Communications Strategy
Share your key messages with your target audience
What is a Communications Strategy?
A communications strategy can be defined as:
A pull strategy targeted at your customers, consumers and end-users which is designed to ‘pull’ the customer into the businesses marketing channels that include social media, word of mouth, media coverage, advertising and email marketing. In this respect the strategy generates awareness, helps form attitudes and motivates behaviour that results in demand for the product or service.
A push strategy ensures that supply meets demand for the product or service. The strategy is targeted at marketing channels or networks that provide the product or service that include trade shows, radio and tv advertisements, direct mail, direct selling and pay per click advertising. This strategy encourages suppliers to retain stocks and allocate resources to sell the product or service.
A profile strategy which targets all stakeholders, internally and externally. The aim is to create, build and maintain the desired image of the business, build the brand and its reputation.
Each of these communications strategies can be linked to form an integrated marketing communications plan.
Franchise Development Communications Strategy
If you are a franchisor/franchisee seeking to improve communications, your franchise development plan needs an effective communications strategy.
When developing your franchise network you will need to identify the type of communications strategy that is right for your business. An integrated marketing communications plan will allow you to uncover your core messages and ascertain the most relevant channels in reaching out to your target audience.
As well as, the development of a brand communications approach across all channels, which might include PR, social media, advertising and events.
The key elements of a communications strategy offered to our clients are set out below.
Integrated Marketing Communications Plan
The development of a structure for an effective integrated marketing communications plan for your business is critical to the communications process.
Situational Analysis
For the simple reason that a communications strategy is linked with marketing strategy. A complete understanding of your business and its objectives needs to be developed.
Accordingly, the strategic direction for any integrated marketing communications plan must be underpinned by a comprehensive analysis of your business, the market, competition and the environment in which you operate.
The information gained from one area of the situational analysis may have an impact on and relevance for other areas.
Determination of Marketing Objectives
At this point, its important that you differentiate between marketing and marketing communications objectives. Your marketing objectives set out what your business wants to achieve from its marketing activities. These need to be consistent with the overall aims and objectives of the business, examples include increase company sales by x %, achieve a market share of x%. Marketing communication goals refer to specific goals such as increasing awareness, changing attitudes, influencing purchase intent, altering perceptions of a product or service. Accordingly, we’ll work with you to identify your goals and objectives.
Budget Planning
Having determined your marketing and communication objectives an appropriate budget will need to be set. It’s important that an evaluation is made and the most appropriate method is adopted, so we’ll work with you on setting the right amount of budget.
Identification of Target Markets
In order to determine the appropriate communications message for your business it’s vital to identify your desired target market. By clearly identifying the target market you will have the assurance that your budget won’t be wasted on unnecessary marketing.
Identification of Your Core Message
The marketing communication objectives need to be clearly defined and understood by everyone participating in the communications process.
Identification of your core message requires a detailed understanding of your ideal buyer. This will include their patterns of product or service use, motivation to buy and so on.
Selection of your brand by your buyer may depend on a number of factors. For instance, the desires and aspirations of the buyer or the physical properties of the product or service offered and level of emotional appeal. Consequently, the development of an effective marketing communications plan requires a single cohesive core message that is understood by your ideal buyer.
Determination of a Communication Strategy
This step requires the identification of the most effective communications strategy for your business. This might be based on a pull, push or profile strategy or a mixture of these.
For this reason, the strategy adopted sets the tone for your integrated marketing communications plan and ensures the integration of all marketing activity to ensure the message is delivered to your desired ideal buyer.
Development of Campaign Elements
Development of the campaign elements follows the identification of the core and consistent message to your target audience.
As there are many options available, we’ll work with you on the relative merits of each approach. Primarily this will focus on considerations such as budget and fixed timescales.
Testing the Marketing Mix
We offer a number of marketing-research techniques to ensure the effectiveness of the communication plan to your target audience.
In this respect, market testing will offer guidance to the planning process. For example, ensuring that the message is interpreted by your target audience in the way it was intended or raising their motivation to purchase.
Co-ordination and Integration
To maximise the effectiveness of a campaign we’ll work with you to co-ordinate and plan the implementation of the programme.
This includes ensuring the various elements of the campaign are integrated.
Monitoring and Control
Monitoring of the campaign is vital, as errors need to be identified and corrected. We’ll help you develop a feedback mechanism to evaluate campaign activities against your marketing and communications objectives.
The outcomes from an evaluation will support future campaign planning which is enhanced through the gathering of information and data.
Other Marketing Strategy Services Offered Include:
Any of the above strategies can be used in franchise development.
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