PLANNING AND INSIGHTS
The cornerstone of the agency's approach and process, this discipline provides unparalleled understanding of insights into consumers and the brands with which they connect.
Our planners take a strategic and creative lead to ensure brand integrity and powerful storytelling are integrated throughout each brand initiative.
We have a dedicated team of research professionals who take a thoughtful and proactive approach to uncovering and understanding consumer data.
Whether it's bespoke qualitative/quantitative research or syndicated studies, our consumer insights team transforms data into learning that informs and inspires campaign development.
Digital is not about any one concept or platform. It's about creating the right experience between a brand and its audience.
We forge strong emotional bonds between brands and their consumers by leveraging the immediacy and pervasiveness of the digital medium. By engaging audiences across a variety of digital, mobile and social media platforms we encourage brand participation, generate buzz, identify influencers, impact sales and drive loyalty.
Consumers today create content, share experiences and consume media through a variety of online and mobile platforms. This dynamic engagement continues to evolve and has not only changed the way we communicate but how we all, as consumers, engage with the brands and products that we love…and dislike.
Taylor's Digital Strategy Group brings unrivaled strategic expertise and creativity to the social media space. We closely monitor and continuously provide our point of view on relevant and emerging digital trends.
This ensures our client partners have their fingers squarely on the pulse of the multi-tasking, always-connected consumer and, when appropriate, we incorporate those trends into their integrated marketing communications programs.
STRATEGIC MEDIA RELATIONS
Our team of seasoned professionals leverage their passion and expertise to ensure relevant media relations tactics are woven into each campaign.
Through targeted media relations and outreach, we are strategically focused on each brand's marketing objectives and mindful of the key constituencies. We're creative thinkers and problem solvers who are guided by consumer engagement.
With over 30 years of experience in this space, we understand that the stories we tell the media and results we generate all ladder up to the consumer and how they engage with each brand.
MEASUREMENT AND ANALYTICS
Measurement is both an integral and critical part of our process, and is one way we demonstrate accountability to our client-partners. Taylor has made significant investments in best-in-class tools for media monitoring, social listening, and measurement for both traditional and digital campaigns.
As part of our commitment to measurement, we have developed CustomTaylor, our proprietary, in house measurement and analytics platform that allows our professionals and client partners to quickly and easily evaluate the communications landscape, in terms of both quantity and quality of traditional and digital coverage.
In addition to industry-standard metrics, Taylor has developed several proprietary metrics designed to more accurately access the quality of digital and traditional media coverage. For example, the Taylor Placement Rating (TPR) assigns a score to all media coverage taking into account the quality of the coverage, in combination with the importance of the media in reaching the intended target audience. On the digital front, the Taylor Engagement Score (TENS) rates the ability of digital / social media content to serve as a catalyst for organic, on-brand conversation. These metrics are fully incorporated into the CustomTaylor platform.
One of the major advantages of CustomTaylor is its ability to be completely customized to address the specific needs and requests of Taylor's client partners. Custom Taylor can incorporate data from multiple sources, including sales data, tracking studies, or primary consumer research, to provide a more holistic picture, and demonstrate communications impact on business and brand objectives.