The Hudson Fusion Process
How our integrated approach works from start to finish

by Kelley Briggs

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’ businesses. As an experienced marketing and creative firm, we firmly believe in integrated approach to marketing —we fuse industry knowledge, marketing resources and creative ideas into a total multi-channel package that will move your business from where it is now to where it’s supposed to be. An integrated marketing approach can save money, making better use of the marketing budget. The cost savings result from leveraging the same planning and creative work across multiple projects. Another big advantage is that integrated activities support each other, improving the efficiency of individual campaign elements against overall objectives.

Step 1: Discovery

The critical first step in our process is the Discovery phase where our team, and those involved from the client side come together to discover exactly what the goals and unique business needs are. We listen and “feed” ourselves with as much information as possible and deliver the current situation and project scope with our recommendations in a formal Discovery Session document.

At the Discovery Session, we uncover information that we synthesize into the Key Messages, a Unique Selling Proposition (USP) and the brand characteristics that will begin to form the brand foundation. This session should include all key decision-makers and/or Partners for maximum productivity and dynamic interaction. In addition, Sales and other staff should also be present for a “voice in the field” perspective. If that is not possible, we would like permission to talk offline with those not present during this session.

The ultimate goal of this Discovery Session is to quickly transfer knowledge from our clients to the Hudson Fusion team to assist us in better understanding their audience, its existing practices, and markets. This information will be used to help in the brand development that will form the basis of all future communications. 

Step 2: Market Research

Armed with Discovery Session information, the use of competitive and industry research and analysis enables us to fully understand the market space our clients are within, and their target audience(s). We may recommend focus groups (or surveys) with customers and non-customers, seeking detailed information to fully expose their value proposition, competitive positioning, sales process, best practices, target markets and perceived value among customers. Hudson Fusion can also conduct research into key competitors and competing services exploring their messaging and positioning and assessing weaknesses that can be exploited.

3. Marketing Planning

At this step, a marketing plan is developed, complete with measurable goals, action plans and timelines. Whether your company needs a full scale marketing plan to identify untapped markets, or a single marketing initiative to launch a new service, proper planning is the roadmap that will move your business from where it is now to where it’s supposed to be.

A marketing plan will increase the reach to your target audience(s) through carefully, orchestrated programs that can be tracked and measured for effectiveness. Persuading your target audience to buy increases dramatically when a marketing plan is integrated to include multiple channels like advertising, direct mail, television, radio, web and public relations, which all work together with a unified message and voice.

Step 4:  Design and Deployment

Implementation of the initiatives outlined in the marketing plan now begins, most likely starting with brand development. Based on the findings from the Discovery Session and all other available research data, we will conduct an internal brainstorm/discussion session to analyze the data that we will synthesize into a Brand Charter Document. This document will clearly outline brand objectives, brand personality, brand promise and brand positioning. It will also reconfirm the company’s Unique Selling Proposition and Key Messages developed in Step One. 

Based on this foundational brand development, Hudson Fusion will create an updated and appropriate brand identity that embodies the mission statement, reinforces the value proposition, clearly differentiates from their competitors and demonstrates the company’s thought leadership and expertise in their industry. This messaging and identity will be integrated into all collateral and every marketing channel to effectively market and sell the service.

Once the brand is fully developed, development begins for the all items needed to support the marketing plan’s initiatives and goals.

5. Launch!

Finally, our collective and integrated vision becomes a reality to you and all of your customers. Your sales and marketing materials are printed and distributed, your website goes live and your public relations initiatives begin!

Our process is the foundation for a successful collaborative effort. The interaction of ideas throughout this established process strengthens our relationship and allows the project to grow and fulfill your goals and objectives. This process is a fusion that capitalizes on the synergy of all elements working together in an integrated way.

Hudson Fusion is an integrated marketing firm that takes a synergistic approach to its clients’ sales, marketing and business growth goals. They offer a full spectrum of marketing services including strategic planning, brand and corporate identity, website design, print collateral, search engine optimization, direct marketing and advertising. Hudson Fusion is located at 30 State Street in Ossining. For more information contact Cindy Penchina, Executive E-Services Director at cindy@hudsonfusion.com or Kelley Briggs, Executive Creative Director  at Kelley@hudsonfusion.com or call 914.762.0900.