Communication

Emilia Pezzini, Jan. 9th 2017

Planning

What is a communicationplan? The communication strategy

implementation “playbook” for a project.

“…is just a wish.”Antoine de Saint-Exupéry

“A goal without a plan…”

Begin by setting your direction…

Why are you communicating?Craft a communication mission statement.

Who are you communicating to?Choose your target.

Where are you communicating?Choose your channels.

Essential Channels

1. Websites

2. Social Networks

4. Press & Media

3. Email Marketing

According to the direction you’ve set…

Identify the ideal content for your target in terms of topics covered.

Identify the most strategic

language(s).

Define the most appropriate tone &style.

List sources to monitor sector trends,

implement the content strategy, get coverage.

List keywords(for SEO & social networks).

Don’t forget to…

Be creative!

Content is not only text but also pics, infographics, videos, gifs, memes and

much more.

Monitor trends

Find viral trends which suityour strategy.

Seize the day!

Use “special days” for ideas.

Keep it clickable & shareable

As your aim is to get your content viral.

Include CTAs

Set general/specificCall To Actions.

Check!

Revise spelling & grammar and have someone

proofreading.

You’re now ready to set up your calendar for distribution & promotion…

Keep a good balance of:

- stories about your company;

- sector news and insights.

Websites

1-2 posts per week shall be enough for now…

Source: Hubspot

When you “grow up”…

Brand Journalism

SEO

Keywords are now handy!

SocialNetworks

Keep a good balance of:

- company’s website/other websites;

- content on the company/on the sector.

Also balance visuals and text.

Bad news:every social has it’s

own rules.

Good news:it’s quite easy to find

out the basics.

FREQUENCY

& : 2 activities per day are enough;

: tweet at least 10 times per day.

TIMING

Source: digitalic.it

BUT…

Use insights & analytics to check when is your target more active ad do some testing!

Promote for free across relevant groups, pages, ecc…

Schedule paid campaigns based the directions you’ve set.

!All of this shall be coupled with strategies to grow your fan/followers base!

Craft a monthly newsletter with content on your company and on the sector you’re in.

EmailMarketing

Send out DEMs for specific purposes with

the relative CTAs.

REMEMBER TO…

be creative and consistent and use a nice graphic format.

Startup Europe & TWIST event: Effective Lean Startup Marketing Strategy

!This shall be coupled with a strategy to grow your database of profiled contacts!

Only distribute press releases actually providing interesting news.

Press& Media

News shall be distributed promptly as they happen or before they’re distributed by other parties.

IF THERE ARE OTHERS INVOLVED…

…you shall arrange timing with them.

GENERALLY…

You shall take at least a week to set up the distribution of news to the press.

Actively pursue the publication of content on the company or signed by the founders.

KNOW THEIR RHYTHMS…

Take into account different times required for the work of different media outlets.

ONLINE VS OFFLINE

Timing varies a lot!

If you’re targeting an offline media outlet let them know.

EXCLUSIVES

Arrange exclusives with media outlets before distributing news.

TIMING

Do not distribute news on the weekend (or Friday afternoon).

Generically, lunch time (12-15) is a good time.

Monitor the outcome of every action& adjust the strategy accordingly.

… and then off course: analyze!

http://bit.ly/CommunicationLVG

We’re here to help!

Emilia PezziniPress & CommunicationsAssistant

Bianca SantilloExternal RelationsManager Veronica Rinaldin

Social Media& Content Manager

http://bit.ly/CommPlanning

Communication Plan Guidelines & Calendar