Our Approach | Three(i)

2,800%

increase in Facebook Engagement

Client: Congressional Black Caucus PAC

A People-First Agency

Because we work with clients whose values we support, Three(i) is more than just a marketing firm, we see ourselves as the creative sidekicks helping superheroes with their communication challenges and aspirations.

The 3i 360 approach

Discovery

Find the challenge.

We research and analyze the current perception of your brand and competitors’ brands. We identify attributes, functional benefits and emotional benefits that help your destination stand apart, assess all internal and external representations of the brand, and recognize the unique challenges that you face. How do you attract customers or supporters? We also take into account your industry landscape. What is happening in the world of your industry this year, this month, and this week?

The 3i 360 approach

Strategy

Discover the solution.

We set goals and define metrics to set a path forward. This is accomplished through the creation of a brand map and the development of a strategic approach to achieve your brand goals. We develop and refine your positioning statement, mission statement, and core values. We don’t make assumptions about the right ways of reaching your target audiences; we research their behavior and find out exactly where they get their information.

The 3i 360 approach

Design

Bring the solution to life.

We implement the strategic approach, transforming the visuals and messaging developed into the external manifestation of the brand. We establish your brand and your voice through consistency across all of your platforms. At the same time, we create personal advertising to cater messages to small niche target audiences. This is how we tell your brand’s story. After you select your preferred creative direction, we begin design execution, working with you to select images and gather copies for the final design pieces. We produce draft outputs for your review and make sure that your input is reflected before any piece goes into production.

The 3i 360 approach

Development

Apply the solution.

When your quality standards (and ours) are achieved, we prepare your design pieces for final production. This is when the technical, tactile “stuff” is done - backend website development, printing, etc. We collaborate closely with any third-party vendors to ensure the finished product meets your expectations. And before we complete the mission, we make sure your team knows how to use the new brand tools we’ve created. We provide website management training, hand over the logins and final files, deliver printed materials, and implement tracking.

The 3i 360 approach

Continued Support

Measure success and leverage for growth.

We perform ongoing monitoring to track metrics and adapt plans as needed to reach your goals. The new generation of supporters is staying connected at each touchpoint in their experience, and we’re tracking them. Evaluation is built into every step of our process, and based on results analysis, we can determine next steps to
help you build on successes and address new challenges. As the landscape evolves, we keep watch on data patterns and current trends, and align our communication strategies accordingly.

Our approach to communications

Our Logic Model

Our approach to evaluating and auditing communication programs is grounded in the Logic Model. The Logic Model is a widely used conceptual tool in program evaluation that prompts evaluators to consider all elements of the program and the relationships between them.

The Logic Model understands that organizations – be they associations, governments or corporations – operate in a complex environment which can facilitate or impede their success. Organizations also interact with stakeholders as they operate: members, volunteers, voters, taxpayers, citizens or customers.

Communication programs – like any program or service offered by an organization – begin with the decision by that organization to invest certain resources. More often than not, these are financial and human resources invested in communication and marketing. Those resources are then modified through specific activities – from planning and creating campaigns to producing and distributing the key vehicles. In the case of communication programs, words, images and sounds are transformed into outputs: the messages, vehicles and activities of a campaign or program. If they reach their intended audiences, those outputs can be said to generate outcomes: messages that reach their intended audiences frequently enough to be noted and remembered. Finally, if those messages are effective, they generate long-term impact in the form of changes to awareness, attitudes, behaviour and relationships both among stakeholders and among the broader external environment.

The power of the Logic Model as a framework for evaluation and auditing is that it guides the evaluators in where to look for the contributors to success and failure.

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