M.A.P. Program

The M.A.P. Program is a cost-effective marketing evaluation process that will review and analyze your current marketing, advertising, and public relations efforts. In addition, the M.A.P. process renders specific recommendations to improve the implementation, effectiveness and the efficiency of your marketing efforts.

Components of the M.A.P. Program [MAP Plus enhanced program items in brackets] include:


Market Segmentation and Targeting

  • Evaluate market segmentation.
  • Evaluate current target market.
  • [Recommend additional target market(s).]

Company / Customer Positioning Strategy

  • Evaluate current positioning within target customers’ / prospective buyers’ mind.
  • [Recommend marketing mix adaptations to enhance planned positioning strategy.]

Branding / Brand Equity Analysis

  • Evaluate current branding strategy.
  • Identify opportunities for developing / strengthening brand.
  • [Form strategies for building brand equity.]

Creativity -vs- Relativity of Materials

  • Review and analysis of advertising concepts and content.
  • [Recommendations for improving / enhancing creativity of materials.]

Marketing Mix Analysis

  • Review and analysis of current marketing mix focus.
  • [Recommendations for structuring marketing mix to match targeting and positioning strategies.]
  • Review and analysis of 4 P’s: Product - Price - Place - Promotion.
    • Product Analysis - Evaluation of core, actual, and augmented products.
    • Determining if product meets customer-solution criteria.
    • Compatibility with target market and positioning strategy.
    • [Analysis of new product development process.]
    • Pricing Strategies - Review of pricing factors and objectives.
    • Competitive pricing environment.
    • Compatibility with target market and positioning strategy.
    • Place (Distribution)
    • Analysis of marketing channels and supply chain.
    • Examination of potential vertical and horizontal conflicts.
    • [Recommendations for marketing channel improvements.]
    • Compatibility with target market and positioning strategy.
    • Promotion (Integrated Marketing Communications)
    • Review and analysis of promotions mix: direct marketing, personal selling, sales promotion, advertising, public relations.
    • [Recommendations for improvements to direct marketing programs.]
    • [Recommendations for improvements to sales structure.]
    • [Recommendations for improvements to sales promotions programs.]
    • Overview of promotions mix compatibility with target market and positioning strategy.

Measuring Advertising Effectiveness

  • Review and analysis of advertising effectiveness testing program.
  • Review and analysis of communications effectiveness versus sales effectiveness.
  • [Recommendations for enhancing advertising effectiveness / establishing a testing program.]

Continuity / Customer Contact Analysis

  • Review and analysis of advertising scheduling.
  • Review and analysis of current customer contact vehicles.
  • Review and analysis of sales team support.
  • Review of current lead generation and follow-up processes
  • Review of sales team support processes and materials.
  • Recommendations for additional sales team support.
  • Recommendations for improving / enhancing customer contact opportunities.

Accuracy of Focus / Image Consistency

  • Review consistency of company’s image within the marketplace.
  • Does image project a specific look (ie: logo, color scheme, type style, etc.).
  • Does advertising speak with ‘one voice’?
  • Do ads (print, broadcast, etc.) have a consistent format?
  • [Recommendations for creating / maintaining / enhancing image.]
  • Compatibility of advertising efforts in relation to target market.
  • [Recommendations for improving / enhancing image and consistency.]
  • Review and analysis of collateral / support materials.
  • Corporate communications, in-house correspondence, etc.
  • [Recommendations for improving focus and consistency of collateral / support materials.]

Creativity -vs- Relativity of Materials

  • Review and analysis of advertising concepts and content.
  • [Recommendations for improving / enhancing creativity of materials.]

Proper Media Choice / Mix

  • Review and analysis of media planning processes.
  • Analysis of current media / promotional choices (pros & cons):
    • Print, Television (network, cable, etc.), Radio, Direct Mail, Internet
  • Miscellaneous (outdoor, transit, retail centers, etc.)
  • Promotions (trade shows, seminars, sponsorships, etc.)
  • Comparison to industry advertising guidelines.
  • [Recommendations for improving / enhancing media selection / planning processes.]

Making The Most Of Your Investment

  • Review and analysis of long-term and/or short-term objectives.
  • Review and analysis of budgeting parameters and procedures.
  • Review and analysis of in-house marketing efforts.
  • Recommendations for improving / enhancing advertising program.
Public Relations

Influential Publics

  • Identify stakeholders in your business.
    • (employees, customers, investors, vendors, government, media, etc.)
  • Develop ranking of publics by level of influence.

Evaluation of Relationships With Publics

  • Review and analyze current public relations efforts.
  • Review and analyze investor relations efforts.
  • [Developing proactive versus reactive public relations policies.]

Review of Formal Communications Processes

  • Provide lists of local / regional contacts.
  • [Guidelines for establishment of formal public relations / communications processes.]

What’s the next step to putting the ‘M.A.P. Program’ to work for you and your business?

Call us at 336-570-9067 to schedule a FREE 15 minute consultation to discuss the M.A.P. Program. Once you decide to proceed with the program you will be provided with an information packet containing more detailed information, investment requirements, non-disclosure form, and application form.

Thank you for your interest in the M.A.P. Program. We look forward to speaking with you soon.