At Reingold, strategy drives everything we do. Our mission-motivated communications work is more than a set of tactics. It’s a quintessential blend of art and science to achieve impact — uniting compelling messages and award-winning designs, supported by research and planning, to advance new ideas, engage audiences, and change not only perceptions but behavior as well.
Our strategic approach to accomplishing our clients’ goals starts with understanding their definition of success, not ours. Keeping their objectives at the forefront of our planning and retaining that focus throughout the execution stages enables us to articulate our clients’ vision, amplify their voice, and demonstrate their value to the people they seek to reach and influence.
We take a data-driven approach to all outreach. Our strategies are rooted in market and audience research. We pore over our clients’ data and work closely with their internal subject matter specialists and key stakeholders to gain insights that will help us characterize target audiences and identify past failures to overcome and successes to build on.
As appropriate, we augment this intelligence with a landscape analysis — spanning social and traditional media as well as competitors’ and supporters’ communications — to understand the environment in which the client operates. Then we hear directly from our clients' audiences, using focus groups, interviews, and online surveys to further define their needs, interests, and preferred communications channels and determine which messages and design concepts capture and hold their attention.
But the hallmark of our approach is ongoing analysis throughout the life of a campaign. We track qualitative and quantitative information and metrics to gauge progress toward achieving our clients’ goals. We monitor how programs are running, how content is performing, and how audiences are responding so we can constantly update and enhance our tactics to drive action and maximize impact.
In any communications or outreach campaign it is critical to know which information to deliver first, which should follow, and who are the ideal messengers. Reingold’s comprehensive strategic plans outline a time-phased approach to cost-effectively communicate with key audiences, integrating engagement with influential messengers and contact with end audiences. Our plans specify the creative materials to be developed, aligning them with the most effective channels for delivering them. And we define roles, responsibilities, and deadlines — for both our clients and ourselves — to ensure coordination, consistency, and accountability across every project phase and task.
The key to creating messages that elicit a powerful response is finding the nexus between what our clients want to say and what their audiences want to know. We use research to find that intersection; then we transform it into words that immediately connect with the people we need to mobilize.
At Reingold we know there is equal value in the big picture and the small details. So we begin by developing a broad, overarching theme that encapsulates the value of our client’s organization or program in terms that appeal to all audiences. From there, we develop tailored submessages and calls to action for specific audiences with distinct needs and interests, using language that resonates most deeply with them — and invites them to explore our client’s resources.
Reingold masterfully integrates the art of powerful messaging and creative executions with the science behind measuring their success. We determine how and when we will connect with key audiences based on their levels of awareness of and engagement with our clients’ services, programs, or products — and what we want them to do in response to each communication. Based on where they fall on the spectrum from awareness to action, we continually tailor messages to keep moving them toward the next level of engagement. Our strategic creativity allows us to push the envelope while ensuring that our work stays true to our mission — yours.
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