Account Planning

Without a plan, it's not just guesswork. It's expensive guesswork.

"By failing to prepare, you are preparing to fail."

- Benjamin Franklin

It helps when you have a very talented and experienced team
that is fluent in multiple disciplines and skills.

There are many more capabilities we could tout here, but that would just be showing off.
Instead, we can demonstrate them on the next project we work on together.

What is account planning?

In life, there are few things that can be accomplished with any level of success without a plan. We see account planning or strategic account planning as the process of solving a challenge or a problem with the use of research-driven insight and the guidance of performance metrics.

The job of our account planners is to put consumers at the center of the communications process and figure out what, when, and how the brand needs to communicate so that its intended audience will pay attention to the message and take action.

Account Planning

How we approach account planning.

If you search for account planning or strategic planning, there will likely be numerous links to varying methods used by agencies and brands. However, the desired outcome is most likely in sync with one another.

Account planning always begins with a clear problem in need of a solution. Research is typically the next step but this is usually where the differences begin to appear. The type of research data and how much is required are just a couple of factors considered. In our case, we start with a proprietary workshop called Lab360°™. Here we take our client’s stakeholders through a collaborative session to uncover the true DNA of the brand and more insight to help support our efforts in arriving at a solution we can implement.

The Consumer Experience Model™ is one of the proprietary methodologies we created and implement to better visualize exactly what the audience we want to communicate with is like. We uncover many layers until we’ve narrowed the audience down to a unique microsegment. Following this, we take all of the insight and begin putting the pieces together (as if it were a puzzle of sorts) of what later becomes the master strategy that becomes the foundation for all advertising and marketing we execute.

All SEO work plans include.

  • Website auditing
  • Title tag optimization
  • Meta tags optimization
  • Heading tags optimization
  • Content optimization
  • SEO friendly URL setup
  • Image optimization
  • Fixing front-end and hosting server errors
  • Custom 404 error page setup and optimization
  • Management of temporary and permanent redirection
  • Fix broken internal and outbound links
  • Find and fix HTTP links on HTTPS pages
  • Creation, optimization, and registrations of sitemap.xml
  • Creation and optimization of robots.txt and Googlebot crawls
  • Google Search Console setup configuration, and management
  • Google analytics setup and management
  • Fix HTTPS status issues
  • Mobile site optimization (if applicable)
  • Find and fix orphaned webpages
  • Backlink analysis and disavow entries (one-time in first month)
  • Monthly SEO progress report