BUYER S GUIDE STRATEGY. Defining the clearest path to best return on investment.

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1 BUYER S GUIDE STRATEGY Defining the clearest path to best return on investment.

2 EXECUTIVE SUMMARY This document is designed to provide prospective clients with a short guide to the acquisition of a communications strategy. It outlines the thinking behind the planning process, the process itself, the benefits of a communications strategy, the deliverables and timelines. WHAT IS STRATEGY? A strategy is a plan of action designed to reach a goal. It is important to align your strategy with your brand s vision, mission and values. This will elevate you from your brand s competitors and help you attain your goals. There are five main types of strategy 1. Plan A consciously chosen course of action - a strategy based on actions you are planning to take. 2. Perception The creation of a brand image in the minds of stakeholders. This focuses on brand identity what your brand stands for. 3. Ploy A strategy may be a feint or a bluff a manoeuvre designed to distract certain key players, particularly competitors. 4. Pattern When a strategic plan is used to build a consistent framework for actions to be taken. 5. Position When the strategy is based on the market position of the brand - where it stands in relation to competitors.

3 HOW DOES STRATEGY BENEFIT YOUR BRAND? There are several concrete benefits to having a strategy for your brand: 1. Clarity, focus and direction: This is the roadmap for your brand. Where, it is now, where you want it to be and how you intend to get it there. Clearly defining your goals means focusing on your direction. This will help you achieve your strategic objectives. 2. Drive: Having a strategy for your brand means all internal stakeholders have the same goals and are motivated to achieve them. 3. A better understanding: Developing a strategy forces you to evaluate where your brand is now. This will lead you to examine a number of different factors: - Financial performance. - Customer satisfaction. - Staff turnover. - Sales and marketing trends. - Conversion rates, etc. Evaluating the strengths, weaknesses, opportunities and threats (otherwise known as a SWOT analysis ) to your brand will be an important part of this process. 4. Creating the foundation for the longer term future: Having a strategy will force you to be clear about your goals and the long term vision of what you want your brand to achieve. 5. Identifying the actions and milestones you need: You will need to identify milestones and actions needed to achieve these goals. This will affect all your activities, as they all have an impact on how you get there. 6. Promote decision making to force alignment: Brainstorming and strategy workshops will provide you with options for different courses of action. Subsequent analysis will force you to look at your competition and question your brand, which will help to make it stronger as a result of the strategy you choose.

4 7. New opportunities: Analysis of your brand will almost certainly lead to the generation of new ideas and opportunities. 8. Better results: Following planning, evaluation, analysis, execution and monitoring of the strategy, your brand will perform better, giving you renewed focus and energy for achieving your goals.

5 THE PROCESS-STAGES AND TIMELINES Month one - research To start the process, we will require a written brief from you setting out your campaign aims and how you wish to measure them. We can assist with this process, should you require it. During this period, it is important you furnish us with all relevant details so we can understand everyone s roles and responsibilities in the execution of the plan. Other requirements include: - Detailed timelines. - Human resource allocations. - Programme guidelines. - Key milestones/deliverables. Month two - strategy After the research phase is complete, we will run a strategy workshop with you to complete the information-gathering process. By the end, we will have derived a clear picture of your position in the market and an overarching campaign strategy for meeting your objectives. We will hold two to three meetings with you to discuss the best ways to execute the strategy. These meetings will detail the approach to be taken and include objective analysis of the strategy. The strategy will include key messaging as well as message carriers the routes to your target markets/stakeholders. Month three - planning After the completion of the strategy phase, we will formulate a plan. This plan will take the learnings and shape it into an actionable document. The plan will scope out all of the tactical activity that needs to be implemented. Months four to six (and onwards): Continued execution of the strategy and plan, as well as monitoring the progress of your goals. Ongoing, real time evaluation of the campaign (this is essential, as it allows us to fine-tune the strategy during execution). Updates via meetings and monthly reports.

6 DELIVERABLES DELIVERABLES 1. Strategy document and framework. FURTHER READING Corporate PR Profiling CEO Strategy: Social Media from Strategy to Channel: 5 Visual Tools to Integrate into your Marketing Strategy: WHAT IS THE COST? All our projects are bespoke and priced accordingly. To get further information please contact us: info@curzonpr.com