Leading with an integrated approach
Agility, and the ability to react to markets in
an organic way, is what we foster in leading clients to new business heights. U.S. markets have become increasingly complex, and a multi-faceted launch strategy is one of the best ways we know to decrease the risk while increasing the effectiveness of your marketing plan. We have shaped our integrated, organic approach by watching real businesses and not-for-profits implement our ideas. And with 20 years of target practice, we're proud of our 90% bulls eye rate. We stay away from formulaic answers, understanding that asking the right questions is how we lead our clients in a value-based relationship.
“Sheila understands the soul of our business.”
- James P. Levine, CEO, The New Haven Companies
The Art of Marketing
"You got to know when to hold 'em. know when to fold 'em
Know when to walk away, and know when to run." —Kenny Rogers
To the potential buyer, marketing services may feel like gambling, but to people who know what the risks are vs. the potential, it's a sure bet. When you hire us, you're hiring instinct as well as talent.
The Academics of Marketing
As one of our core values, we strive to constantly re-invent ourselves. Process improvements never stop, in terms of our core consulting method. As thought leaders in the arena of integrated marketing, we have created a
method for discovering, understanding, and fostering innovations in
organizations through the gathering of positive stories and images, and
the construction of positive interactions. Our process has its roots in a highly respected and
proven structure, called Appreciative Inquiry, that is typically applied in organizational development
and human resources. Our Founder, Sheila Donohue has spent over 3 years working outside of On Track with other leaders in this arena, like Diana Whitney, PhD and Amanda Trosten-Bloom of the Corporation for Positive Change, as well as James Ludema, professor of the PhD program in Organizational Development at Benedictine University. On Track is a pioneer in the application and
success of Appreciative Inquiry as it relates to marketing communications. We study and explore what gives life to human systems when they are at their best.
DISCOVERY—appreciate what is
• Assess Needs
• Knowledge & Expertise Audit
• Define Goals
This phase helps us identify the positive core of what is already working for you, as well as the value you bring to your customers and prospects.
DREAM—imagine what will be
• Messaging Workshop
• Build Vision
• Define Ideal Customer & Audience
The dream phase is where we look into the future, taking the time to envision what your brand says now and what you want it to say.
DESIGN—determine what should be
• Program Development
• Communications Creation
• Media Training Workshop
• Integrated Marketing Plan Rollout & Training
This is a building phase: we build the message, create programs to stimulate awareness, develop advertising, build visuals to attract, build technology to deploy those messages and visuals, and build the staff training programs to support all of this work.
DESTINY—create what will be
• Execute Integrated Marketing Plan
• Media Outreach
• Internal Implementation
• Merchandise PR hits
The destiny phase is about creating a brand marriage, a relationship where customers not only come back to you, but see you as their only choice. That is the most fruitful financial situation for any business — repeat business.