STRATEGY  •  APPROACH  •  CAMPAIGNS  •  MESSAGING

Strategy is an essential ingredient for every project. That goes without saying. Where that strategy comes from, however, can differ greatly from project to project.

Some agencies refer to generating strategy or a project plan of attack as their “discovery” phase, while others label it part of a “creative research process.” At Square Mile, we take a label-free, logical approach to developing strategic solutions aimed at an audience by, well, starting with the audience.

The thing is, working with an audience in mind is always a fluid process. Always. But since the goal of any campaign is to inform or encourage action in a targeted group, it just makes good sense to begin crafting a strategy with that group top-of-mind. We don’t start with the product, we don’t start with the potential call-to-action, and we don’t start with the clever messaging designed to capture those coveted likes, views and shares on social media—those are all considering, of course—but that’s not where we start. In our world, the audience comes first.

Once a target group (or groups) of people have been identified, we put ourselves in their shoes and “play dumb.” We remove assumptions and embrace everthing that feels obvious. Then we begin asking questions—even the rhetorical ones—until we have a firm understanding of the audience’s wants, needs and preferences, constantly applying our findings while framing an overall campaign strategy.

Intents & Purposes

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One of the most dangerous missteps in any strategy-related project is empowering a deadline to dictate decision-making. Yes, deadlines are important. And, yes, sometimes moving “business fast” to get a message out in response to topical issues requires such speed. (But those rushed solutions should be the exception, not the rule.)

Our approach at Square Mile is to plan & move purposely through a project’s life cycle. From concepts to consequent launch, we carefully consider every foreseeable project variable—all while gathering client feedback to double-check ourselves along the way. The campaign’s execution, both measured and perceived, will naturally be more successful as a result.

A few of our favorite campaigns, ranging from educating Rhode Islanders about affordable healthcare options to informing consumers about the legacy behind one of the most recognized, locally-inspired designs in jewelry, are highlighted here.

CLIENT:

Marathon Company

PROJECT TYPE:

Campaign Messaging

Work developed at Stebbings Partners
Image Credits: Stebbings Partners

LeStage Cape Cod Jewelry

LeStage Manufacturing wanted to breathe new life into one of their most recognized pieces of fine jewelry, the Cape Cod Bracelet. Using LeStage’s storied history—they’ve been crafting jewelry since 1863!—we developed messaging elements centered around the company’s stellar industry reputation, anchored by the bold, one-word headline found throughout the campaign.

Gift a Classic
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Connections are measured by time spent together. Our Cape Cod Jewelry® Collection has a long history of marking the relationships you hold dear.

Crafting a Classic
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LeStage has been creating fine jewelry by hand since 1863. Our authentic Cape Cod Jewelry® Collection is part of a storied company history focused on quality, design and craftsmanship.

Preserving a Classic
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LeStage Manufacturing is committed to supporting the communities where our products are sold. A portion of each authentic Cape Cod Jewelry® Collection sale is donated to The Compact of Cape Cod Conservation Trusts, supporting its mission to protect open space on Cape Cod.

Wear the Classic
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LeStage Manufacturing has been crafting fine jewelry right here in Massachusetts for over 150 years. Our authentic Cape Cod Jewelry® Collection is created using only responsibly sourced precious metals and is backed by a lifetime warranty.

CLIENT:

City of Central Falls, RI

PROJECT TYPE:

Campaign Naming
Approach
Messaging Development

Work developed at Stebbings Partners
Image Credits: Stebbings Partners

Care Before the Call

The City of Central Falls compiled data showing nearly 75% of 911 calls in the city were unnecessary, stretching resources thin and compromising quality emergency care. By saturating the local market with a mixed-media campaign—adopting action-oriented, aspirational & education messaging techniques—Care Before the Call was built to empower each resident on becoming an active participant in their own personal health using other available resources, reducing the number of unnecessary 911 calls as a result.

CLIENT:

Sturdy Memorial Hospital

PROJECT TYPE:

Campaign Strategy
Messaging Development
Ad & Script Copy

We Are Sturdy

Sturdy Memorial Hospital wanted to expand their communication efforts to address the pandemic’s radically changing healthcare landscape. The campaign was designed to provide the community with an expert voice of comfort during uncertain times, highlighting the staff expertise and patient-focused care Sturdy is renowned for.

We’re Speechless.
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We’ve been amazed and humbled by the incredible amount of support from neighbors, local businesses, first responders and families alike during these challenging times. Your selfless generosity, donations, encouragement and support have lifted our spirits, heightened our focus and strengthened our resolve. We embrace serving our communities, now more than ever, with the same patient-focused care we’ve provided for generations, and look forward to helping us all work toward recovery and normalcy in the weeks and months ahead. From all of us at Sturdy Memorial—THANK YOU!

To our staff
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COVID-19 has changed the course of our daily lives, turning casual interactions into precarious moments. While members of our community are urged to stay home, we ask you to show up every day—and you do—providing our patients with the same care they’ve received from us for generations. You put yourself at risk to promote our mission and care for others in need. You’re a beacon of hope to so many during these uncertain times. It’s selfless. It’s courageous. And it doesn’t go unnoticed. We see the sacrifices you’re making and the bravery you display caring for patients. And though sometimes it feels like there’s no end in sight to this pandemic, there’s an undeniable sense we’ll get through it, because together—WE ARE STURDY.

Committed to your Health and Safety
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Committed to your Health and Safety We recognize that you may be hesitant to receive care in light of the recent public health crisis. We understand. We want you to know that Sturdy Memorial Hospital and Sturdy Memorial Associates remain committed to caring for you, keeping our community healthy, and making sure patients & staff alike are safe.

By continuing to adhere to state and national guidelines, implementing new screening & cleaning procedures, and developing innovative ways to deliver your care—we are well-prepared to safely meet all your healthcare needs.

Whether it’s a trip to the emergency department, your yearly physical, receiving cancer care, surgery or starting a family—we are here. Always.

As we continue to see our communities reopen and regain a sense of normalcy, remember to stay safe, stay well and please come to us when you need our care.

#WeAreSturdy