our process

At Hudson Fusion, we believe in totally immersing ourselves in our clients’ industries and walking in their shoes. We think “one step ahead” as we develop, refine and shape our clients’ brands. As experienced marketing communicators, we firmly believe in a concentrated approach to marketing.

Simply put, we fuse industry knowledge, marketing strategy and creative ideas into a total package that will move your business from where it is now to where you want it to be. Whether you need one medium or many, leveraging the same planning and creative work across multiple disciplines makes better use of your budget and increases the efficiency of all components, making them work harder - a rising tide lifts all boats.

Hudson Fusion’s approach to integrated marketing has helped many companies achieve success. Our process is comprised of 3 phases that can be as deep as your budget and timing allows.

STEP 1: DISCOVERY
This critical first step in our process is where your organization and Hudson Fusion work together to discover exactly what your goals and unique business needs are. We listen and “feed” ourselves with information from multiple sources that often include your key team members, customers, industry experts and competitors.

The ultimate goal of this Discovery Phase is to uncover information that represents a well-rounded perspective of your company and the business environment in which it operates.  A typical discovery phase could include one or all of the following:

• Information Audit — a comprehensive review of client’s existing communication materials
• Discovery Workshop — a roundtable workshop with key members of the client team
• Internal Interviews — one-on-one discussions with key members of the client team
• External Interviews — confidential one-on-one discussions with customers/clients/industry experts
• Independent Research — industry-specific, competitive and/or client-commissioned research can be provided by the client or done by Hudson Fusion
• Online Research — online search for industry & competitive data as well as an assessment of industry websites and category clutter

Key deliverables from the Discovery Phase include the Discovery Summary that synthesizes our findings into your company’s unique marketing position. This tool is essential in developing a strong brand and will guide the strategy development of all future communications.

STEP 2: STRATEGY DEVELOPMENT
In the second step, branding and/or marketing strategies are recommended.

The brand strategy development phase uses your marketing position to help translate your brand both visually and verbally.  It helps you achieve brand recognition so that your organization stands out from the competition. It ensures that your company will develop a strong, reliable image that will help increase sales and build customer loyalty. This phase can include any or all of the following components:

• Corporate Identity — Naming, Taglines, Key Messages, Corporate Boilerplate
• Look and Feel — Logo, Brand Style Guidelines, Business System Materials/Stationery
• Sales & Marketing Materials — Sales Collateral, Presentation Materials
• Publications — Annual Reports, Newsletters, Catalogs
• Website

The marketing strategy development phase helps decide which mediums are best to promote and sell your brand.  We look at the challenges facing your brand, your target audience and your sales objectives and recommend strategies that will position your product or service in the right way, to the right people, at the right time.  This phase can include a recommendation of any or all of the following components:

• Communication Strategy
• Direct Marketing & Sales Promotion — Direct Mail, Inserts, Postcards
• Public Relations — Press Kit, Events, Monthly Retainer
• Advertising — Television, Radio, Print
• Tradeshows & Events — Theme Development, Booth Design, Promotions & Giveaways
• Digital & Interactive Media — E-Commerce, Flash Animation, Search Engine Optimization, Banner Advertising

STEP 3:  CREATIVE DEVELOPMENT
Once the brand and/or marketing strategy is adopted, creative development begins for the items needed to support the marketing initiatives and goals.  Hudson Fusion excels in bringing brands to life through creative that is both innovative and hardworking. 

Though we’ve received quite a few awards for our work, we don’t create to impress ourselves or even our clients.  We create with your target audience in mind.  We recognize that for your organization to achieve its goals and build a strong brand you need a combination of strategic thinking, creative implementation and production savvy.  We offer those capabilities through:

• Concept Development
• Design and Layout
• Copywriting
• Photography & Illustration
• Job Trafficking
• List Management
• Pre-press Production
• Printing
• Distribution

Whether you come to us for just a web site, or need all new printed materials, our 3-step process gives us the unique position of being immersed in your industry and seeing with an objective, unbiased eye.  As a result, we can deliver design that will break through category clutter with marketing & advertising that sells.