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The five-step process

With Young Zeck, telling your story is a five-step process.

These five steps come together like the steps of a dance. There's a strong guiding meter and a beat. Yet there's freedom within the form to explore things on your own.

So step out for the dance. The process is a proud and confident motion toward looking, and being, the organization you've aspired to be.

1. Research. In step 1, we do our research — a step that many communicators inexplicably skip! Typically, we gather a wealth of stories from within the company and, sometimes, from outside. We hear facts, stats, surmises, hypotheses. Then we analyze, summarize, and synthesize these data in a written action plan. In the plan we spell out how the data suggest a pattern. We show how this pattern contains one Big Idea you can take to market

2. Creative Concepting. Now we transform this Big Idea into a system of images, verbal and visual, and provide you with rough creative concepts. You'll see a headline and some introductory text. You'll see patterns of imagery begin to emerge. You'll have a chance to approve or suggest changes.

3. Creative Refinement. At this point, we refine and extend these concepts. Now the real text emerges. Now, the design and layout gel. The photos and illustrations contribute to the finished form.

4. Production. In step 4, we meticulously supervise printing or other production (including Web page hosting). We take care so that pesky errors don't foul up your plans.

5. Review. In step 5, finally, we review with you the performance of the piece in the marketplace. We make adjustments now, as necessary. Or suggest changes for the next round of communications projects.

 

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You're looking fine
as you step out on the town and on the market. You're stepping so briskly in part because you have an action plan behind you.