When marketers and consultants are called in to help their clients solve business challenges or meet specific goals, they often rely on the classic SWOT analysis. This simple acronym helps them understand the Strengths, Weaknesses, Opportunities and Threats that influence the situation. While it may be a “tried, tested and true” tool, it is one that Spruce strategists had to update and reframe to better suit our goals and those of our clients. Here is how we got to SCORR.

A few years ago, we were working with one of our long-standing clients on a communications strategy. As part of our discovery work, we put together a SWOT analysis which we presented to the client before embarking on the strategy development. As an organization that represents a historically marginalized community—impacted by systemic injustice, violence and other significant barriers—they felt that Weaknesses and Threats focused on negative aspects of their experience, an approach that has often harmed instead of helped their communities.

While we had highlighted the strength-based lens the organization applied to their projects and programs as a Strength, we had relied on the typical model and hadn’t considered that it should be reframed to address their perspective and situation. To paraphrase their feedback: “People have often focused on our weaknesses and used them to try and tear us down. We want to build things up.”*

For that project, we made some small updates to our analysis, but as we continued to work with other clients on campaigns, brands and marketing strategies, we realized that we needed a new framework. Many of our clients are from historically marginalized communities, or are trying to reach these audiences. As an agency, we are committed to helping our clients make their communities better places to live, work and play. That perspective and commitment to growth called for a more optimistic analysis tool.

Today, we use our SCORR tool—Strengths, Challenges, Opportunities, Risks and Recommendations—for all our client projects. While it covers similar ground as the classic acronym, SCORR is designed to provide a new perspective on the situation, inspire action and drive collaboration. It helps us build a foundation to work with our clients and we have found that it resonates across sectors, communities and business goals.

We typically apply SCORR after conducting a literature review and a series of individual or group interviews. We present it as part of a findings meeting with the client. Here is how it helps us frame those projects.

Strengths

What makes the organization unique? What elements have been the foundation for success?

These pieces point us in the direction of opportunities.

Challenges

What barriers does the organization face? Are the challenges from the internal or external environment, or both?

These give us insight into the core issue we’re trying to solve.

Opportunities

What next steps could we take? Where can we see growth and change?

These lead to conversation and collaboration and often inspire new campaign or branding ideas.

Risks

What new challenges may arise? What is out of our control and what can we mitigate?

Here, we consider the whole picture and plan for future accommodations.

Recommendations

How should we move forward? What makes the most sense for the organization?

This final step answers the “so what?” of the analysis by proposing a set of actions.

Once we have reviewed and presented these to our client, we update the analysis with our new insights and then use them to hone the core pieces of the project. Bringing the SCORR tool into a project early on helps our client see their situation in a new way and ensures that we are in alignment as we move forward in developing a campaign, brand or strategy together.

*A huge note of gratitude to our clients.

The development of the SCORR analysis is the outcome of many meaningful conversations with our incredible clients who have trusted us to apply it to their projects. We appreciate their candor and willingness to share their experience with us so that we can grow. We are proud and grateful of the collaborative approach we all bring to the table.

Are you ready to turn your SWOT into a SCORR? Reach out and let’s get started.

Amanda McMillan is the Director of Brand Development at Spruce.