Kimbrell Optimized Benefits Analysis (KOBA™)
To achieve the best possible results, thorough research and analysis needs to be conducted to uncover essential information
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At Kimbrell & Company, we take a creative approach to each project, first conducting a Kimbrell Optimized Benefits Analysis (KOBA™) to understand the brand and what makes the client unique. This provides the groundwork and blueprint for the project and is specified to fit each project’s unique scope of work. During this phase, we will look at the client’s current initiatives, marketing and advertising objectives, relationships with key stakeholders and any other information that may be crucial in implementing the project. We will accomplish this analysis both through data research and in person meetings and interviews with internal executives. Depending on the project, some of the outcomes that we will be looking for are as follows:
- Client’s goals and target market
- The type of impact the client intends to make externally as well as internally
- Client’s social goals
- Client’s tangible and intangible assets
- How the client would like the program to enhance their brand
- How the client would like the public (and core customer) to think and feel about them
- The type of legacy and imprint on the community the client intends to leave
- Client’s decision-making processes
The information that we collect from the KOBA™ is the foundation for our working relationship with the client – everything springboards from it. In addition to the tangible benefits that we receive from the KOBA™, there are many intangible benefits as well, such as providing us an introduction to the client’s executives and staff that will pave the way for future communication. This process can also result in sound bites, which often arise during interviews and can be later integrated into the PR or marketing strategy. The initial KOBA™ process time can take three to six weeks, depending upon the quantity of meetings.