The Project Process

Reaching your goals with a repeatable framework.

At King Grizzly, we enjoy helping brands reach their goals. Every project is unique, but the strategic process often requires similar steps.

This is why our team likes to use a repeatable project process. Having a clear process gives every project the benefit of an easy-to-follow strategic roadmap.

Our project process includes four steps:

  1. Identify
  2. Plan
  3. Execute
  4. Optimize


Clear Goals

The best projects start with clear goals in mind. When the dust settles these are the results that really matter to the business.

There are generally two types of goals.

First, there are the smaller objectives needed to complete the project. These goals are often task-based like building a page, or writing some copy. Completing the task is the goal.

Second, there are the results-based goals. These goals have to do with achieving a particular outcome like generating more sales. These goals are the reason a project begins.

Both types of goals are necessary, but task-based goals often feel more pressing and get more attention. This can be problematic.

For example, it is possible to build a beautiful sales page (task-based goal) that does not generate any sales (results-based goal).

While the project was completed, it didn’t actually help the business. This is why projects should ultimately measure themselves against a results-based outcome.

At King Grizzly, we care about getting our clients real results. That’s why we do our best to help them identify the right mix of goals.

Customer Motivations

As part of the identify phase, we help our clients get to know their audience.

We run teams through a customer intensive workshop to get them thinking about the needs, desires, fears and other motivations their customers have. There are also exercises to help teams consider common questions their customers are asking (or thinking!).

In addition to the customer intensive, we take the time to study web analytics and SEO trends in order to document actual customer behavior.

Competitive Strengths and Weaknesses

You can learn a lot from other businesses. We do competitive research to identify the good, bad, and ugly in your market.

We look to identify gaps in the market by investigating your competitor’s website and content marketing strategy. We also find inspiration when we encounter competitor ideas worth emulating.


The second phase of the project process is to create a comprehensive plan.

Consider the Big Picture

All the elements of digital marketing and design are connected. We work with clients to help them see how the various pieces fit together.

By taking a broader perspective it is possible to pursue short-term wins, while building towards longer-term objectives.

Make it Unique

Your business has a unique personality and passion. The best design and marketing is going to reflect what sets you apart.

We craft unique strategies for every client. This means carefully accounting for your specific goals, brand, audience, and competition.

The result is a custom strategy informed by best-practices.

Get a Roadmap

Clients should never have to wonder where their project is at and where it is headed. A healthy plan is going to include a project timeline called a roadmap.

The roadmap gives everyone a mile high view of the project. Important project objectives are presented along a timeline. Often, estimated costs are also included.


The third phase of the project process is to execute the plan.

This is when campaigns are built, websites are coded, and content gets created. It is always exciting to launch the latest project!

That being said, it is easy to rush into the execution phase without taking the time to properly Identify and Plan.

Projects can easily get off track without the right preparation. Following a clear process keeps every on the same strategic path and gives the project its best chance for success.


The final phase of the project process is to monitor results and make on-going improvements.

The phase is often overlooked. Which is too bad because optimizing digital marketing campaigns is a great way to maximize the results and increase ROI.

Most digital marketing initiatives can be actively managed. The days of “build it and walk away” are done.

We think this is a good thing.

An on-going approach allows websites to grow with their brand, ad campaigns to pivot as needed, and data informed decision to be made regarding future projects.


The 4 phase project process works best as a loop. After completing all the phases, the natural path is to begin the cycle again.

This model works for the majority of digital projects.

Keep it Flexible

We believe in the 4 Phase Project Framework. It is straight-forward, strategic, and downright logical.

Yet, it can be helpful to keep a flexible perspective.

Different projects require different types of support. One phase may become more essential than the next depending on the circumstances. And not every campaign needs on-going support-though many will.

The project process provides a default framework. We take the process and apply it in ways that makes sense for each project.

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Robb Erickson