Key Ingredients to Consulting

SUNY Orange Foundation was looking for a partner in early 2019 to evaluate their current marketing efforts, and to provide a cohesive marketing strategy to reach new constituents that year. The Foundation noticed the changes in how their student audience consumed content, and recognized that it needed to evaluate how it markets to them in an ever-changing environment.

We knew that the best option for the SUNY Orange Foundation was for BBG&G to provide consulting services alone. Bringing on a consultant is ideal when 1) you need someone else to develop a strategic marketing strategy and recommend marketing tools and tactics, and 2) you have people on staff to implement them. In this case, we didn’t actually handle the marketing once the plan was established. The Foundation’s staff did, thereby saving it a lot of money.

For SUNY Orange Foundation, we began by creating a positioning statement. What’s a “positioning statement?” It’s a document with brand guidelines, competitive analysis, creative advertisement samples, and an outlined marketing strategy incorporating digital advertising, social media, public relations, and content marketing. It can also include helpful industry research and situational analysis. 

A positioning statement and brand guidelines can be as valuable to a business/brand as a cookbook is to a chef. It has all the key ingredients for making good marketing campaigns. 

Are you interested in having your own cookbook of marketing recipes? Contact us to learn more about our strategic planning and consulting services.

By Bethany, Social Media & Public Relations Strategist | October 26, 2020