How to Comprehensively Manage Your Communications Strategy

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Staying on top of the varying communications needs of A/E/C firms can be challenging. Far too many firms make the mistake of “throwing it out there,” rather than building an organized strategy for reaching prospects, clients, and stakeholders.

Your firm’s communications efforts should go beyond simple news releases and social media posts. Creating and publishing useful content that fits with the overall marketing strategy, while incorporating the needs of multiple stakeholders with varying goals and objectives, requires careful planning.

This presentation teaches the process for developing and implementing a comprehensive, effective communications plan and how to use strategic communications to advance your firm’s business development goals.

Attendees will learn how to:
• Develop a connection between strategy development and execution using strategic communications
• Identify the essential components of a strategic communications plan
• Understand the time and personnel commitments required
• Implement methods for generating and repurposing content

Published in: Business, Technology
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How to Comprehensively Manage Your Communications Strategy

  1. 1. How to Comprehensively Manage Your Communications Strategy
  2. 2. Meet Your Presenter • Shannah Hayley, FSMPS, CPSM • SMPS Dallas Newsletter Editor • SMPS National Past Certification Chair • Director of Communications & Marketing Manager | The Beck Group • Masters in Communications
  3. 3. Enough About Me! How many participants in today’s webinar currently have a strategic communications plan?
  4. 4. The Key Takeaway You already have the content that you need to be successful. This webinar will give you the tools to build a strategy that works for your firm.
  5. 5. Learning Objectives 1. Connect strategy development and execution using strategic communication. 2. Identify the essential components of a strategic communications plan. 3. Understand the time and personnel commitments required. 4. Learn methods for generating and repurposing content.
  6. 6. Poll : Strategy and Communications Potential B2B customers have gone through what percentage of the buying cycle before they engage with the traditional “sales” team? A. 50% B. 60% C. 70% D. 80% Source: Corporate Executive Board: The Most Important Number in B2B Marketing, August 31, 2011.
  7. 7. Learning Objectives 1. Connect strategy development and execution using strategic communication. 2. Identify the essential components of a strategic communications plan. 3. Understand the time and personnel commitments required. 4. Learn methods for generating and repurposing content.
  8. 8. What Is Strategic Communication? All content produced by your firm.
  9. 9. • • • • • • • • Bylined Articles White Papers Presentations Direct mail (print & e-marketing) Newsletter News releases Website Social Media Strategic Communication
  10. 10. Step One Determine what the business goals are for the communications activities.
  11. 11. • What’s the ROI for your firm? – Employee Engagement – Reputation – Customer Satisfaction – Sales • Why are we doing this? Step One: Determine Business Goals
  12. 12. Step Two Determine the measurable communication goals.
  13. 13. • • • • Who are you trying to reach? What do you want them to know? What do you want them to do? What results are you anticipating? Step Two: Measurable Communication Goals
  14. 14. Step Three Determine your core messages.
  15. 15. • • • • Strategic message framework Messages by service Messages by market type Messages by location Step Three: Core Messages
  16. 16. Let’s take a break! Any questions?
  17. 17. Poll: Content Marketing Resources When professional service firms were asked to rate the key factor in marketing effectiveness, what ranking did they assign to intellectual capital? A. Most important B. Moderately important C. Somewhat important D. Not at all important Source: The Bloom Group: Attaining Thought Leadership, September 2006
  18. 18. Learning Objectives 1. Connect strategy development and execution using strategic communication. 2. Identify the essential components of a strategic communications plan. 3. Understand the time and personnel commitments required. 4. Learn methods for generating and repurposing content.
  19. 19. The Big Question Why Are We Doing This?
  20. 20. Let this question and its answers drive what channels and tools you use and what you do. Why Are We Doing This?
  21. 21. Step One Which media sources and instruments should we use?
  22. 22. • What are we using? • What should we consider? – – – – Print Online Social Media TV / Radio • Remember THE question! Step One: Media Sources and Channels
  23. 23. Step Two Develop Relevant Content
  24. 24. • Message based • Goal focused • (We’ll talk about how later!) Step Two: Develop Relevant Content
  25. 25. Step Three Get organized.
  26. 26. • Content plan & calendar – Actions, activities & initiatives – – – – Channels Resources required Timing Ownership Step Three: Organization
  27. 27. Step Four Measure, measure, measure.
  28. 28. • Connect the dots – Use your goals as your baseline • Four metrics – – – – Awareness Engagement Impact Business Value Step Four: Measurement
  29. 29. Poll: The Value of Communication On average in 2012, B2B marketers spent what percentage of their marketing budgets on content marketing? A. 11% B. 22% C. 33% D. 43% Source: Content Marketing Institute and MarketingProfs: B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America. 2012.
  30. 30. Learning Objectives 1. Connect strategy development and execution using strategic communication. 2. Identify the essential components of a strategic communications plan. 3. Understand the time and personnel commitments required. 4. Learn methods for generating and repurposing content.
  31. 31. What It Will Take Count the cost before you get started.
  32. 32. • • • • • • What are our internal resources? What is our budget? Can we be consistent? Is firm leadership on board? Will we measure for true ROI? Are we willing to stick with it for the long-haul? What It Will Take
  33. 33. Poll: Content Marketing Trends What percentage of B2B marketers plan to increase content production in the next 12 months? A. 22% B. 42% C. 62% D. 82% Source: Content Marketing Institute and MarketingProfs: B2B Content Marketing: 2013 Benchmarks, Budgets and Trends – North America. 2012.
  34. 34. Learning Objectives 1. Connect strategy development and execution using strategic communication. 2. Identify the essential components of a strategic communications plan. 3. Understand the time and personnel commitments required. 4. Learn methods for generating and repurposing content.
  35. 35. Generating and Repurposing Content A communications strategy doesn’t mean you have to create everything.
  36. 36. • Be customer-centric. • Be real and passionate about your business. • Identify your clients’ hot topics. Generating and Repurposing Content
  37. 37. • • • • Evaluate, organize and repurpose existing content. Consider hiring outside help. Rely on content management calendar. Frequency matters. But quality matters more. Generating and Repurposing Content
  38. 38. Your Turn! Any questions?
  39. 39. Thank you! And remember… You already have the content that you need to be successful. Now you have the tools to build a strategy that works for your firm.

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