Client Needs Audit

Thank you for the opportunity to audit your business and your marketing efforts. I appreciate the opportunity to build upon this relationship and better serve your company!

I know our team at Client Focused Media will produce excellent results should you choose to engage us after the audit process. Our talented team and unique workflow allow you to buy back your most precious asset: your time. Instead of juggling multiple companies and agencies and trying to coordinate their efforts, with Client Focused Media, you work with one agency that is FOCUSED ON YOU. Client Focused Media is your complete integrated marketing solution, strategically increasing the effectiveness of your marketing assets to attract more customers and build stronger brand equity for your organization.

We are constantly looking for ways to make both the audit process and our client’s experience the best possible. Your feedback is essential, and I encourage you to contact me at any time with questions or comments. We look forward to helping you grow your organization and will be there every step of the way to ensure your campaign’s success!


Mike White

Chief Unicorn Collector

And the CFM team

Our Core Values

FAMILY. We value what each individual brings to the CFM family. We are loyal, supportive and respectful of each other’s time, both at work and  at home. 

OPENNESS. We are open, honest and fair. We encourage candid communication and are not afraid to speak our minds. We actively seek and provide constructive feedback to improve our skills.

COLLABORATION. We believe that learning requires teamwork  and practical interaction. We work as a partnership with our clients and  vendors to achieve our common goals.  

UNIQUENESS. We commit to leading the pack in listening and  learning to make certain we focus and commit our unique and combined  talents to bring unrivaled success to our clients and to our community.  Many talk the talk. We uniquely walk it – believing that to give of ourselves for another’s success is the highest, most sustainable and unique form of success in the long run. 

SERVICE. We listen to the needs of our clients and our community.  We believe that our success is directly correlated to the success of those  around us. We help to sustain a vital community where each member is  valued and where all are bound by a common purpose. 

ENJOYMENT. We believe that having fun at work is essential to  our well-being. We love what we do and we do what we love. 

DEPENDABILITY. We are only as good as our word. We work  diligently to gain and retain the trust of our clients and vendors. We do  what we say we are going to do. 


  • Client Needs Audit
  • Marketing Plans
  • Brand Breaking Campaigns

Branding & Creative

  • Brand Identity
  • Graphic Design
  • Photography / Video

Digital Marketing

  • Social Media
  • SEO / SEM
  • Online Marketing


  • Website Development
  • SEO & Social Integration
  • Website Maintenance


  • Content Creation
  • Full Show Production
  • On-Location Video

Automations & CRM

  • Email Marketing
  • CRM Implementation
  • Marketing Automation

Public Relations

  • Media Relations
  • Optimized Content
  • Perception & Influencer

Media Buying

  • Media Strategy
  • Media Placement
  • Reconciliation

We have decades of expertise targeting clients in markets nationally and utilizing insights from demographics, psychographics, and behavior. We have many tools and resources available to identify your core client, and deliver a message that encourages them to react and engage your brand.

Click on anyone below to view their bio!

Mike White

Mike White

Chief Unicorn Collector

Patrick Sullivan

Patrick Sullivan

Managing Partner

Rachel Cardy

Rachel Cardy

SVP of Web Services

Lindsay Kirsch

Lindsay Kirsch

SVP of Email Automation


Andrew Cardy

SVP of Video Services

Andy Varnes social media.

Andy Varnes

SVP of Social Media Services

Whitney Mincey

Whitney Mincey

SVP of Client Success

Jack Sears

Jack Sears

Chief Strategy Officer


The Client Needs Audit gives you the insights you need to make informed marketing decisions and achieve your business goals. We’ll audit all aspects of your current marketing, giving you a clear roadmap of where and how to get the most from your marketing spend. Specifically, we will audit your:

Key information will be needed to prepare the initial research and recommendations: 

  • Who is your target customer? Age/Gender/Race/Income 
  • Where are your target customers? 
  • What is the message for your target customer? 
  • Short term goals 
  • Long term goals 
  • Vision and strategy 

Creative Audit

Creativity is not just about developing the most imaginative idea. It is about implementing innovative tools in a unique way with the right message to yield specific results.

