Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy
Assessing YourBrand Grant Imlach, Communications Manager
Bowel Cancer UK – We Can Save Lives: 25th Anniversary Rebranded last September, new website launched in October Bowel Cancer second biggest cancer killer in the UK. The barrier is no-one wants to talk about it. It’s not a breast or a testicular cancer. Main competitor – Beating Bowel Cancer. I have responsibility for brand, PR, media relations, website, social media, print & design, merchandise, advertising, films and photography. I’ve worked for in Comms for RNIB, Age UK, Action for Children, NSPCC
Brand & Comms Strategy: Questions for you How many of you are directly responsible for the brand? (It’s part of your work). How many of you are directly responsible for putting together the comms strategy for your organisation? How many of you are involved in some way with the brand? How many of you deliver some or all of the day to day comms work in your organisation?
Brands typically are made up of various elements, such as: Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. Or in our case ‘We Can’ Graphics: The dynamic ribbon is a trademarked part of Coca-Colas brand.
Shapes: The distinctive shapes of the Coca-Cola bottle. Colours: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. Intel processors. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors.
Your Brand – What you’d like covered? Starting work on a brand positioning comms strategy ensuring integration and buy-in from across the organisation To get a clearer picture of how to assess brand position Branding issues, importance of logos, celebs, good PR tips Any others?
BREAK OUT SESSION ON BRAND Let’s get into groups and share our experiences What are your burning issues? What do you need help and support with? What can you pass on? Come back and share with the room about what’s been talked about, the successes, the challenges and any pearls of wisdom that we can all take away.
Your Communications Strategy Statement of intent Current situation – PEST, SWOT, Competitor analysis Organisational Objectives (inc. depts objectives) - SMART Communications Objectives Audiences & stakeholders Messages
Your Communications Strategy Key communication methods - tools and activities (what’s the messages and what tools are you going to use) Resources Overall timescales Evaluation and re-evaluation Work plan (with detailed activities and timings)
Your Other Strategies (these flow from overall Comms strategy): Social media strategy Website strategy PR strategy Media relations strategy Marketing strategy
What you’d like covered? Check I’m on track with it as it’s currently in development reflect and refine existing communications strategy - identify any gaps / weaknesses and develop plans to address. Learning from best practice - particularly, practical tools that can be implemented within my organisation. About to start developing or in the middle of developing the strategy Want a future proof and measurable strategy Training to support hospices in this area
What you’d like covered? Hoping to improve our existing strategy To discover ways of making our organisation appear more appealing to funders/general public Ensure integration of the comms strategy across the organisation and how staff will implement it
What you’d like covered? how to make a strategy live so that it has a real effect on how you and others work as so often they dont how to measure effectiveness/change resulting from it in a way that is as low cost/resource as possible how to manage internal demand and get internal buy-in to what you are doing because a good strategy should perhaps also be explicit in terms of what you are going to do less of or better
What you’d like covered? Recommended books for further reading How to communicate strategy with membership - especially when theyre so used to the he who shouts loudest wins approach in the past Measuring reach and outcomes on a small scale - evaluating and adapting your strategy.
BREAK OUT SESSION ON COMMS STRATEGY Let’s get into groups and share our experiences What are your burning issues? What do you need help and support with? What can you pass on? Come back and share with the room about what’s been talked about, the successes, the challenges and any pearls of wisdom that we can all take away.