What you sell.

Your place in your market.

How you are perceived by customers and competitors.

The relationship of your organization to competitors.

What the competition has done and is doing.

The objectives of the assignment.

Your efforts to date.

How competition might be expected to counter your effort.

Your ability to deliver on promises communicated.

Based on these considerations, the plan is developed.

The plan first develops a primary theme for the effort. This theme forms the basis on which all claims for value delivered are built. Every part of the communication effort is based upon this primary theme. Sub-themes carry specifics concerning individual points. However, each of these sub themes reflects the primary message.

Depending upon the task and the objectives of the effort, various sub-themes are honed into an outline. The outline is then filled out with all the necessary elements of copy, illustration and when required, tests and other research data.

When the theme and sub-themes have been expanded and melded into a solid, persuasive whole, the various means of delivery are considered.

The Russell Organization, Inc., looks for the most cost effective vehicles for the accomplishment of the effort.