Research, results and reporting constantly refine our strategies. Summit Marketing utilizes intelligence-based marketing research to develop communications that have a measurable impact on key stakeholders and target audiences. We provide a wide range of research services that provide you with the information you need to make informed and educated decisions.
- Proprietary Precognitive Research
- Primary Research
- Secondary Research
- Market Research
- Campaign & Communications Testing
- Communications Audits
Research-Based Program Development
The U.S. Army needed help communicating the ways in which diversity among their ranks makes for a stronger Army, ready to fight and win the battles of the 21st century. Summit Marketing’s unique precognitive research, including 20 in-depth interviews, revealed subconscious thoughts and closely held attitudes on the topic of diversity. Our findings concluded that we needed to challenge the assumptions of Soldiers and civilians.
Powerful stories we crafted established the need to see beyond the surface of individuals and realize that true strengths aren’t always apparent. “Strength in Diversity” stories were created and told across multiple channels including command kits, poster series, banner stands, banners, introductory video, brochures, branded pocket jotter tablets, and a Diversity website.
Based on the strength of the campaign, the U.S. Army ordered 328 starter kits to be built and distributed to 268 delivery destinations for both Active Duty and Reserve components to ensure the “Strength in Diversity” message was received by millions of Soldiers Army-wide.
Research Drives the Message
Summit Marketing conducted precognitive research in several Salvation Army commands across the country. This research provided valuable insights into donor behaviors, leading to the development of several direct mail test packages. Our research was validated through the test mailings, and the results directed the creation of new control packages. Donor interviews and research provided insights into why they give, helping us identify and incorporate themes that would resonate with donors into our direct mail appeals. Summit Marketing continues to use this research and analysis to develop new packages and testing strategies. Data and donor insights drive our creative process and generate results for our clients.
determining the test package
Offer Testing for Best Direct Mail Results
Offer Testing allows Summit Marketing to pre-test creative packages prior to mailing them. By functioning as an online focus group, Offer Testing provides an indication as to which appeals are most likely to succeed in direct mail and, in this instance, to determine which test would be the test package mailed at the holidays. Our winner, “Christmas is a Promise,” performed as anticipated and tied with the control. However, we will retest based on additional volume.