ABSTRACT
Tier Two is the author's shorthand for the situation where communications consultants have done all the work necessary to excel in their role, and where clients stand ready to follow their leads. While there are common characteristics to the preparation process, frameworks, and tactics that can be employed, some not-so-subtle nuances can separate one company type from the next. As readers face the necessity of delivering solid Returns on Investments (ROI) to earn their keep as valuable contributors, this in-depth discussion into advanced communications and marketing strategies presents an annotated playbook, segmented according to key company characteristics that are relatively noticeable. The benefit of comprehending this hard-earned knowledge and taking it to heart is mastery over a critical business dilemma: What is the right marketing strategy for our business, and how do we activate and manage it for maximum impact?
