Setting a direction for your organization’s marketing efforts must begin with a careful look at where you are now and where you want to go. How is your organization or program perceived by your staff, board, constituents, clients, funders, the media, the general public, colleagues and competitors? Who, specifically, are you trying to reach? What issue or behavior are you trying to influence? How will you evaluate your success? Graves Fowler begins with a Communications Audit to answer such questions.

During the Communications Audit, we will:

• Assess the strength of your current branding,
• Make recommendations for repositioning and key messaging,
• Review current marketing efforts,
• Interview internal and external key players,
• Identify audiences and specific segments within them to target,
• Analyze what other organizations are doing or have done in the field,
• Pinpoint opportunities and areas of concern,
• Establish a baseline for evaluation, and
• Outline specific strategies for moving forward.

A primary benefit of the Audit is that the process helps staff, board, volunteers and all other stakeholders recommit to the vision and goals of your organization. The plan that grows out of this analysis will serve as an overall guide for the work ahead. It defines where we begin, the steps ahead and the benchmarks that will measure success.

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