Audience Research Division
“In Urban Operations, people and culture are part of the terrain and must be analyzed, interpreted and understood” - General William Scott Wallace, TRADOC
The execution of an effective communications or marketing campaign necessitates the identification of exactly the right audience; the development of an intimate understanding of that audience (human and cultural factors); and the mapping of all possible means of reaching them. It is also necessary to understand ones own culture in order to determine how an audience will react to what one does or says. To provide these insights, Glevum Associates offers a dedicated Audience Research Division staffed by a core team of specialists in human and cultural understanding drawn from the relevant social sciences (e.g. history, politics, economics, sociology, anthropology, psychology); experts in the assessment of current attitudes, utilizing proven attitudinal research tools (polling, focus groups and structured interviews); and by media research professionals (broadcast, print and new media). This combined team of American, international and local expertise can provide a detailed, nuanced and culturally attuned understanding of any specific target audience to meet our client’s requirements. This team can also help our clients to select the right audience to achieve the desired effects.
Threat Assessment Division
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle” - Sun Tzu
In order to develop effective and integrated communications campaigns, it is vitally important that the exact nature and extent of all challenges and threats being encountered by our client’s is fully understood. Glevum Associates therefore continues to assemble a cadre of experts who have extensive operational knowledge of the types of challenges our clients have or are most likely to face. To support our government clients, the Glevum public sector team includes specialists in Counter Insurgency, Counter Terrorism, and Post Conflict Stabilization and Reconstruction. The Glevum private sector team includes experts in corporate risk management, crises communications and the commercial challenges of operating in difficult markets. Each of these teams can provide detailed threat/risk/crises assessments; operational impact assessments; recommend risk mitigation strategies; and provide advice in the development of crises communications.
Strategic Communications Division
“Four hostile newspapers are more to be feared than a thousand bayonets” - Napoleon Bonaparte
Exploiting the detailed insights provided by the audience research and threat assessment divisions: Glevum Associates Strategic Communications Division is organized to develop, test, produce, disseminate and measure comprehensive integrated communications and marketing campaigns in support of a client’s objectives. In the first instance, Glevum Associates can advise clients on the most effective type of campaign that should be undertaken and which disciplines and media need to be exploited. Once these factors have been determined, our team would then develop an overarching campaign theme and supporting lines of persuasion, upon which specific messages and supporting multimedia products will then be based. These messages would be designed to be culturally appropriate and to appeal directly to the right target audience exploiting narratives and symbols that are understandable, acceptable and influential.
To deploy the selected messages Glevum Associates would develop a multiplicity of products designed, market tested and produced to exploit all available communications mediums including broadcast, print, new (e.g. SMS, Internet, gaming) and non-traditional media. Glevum media experts would then ensure that these products are placed with the right media outlets to ensure that all messages are seen or heard by the chosen target audiences - because “if it does not show it does now sow”. In parallel, Glevum public relations, political campaigning and lobbying partners would seek to exploit their unique channels of influence to ensure that all key audiences are reached and influenced positively.
In conjunction with this campaign, a risk management strategy would be developed to ensure that our client can respond rapidly to resulting changes in attitudes and behavior (both positive and negative) and to the likely negative responses of competitors and adversaries. Glevum would also carry out a rigorous and objective internal (open to the client) review of the both the performance and effectiveness of each campaign to ensure that our client’s objectives are indeed being achieved.
In order to execute this complex mission, Glevum Associates is assembling a team of experts drawn from all relevant disciplines including from the marketing, advertising, public relations, media and entertainment industries and from the Information Operations Public Affairs, Public Diplomacy and Psychological Operations professions.