We never launch a communication project without a clear view of the underlying communication strategy. But what, exactly, does a communications strategy consist of?
All projects start by clearly defining goals : what are you trying to say, to whom, and why? We usually answer these questions in parallel:
- your Unique Service Proposition (USP) is defined - what sets you apart? Why should your audience listen
- audience research - we study the people you are trying to reach: who are they? what interests them? what do they think of your current communications products? And of your proposed USP?
Any audience data you have will be analysed, and supplemented as required with desk research, online surveys, focus groups, face-to-face and telephone interviews, and more.