A Vision and a Voice: Consistency and authenticity are the lifeblood of a brand.  The underpinnings of any solid brand truly lie in the faith  its founders have in the brand’s ability to both sincerely and  accurately represent them, and simultaneously speak on their behalf to the world at large.  

Communicate Effectively: Today’s market has a short attention span – less is more.  You need to communicate your message with visuals as  well as creative copy. Your design collateral reflects your company’s image. The Client Focused Media creative team  ensures you are putting your best foot forward.

Branding & Logo

In keeping with the goals and objectives for your business, we’ll explore the brand as it is today, to ensure that every touchpoint and every bit of content accurately represents the caliber of programs, services and/or products you offer. In addition, we will outline the strengths and weaknesses of existing brand elements, and provide recommendations as appropriate for the streamlining and/or development of ancillary brand components.

While a logo may be small, its impact on the success of a business can be substantial. Your logo gives a first impression that helps determine a consumer’s willingness to purchase products or services. You only have a few seconds for a logo to grab a consumer’s attention, so good design is imperative.

CFM will evaluate your current logo and company image using the following criteria:

  • Does your logo speak to your target audience?
  • Does your logo communicate what your company is or does?
  • What do your logo and brand colors say about your business?
  • How memorable is your logo?
  • Is your logo too complex or too simple?

This audit can be integrated into a comprehensive Marketing Plan that will work with the audit reports given by our Creative, PR and other divisions to develop a clear plan of action to drive your marketing presence to the top.

Collateral & Graphic Design

Good graphic design is not just about developing the most visually imaginative idea. It’s about strategically and creatively leveraging the platform on which that design is displayed. The Client Focused Media design team reviews all current brand and marketing collateral, as well as advertising and social media creative, to ensure you are visually consistent with your brand promise, and make suggestions for updates, improvements and growth as needed.

Professional designs communicate stability, trust and confidence in the minds of consumers. The Client Focused Media team ensures you are putting your best foot forward. Your designs need to communicate your message with more visuals and less copy. 

CFM will evaluate your current graphics and collateral using the following criteria:

  • How consistent is your brand?
  • Do your graphics help or hinder what you’re trying to do?
  • What do your graphics communicate about your company?
  • Does your collateral contain clear calls to action?
  • How effective is your messaging?
  • Does your collateral look dated?
  • How effective are your graphics and design elements?

This audit can be integrated into a comprehensive Marketing Plan that will work with the audit reports given by our Creative, PR and other divisions to develop a clear plan of action to drive your marketing presence to the top.


As the veritable king of digital content, video can be used to share new  concepts and developments with your client base, assess interest, and establish  relationships with people you’ve never met. Video is shared 1200% more than  links and text combined. Ideally, our audit of your video portfolio will include an  outline of existing resources at your disposal, any preparatory documentation  and/or correspondence ahead of production(s), and raw footage, in addition  to post-production cuts. Our goal is to share our observations and provide  feedback based on our assessment of your library’s prevalence and quality,  subject matter and focus, and messaging and placement. 

CFM will evaluate your current video assets using the following criteria & industry best practices: 

  • Do you have updated and relevant video content on your website and social media channels? 
  • Does your video content match your brand tone? 
  • Is your messaging clear and targeted to your audience? 
  • Is your video content being promoted effectively? 
  • Is there a call-to-action?


60% of consumers who use online search say they prefer to contact a  business whose listing includes an image. Why? Because photography, like  video, engages potential customers visually and communicates directly with  them about who you are and what they can expect from you. We take a  closer look at your photography use on digital and print platforms in order  to help us determine if your photos are helping or hindering the brand, and  advise you on style, subject matter, formatting and more.

Photography, like video, engages potential customers and communicates directly with them about who you are and what they can expect from you. High-quality images not only reinforce your brand messaging (“A picture is worth a thousand words”), but they also establish a sense of professionalism and quality, ultimately leading to more trust in a brand. Conversely, poor quality images or none at all can turn away potential clients.

CFM will evaluate your current photography assets using the following criteria & industry best practices: 

  • Overall photo quality and brand cohesion 
  • Are photos prevalent on multiple platforms and used appropriately? 
  • Is photography up-to-date? 
  • Is there a variety of photography? staff headshots, office interiors, “action shots,” samples of work, etc.

