AHCs integrated marketing communications expertise enables clients to take advantage of a unified process that leverages the brand awareness-building strengths of advertising and marketing with the brand credibility-building capabilities of PR.
This approach not only supports a clients total communications needs, but is also synergistic, providing clients a greater overall impact in the marketplace than when advertising, marketing or PR are done independently of one another. This approach also affords AHC clients a significantly enhanced return on investment.
Integrated Marketing Programs
AHCs integrated marketing programs support clients across a variety of sales, marketing and business development needs, including:
AHCs successful track record of integrated marketing communications programs is largely dependent on the systematic, targeted, integrated and accountable approach that AHC undertakes in the development of these programs. AHCs integrated marketing communications process relies on AHCs strong in-house research and creative capabilities.
Market Research and Competitive Analysis
AHC excels at communications primarily because of its classic research-oriented approach. This approach is grounded in the knowledge and understanding of each clients business model, target audience and competition. AHC arrives at this understanding by conducting extensive market research and analysis.
AHCs research methods include qualitative research, such as focus groups and in-depth executive interviews, as well as quantitative research, including telephone, mail and email surveys.
Marketing Strategy, Including Defined Goals, Objectives and Outcomes
Based on the findings of its research and analyses, AHC combines the most effective mix of advertising, marketing and PR tactics into a clearly defined marketing strategy, complete with goals, objectives and outcomes.
AHCs ability to define, develop and implement a coordinated marketing strategy has helped numerous AHC clients secure and maintain a significant competitive advantage.
AHCs key goal in positioning is to cause a specific target audience to believe that there is no substitute for the services and/or products provided by AHCs clients. AHC effects this by first identifying, and then communicating in a clear manner those distinct key customer benefits that are inherent in the clients offerings.
Once AHC defines the target audiences, and the distinct customer benefits of its clients products and/or services, AHC then develops clear, consistent, messaging to effectively communicate these benefits to the targeted audiences. AHC works closely with each client to develop a "messaging matrix" for each of its target audiences, including customers, analysts, investors, and other industry opinion makers.
AHC clients are very fortunate in that AHCs collateral development process is entirely in-house. AHC provides clients with complementary research, writing and creative design capabilities in support of the timely delivery of marketing materials.
AHC is well recognized for its collateral development, including press kits, brochures, folders, marketing sheets, newsletters, product/service announcements and other sales, marketing, PR and promotional materials.
The execution of a successful integrated marketing communications program requires a systematic, coordinated and ongoing approach that synergistically unites all communications, to create an overall effect that is much greater than the programs individual parts. AHC excels at this approach.
Tracking, Analysis and Program Evaluation
Program evaluation is a vital element that contributes toward a successful communications program. AHC understands the necessity of program tracking, analysis and evaluation and works with clients to design performance metrics for each component of the overall program.
In addition, the most successful communications programs are dynamic, and respond to changing business environments and the changing needs, wants, and perceptions of each clients target audiences. AHC understands the fluidity of each clients marketplace and works with clients to track, analyze and evaluate the communications program to ensure that the program is not only achieving its intended goals and objectives, but that it remains on target.