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Audience-centered: All copy is written from the audience’s perspective. Copy answers the “What’s in it for me?” questions and rarely will one ever read “we,” “us” or “our” in text. This is the “information selling” approach, as opposed to the “spin” approach which is easily recognized and discarded by prospects.

No reverse delegation: Like law and accounting firms, COCO+CO. is retained to provide expertise in integrated corporate communications. It does not serve the client partner well if COCO+CO. simply takes on the role of clerical staff or production house. Similarly, COCO+CO. staff go to the source to obtain project specifications and information directly from the media, printers, client partners’ contacts, etc. Client partners are freed from these mundane tasks and quality is ensured by reducing hand-offs.

Begin with goals: Work for every client partner must begin with a plan, including goals, timetables, budgets and responsibilities. This keeps programs on target and avoids misunderstandings.

Tug-of-war between creativity and strategy: The best outcome is when strategy and creativity are balanced. Materials do not sacrifice message for design, for example.

Quality control: A number of procedures and systems are in place to guard against embarrassing mistakes. Each staffer is required to double check colleagues’ and client partners’ materials for consistency and quality.

Constant communication: Regular communication with client partners is essential for determining needs and identifying products and services to further goals.

One-stop execution: Any single update is processed simultaneously across all media. As examples: Press releases and newsletters, once approved, are automatically added to Client Partners’ Web sites, as appropriate, and updated copy for a Web site or brochure will be applied to any other marketing piece likewise affected by the change.

Best practices: Design, for example, follows logical rules in terms of fonts and placement that recognizes how the eye travels across a page of information (left to right and top to bottom – graphic, headline, drop cap, body copy and identity). Copy adheres to recognized style guides, including AP style for press releases.

Finding the audience: Vehicles (print, broadcast and online) are recommended based on targets’ favorite and most reliable information sources. This changes frequently as media continue to evolve.

Consistency and repetition: Logos, slogans and related fonts, colors, etc. are standardized (preferably in a Brand ID Manual) and used consistently wherever these appear (print, broadcast and/or online).

Zealously ethical: COCO+CO. does not permit its output to be entered into “creative” contests since the criteria for winning such competitions may compete with client partner interests. Creativity does not equal success. Meeting a client partner’s goals is the only acceptable measure of success. Likewise, client partners will never be steered into inappropriate media because of incentives from outside vendors (commissions, gifts, etc.)