Assessing

In order to offer the public a clear and compelling experience, a clear and compelling strategy must first be defined. The antecedent to a clear and compelling strategy is a clear understanding of the compelling conditions, the context of assets, opportunities and issues that frame the strategy.

The end result of the Assessing is the articulation of Performance Specifications, the parameters that shape the field of opportunity, and the Inventory of tools and tactics inherent to the situation.

This is one of the most undervalued steps in creating a new strategy, especially an entertainment strategy that may be quite far afield from the organization's core business. It is imperative to fully understand the client, the context of the initiative, and the real, often unspoken, expectations and concerns,

All too often opportunities go unrealized and issues go needlessly unadvised because existing information is not discovered. Often it is the client that does not understand the import of such a thorough sharing, and a less than tenacious consultant is too impressed with the commission to press the pointed questions.

This is unfortunate, as the Assessing phase of strategizing is the easiest and cheapest way to mitigate risk and maximize potential.

Client Assets

Brand ID(s)
Brand Equity & Goodwill
Branding
Intellectual Property Assessing
Media Presence (positive/negative)
Public Relations & Announcements
Advertisements & Marketing Collateral
Archives (information and/or objectives)
In-house Expertise
Information Technology

Client Goals, Objectives & Constraints

Overall Corporate Strategy
Other Concurrent Initiatives
History of Related Activities
Financial Imperatives & Aspirations
Financing Intentions
Risk Profile

Key External Issues & Opportunities

Market Trends
Competitive Threats
Technological Trends & Forecasts
Governmental Regulation
Potential Paradigm Shifts