Digital Audit

Client Focused Media conducts a comprehensive audit of your online presence with a detailed report that shows you the highest priority issues for optimizing your online presence. After we conduct our research we will deliver a full report and will include recommendations for optimizing your online presence.

This audit can then be integrated into a comprehensive Digital Marketing Plan which will allow a brand to not only position themselves higher in social and search engine visibility but to effectively:

  • Take control of their online presence
  • Enhance lead capture and generation
  • Engage with current and potential clients
  • Monitor and respond to online feedback through online channels

Client Focused Media performs quarterly assessments with our Digital Marketing Director to gauge the plan’s success, adjust needs as necessary and implement any additional goals to ensure maximum effectiveness.

CFM will evaluate your current digital presence using industry best practices:

  • Blogging
  • Social Media
  • SEO (Search Engine Optimization)
  • Pay-per-click Advertising
  • Lead Generation
  • Analytics Utilization
  • Mobile Optimization
  • Online Review Status
  • Local Listing Positioning

Digital Competitor Analysis

Getting to know your competitor’s strengths and weaknesses is the  foundation on which to base a good strategy. Our analysis offers relevant  insight about your competitors. We analyze what your competitors are doing  to see gaps between your website and theirs, and online rankings/traffic.

Website Performance & Usability Audit

Interaction with your website is often a potential client’s first impression of your company, with 81% of consumers conducting online research prior to making a big purchase. On average, you have 10 to 20 seconds to impress your visitors, show them what you have to offer and keep them coming back for more.

Your web site is one of the primary faces of your business, it is your online identity and the most important internet marketing and sales tool, if used properly. Because investing in your website can drive your company to the next level it is important to identify areas of your website that need improvement. Client Focused Media will provide you with a full review of your website’s effectiveness and actionable insights into why your website isn’t converting visitors into customers. Client Focused Media will provide you with a report that will suggest changes we can implement to turn your online brand in the right direction.

CFM will evaluate your current website and suggest where to focus your efforts and budget by determining:

  • The kind of content are visitors looking for when they land on your site.
  • How simple is it for them to find the information they are looking for?
  • Do visitors get lost in your website?
  • Do you force visitors to leave pages unnecessarily or force them to click too many times?
  • Where are you confusing customers?
  • Do your graphics help or hinder what you’re trying to do?
  • Are there links that no longer work?

Site architecture analysis and recommendations:

  • Navigational structure
  • Calls to action
  • Graphical and design elements
  • Clarity of messaging
  • Linking elements
  • Usability and layout
  • Cross platform responsiveness
  • Content management system analysis (if applicable)

This audit can be integrated into a comprehensive Digital Marketing Plan that will work with the audit reports given by our Digital Marketing, SEO and Copywriting divisions to develop a clear plan of action to drive your marketing presence to the top.

Advertising & Media Buying Audit

We can leverage our knowledge and relationships to ensure you not only get the most competitive rates, but that your ads are in the most effective time slots, locations and channels. Client Focused Media purchases media in large volume for our clients. This gives us buying power when it comes to negotiating rates and added value for our clients. Let us review your current market spend and provide competitive analysis.

Qualitative Profile 

Understanding our client’s target audience is an important first step for advertising planning. Even a long time advertiser can learn a lot from these vital pieces of media research. Our team will  provide data regarding the client’s target customer; including geographical data, demographic breakout (age, gender, marital status, education, ethnicity, etc) as well as their media consumption habits. These pieces allow the advertising spend to be tailored to the best possible audience to avoid overspend and waste in today’s vast array of advertising opportunities. 

Competitor Analysis 

Understanding our client’s competition and where they spend their advertising dollars is a valuable tool when preparing to place new advertising dollars. Using a competitive spend  analysis we are able to see how the competition stacks up across different media types. This  information will help our team to determine where a spend may get lost in the shuffle of a large budget competitor, and untapped vendors that may provide a fresh audience that is un-biased  against another company’s message.

Key information will be needed to prepare initial research and recommendations:

  • Who is your target customer? Age/Gender/Race/Income
  • Where are your target customers?
  • What is the message for your target customer?
  • What medias have you used in the past?
  • How did you measure their effectiveness?
  • What budget have you put towards traditional media in the past?
  • What budget have you put towards non-traditional media in the past?

