BRANDON GILSON, Sports Marketing Associate
Customization is the key for collaborating with our clients. How’s that for a tongue twister? Working with retired professional athletes, authors, and other experts, one of the first steps we take when working with our clients is to build customized databases that we can use to directly reach their market. Since our clients have highly specialized skills and expertise, casting a wide net in our PR activities is not a good use of our time. Instead, we pride ourselves on the level of customization that we are able to provide in our services – that way, our clients’ messages are being heard by the right people.
Here at Ictus, GAP is more than a clothing line; it’s also an acronym that stands for “Gather, Analyze, Present,” and is the very core of how we begin a project that falls into our world. Our first step is to Gather information about our clients and to learn everything we can about their professional careers and even their personal backgrounds. Using all the knowledge we obtain helps us to get a better understanding of the client and learn about their goals and needs.
Next comes the Analyze stage, during which we examine the data we’ve collected and figure out where our client’s intellectual property begins. Do they have a unique motivational strategy that they’ve been using for years? Is it their own personal story of how they achieved success? Do they have an inspirational message to share with the youth, or is their message more appropriate for a corporate audience? This analysis is fundamental to the process, since it helps us to prepare the highly targeted lists we use when reaching out to media.
Lastly, there is the “fun” phase, also known as the Present stage. This is where we plan on how to present our clients and the ways to publicize them best (using those customized lists I’ve talked so much about). Whether it’s a retired athlete, a former professor, or a previous CEO, we work to get our clients’ names out to the world so their voices can be heard.
We mind the GAP. Do you?