Messaging Strategy
Developing a strategy for your organization takes experience, nuance and clarity. Our campaigns take into consideration a full spectrum of venues, including a traditional perspective as well as a digital one. This gives our clients the benefit of cross-promotional tactics and allows their message to be delivered to customers through multiple methods and means, with more control over their brand integrity.
What Does a Messaging Strategy Include
- Goals are the broad, overarching aims of PR efforts.
- Increase brand awareness.
- Improve stakeholder relationships.
- Examples
- Objectives are specific, measurable, achievable, relevant and time-bound (SMART) steps towards achieving your goals.
- Increase website traffic by 20% within six months.
- Example
- Strategies are the broad approaches used to achieve the objectives. They outline how the objectives will be reached.
- Media Relations
- Content Marketing
- Event Planning
- Examples
- Tactics are the specific actions taken to implement the strategies. They are the "how-to" of a public relations strategy.
- Writing press releases.
- Organizing press conferences.
- Engaging with influencers.
- Examples
Our Messaging Strategy Approach
We start with the right group of professionals. Our team of industry professionals provides a level of personal service, creativity and production output that gives us a competitive edge in building highly-effective communications campaigns that produce measurable results (and often design awards as well.)
We retain several, subscription-based data resources in order to ensure all creative campaigns are firmly based on target and market research. The design of our creative—including messaging—is both strategic and relevant to impart maximum impact on your audience.
Our list of diverse capabilities represents how we can deliver your brand. What it can't show is the superior quality of what we deliver and how we strive to not only meet your expectations—but exceed them.
Assessment, Research & Strategy Services
Laying the Foundation
The first task we undertake after being assigned a project is to schedule a meeting between our team members and your key staff to gather information. We’re interested in not only scheduling, budget and job specifications, but also in your preferences, target audience and objectives. Although this process is somewhat time consuming, it is crucially important. It will help you—and us—sharpen our focus and objectives, and it will help ensure that what we produce is not only creatively excellent, it's strategically targeted.
Assessment, research and strategy are the first steps to our creative process, whether we’re developing a new brand identity or starting an integrated communications campaign. These steps entail a number of audits, interviews, research reports, focus group tests and brainstorming sessions in order to attain the following goals:
- Understand where a client stands in the competitive landscape.
- Define what the client would like/need to accomplish.
- Determine current position/awareness of the brand.
- Define target audience(s).
- Understand what motivates a brand’s audience.
Keep It Legal
Despite its name, the CAN-SPAM Act doesn’t apply to only bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including emails that promote content on commercial websites.
The law makes no exception for business-to-business emails. That means all email, such as a message to former customers announcing a new product line, must comply with the law.
“There are three questions potential customers must answer if we expect them to engage with our brand. And they should be able to answer these questions within five seconds of looking at our website or marketing material:
- What do you offer?
- How will it make my life better?
- What do I need to do to [get] it?
-Donald Miller. Building a StoryBrand 2.0