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 Barratts Go Compare GoogleBMW AppleRyanair Coca Cola

What in common?

ClaritySimplicityConsistencyFocusSelling... which makes them memorable

Well known brands

(logos/pics)Tesco Barratts Go Compare GoogleBMW AppleRyanair Coca Cola

The strategic process

Understand audience first

So who are your customers? Gender Age Location Employment Family type

But what are they really like?

Messages and usp

Messages and usp

Other considerations 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 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

Top 10 tactical tips Websites

Focus Update Market, adwords and SEO Essential

Top 10 tactical tips Social media

Review Depends on audience Clear on goals Interact Cost effective

Top 10 tactical tips PR – making stories

National Topicality Local-ness Angles Focus on media

Top 10 tactical tips PR

Credible How to write Cost effective Measure through

AVE

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

Top 10 tactical tips Events/networking

Often ignored Vital getting face-

to-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