A&Rs Critical Path Services give companies strategic marketing direction that forms the basis for all of their crucial communications activities. These services include highly refined messaging, positioning and branding programs, competitive depositioning, crisis management, executive visibility and media training.
Critical Path Positioning
A credible, clear market position is essential to any companys communications. A&Rs Critical Path Positioning programs are a flexible set of services that assess and articulate the position of a company, technology and/or product. This defines how a company compares to and differs from others in the market and lays the foundation for developing messages that competitively differentiate the company from other market players. The positioning services articulate key value propositions for each audience and define attributes that enable the company to best align with the market sweet spot. Critical Path Positioning is often paired with the Critical Path Messaging Service.
Deliverables include:
- Extensive research materials used to develop positioning
- Detailed presentation outlining new positioning recommendations
- Plan for targeting the market sweet spot
- Positioning matrix including preferred language representing the companys new positioning
Critical Path Messaging
Clear, convincing messages are the currency that buys mindshare and, ultimately, market share. A&Rs Critical Path Messaging services range from fine-tuning specific communications to the development of a corporate song sheetof strategic messages that help unite an organization with consistent language and terminology. A&Rs messaging services are tailored for specific needs related to public relations as well as all other marketing areas, from investor relations and advertising to direct marketing and employee relations. Critical Path Messaging is often paired with the Critical Path Positioning Service.
Deliverables include:
- In-depth analysis of current message set, market perception and influencer commentary
- Extensive research materials and findings used to develop messaging
- Detailed presentation outlining messaging and competitive differentiation
- Message matrix focusing on key values and benefits for specific target markets
Critical Path Change Management
All companies must turn significant business changes to their advantage, whether the shake-ups involve a merger or acquisition, IPO, new management team, entry into a new market, change in strategy or other significant business shifts. A&Rs Critical Path Change Management services help companies develop and implement campaigns that leverage change, from a new position and message set to specialized PR and financial communications programs and customer outreach.
Deliverables include:
- Analysis and commentary of probable market reaction pros and cons
- Operational plans and alternatives for approaching the change
- Messaging matrix addressing specific target audiences
- Media training for executives
Critical Path Competitive Analysis
Its difficult to outsmart the competition when you dont know their game plan. While companies often fully understand the other market players from the perspective of product features, outmaneuvering the competition requires insight into their thinking, their marketing strategy, the reaction of the market to their position and the general bias of key influencers. A&Rs Critical Path market research and competitive analysis services deliver an individualized assessment of the competitive landscape utilizing a vast array of public and private documents, communications materials and influencer commentary to construct an in-depth analysis and optional campaign designed to contain the competition.
Deliverables include:
- Deep competitive research and analysis of messaging, influencer commentary and market influence
- Presentation outlining recommendations for depositioning competitors
- Matrix outlining new positioning and language guidelines
- Media training for executives
Media & Analyst Relations
A&R enjoys a well-earned reputation among media and analysts for credibility, knowledge and a straightforward approach. We consider ourselves media advocates - representing the media's editorial interests and priorities to our clients. Our close working relationships with the press and analyst communities enable us to understand and address their concerns and interests.
We emphasize story ideas and client perspectives that have broad market impact and relevance, while minimizing hype. We think like journalists and keep core press issues - references, source needs and competitive publishing pressures - at the forefront of our PR activities.
Services include:
Product & Company Launches
A&R has successfully launched thousands of products, services and companies. We are experienced in creating new market categories, entering and dominating competitive markets and helping companies stand out—even in commodity arenas. Our launches combine the best of strategic planning with award-winning execution, from top-line positioning to the smallest tactical details.
Every launch project, whether company, product or service, begins with the creation of a clear, compelling and defensible market position and strategy. Depending on the nature of the launch, it may also include any or all of the following:
Investor Relations
A&R Partners' investor relations practice is designed to increase a company's market value and strengthen valuation relative to its peers. The program is designed to increase a company's shareholder base to ultimately broaden equity-analyst coverage. By expanding a company's investors and the judicious disclosure of financial information, our efforts can help reduce stock volatility. A&R has extensive experience dealing with the investor issues that technology companies commonly face. Investor Relations' capabilities include:
Broadcast Outreach
A&R's broadcast experience helps clients develop outreach campaigns for product launches, executive visibility placements and proactive features on topical issues. Our broadcast services include strategy for broadcast positioning, media training, pitching TV and radio opportunities and execution of special projects including B-roll, video news releases and satellite media tours.
Writing Services
For messages to hit the mark, they must be delivered precisely and memorably. A&R's branding, marketing and writing experts have been helping companies drive their businesses forward for more than 20 years. Our team of outstanding media advocacy professionals takes a hard look at marketing and PR collateral through a journalistic lens, improving media reception while building brand strength. With a focus on consistency and credibility, our voice is known for news value, intelligence and an inherent understanding of the journalist's job.
A&R places high priority on writing skills, supporting this standard with continuing development programs, seminars and one-on-one tutoring available to all levels of employees. In addition to the writing expertise we employ with every document, A&R offers a series of writing programs, including:
Film, TV & Consumer Lifestyle Marketing
The emergence of the digital consumer is fueling innovation and blurring the lines between technology and consumer marketing. From Hollywood studios to New York's fashion runways, A&R offers a variety of services to help companies with digital products win the attention and mindshare of mainstream consumer audiences. We create award-winning programs that make use of creative and cost-effective to help our clients achieve their core business objectives in mainstream consumer markets. Services include:
Global PR Services
A&R Partners maintains an extensive network of international PR affiliates to assist our clients globally. Our network allows us to present numerous affiliate options in every major geographic region. We are able to choose from more than 100 partners to find the affiliate that best suits our clients' needs in terms of experience, capabilities and price. A&R offers the option of centrally managed billing and account management to our clients for each international PR affiliate.
For more information, please contact us at globalnetwork@arpartners.com.