Communication Strategy Template
This document is the briefing paper from client (brand owner) to communication agency or advertising agencies. It is typically several pages long, going into some detail.
This format will help you work through your communications issues. From this you (as an ad agency later…) will be able to better generate an effective proposition, identify to whom you are directing the message and through which media the message with be communicated.
1. Reason for the brief (typically a problem or an opportunity) – Why are we contemplating this campaign? Like – Sell stuff, awareness, new product, image/public perception issue, etc...
2. What do we want to say? A simple statement of what we want to say in the communication. This is a critical part as it may be built into your creative execution. This can often be helped by linking to point 3 below.
3. What is my product or service benefit? And what is my brand benefit?
From a customer perspective – WIIFM (What’s in it for me?) Also, what really separates this product/service from the competition – differentiation.
4. Who is my target customer? This process ensures that you have segmented and targeted in a meaningful way. There may be primary and secondary target segments. Go deep. Simply talking about ‘age’ won’t do in today’s competitive marketplace.
5. What is the customer need or want? Think your best customers and the issue/problem that your product/service solves.
6. How does my product/service meet their need better than competitors? This forces you to think through positioning, a customer perception issue.
7. What do I want customers to think, feel and do as a result of seeing my communication material?
Is this an emotional message? If so, how should they feel about us after receiving the message? Or, is it an action message? What do we want them to do?
8. Other mandatory’s and constraints: name, logo, product shot, budget, timing etc.
What is absolutely required to be included in the communication.
9. What media should be used? (Business cards, brochures, personal contact, website etc) The client will have some ideas, although expect the agency to comment and possibly recommend something different.
(Due at the start of class September 25, 2014)
Communication Strategy Grading will take into account the following elements
Clear identification of communication problem/opportunity
Statement of communication message
Service or product benefit? Brand benefit
Target customer description
Think/feel/do: desired responses
Integration of existing brand requirements