Our Services
Building Business Plans with an Entrepreneurial Spirit
In order to successfully launch a new magazine, website, mobile and/or other digital applications one first needs a realistic business plan — i.e., one that understands the business dynamics of the marketplace and customer base.
Our Process
At Walker Communications we have a staged analytic process which includes the following:
Stage One:
A careful review and discussion of your goals and objectives combined with an assessment of your organization’s personnel and financial resources
Stage Two:
Undertaking a detailed review of the editorial, marketing and competitive-set analyses so that there is a clear understanding of the environment in which you are planning to launch your business
Stage Three:
A project review meeting presenting preliminary findings and adoption of a broad agreement on the parameters and timeline for implementing the plans initiatives
Stage Four:
Development of a multi-year financial model showing scenarios with related investment implications
Stage Five:
Presentation of specific recommendations regarding the optimum scenario to pursue and corresponding development of a detailed multi-year business and operating plan with month-to-month budgets and timelines
Stage Six:
Proposal for appropriate and/or necessary on-going advisory services with respect to plan implementation
Social & Digital Media Audits & Marketing Tools
Services include:
- digital & social media audits and program analyses & reviews
- social media campaign management, content creation, community and sentiment monitoring
- influencer marketing
- media buying & planning: social, digital, mobile
Custom Print, Web & Digital Research
Syndicated research rarely provides all of the data a media company needs to effectively conduct its business and support advertising sales. At Walker Communications we conduct a wide variety of online custom surveys via targeted email blasts and/or website postings using our own survey software. These include:
- editorial surveys
- magazine reader surveys
- website visitor surveys
- added value surveys for advertisers
- advertising engagement/ROI surveys
- pre-post print surveys
- controlled-exposed web surveys
- app surveys
- mobile surveys
- surveys using Facebook and other social media
- market & industry surveys.
Advertising Sales Development & Competitive Positioning...
Optimizing print and digital advertising revenue is an important goal and often a crucial need. Over the years we have often found that this can be best accomplished through a combination of sophisticated marketing, detailed market and competitive-set analyses and proven sales management initiatives. Our services in these areas include:
- situation analysis & planning
- advertising rate and revenue stream analyses
- sales staffing & operations audits
- advertising sales development & new revenue initiatives
- advertising sales support
- lead generating strategies and programs
- marketing management
- sales promotion
- sales meetings
Mergers & Acquisition Advisory Services
Walker Communications works with both buyers and sellers in the merger and acquisition field. When being retained by a Buyer we work closely on the due diligence team to help evaluate the current and potential future value of the property(s) being offered for sale. At the conclusion of a successful transaction we can join the Buyer’s transition team and assist in evaluating organizational staffing structures, operational reports, and product marketing materials. When we are retained by the Seller’s side our roles are often to help prepare specific documentation needed to highlight the value(s) of the underlying assets being offered for sale.
Audience Development & Consumer Marketing
The challenges of developing and implementing audience development and consumer marketing programs have become greater in today’s more complicated environment which often includes both print and digital assets. We have the experience to help develop holistic audience strategies and marketing programs. Well-known publishers from all over the US and the world have looked to us to help them improve circulation profitability, implement innovative marketing solutions, and introduce new directions for their audience development efforts. We offer a variety of results-oriented services including strategic marketing plans, circulation plan development and implementation, circulation and financial forecasting and new customer and retention marketing programs.
Senior Management Strategic Planning Services
Most of the more demanding decisions of corporate management require a longer view. Nowhere is this more important than dealing with the enormous pressures to successfully transition from print-based businesses to digital. This will impact all related areas from editorial staffing and content formats, advertising sales techniques, and customer engagement programs. Issues related to the Internet and other digital media distribution platforms will be key factors in one’s overall success.
As long-term management consultants our seasoned analytical perspective can help you address many of these larger challenges. Our services include:
- performance evaluations (helping you to make more effective use of your money)
- resource development & management (helping you to make more effective use of your people)
- strategic analyses (helping you to define your long-term objectives and establishing acceptable timelines to achieve them)
