What is a Communication Strategy?
A business needs goals to determine where it’s headed. When you take those goals and work out how they can be aligned to a marketing plan, that’s a marketing communication strategy.
Essentially, a communication strategy is a business tool that will help you to decide where and when you should be communicating to your target market.
Developing a communication strategy
When developing a communication strategy for your business, consider getting an expert on board to guide the process. Ebony+Ivory is a team of skilled professionals who assist their clients with this pivotal first port of call for any campaign, the strategic communication plan.
The first step to creating a successful strategy is to set your goals and objectives. What exactly are you trying to achieve? The communication strategy goals normally relate back to the company’s goals. If your company has the goal of generating awareness about your product, a communication strategy goal would be more specific. For example, your goals might be to raise awareness of your product amongst single female women in their first job, and mothers of young children, who are currently stay-at-home moms.
You also need to very clearly identify why each of your target markets would want to buy your product or service. Single out your unique selling point or USP – what sets you apart from your competitors? A clear understanding of your USP will drive all your messaging.
Once you’ve identified your target markets, the objectives you have for each market, and your USP, the next move is to develop key messages that effectively speak to target audiences. When speaking to mothers of young children, for example, your message would be very different from how you would speak to single working-professional women. The message needs to resonate with the audience and connect with them on a personal level.
Next, you need to identify effective communication channels. How can you reach your target audience? Are they glued to social media? Or do they watch a lot of TV? Would you be able to reach them through a PR campaign that will be spoken about on the radio? Or are you better off concentrating on a promotion in a shopping centre? Generally, you will combine a number of different channels to effectively reach your target audiences.
Let’s get on with the show. Now, what’s the communication plan?
You will also have to set up a communication plan detailing the frequency of your messaging. How many times a day are you going to try to engage with your audience? If you’re running a radio advertising campaign, how long will it run for and when? How many Tweets do you plan to publish a day? Can you send an email to your audience weekly? This needs to planned out on a calendar so you can see where and when you will be communicating.
Of course, a communication strategy can be very specific or much broader. You may want to develop a corporate communication strategy to profile your company to potential investors or an internal communication strategy for ensuring the right messages are getting through to your employees. You may want to zoom into a particular media platform, as your brief may be for a digital communication strategy that specifically speaks with your audience online.
If you’re looking for an agency that will partner with you to plan your communication strategy and one in particular that hinges on Return on Investment (ROI) for your company, speak to Ebony+Ivory. Our marketing intelligence and strategy division is highly skilled at helping companies develop hard-hitting communication strategies that delve into the finest layers of planning.
Contact Ebony+Ivory for your communication strategy and communication plan
Ebony+Ivory offers you a media and marketing communication strategy that will work with intelligence and gusto to build your brand. Let’s talk – call us on +27 11 327 6871 or email firstname.lastname@example.org.