In a constantly evolving marketing landscape, the success of any project hinges on more than just delivering immediate results — it’s about creating lasting value. As a strategic partner, our approach ensures that every initiative is rooted in a deep understanding of a brand’s unique challenges, followed by tailored solutions designed to drive both short-term success and long-term impact.

To achieve this, we created a proprietary methodology called SAL (Situation, Approach, Legacy). This framework guides how we approach each project, ensuring that we not only meet a brand’s current needs but also build a foundation for future growth. SAL is not just a way to showcase our work—it's a comprehensive methodology we use to guide and execute projects in marketing communications consulting. By following this structured approach, we ensure that every step of a project, from diagnosing the initial challenge to measuring long-term impact, delivers value and creates a lasting legacy for our clients.

SAL as a Tool for Marcom Consulting

The SAL methodology is our way of strategically navigating each phase of a project.

1. Situation: Diagnosing the Problem or Opportunity

What it is: This is where we take a deep dive into understanding the current environment, challenges, or the opportunities to explore. The Situation phase is where we conduct research, gather insights, and identify the key factors affecting the business.
How we use it:
- We start by analyzing market conditions, reviewing consumer behaviors, and conducting competitive benchmarking to get a clear picture of where the brand stands.
- We work closely with our clients to define the problem or opportunity—whether it’s launching a new product, repositioning a brand, or increasing customer engagement.
- Our team gathers key insights through both data analysis and qualitative research to uncover opportunities or pain points that might not be immediately visible.
Why it’s important: By fully understanding the Situation, we ensure that our recommendations and strategies are grounded in reality. It allows us to approach the project with clarity and align our efforts with the brand’s from the very beginning.

2. Approach: Designing and Implementing the Strategy

What it is: Once we’ve diagnosed the Situation, the Approach phase is where we build and execute a tailored strategy. This is where creative ideas meet data-driven solutions, allowing us to solve the challenge or seize the opportunity with precision.
How we use it:
- We start by developing a strategic plan that outlines the tactics, channels, and tools we’ll use to meet defined objectives.
- Whether it’s a digital marketing campaign, brand strategy, content creation, or public relations efforts, we craft solutions designed to maximize results while staying true to the brand identity.
- Throughout execution, we monitor progress, track performance, and make adjustments in real-time, ensuring our strategy remains agile and responsive to changing circumstances.
Why it’s important: Our approach ensures that every action we take is deliberate and goal-oriented. We don’t believe in one-size-fits-all solutions; instead, we develop strategies tailored to your specific needs and objectives. This phase is about turning insights into impactful, measurable results.

3. Legacy: Measuring Results and Establishing Long-Term Value

What it is: In the Legacy phase, we focus on both the immediate outcomes and the long-term impact of our work. We measure how well the project performed against the agreed-upon KPIs, but we also go beyond that to explore the sustained value created for the brand.
How we use it:
- We conduct a comprehensive performance analysis to assess the effectiveness of the strategy. This includes tracking key metrics such as sales growth, brand awareness, customer engagement, or market share improvement.
- We capture learnings from the project, identifying what worked best and how these insights can inform future initiatives.
- More importantly, we focus on the lasting impact. How has the project strengthened the brand? How has it shifted consumer perceptions or left a mark on the market? This is where we help you understand the long-term legacy that the project has created.
Why it’s important: Legacy is what differentiates successful campaigns from transformative ones. We believe that marketing and communications should leave an enduring impact—not just immediate results. By focusing on the legacy of our work, we help clients achieve long-term success, building a foundation for future growth.

Why We Use the SAL Methodology

Strategic Alignment: With SAL, every project begins with a clear understanding of the challenge (Situation) and a well-defined strategy (Approach), all while keeping an eye on long-term outcomes (Legacy). This ensures that everything we do is aligned with overall business objectives.
Holistic Project Management: SAL is not just a framework for past case studies; it’s a methodology that we use throughout the lifecycle of a project. It helps us manage each phase effectively, ensuring that nothing is overlooked and that we deliver results consistently.
Client-Centric Focus: Each phase of the SAL methodology centers on the brand and our client. From defining the Situation to executing a tailored Approach and delivering long-lasting results, we ensure that every step is in service of our goals and vision.
Accountability and Transparency: Our process allows for regular progress updates and transparent communication. Clients always know where we stand in terms of the strategy, execution, and results. The SAL framework naturally builds accountability into every project, giving clients confidence in the work we deliver.
Legacy Beyond Immediate Results: We don’t just focus on the short-term wins. With SAL, we ensure that our projects contribute to the brand’s long-term success. We believe that the true measure of success is not just in hitting the immediate KPIs, but in creating a lasting impact that endures beyond the campaign’s lifespan.
Adaptability Across Projects: The SAL methodology is adaptable to any type of marketing or communications project, whether it’s a comprehensive brand strategy, a digital marketing campaign, or a public relations push. Its flexible structure means we can apply it to projects of any size and scope, ensuring a customized approach for each client.