Question

Topic: Strategy

New Communication Plan/message

Posted by Anonymous on 3/22/2010 at 5:00 PM ET 250 Points
I work at a large IT B2B company in marketing. The marketing department wanted me to do some research on how to go about implementing a new communication plan, new message, and brand perception (the way other businesses view us)

Is there steps that should be taken in order to create a new communication plan? Please help!!!
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RESPONSES

  • Posted by melissa.paulik on 3/22/2010 at 5:43 PM Member
    I'd start by doing some internal research on the perceived problem that the company is trying to resolve. They probably wouldn't have assigned this project to you unless they saw an issue.

    Next, determine if you need to research whether this is actually a problem. In your industry especially, long-timers will talk with great authority about how customers perceive the company and the brand. However, all too often this position is based on the last customer they talked to or at most a handful of anecdotal stories. (BTW, you may not want to call them on this yet as they will defend their position to the death - potentially the death of your position.)

    You might also want to consider bringing in an outside expert. I've done that when it was obvious that those who were asking me to rebrand were only interested in their own opinions of what needed to be done. An outside branding expert can give them someone to argue against - other than you!

    These aren't all the steps necessary, but hopefully this advice can get you started and help you survive the project.

    All the best!

    Melissa

  • Posted on 3/22/2010 at 10:01 PM Moderator
    You have to first define the objective very clearly and specifically. You may have to do some baseline research among the target audience so you know where you're starting (in terms of their perceptions and awareness).

    Then you probably need an agency or professional creative team to help develop your new communication plan. They may need some pre-market research too, so you don't end up spending a lot of time and money on a sub-optimal plan.

    The whole process is more complex than we can explain in detail here, but the suggestion by melissa.paulik that you bring in some outside expertise is probably a good one. (Let me know if I can help. I've been down this road a few times.)
  • Posted on 3/23/2010 at 1:04 PM Member
    You should first plan carefully. Identify target audiences, know what they want to know, and for each one, give an appropriate message. Review your plan every now and then, and make adjustments.

    Good luck!
  • Posted by Chris Blackman on 3/24/2010 at 7:12 AM Accepted
    This could get complicated!

    First, you need to consult your internal stakeholders to figure out what strategic objectives they had for brand messages, positioning, market perception, sales targets and growth, target segments, etc.

    Next, you need to research the external stakeholders - the members of your target markets - to measure their views of your brand positioning, messages, perception, etc.

    Then you need to report back to the internal stakeholders to see what they feel about the external stakeholders perceptions. They might like them, and be prepared to alter their original objectives. They may hate them, and want to go back to basics to reinforce the original objectives.

    Whatever they decide, the ensuing plan has to either maintain or change perceptions. And that is almost certainly where you will need help from experienced, proven specialists like mgoodman and others.

    Good luck.

    ChrisB

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