The production of a truly integrated marketing communications program cannot begin until a strong foundation of information is constructed. Information regarding the organization’s current situation and its short- and long-term goals, internal and external perceptions, level of awareness, competitive advantages and disadvantages; all of this data should be gathered and addressed within a comprehensive plan of action that directs all efforts in pursuit of defined objectives. When developing strategic plans, The Marketing Consortium often uses communications audits, market research, trend analysis, marketing tools’ assessments and much more. Supported by this data, we then produce detailed programs that coordinate a range of specific strategies to obtain the client’s goals.