Maura Hanley is available to consult on integrated communications/channel planning, digital strategy development and performance analytics.  If you are an agency or advertiser looking for a fresh perspective on a special project, product launch or new business pitch, Maura can step in and work with your team.  Maura’s approach:

Align the business opportunity and the role of marketing communications

There are many approaches to describing the consumer’s path to purchase; all useful constructs in building a communication strategy and developing a tactical plan.  These constructs ensure we do due diligence in examining where, when and what to communicate to who to drive brand equity, sales and loyalty.  I can quickly get up to speed on your approach and its unique vocabulary so that the recommendations we develop make sense in your organization.  Need a construct of your own to elevate the thinking on your team?  I can help you articulate and communicate one that best enables your team to develop strategically sound plans for your product and your market.

Understand the consumer

Effective marketing communication plans are founded on consumer insight.  I have recently launched FACESofCHANGE , a revolutionary approach to market research that combines panel based surveys plus one-on-one video interviews of consumers to arm marketers with actionable insights into the changing relationships between people, media and brands.

Identify the optimal mix and evaluate channels

My experience in brand, direct and digital gives me the widest possible consideration set when it come to looking at paid, earned and owned media channels that will drive your business forward.  As a consultant, I’m free to be media neutral and happy to leverage your existing assets and relationships.

Measure success: Key Performance Indicators & ROI

I can help you navigate the maze of data and data sources so that you can better arrive at actionable insights.  I will audit the sources you are using or want to consider and recommended an approach that will ensure you are capturing both channel and campaign performance in a disciplined and meaningful way.  We’ll look at brand health & awareness tracking, social media sentiment, audience delivery and engagement, community participation, advertising interactions and response, website activity, sampling, sales and more.