How To Develop A Big Picture Communications Strategy

Posted on | July 14, 2010 | No Comments

Summer is here. We’re reading books on the beach, drinking wine on the patio and making more time for our friends and families. But after recharging my batteries for just a day or two, that entrepreneurial brain kicks in. I start thinking about big picture stuff.

About a third of my work is helping develop a “big picture” communications strategy for clients. For local businesses, this usually starts with a conversation in a café.

That’s where I ask questions to get answers that will help guide the strategy. The process of answering these questions often has a spin-off benefit; it helps the business owner re-assess their business model and objectives.

What do businesses need to think about before proceeding with a communications strategy? Here’s a quick list (and you’ll notice that a lot of these points will come up when developing or adapting a business plan):

1. What does your business want to promote?
A communications strategy typically operates through campaigns. Businesses may offer a wide range of products or services. Non-profit organizations may support a variety of related causes. Focus your campaigns according to your priority objectives.

An obvious example: if you sell seasonal services like lawn care at this time of year, develop your campaign around that. You don’t need to focus resources and budget right now on marketing your snow clearing services.

2. Who is your target audience?
This is sort of a refined version of your target market. For instance, if you are selling business software, is it better to produce marketing materials addressed to the owner of the company or the head of their IT department? For your gaming company, do you want to reach out to the players directly, or to the game reviewers who are going to influence the players?

3. How do you want your brand to be seen?
It can be confusing to the consumer if your communications materials lack a consistent style. As well, “formal and dignified” may work for a bank or a law firm, but what if your company is Chucky Cheese or Skull Skates? And if you’re going to run a social media campaign, how do you want the voice on your blog or Twitter account to reflect your company’s core values? A communications specialist will be able to provide recommendations, but you may have some ideas of your own to provide guidance.

These are some of the key considerations for developing a big picture communications strategy. It’s a lot to think about. You won’t get through it all while watching the waves come in at a day at the beach. But when you’re feeling recharged and your mind is clear, that’s not a bad time to get started.

If you’re in Vancouver this summer and just want to bounce a few strategy ideas off of a communications expert over an iced cappuccino, we’ll be around (If you’re not in the city, no worries – Skype and email work just fine).

And if you need more intensive help in developing your organization’s long-term communications strategy, we’re around for that as well (We take our vacation in the winter).

To get a free initial consultation to learn more, contact WRITEIMAGE today at (604) 230-2638 or email info [AT] writeimage [DOT] ca