Strategic Approach

	1.	Take the time to learn our client’s business. Although we are the experts in marketing and design, you are the experts in your business. We value your experience and perceptions and take time at the beginning of the process to interview key personnel regarding your perception of the marketplace, unique selling propositions and competition.
	2.	Develop an understanding of our client’s existing customers and potential market. Besides learning all we can from you about your company and situation, there are many other sources of information, such as industry associations and publications, which are easily accessible and many times free. Some circumstances require us to conduct research including forums, secret shoppers, focus groups or analysis of competition to better understand the dynamics of your market.
	3.	Formulate strategy. Understanding the research and choosing what type of communication vehicle will best motivate, educate, entertain, sell and inform our target audience is the next step in the Forman Group process.
	4.	Develop unexpected, strategically sound creative options. Understanding the client’s requirements and limitations along with developing unusual and arresting applications insures collateral that reaches its mark.
	5.	Measure results and improve. As responses are gathered and analyzed, we tweak our message to garner greater response. Advances in short-run printing have allowed us to keep up with the changing competitive marketplace without giving up the quality of the printing. Email, online and viral marketing can be changed readily to capture new and niche markets.