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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 Google BMW Apple Ryanair Coca Cola . What in common?.

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  1. This presentation • Comm strategy, what is it, why matters • Understanding your audiences • Establishing a usp around aims/messages • Top ten tactical tips

  2. Well known brands (logos/pics) Tesco Barratts Go Compare Google BMW Apple Ryanair Coca Cola

  3. What in common? Clarity Simplicity Consistency Focus Selling... which makes them memorable

  4. Well known brands (logos/pics) Tesco Barratts Go Compare Google BMW Apple Ryanair Coca Cola

  5. The strategic process

  6. Understand audience first

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

  8. But what are they really like?

  9. Messages and usp

  10. Messages and usp

  11. Other considerations • Financial • People • Evaluation • Timescales • Example plan

  12. Top 10 tactical tips • Websites • Focus • Update • Market, adwords and SEO • Essential

  13. Top 10 tactical tips • Social media • Review • Depends on audience • Clear on goals • Interact • Cost effective

  14. Top 10 tactical tips • PR – making stories • National • Topicality • Local-ness • Angles • Focus on media

  15. Top 10 tactical tips • PR • Credible • How to write • Cost effective • Measure through AVE

  16. 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

  17. Top 10 tactical tips • Events/networking • Often ignored • Vital getting face-to-face • Takes time • Effective

  18. Top 10 tactical tips Newsletters/ezines • Keep in touch • Tracking via internet • Traditional vs online • Powerful but need to do well

  19. Top 10 tactical tips Direct mail • Targeting • Delivery • Clarity of message • Variable results

  20. Top 10 tactical tips Advertising • Traditional v Online • Clarity of message, design & copy • Plan and negotiate on media • Effective but expensive

  21. Top 10 tactical tips Other • Exhibiting – pull-ups to trade shows • Awards • Branding • Sponsorship

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