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MATERIALS HIERARCHY

Communications Planning for Financial Services Organizations

Suasion Resources’ financial marketing materials creation process starts with the development of a detailed Materials Hierarchy. This valuable communications planning tool helps us ensure that each client’s marketing materials work together as a disciplined, integrated and persuasive “brand package,” not simply as individual pieces, each serving a particular purpose.

The rigorous Materials Hierarchy process consists of the following steps:

Target Identification—we pinpoint each audience with which our client must communicate their value proposition, including clients, prospects, distribution channels and the financial media.

Media Review—we review all the communications and promotions vehicles available.

Needs Assessment—we perform a comprehensive assessment of the client's current and future material requirements and an analysis of when/where/how each piece might be used.

Materials Prioritization—after considering the interrelationships between and the effectiveness of all communications, both as stand-alone pieces and as an integral part of a coherent suite of sales/marketing materials, we focus efforts, eliminate duplication and prioritize materials for development.