our process

At Hudson Fusion, we believe in totally immersing ourselves in our clients’ industries and walking in their shoes. We think “one step ahead” as we develop, refine and shape our clients’ brands. As experienced marketing communicators, we firmly believe in an integrated approach to marketing.

Simply put, we fuse industry knowledge, marketing strategy and creative ideas into a total multi-channel package that will move your business from where it is now to where you want it to be.

An integrated marketing approach also saves money, making better use of your marketing budget. The cost-savings from leveraging the same planning and creative work across multiple disciplines increases the efficiency of all components and makes them work harder - a rising tide lifts all boats.
 
Hudson Fusion’s approach to integrated marketing has helped many companies achieve success. Our Process is comprised of 3 Phases:

STEP 1: DISCOVERY

This critical first step in our process is where your organization and Hudson Fusion work together to discover exactly what your goals and unique business needs are. We listen and “feed” ourselves with information from multiple sources that often include your key team members, customers, industry experts and competitors.

The ultimate goal of this Discovery Session is to uncover information that represents a well-rounded perspective of your company and the business environment in which it operates.  A typical discovery phase could include:

• Information Audit — a comprehensive review of client’s existing communication materials
• Discovery Workshop — a roundtable workshop with key members of the client team
• Internal Interviews — one-on-one discussions with key members of the client team
• External Interviews — confidential one-on-one discussions with customers/clients/industry experts
• Independent Research — industry-specific, competitive and/or client-commissioned research can be provided by the client or done by Hudson Fusion
• Online Research — online search for industry & competitive data as well as an assessment of industry websites and category clutter

Key deliverables from the Discovery Phase include the Discovery Session Summary that serves to summarize our findings and synthesize them into your company’s Unique Selling Proposition (USP). The USP is essential in developing a strong corporate positioning and the positioning is the backbone of your brand and will be used in the strategy development that will guide all future communications.

STEP 2: STRATEGY DEVELOPMENT

In the second step, branding and/or marketing strategies are recommended.

The brand strategy development phase uses your USP to help translate your brand both visually and verbally.  It helps you achieve brand recognition so that your organization stands out from the competition. It ensures that your company will develop a strong, reliable image that will help increase sales and build customer loyalty. This phase can include a recommendation of the following components:

• Corporate Identity — Naming, Taglines, Key Messages, Corporate Boilerplate
• Look and Feel — Logo, Brand Style Guidelines, Business System Materials/Stationery
• Sales & Marketing Materials — Sales Collateral, Presentation Materials
• Publications — Annual Reports, Newsletters, Catalogs
• Website

The marketing strategy development phase helps decide which advertising venues are best to promote and sell your brand.  We look at the challenges facing your brand, your target audience and your sales objectives and recommend strategies that will position your product or service in the right way, to the right people, at the right time.  This phase can include a recommendation of the following components:

• Communication Strategy
• Direct Marketing & Sales Promotion — Direct Mail, Inserts, Postcards
• Public Relations — Press Kit, Events, Monthly Retainer
• Advertising — Television, Radio, Print
• Tradeshows & Events — Theme Development, Booth Design, Promotions & Giveaways
• Digital & Interactive Media — E-Commerce, Flash Animation, Search Engine Optimization, Banner Advertising

STEP 3:  CREATIVE DEVELOPMENT

Once the brand and/or marketing strategy is adopted, creative development begins for the items needed to support the marketing initiatives and goals.  Hudson Fusion excels in bringing brands to life through creative that is both innovative and hardworking. 

Though we’ve received quite a few awards for our work, we don’t create to impress ourselves or even our clients.  We create with your target audience in mind.  We recognize that for your organization to achieve its goals and build a strong brand you need a combination of strategic thinking, creative implementation and production savvy.  We offer those capabilities through:

• Concept Development
• Design and Layout
• Copywriting
• Photography & Illustration
• Job Trafficking
• List Management
• Pre-press Production
• Printing
• Distribution

Whether you come to us for brand development or you already have a strong brand in place, our Discovery Phase gives us the unique position of being immersed in your industry and seeing with an objective eye.  As a result, we can deliver design that will break through category clutter with marketing & advertising that sells.