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M4 Methodology

Our M4 Process utilizes proven proprietary techniques to move people to action.

PHASE 1

Intelligence inventory

Primary and secondary data is collected and analyzed to identify key targets and closely-held attitudes, observations and activation-leverage points.

PHASE 2

Brand & strategic development

Through Summit’s filter of communications expertise, research is translated into persuasive messaging and the most efficient and effective delivery platforms.

PHASE 3

Audience-Driven engagement

Through Summit’s filter of communications expertise, research is translated into persuasive messaging and the most efficient and effective delivery platforms.

PHASE 4

Tactical Analysis

To ensure continued audience engagement and brand equity sustainment, behaviors are closely examined to enhance future brand interactions.

Target Audiences
  • No awareness of a program or concept
  • Representative audience engaged for research
  • Research informs brand and strategic development
  • Program support staff educated on new brand
  • Brand introduction to key target audiences
  • Key targets are educated about brand
  • Key targets take desired action
  • Positive brand experience
  • Interaction between brand and audience intensifies
  • Indifferent
  • Intrigued
  • Informed
  • Engaged
  • Inspired
BRAND ADVOCACY IS ACHIEVED

Engage audience members become ambassadors for the brand – facilitating valuable viral promotion in the form of positive first-person accounts, testimonials and demonstrated adoption/activation.