Advisement for a single, unified, enterprise-wide communications strategy.
A communications strategy is the hub from which all tactical and operational communications flow. It guides everything that’s required to build, maintain and protect an embraceable brand.
We can assist with any aspect of this vitally important function, be it internal or external in nature.
Our advisement services address, but are not limited to, matters like:
1. Identifying the relevant target audiences in your value chain.
- For discovering and managing internal communications needs (i.e, training; information routing; procedures, policies and practices documentation; and more)
- For discovering and managing external communications needs (image building, reputation management, content marketing, product/service marketing, and more)
2. Isolating relevant customer characteristics for crafting a communications strategy that will support your value proposition and brand image.
- Demographics, Psychographics, Sociographics, Personas
- Firmographics, Industry Trends
- Lifecycle States, Lifestyle Traits
- Needs, Motives, Preferences
- Interests, Attitudes
3. Identifying the communications tools and channels that should be used or tested to reach the customer audience(s) or, as is increasingly more common these days, for them to find you.
- What should be the ratio of outbound marketing to inbound marketing?
- What tactics might be employed or tested to facilitate the process of making a fruitful connection with your customers and prospects?
4. Evaluating/Profiling key competitors and/or substitute products/services.
- What can be observed about them through their communications strategy?
- What core brand message and value proposition do they try to convey?
- How does your enterprise/brand differ from them and how is it the same?
5. Crafting a core message to uniquely position/differentiate your enterprise in the eyes of the target market audience(s).
- What makes your brand better or more appealing than any other like it?
6. Assessing the training and/or information needs of your internal audience(s).
- Do they know what brand image to promote or project?
- Does each person understand the contribution he/she is expected to make in support of the value proposition and brand image?
- What types of training/education/professional development will aid them for building, maintaining and protecting the brand?
- What preemptive training/policies/procedures should be implemented to lessen the chance of harmful conduct against the product or brand?
7. Determining what types of actions, words and images will support the product, service or brand image. How might they be framed to:
- Translate the product/service offering into concepts an audience can readily understand and appreciate?
- Reflect an alignment with customer needs, motives and/or preferences?
- Reinforce a positive perception of the brand?
- Differentiate the brand in comparison to how competitors are perceived?
- Speak directly to audience motives, wants and needs in either emotional (soft ideas, attitudes, feelings, perceptions) or rational terms?
9. What types of feedback mechanisms and performance data collection should be employed across the value chain to:
- Measure performance at the strategic level, and the tactical/operations level?
- Measure cross-functional performance — are different functions interfacing as well as they should?
- Measure cross-platform performance — are the different media platforms complementing one another and maintaining brand message continuity?
- Ensure performance measuring is frequent enough and responsive enough to stay abreast of the dynamics that affect perceptions about the brand?
- Aid with keeping the enterprise nimble for adapting to emerging conditions or critical issues?
10. Will you cultivate a team problem-solving process that analyzes and learns from feedback and/or performance data?
- How will it be organized and implemented?
- What levels of the organization will be involved, and what will be the responsibilities at each level?
- Will it combine bottom-up management with top-down management?
To capitalize on the role of communications as a tool for getting things done at your enterprise, contact us now. Take advantage of our free initial consultation.