The core of marketing is delivering a well-crafted and creative message to your audience and Kernel brings years of experience in developing core messaging to your campaign.
Culturally and linguistically appropriate message development is crucial to the success of any outreach effort. Prior to beginning message development, Kernel helps clients determine who they want to reach and what they want consumers to do. Kernel then recommends communications tactics that will most efficiently reach those consumers and inspire the desired behavior.
Sometimes message development includes testing a clients’ existing message bank against a new target audience, as when Kernel hosted focus groups on behalf of Colorado Housing and Finance Authority, to test and modify their materials targeting the state’s Hispanic community.
Sometimes messages must be built from the ground up, involving input from stakeholder groups, focus groups, key informant interviews, and surveys.
Whether a clients’ budget is large or small, Kernel has the rare combination of expertise and community level connection that will assure the creation of strong and consistent messaging to motivate consumers to action.
We also know creating great messaging means more than just talking to your market – it means listening. Communication is a two-way street, so we utilize focus groups, stakeholder interviews and other techniques to make sure your message is connecting with your audience.
The campaign doesn’t end with a slogan, and we’re experts in developing a story for your brand, product, or service that will keep your audience listening. By creating a story, you can reach beyond the scope of data-driven messaging and touch the soul of your market.
“Great messaging leads to great storytelling. People are moved by stories, not data. Stories connect us with the truth.”— Anne Smith
Public Health Promotion & Communication
At Kernel one of our core beliefs is that all people deserve access to affordable, quality health care. We’ve taken this belief a step further by focusing on applying traditional consumer-facing marketing strategies to the public health sector, to arouse interest and awareness for preventive strategies ranging from colonoscopy to influenza vaccinations to mental health.
Kernel has years of experience working with state and local health authorities, to bring awareness of public health initiatives to the diverse communities in Colorado. We have successfully conducted multi-year campaigns that tackle tough issues such as youth substance abuse and mental health stigma.
One of the keys to promoting public health initiatives is creating community-based messaging. As experts in message development, we can create awareness in both traditional and historically under-served groups, to move them along the behavior change continuum. We know how to create the right strategy that will reach the right people, and connect with them.
Connect for Health Colorado
Connect for Health Colorado approached Anne during their first Open Enrollment period, when they realized their general market advertising agency could not produce relevant outreach materials for Spanish speakers.
The client formed a task force consisting of Latino/a community members who were charged with enrolling community in the new exchange.
Anne interfaced with this group, ultimately developing a number of culturally relevant pieces of creative that met community where they lived and connected them to our message.
Anne has continued to provide marketing services, media planning and media buying for Connect for Health Colorado, focusing on Colorado’s vibrant Latino/a population.
Step One: Research
We conduct thorough market analysis to ensure your message is reaching the desired market. Kernel provides in-depth target audience and demographic research, so we know exactly how to reach the market you’re trying to impact.
Step Two: Planning
Once we know your target consumer, we determine the best way to connect with them. We formulate a custom media planning strategy tailored to your needs and implement ongoing analytics to ensure efficacy throughout the campaign.
Step Three: Buying
Thanks to our existing relationships with local media in the rural, English, and Spanish-speaking markets, we can meet all our clients’ media buying needs. We provide options from traditional radio, print, out of home, and television campaigns to cutting edge digital media alternatives. We know how to implement the tactics that will reach your desired consumer.