Communication Strategy
If the brand platform describes an image that is attractive to the audience, grounded in facts and sets the brand apart in the competitive field, then the communication strategy explains how to convey that image to the various target groups most effectively.
A good communication strategy ensures marketing effectiveness by helping, on the one hand, to avoid the dilution of positioning across thousands of individual communications and, on the other — to adapt the meaning and form of communications to the specifics of each audience. From an organisational point of view, a communication strategy simplifies media planning, the creation of advertising messages and content management.
View projectsDeveloping a communication strategy is beneficial in any case, but it is especially necessary in the following situations:
— Strategy, tactics and content management are handled by different people.
If a company has a single marketing manager, they will be able to transform meanings into communications. But a company with two or more management levels will struggle to «seamlessly» convert the ideas driving the brand into precise, well-calibrated communications without losing meaning and focus, unless it has the powerful tool of a communication strategy.
— The brand has several target audiences.
Consumers who live in different socio-cultural contexts perceive the same messages differently. A communication strategy strikes a fine balance between the integrity of the image and the adaptability of its refraction for a specific audience and communication format.
— A brand launch.
Entering the market leaves no room for an unfocused brand or marketing mistakes, even at the level of individual advertising messages. Building awareness and initial knowledge of the brand — is a very delicate process in which the quality of marketing coordination determines the success of the venture.
Based on an in-depth analysis of the brand platform, media consumption, the information environment of the different target groups and competitors' media activity, we build the following elements of the communication strategy:
- Core key message;
- Key message matrix;
- Tone of voice;
- Channels for delivering messages to the target audiences;
- Sequence and frequency of advertising activity;
- Optional: budget estimate for implementing the communication strategy (excluding final media planning).
Strategic focus.
Our specialisation in branding allows us to finely calibrate the balance between the integrity of the brand's positioning and the adaptive refraction of the brand for a specific audience. Advertising agencies, which start from the brand's immediate needs, find it harder to strike that balance.
360-degree work.
We can adjust or build the foundation of the communication strategy — the brand platform — just as well as bring it to life in specific advertising campaigns.
International experience.
We can stay ahead of Russian trends by offering breakthrough solutions for putting the brand's key messages into original forms.
The cost and timeline of communication strategy development depend on the brand's specific objectives, whether its platform needs adjusting and the number of target audiences.
Send us a request and we will promptly prepare a proposal based on your information.
