What is OPERATION Strategy? OperationStrategy™ is an exclusive RadonicRodgers methodology that has been perfected and refined over the many years of RadonicRodgers serving the Travel and Tourism industry. The unique process is created by RadonicRodgers incorporating sound marketing and brand principles, while tailoring it to uncover data specifically for the Travel and Tourism industry. The process is finely-tuned to address marketing challenges by discovering with precision, the deep market conditions that may not be otherwise known or fully understood. By employing the full process, Travel and Tourism organizations will be able to better understand market forces and directions, uncover hidden market needs that may provide opportunities to build or enhance business, increase investment and visitor growth.

The process is broken down into 4 main phases with an additional 2 beginning and ending shoulder phases. The opening shoulder phase includes our industry-specific Insights for Travel and Tourism. Before we begin the OperationStrategy™ process, RadonicRodgers comes to the table with an extremely rare and deep expertise with Travel and Tourism unmatched by any agency. In fact, it is not just one of our verticals, it is our sole vertical – most of our clients are in this industry because of our extensive experience with Travel and Tourism over the last 16 years.

This phase is engaged based on the findings and outcomes of Phase 1 and 2 Research, Diagnostics and Strategic plan. If the branding position requires attention, a thorough Current Brand Position Analysis is mapped out identifying the current landscape of the client’s existing brand. Then a Brand re-positioning is engaged to map out the target Brand positioning with key Brand Values identified. This becomes the guiding foundation for any visual branding work to ensure new brand visual developments speak to the core brand values. A Brand Values and Brand Identity Manual are prepared for the client’s use internally and externally with employees and suppliers to ensure the Brand is consistently used with showings of all applicable usage situations and a full rationale of the Brand values to underscore the importance and meaning of the organization’s identity. Finally a Brand Alignment manual will provide internal and external experiential applications of the brand for all soft brand applications such customer service/client interaction, employee comprehension and application of the brand within the organization, and all other non-visual brand applications.

In this phase, the implementation is applied based on the Diagnosis and the resulting prescriptive Strategy Direction. All Marketing Plan recommendations are rolled out as appropriate and within defined budgets. RadonicRodgers is a fully-integrated agency and can facilitate all facets of the marketing plan and the media plan execution and direct various suppliers of the organization for specific tactical initiatives.

This is the final shoulder phase where the program is completed and the success is measured. Evaluation enables further adjustment and tailoring of budgets to the most effective channels. ROI can then be increased by fine-tuning the strategic focus. This may require an annual or other cyclical engagement to review program performance and determine adjustments based on measurement metrics.

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