PATH Communications Audit

Old Marketing Adage

Find Out Today With A PATH Communications Audit

Using a "content analysis" approach based upon the PATH Model, we will examine the visual and written/verbal creative elements that make up your message.

We then determine how effective your creative is at "pushing the valuegraphic hot buttons" of the nine PATH Groups that make up your consumer market.

A PATH Communications Audit will show you which PATH Groups your creative effectively reaches and appeals to, which PATH Groups it does not reach or appeal to, and the financial impact on your organization.

You will receive a detail, written summary of audit findings and recommendations which will help you and your agency decide what to do next.

PATH Communications Audit
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What You Will Learn From A PATH Communications Audit

You will receive a detailed written report in which you will learn:

Which consumer segments (PATH Groups) are the most likely to pay attention to and respond to your "marketing message"...and why.

Which consumer segments (PATH Groups) are the least likely to pay attention to and respond to your "marketing message"...and why.

Projected financial implications of your audit findings.

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Are There Other Benefits To Using This Tool?

Yes...the PATH Communications Audit:

Will save time you money and time by allowing you and your agency to "concept test" and "refine" new ads and marketing collateral concepts during the "thumbnail stage" before spending any money on production.

Is a fast and inexpensive way to get the "ammunition" you need to show senior management that:
- Your advertising is "on target" with the right audience
- You need to continue funding your advertising & market efforts.

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When Should We Conduct A PATH Communications Audit?

The PATH Communications Audit is designed to be used any time you need to evaluate the effectiveness of marketing and promotional communications including:

- Print ads	- Brochures
- TV & Radio ads	- Web sites
- Direct mail pieces	- Newsletters

The audit can be used with existing communications pieces, as well as with proposed new communications materials prior to final production (e.g., thumbnails). You can also use a PATH Communications Audit to evaluate your competitors' advertising and communication.

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What If We Need Help Revising Our Communications After The Audit?

Message Map is a web-based resource that provides clients and their agency partners can subscribe to which provides 24/7 access to:

In-depth descriptions of each of the nine PATH Group "valuegraphic" profiles.

Interactive tools to help you test and decide which combination of "messages" work best with a specific PATH Group.

Detail guidelines describing which visual (images, graphics, etc.) and content (headlines, body copy, offers) and communication style will work best for each PATH Group.

Message Map is available on a subscription basis.

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Getting Started

It is easy:

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