What We Do

Napier’s Four-Step Process

Our unique four-step process takes the best research on effective ways to deliver great PR and marketing campaigns and distils it into four simple steps: DETERMINE, FOCUS, DELIVER and ENHANCE.

In the DETERMINE step, we build deep understanding of the situation to work out how to outsmart your competition. We look at the client, their markets, products, technologies and competitors, using a combination of analysis tools, research and our experience to paint a detailed picture of the situation and the opportunities for our client to grow. The FOCUS stage builds clear profiles of the audience we need to reach, the best channels to communicate with them and the messages that will resonate with their particular situation. We then DELIVER the work using the best tactics to achieve the campaign goals. Finally we are continually measuring the campaign performance to ENHANCE it, making adjustments when optimisations come to light, rather than waiting for the end of the campaign to measure and report.

Our 4-step approach approach ensures we generate the best possible campaign to move your prospects from awareness to opportunity quickly and effectively. We our proud of our ability to enhancing our clients’ marketing efforts using the 4-step approach. It means we deliver campaigns that excite, engage and enthral. Whether it’s a local event or a pan-European campaign, our proven expertise ensures our efforts focus on getting the right results for our clients.

Learn more about the Napier 4-Step Process in our blog posts: Our 4-Step Process for Delivering Great Service and Why Did Napier Invent another Planning Process for Marketing and PR?.

Content Development and Content Distribution

The huge variety of channels available to reach your audience means that the old siloed models of marketing don’t work. Digital technology reduces the cost of distributing your content, while the expectation of higher quality white papers, videos and interactive web pages makes generating it ever-more expensive. Content reuse across multiple channels and different campaigns is essential if you are to manage marketing costs and deliver a strong RoI.

Thinking about campaigns in terms of the tactics used, such as “PR”, “digital” or “content marketing” introduces a bias to creating content unnecessarily. Limited budgets spread across several versions of similar content can mean that quality is compromised, dragging down the performance of all channels. Instead we split our marketing into content development and content distribution: the yinyang of great marketing campaigns.

Separating content generation and content distribution is the only way to generate optimal results in today’s complex marketing environment. At Napier we use our 4-step process to develop the right strategy, and then manage the generation of the content separately from distribution. This means we create the best possible content and re-use it across the most effective marketing tactics and channels to ensure your campaign delivers measurable results that really do increase the speed at which prospects move from awareness to opportunity.