Using the provided information and new market research, including qualitative and quantitative analysis, recommendations can be made:

  • Suggested Media Categories
  • Suggested Budget for Each Category
  • Number of Impressions to be Delivered

Marketing Audit

Just as “no man is an island,” you probably have  competition, much of it closer than you’d like. The ultimate  goals in any tight marketing strategy are brand recognition,  self-identification in the message, and customer satisfaction.  Marketing efforts play a foundational, supporting role to  primary branding, advertising and social media efforts,  incorporating sales and promotional tools, B2B partnerships,  value-add programming, corporate/internal communications,  public (media) relations, community outreach, and more.


Ahead of audits on public and community relations efforts, the overall marketing evaluation will explore: 

  • Sales and promotional collateral (specifically, the content of any collateral outside of brand-based articles—i.e. business cards, stationery,  signage—such as brochures, one sheets, slide decks and promo items) 
  • Direct mail and email marketing 
  • Out-of-home marketing (such as lobby and trade show displays) 
  • Relationship marketing (including programming around executive intro meetings, summits and panel discussions, brand ambassadors and  customer appreciation) 
  • Internal communication (such as standardized emails, newsletters, message boards, team and company meetings and conferences) 

Public Relations 

In auditing active PR efforts, we assess the roster of information regarding your organization that media would consider “newsworthy,” and see how well it syncs up with your business goals and objectives.  

In addition, we examine the quality and quantity of media coverage; the breadth, scope and impact of individual hits and the coverage as a whole; and then make recommendations accordingly.

It’s more than a press release: A carefully orchestrated Public Relations plan is essential in today’s volatile market. Constantly changing communication channels, 24/7 immediacy, transparency, and consumer savvy make it vital that your company’s PR strategy is consistent and cuts through the clutter of the marketplace to touch your customers. 

Public Relations shapes how both internal and external stakeholders view your company. Our expert public relations professionals know how to tell your story in a way that influences people’s perceptions. Our cornerstones of effective PR include creating and maintaining a positive corporate image of you and your overall brand, strategic messaging about your products and services, generating visibility for you in the marketplace, and continually reaching out to influencers within the media or industry on your behalf.

The singular goal of Public Relations is to build and maintain positive top of mind awareness for your brand and your company’s image. A few “PR Basics” will advance your knowledge and understanding and help you maximize your investment to assure your public relations efforts drive your business goals.

  • Public Relations efforts must be proactive, consistent and use varied tactics to earn and maintain credibility in the marketplace for a company. Once earned, efforts must continue. Coca-Cola is one of the most recognized brands in the world, because they remain rigorously dedicated to funding their public relations initiatives.
  • Public Relations efforts are inherently difficult to measure because there is rarely a ‘call to action’; it is important to remain aware that positive impact is the cumulative result of consistent, ongoing, and varied public relations activities. It is a marathon, not a sprint.
  • There is no comparison to the credibility your business or organization can achieve from a single earned media opportunity. Conversely, it is important to remember that this credibility is valued by the public precisely because of the consistent ongoing efforts it takes to earn a single opportunity.

A CFM public relations and external communications audit will:

  • Reveal whether your current public relations efforts reach your target audience.
  • Reveal whether your communications messages align with your stated vision, mission and goals.
  • Compare the impact of your public image with that of your primary competitors.
  • Determine the consistency of your various public communications.
  • Reveal untapped opportunities for more effective public communication.

This audit can be integrated into a comprehensive Marketing Plan that will work with the audit reports given by our Creative, PR and other divisions to develop a clear plan of action to drive your marketing presence to the top.

Community Relations 

Networking and community giving are strong drivers for growth, employee pride and brand awareness. We review and provide feedback on past and present initiatives, plans, and opportunities, including involvement with (local) industry, community or civic organizations, event development/hosting, charitable work and partnerships, and sponsorships.

