This presentation
 Comm strategy, what is it, why matters
 Understanding your audiences
 Establishing a usp around
aims/messages
 Top ten tactical tips
Well known brands
(logos/pics)
Tesco
Go Compare
BMW
Ryanair
Barratts
Google
Apple
Coca Cola
What in common?
Clarity
Simplicity
Consistency
Focus
Selling... which makes them memorable
Well known brands
(logos/pics)
Tesco
Go Compare
BMW
Ryanair
Barratts
Google
Apple
Coca Cola
The strategic process
Understand audience first
So who are your customers?
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Gender
Age
Location
Employment
Family type
But what are they really like?
Messages and usp
Messages and usp
Other considerations
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Financial
People
Evaluation
Timescales
Example plan
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 views
Direct 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 value
Key messages
Lyng estate reputation management
Identify spokespeople Manage
coverage of estate
Ongoing
All
Quality of coverage – positive v
negative
Estate image surveys
Carry out media training and develop
protocol
June
Internal – board
members/stakeholders
Quality of coverage
Write, design and print
Launch – June then quarterly
Tenants, wider Lyng community
and stakeholders
Readership
Response to newspaper
Community Newspaper
Top 10 tactical tips
 Websites
 Focus
 Update
 Market, adwords
and SEO
 Essential
Top 10 tactical tips
 Social media
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Review
Depends on audience
Clear on goals
Interact
Cost effective
Top 10 tactical tips
 PR – making stories
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National
Topicality
Local-ness
Angles
Focus on media
Top 10 tactical tips
 PR
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Credible
How to write
Cost effective
Measure through
AVE
Top 10 tactical tips
 Power writing
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It’s about them
What’s In It For Me, WII FM
Answer ‘So What?’
Be bold
Talk about benefits
Top 10 tactical tips
 Events/networking
 Often ignored
 Vital getting faceto-face
 Takes time
 Effective
Top 10 tactical tips
Newsletters/ezines
 Keep in touch
 Tracking via internet
 Traditional vs online
 Powerful but need to do well
Top 10 tactical tips
Direct mail
 Targeting
 Delivery
 Clarity of message
 Variable results
Top 10 tactical tips
Advertising
 Traditional v Online
 Clarity of message, design & copy
 Plan and negotiate on media
 Effective but expensive
Top 10 tactical tips
Other
 Exhibiting – pull-ups to trade shows
 Awards
 Branding
 Sponsorship