SEO – How we get your business to number 1 on a Google Search
Our approach – Over the years, and from a collective of hundreds of customers, we have developed a proven methodology, which sets the foundations on your web presence, to ensure we let Google know who your business is and what it does in simple, scalable terms.
This approach would inform the strategic direction, creating a strong foundation to further build on your brand and internet presence.
Phase 1. Discover
Discovery of insights through research, analysis and consultation with your current marketing and digital footprint. Identify the key project objectives and deliverables; conduct desktop research and review data and insights from possible in-depth staff interviews.
This phase will focus on the research, analysis of existing information and forming known information. This includes the development of surveys and call to actions. It allows the results to get up and running quickly.
Phase 2. Strategise
The brand strategy will be developed in collaboration with the your brand and sales team, and will include objectives, audience definition, high level brand framework and positioning, brand personality, key message development + tone of voice.
Our goal is to create strategies that are easily implemented and achieve the fast objectives.
Phase 3. Create
Build and implement pages and marketing strategies and start testing the results, including application/ mock-ups to collateral items for various print and digital components.
Phase 4. Implement
Once the overarching creative concept has been developed and approved, we will roll out the brand across templates and other activations.
We will integrate all brand artifacts (logo package and other brand elements) including brand guidelines and all packaged working files.
Stage 1: Discovery
A sound strategy involves fully understanding and reviewing the subject matter, the landscape and the intended audience. This stage allows us to gain a greater understanding of what the strategic objectives are and become an extension of the team. We anticipate in depth desktop discovery, analysis of existing information and interviews/ workshops with key stakeholders where possible.
The initial stages of the project, upgrade or implementation are set up to ensure we are able to delve deep and gain a detailed understanding of the sensitivities and nuances of your business. The purpose of this phase is to gather key ‘truths’ of the target audience to develop a foundation for creative design and strategic narrative.
Project commencement working meeting with the ARC brand project team The purpose of this meeting is to gather information on;
project deliverables and timelines (defining the who, what, why and how of the project)
stakeholders and target audience
brand positioning and key messaging
brand personality and tone
desktop research – hand over of existing information/ research known to date
expectations and success outcomes
project plan refinement as required
Industry analysis (desktop research)
Stakeholder interviews x 4
Sign off on questions
Liaison and administrate set up of interviews
Key insights report
Summary and insights documentation
synthesis and gathering of key intelligence from available material
Project plan refinement as required
Phase 2: Strategy
The brand strategy provides in-depth strategic analysis and recommendations detail.
Importantly, this strategy would identify the needs of the key target audiences and detail the key messages that speak best to each of those audiences and on which channel. This strategy sets the foundation to support the team throughout the implementation, management and evaluation phases of the project and into the future.
We will ensure we have a clear and concise narrative to build internal and external alignment with efficient and effective stakeholder engagement and reach.
Taking the outcomes and objectives uncovered in the discovery stage of the project, this stage is where we begin to develop the brand and communications framework and the creative brief that will inform the overarching creative concept.
• Generating brand essence
• Co-creation of brand framework including messaging and tagline considerations
• Key message development + tone of voice
• Implementation and resource recommendations
• Summary of insights presentation
• Documentation and presentation and of a clear and cohesive strategic brand framework include high level messaging, brand positioning tone of voice and values
Three pillars of Brand Building Fundamentals (illustrated above)
Our strategic approach starts with defining the “essence” and the “why” of the ARC.
We achieve that through the brand funnel exercise where we extract and distil the essence of ARC, shaping the branding process that will follow.
Our strategic approach will be structured around the main three pillars of our brand building fundamentals:
1. Brand Visual Identity
• Creative development of the brand visual identity
• Brand guidelines and assets
2. Brand Communications
Development of communication collateral and templates, where we communicate the brand positioning, vision, values and high-level key messages to establish ARC.
3. Brand Behaviour
This will come in a later stage after communicating the new ARC brand and the key high-level messages, brand behaviour is how the brand behaves in the real world, how the brand walks the talk and real proof for what ARC stands for.
This would include on-ground activations, PR releases and events, awareness and educational seminars.
Phase 3: Create
At this stage, we take the strategic insights and the creative brief developed in the strategy phase and start the design process. We will explore brand positioning territories to identify and create a refreshed brand that will resonate with the target key audiences/ stakeholders.
After this exploration, an overarching creative concept will be presented across several key applications, showing the visual identity/ brandmark, colour palette, typography, graphic elements, motivations, image style, call to action and key messaging. The concept will be supported by a creative rationale.
• Development of overarching creative concept (including refinement to finalised output)
• Development of key applications and touchpoints to pressure test the identity
• Creative development: graphic language / visual elements
• Face to face presentation
Phase 4: Implementation and recommendations
Once the brand concept is approved, we will implement the brand collateral and provide recommendations for further applications.
We will finalise the chosen brand identity and graphic elements in accordance with your requirements, including any variations for specific applications/audiences. We will produce and deliver multiple versions of the logo/ brand mark across different file formats.
Digital Service Standard
The Australian Government’s Digital Service Standard principles will guide our approach to any digital engagement strategies proposed.
Various brand collateral and templates will be developed. This list will be defined during the project commencement working meeting and throughout the stage 1 process. A full list of proposed communication product templates can be found in the enclosed cost estimate.
Style Guide (brand book)
A style guide will be produced with a set of standards for the writing and design of collateral. You will also find examples of recent brand style guides we have produced below (please note that these are for illustrative purposes only, are commercial in confidence and should not be shared):
All working files and template files will be handed over at the completion of the project. This will include all source and layered files.
• Packaged brand asset artefacts and brand files
• Brand Identity Style Guide
• Various assets, templates and collateral
• Brand implementation recommendations