Internal Relations & Communication Immersion Session (Add-on Service)  

Offered as an add-on to the Client Needs Analysis or a standalone, the Internal Relations &  Communication Immersion Session is a two-hour, experiential exploration of your internal  communications, team-building efforts and professional development programs in order to  fairly assess whether or not internal relations and communications are impacting business  outcomes (positively or negatively). You will walk away from this session with a preliminary  action plan to multiply positives, change course on negatives and create or leverage any  opportunities for improvement. 

Email, Automation & CRM Audit

Unlock the full potential of your marketing and customer relationship strategies with our comprehensive Email, Automation, and CRM Audit.

Our expert team analyzes your current practices in-depth, providing actionable insights and recommendations to optimize performance, enhance customer engagement, and drive business growth.

CFM will evaluate your current email, automation & CRM solution and suggest where to focus your efforts and budget through:

  • In-depth analysis of list health and segmentation.
  • Expert review of email design, content, and mobile responsiveness.
  • Technical assessment for optimal deliverability.
  • Insightful performance metrics comparison against industry benchmarks.
  • Evaluation of automation workflows and their effectiveness.
  • Recommendations for A/B testing and future optimizations.
  • Detailed report with actionable steps for enhancement.
  • Personalized follow-up session to discuss findings.

Social Media Audit

Staying on top of the constant changes that  market dominators like Google and Facebook are  implementing in the industry can be a tricky and time consuming venture. With Client Focused Media’s team  of experts will review your current social media status, both organic and paid. 

Organic Social Media 

Continually building a social media presence is critical to remain  reputable and in the eyes of your current and potential customers.  We will assess your social platforms in the areas of engagement,  creative, messaging, variety of content, and social following in  relation to competitors. We will address your organization’s goals  and provide suggestions for ways social media can help accomplish  them and compliment your brand best. 

Instagram Reporting (Followers) 

According to a 2019 study, one billion people use Instagram each month. Client Focused Media uses a powerful Instagram analytics tool that analyzes your audience quality, provides demography and language insights, engagement analytics, audience insights, and provides you with a quality score.

Paid Advertising 

Because of social media’s ever-changing algorithms, only 7-8% of your followers see your content organically. Pay-to-play is important to your social strategy, but doing it effectively is critical. We will review your current ads running and make recommendations on creative, messaging, and targeting that will best reflect your brand and assist in accomplishing your goals. 

Print & Procurement Audit

Let Client Focused Media dive into your past print invoices to try to uncover hidden savings. We bring experience and versatility to the table for our clients. Many times, as a project evolves through the design process, the choice of materials, structure or graphics change. Often, if working with only one manufacturer, the project can “outgrow” the manufacturer’s expertise or equipment capabilities. With our experience, we can adapt with the evolution of the project. Our long standing relationship with multiple manufacturers gives us the strength and influence to get the job done at the right price and within deadline. 

Does your company suffer from any of the following issues?

  • Difficulty in reducing print costs?
  • Concern at whether you are achieving the most competitive print prices?
  • Worry at whether you are using appropriate suppliers?
  • Frustration at the resource and time taken to purchase print?
  • Disappointment at not reproducing the correct corporate brand?

The Print & Procurement Audit has been designed to provide a swift but thorough overview from a highly experienced print professional on opportunities to make print purchasing at your company more cost-effective, whether this is through changing process, altering specification or reviewing suppliers.

By the end of the process, your company will understand what savings can be achieved through:

  • Standardizing product specifications and schedules
  • Ensuring that best price is obtained and appropriate suppliers approached for jobs
  • Process efficiency and potential headcount reduction in ordering and artwork management
  • Implementation of the latest e-sourcing techniques

This process is aimed at all companies that purchase printed collateral. Typical sectors that may benefit from this service will include legal companies, financial services providers, leisure industry chains such as hotels and sports clubs and companies that use direct mail. It will be particularly useful to companies which do not have a centralized print procurement function.

The print and promotional product audit will cover:

  • Review of procurement strategy
  • Investigation of purchasing team structure, supply base and supplier management systems and recommendations for opportunities
  • Review of specification
  • Examination of most common products and recommendations for cost savings by changing specifications and opportunities for improved scheduling of production
  • Review of ordering and artwork supply process
  • Investigation of ordering process and production of artwork and recommendations for opportunities, particularly with regard to e-procurement and digital asset management
  • Price benchmarking
  • Review of current pricing of most common products against current market

A recent price benchmarking study undertaken by Print & Procurement at a publisher highlighted cost savings of over 30% on some of their products. Additional savings of up to 13% were shown to exist if specifications were changed.

