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This presentation Comm strategy, what is it, why matters Understanding your audiences Establishing a usp around
aims/messages Top ten tactical tips
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Well known brands
(logos/pics)Tesco Barratts Go Compare GoogleBMW AppleRyanair Coca Cola
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What in common?
ClaritySimplicityConsistencyFocusSelling... which makes them memorable
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Well known brands
(logos/pics)Tesco Barratts Go Compare GoogleBMW AppleRyanair Coca Cola
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The strategic process
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Understand audience first
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So who are your customers? Gender Age Location Employment Family type
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But what are they really like?
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Messages and usp
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Messages and usp
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Other considerations Financial People Evaluation Timescales Example plan
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Activity Action Timing (2010) Audience Measurement
Communications Strategy Agree, review and develop Ongoing at six monthly intervals Internal – board members Overall success of strategy incorporating all of below
Lyng Brand Refresh
Refresh and agree April Internal
Develop guidelines May Internal
Design and produce stationery, literature, display material, signage
June All Impact on image and awareness of the Lyng estate
Website Develop design and content for key pages and publish
May then ongoing development and updating
All Website viewsDirect response to website
Customer involvement survey Carry out May/June Tenants Level of tenant involvement
Stakeholder image survey Carry out May/June Stakeholders Image of Lyng estate
Lyng media relations programme Produce press releases Averaging one press release a month, intensifying around start on site
All Advertising valueKey messages
Lyng estate reputation management Identify spokespeople Manage coverage of estate
Ongoing All Quality of coverage – positive v negativeEstate image surveys
Carry out media training and develop protocol
June Internal – board members/stakeholders
Quality of coverage
Community Newspaper Write, design and print Launch – June then quarterly Tenants, wider Lyng community and stakeholders
Readership Response to newspaper
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Top 10 tactical tips Websites
Focus Update Market, adwords and SEO Essential
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Top 10 tactical tips Social media
Review Depends on audience Clear on goals Interact Cost effective
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Top 10 tactical tips PR – making stories
National Topicality Local-ness Angles Focus on media
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Top 10 tactical tips PR
Credible How to write Cost effective Measure through
AVE
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Top 10 tactical tips Power writing
It’s about them What’s In It For Me, WII FM Answer ‘So What?’ Be bold Talk about benefits
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Top 10 tactical tips Events/networking
Often ignored Vital getting face-
to-face Takes time Effective
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Top 10 tactical tips
Newsletters/ezines Keep in touch Tracking via internet Traditional vs online Powerful but need to do well
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Top 10 tactical tips
Direct mail Targeting Delivery Clarity of message Variable results
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Top 10 tactical tips
Advertising Traditional v Online Clarity of message, design & copy Plan and negotiate on media Effective but expensive
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Top 10 tactical tips
Other Exhibiting – pull-ups to trade shows Awards Branding Sponsorship