This stage is the thinking stage. Where creative ideas flow and where we establish what is best for your business. In this stage we will create your marketing strategy, your marketing plan and plan your campaign. The plan we follow is pretty simple; · Background. Summarize the information surrounding your solution. Show the problems faced by the target market, how the solution meets their challenges, and why that matters, in terms of expected benefits. · Theme. Lay out the core ideas that carry your message to the audience. Explain how those elements shape the interpretation of your message. · Execution. Explain how the campaign's content and design will work together to deliver the message and persuade the audience to take a particular course of action. · Tone. Exhibit a clear personality or attitude through your campaign to the world at large. Describe how this influences the transmission and reception of your key messages.