Purchase the Audit + Provide Details

Purchase the CNA through our secure payment system and provide us with the details about your business via our comprehensive intake form.

Get Your Roadmap to success

During your presentation, we'll deliver a document offering feedback on areas of improvement and giving your business a roadmap to get the most from your marketing spend.

Book Your Presentation Date

Schedule your CNA presentation date and time. We'll get to work! Our team of experts will examine all areas of your business marketing efforts.

Mike White launched Client Focused Media in 2002, and has grown it to become one of the leading integrated marketing firms in Northeast Florida with extensive capabilities and experience providing strategic planning, marketing, creative, advertising, printing, branding, public relations and crisis communications services. Because of Mike’s commitment to provide the broadest range of integrated marketing services possible for CFM’s clients, he also founded an events production company as well as a promotional product company to support CFM’s cutting edge marketing campaigns and to yield measurable results for CFM clients at the most efficient rates.

Patrick Sullivan brings over fifteen years of marketing, advertising, and strategy experience to the team.  He is an accomplished self-starting and driven marketing executive, with vast experience in strategic planning, business development, brand management, media strategy, and digital marketing.  A strategic leader who combines insights, innovation and integration in both brand and agency environments.  Patrick has worked with several local, regional, and national brands and works tirelessly to ensure complete client satisfaction.

Rachel has always had a passion in the creative arts as a means of telling stories. A proud Florida Gator alumnus, she combines her knowledge and experience in advertising, video production, and web design to help businesses improve their online presence. She has worked with companies ranging from national organizations to local nonprofits developing content that’s reached millions and building beautiful, functional websites to help numerous businesses grow and thrive.

Lindsay Kirsch is an email marketing consultant and a marketing automation solutions architect. With a master’s degree in Instructional and Performance Technology, she consults with organizations and individuals to identify opportunities to save time while increasing revenues. Some of her clients include Fortune 100 companies such as AT&T and Johnson & Johnson to nationally recognized educational institutions, including Emory University and the University of Phoenix, not to mention niche personal brands.

Andrew is a natural born storyteller who loves telling all types of stories to all kinds of audiences. He’s had the opportunity to work with Academy, Tony, Grammy, Emmy, and Dove award winners in a number of capacities, both onscreen and off. He’s worked with international brands including the NFL and ABC, as well as local businesses and startups. His short films have played in cities across the USA and abroad.

With a rich history in both photography and videography, Andy Varnes possesses an ability to capture moments that transcend words. His combined knowledge of social media as well as photo/video gave him a specific focus in his work. His videos have garnered the attention of over 7 million viewers, thanks to his focus on quality. He has technical expertise of Premier Pro as well as the ability to create top industry work. Andy’s deep understanding of social media strategy is the linchpin of his success. He crafts journeys that guide brands and businesses toward growth and brand awareness. 

Whitney Mincey is a veteran in the corporate space with over a decade of experience in finance having been in various roles from registered financial advisor to competitive financial analyst and learning and development coordinator. Whitney has always had a strong desire to help others reach their full potential and is dedicated to promoting ongoing personal/professional development for all.  Utilizing her experience in project management, instructional design, and building strategic business partnerships, Whitney is committed to fostering an environment of continuous learning, growth, and success.

On November 1, 2022, Jack Sears retired from the Boy Scouts of America having served in various leadership roles for 37 years, including the last 15 years in Jacksonville. During his tenure of leadership, the North Florida Council experienced marked growth in quality program delivery; traditional youth membership and the Council completed a first ever capital/endowment campaign, having raised $6.8 million in support of Capital needs in support of the Council’s Camp Shands, St. Johns River Base at Echockotee, and the Baker Scout Service Center. He also facilitated a long-term endowment growth strategy that has resulted in total net assets for the North Florida Council Endowment fund of $12 million under active management and provides 15% of the operating/capital needs of the Council.

Most recently he founded JLS Advisors, LLC, a non-profit leadership, and fundraising consultancy firm.

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