Successful campaigns are often dependent upon achieving a key insight that informs messaging and strategy. For example, we might gain a better understanding of an organization's value proposition; uncover a new opportunity by examining market deficiencies; or, perhaps we'll determine a mis-alignment of strategy and messaging.

We feel that a survey of four key factors affords an effective method of gaining understanding that leads to insight. Ultimately, this helps us articulate core challenges that allow us to form project directives. While many seek to do something creative, we work to uncover the key challenge.

Organization

• Review the group's vision and goals (long and short-term)
• Examine business, brand and marketing strategies
• Immerse ourselves in the operation's culture and discourse
• Assess the alignment of value-proposition and messaging

Situation

• Examine the challenges faced by the organization
• Review past efforts to address such issues and determine points of failure
• Understand the expectations for the campaign and how success will be measured
• Consider issues unrelated to messaging that may be acting as obstacles

Audience

• Gain understanding of the target market and consider alternate potential audiences
• Determine most influential groups and establish personas for lightning-rod clients
• Observe characteristics in key groups and document the "headaches" they face
• Consider the emotional/psychological touch-points for end-users

Landscape

• Observe the strengths and weaknesses in competitors' offering/messaging
• Examine common messaging elements/characteristics and assess effectiveness
• Map the opportunities that lie untapped due to "me too" thinking
• Research parallel industries and determine potential opportunities