsewhere? 3. How are you currently attracting new customers? 4. What is your biggest obstacle in getting customers to say yes. 5. Who are your (key) competitors? 6. How is your service different/same?
6 Consulting Group Q&A 6 Advertising/Marketing Specific 1. What new and existing products are to be sold? 2. What are the forecasted sales volumes and goals for your product? 3. Where are the products now in relation to their lifecycle (inclining or declining)? 4. What are the most important factors in a customer s decision to buy the product(s)? 5. What are the characteristics of a typical (or preferred) customer (customer profile)? 6. How are leads generated by sales associates? 7. How are inquiries handled? 8. What is the geographic scope of the advertising/promotion effort? 9. What are the Advertising/Sales Promotion/Collateral systems now in use?
7 Consulting Group Q&A 7 Project Specific 1. Has the company ever worked with a designer or marketing service? Who? Describe your experience. 2. If the public could come away with just one thought about the company/product/service, what would that be? 3. Are there any restraints or concerns to be aware of? 4. Is there any competitor literature/material available? Please attach. Or show their website. 5. Are there any other (industry-related or non-related) print/web pieces you like or finds interesting? Describe and/or attach. 6. What would constitute a successful project? What are the expectations? 7. Are their legal issues that need to be addressed? (i.e. copyrights, trade/servicemark, licenses, etc.) Thank You. You have a mission. We help make it possible! Mission Possible Consulting Group
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