Scoop
The industry’s first framework for original content strategy and publishing
Most agencies have figured out that they have to help clients engage in every medium, but very few have the experience and capabilities to actually execute on those ideas. Horn Group helps companies understand their audience, define their voice, and develop engaging content across every medium where they should be present.
We call it Scoop – the industry’s first framework for original content, or owned media as Forrester Research calls it. Scoop leverages the best of both or our practice areas – PR and Interactive Design – by combining a set of questions, strategies, tactics and tools to help marketers design and publish engaging branded content.
The Scoop model includes:
Voice – understanding your audience and defining your message platform
Content – designing and writing what you communicate
Medium – identifying, designing and building your communications platforms
Engagement – measuring and tuning based on audience involvement and reaction