Great work, regardless of the discipline, creates great results. Great work is borne of a comprehensive, integrated strategic process:

The lynchpin of all our entire planning process is research. Of the numerous characteristics that set C+K apart from most other agencies on the planet, we would have to rank our research capability among the most valuable.

Of course, we use a wide array of secondary sources that provide the background and support for our planning strategies. However, we believe primary research to be so important that we have an integrated sister company, InFocus, which is a full service quantitative and qualitative research operation. We have 12 full time recruiters and the center of the Cashman+Katz complex is one of the Northeast's largest state-of-the-art focus group facilities.

We use strategic and account planning to thoroughly profile the consumer and the highly dynamic environments in which they live, work, play, buy and interact. We also project performance against these known [current and prospective] consumer profiles as a means of determining what it takes to reach business goals. All departments contribute to the analytics and intelligence gathering process.

Our brand planning process weighs the perspective of every audience our clients serve against the client’s SWAT model to build a brand profile that is credible, relevant and deliverable across the entire distribution platform. That process is executed by a Core Strategic Team made up of senior executives from all departments.

It all comes together through communications planning. The objectives are crafted directly from our clients’ marketing plans. All C+K disciplines are “in the game”, regardless of the requirements of the plan.

Professionals from all areas contribute to our proprietary Business Development Model where every marketing dollar spent is attached to measured ROI and projectable results that serve the greater business goals of the client.

That’s living integrated.

Content is king. But first it’s an idea.

In creative, the holy grail is an idea with legs – one that seems to effortlessly lend itself to however many applications we can think of. In our integrated model, we're leveraging the endless malleability of rapidly-evolving technologies to give every idea a chance to be that holy grail. And once that idea has life breathed into it by way of pen, mouse, camera or programmer, it becomes simply CONTENT – the stuff consumers see, hear, taste, smell and feel.
Distinctions do become necessary for strategic and planning purposes, so we classify content as advertising, design, digital or community.

The ADVERTISING asset is pretty easy to peg. It’s your TV ad, your print, your radio and billboard. These are the horsepower assets of much of the work we do, but as content they can just as easily be repurposed and become that carefully placed piece of creative accessed through a banner ad or a content channel that brings your message the attention of disparate, worldwide audiences.

DESIGN assets are the real tangible, touchable, even sometimes smellable or tasteable assets are obviously also the most creatively diverse. We count collateral, direct mail, product design and product packaging, among what we provide as design content.

DIGITAL is, well, digital. The question isn’t “what is it”, The question is, “what would you like it to be?” Suffice it to say the 21st century of communications is driving digital innovation at C+K in ways we wouldn’t have imagined yesterday, and are already setting the stage for tomorrow. Does that mean we’re getting ahead of ourselves? No such thing.

COMMUNITY content like your brand, is where content creation is truly heading. Into the hands and control of the consumer. Great brands have little to fear. But they will need to work hard to maintain status. Weak or compromised brands need to embrace the transparency and learn how to leverage the universe of virtual consumers, citizen journalism, social media and cloud computing to help achieve objectives.

MEDIA

The Cashman + Katz Media Department is a full-service operation that provides its clients a range of services from strategic media planning & buying to post-buy analysis and invoice reconciliation. The Media Department currently buys the most broadcast media of any full-service in-state agency. The department is led by two senior executives, with a combined 35+ years of media experience in the Connecticut market. But our expertise is not confined to this geography. Actually, it translates quite well in many other geographies where we place media schedules.

Cashman + Katz has an unmatched track record of consistently delivering extra media value for its clients in various ways including receiving a 1-for-1 broadcast spot match, securing sponsorships and promotions, or adding public service announcements (PSA’s) to the media schedule.
The Cashman + Katz Media Department believe in a simple approach, think strategically, work hard and deliver results that will help our clients grow their business. Cashman + Katz believe in establishing working partnerships with our media vendors, where vendors feel vested in the success of the overall campaign. This partnership leads to more effective media programs developed in collaboration between the agency and the vendors on behalf of our clients.

PUBLIC RELATIONS

Cashman + Katz is a true believer in the power of public relations and our public relations staff works with a variety of clients in the corporate, nonprofit and political arenas on comprehensive earned media and communications programs. We offer a full range of services including media relations, event planning and coordination, issues advocacy, grassroots campaigns, media training, presentation design, external and internal communications and crisis management.

Cashman + Katz’s public relations staff has developed close working relationships with reporters, news organizations and bloggers throughout the region, as well as nationally, and has successfully placed thousands of news stories, and planned well-crafted events on behalf of our clients. At C+K, we position our clients in the most favorable means possible to ensure that your organization attracts the audience it desires and is viewed favorably by the news media, customers, and your employees.

SOCIAL MARKETING

Social marketing offers the opportunity to increase the reach of your message, engage with journalists and bloggers and monitor online conversations. In this day and age, there are so many new ways to reach your target audiences – and we work with our clients to show them out to take advantage of this new and exciting tool to manage your message. At C+K, we work with our clients to determine what the best social marketing strategy is to meet their overarching goals.

Social marketing is more than just Facebook, Twitter or blogging – it truly is a fundamental shift in the way we communicate.

VIDEO

Video rules! Digital and social channels make dynamic, moving content more practical, more powerful and more necessary as part of a communications mix. To that end, Cashman+Katz is close partners with a premiere production studio – so close they're right down the hall.

Dsign Digital, LLP integrates full TV and video production capabilities into the C+K team, complete with award-winning directors, producers, shooters and editorial and a shared facility that includes two edit suites, an audio suite, a green screen studio and audio booth. That means we introduce more perspectives in as we develop ideas, and having the facilities in-house means we can bring those ideas to life that much faster.

DIGITAL SIGNAGE

Dsign Digital brings another unique distribution channel to C+K's clients. Turn-key, customized digital signage systems help retailers, museums, healthcare companies, restaurants, municipalities and a myriad of other business types strengthen their image, inform visitors, train employees and promote products and services to a captive audience within their facility. Dsign Digital creates and installs the hardware and software, maintains the system and works with the creative team at C+K to create dynamic graphic and video content to run on the signage.