A comprehensive strategic marketing and public relations plan is the single most important initiative to ensure success for this campaign. What separates ARG is our ability to work with our clients in developing comprehensive marketing and public relations plans that fully support client’s goals and objectives. The Allen Roche group will work closely in developing a plan that will fully meet the needs of our client in reaching the target audiences. Components of the plan will include: market analysis, competitive analysis, marketing and public relations strategy development, brand strategy, and a tactical implementation plan.

Building the brand should be a strategic process that is guided by the strategic marketing and public relations plan. Our approach would be very clear and simple – we recognize that consumers have many choices for healthcare and many times limit their decisions due to confusion and lack of clarity. The initial brand messages for the connector must be simple and direct. Some preliminary ideas include:

The attributes of effective brands include the following:

• A brand must be memorable and easily recognizable.
• A brand must be inseparable from the product or service.
• A brand must endure far beyond an advertising campaign.
• A brand must be a unique promise to the marketplace that embodies the product or service