Long-term (12-24 months) mobile planning must address both internal/organizational needs and external/customer needs. Projects of this nature are broken into two phases. The first is the audit phase, which gathers, organizes and analyzes all relevant data inherent to the project. The second is the Planning phase, which takes the insights from the audit phase and organizes them into an overall approach. Specific deliverables include:

• Competitive Audit
• Customer Research
• Industry Trends
• Positioning/Messaging
• Identification of Creative Deliverables
• Content Mapping
• Channel Integration
• Vendor Selection
• Measurement/Analysis
• Campaign Management (if needed)