Seminar aimed at helping startups participating in LUISS ENLABS Acceleration Program to grasp the basic principles to develop a communication strategy and plan.

1. Communication
Emilia Pezzini, Jan. 9th 2017
Planning

2. What is a
communication
plan? The communication strategy
implementation “playbook” for a project.

3. “…is just a wish.”
Antoine de Saint-Exupéry
“A goal without a plan…”

4. Begin by setting your direction…

5. Why are you communicating?
Craft a communication mission
statement.

7. Who are you communicating to?
Choose your target.

9. Where are you communicating?
Choose your channels.

11. Essential Channels
1. Websites
2. Social Networks
4. Press & Media
3. Email Marketing

12. According to the direction you’ve set…

13. Identify the ideal
content for your
target in terms of
topics covered.

14. Identify the most
strategic
language(s).

15. Define the most
appropriate tone &
style.

17. List sources to
monitor sector trends,
implement the content
strategy, get coverage.

18. List keywords
(for SEO & social
networks).

19. Don’t forget to…

20. Be creative!
Content is not only text but
also pics, infographics,
videos, gifs, memes and
much more.

21. Monitor trends
Find viral trends which suit
your strategy.

22. Seize the day!
Use “special days” for ideas.

23. Keep it clickable & shareable
As your aim is to get your content
viral.

24. Include CTAs
Set general/specific
Call To Actions.

25. Check!
Revise spelling & grammar
and have someone
proofreading.

26. You’re now ready to set up your calendar for
distribution & promotion…

27. Keep a good
balance of:
- stories about
your company;
- sector news
and insights.
Websites

28. 1-2 posts per week shall be enough for now…
Source: Hubspot

29. When you “grow up”…
Brand Journalism

30. SEO
Keywords are
now handy!

31. Social
Networks
Keep a good balance of:
- company’s website/other websites;
- content on the company/on the
sector.

32. Also balance
visuals and
text.

33. Bad news:
every social has it’s
own rules.
Good news:
it’s quite easy to find
out the basics.

34. FREQUENCY
& : 2 activities per day are
enough;
: tweet at least 10 times per day.

35. TIMING
Source: digitalic.it

36. BUT…
Use insights & analytics to
check when is your target
more active ad do some
testing!

37. Promote for free across relevant
groups, pages, ecc…

38. Schedule paid campaigns
based the directions
you’ve set.

39. !
All of this shall be coupled with
strategies to grow your fan/followers
base!

40. Craft a monthly
newsletter with content
on your company and on
the sector you’re in.
Email
Marketing

41. Send out DEMs for
specific purposes with
the relative CTAs.

42. REMEMBER TO…
be creative and consistent and use a nice
graphic format.

43. Startup Europe & TWIST event: Effective
Lean Startup Marketing Strategy

44. !
This shall be coupled with a strategy
to grow your database of profiled
contacts!

45. Only distribute press
releases actually
providing interesting
news.
Press
& Media

46. News shall be
distributed promptly
as they happen or
before they’re
distributed by other
parties.

47. IF THERE ARE OTHERS INVOLVED…
…you shall arrange timing
with them.

48. GENERALLY…
You shall take at least a week to set up
the distribution of news to the press.

49. Actively pursue the publication of
content on the company or signed by
the founders.

50. KNOW THEIR RHYTHMS…
Take into account different times
required for the work of different
media outlets.

51. ONLINE VS OFFLINE
Timing varies a lot!
If you’re targeting an offline
media outlet let them know.

52. EXCLUSIVES
Arrange exclusives with media outlets
before distributing news.

53. TIMING
Do not distribute news on the weekend (or
Friday afternoon).
Generically, lunch time (12-15) is a good
time.

54. Monitor the outcome of
every action
& adjust the strategy
accordingly.
… and then off course: analyze!

55. http://bit.ly/CommunicationLVG
We’re here to help!
Emilia Pezzini
Press & Communications
Assistant
Bianca Santillo
External Relations
Manager Veronica Rinaldin
Social Media
& Content Manager

56. http://bit.ly/CommPlanning
Communication Plan
Guidelines & Calendar