blue kite communications: messaging - a quick guide

l What it isl What it should bel Some messaging DOs (and DON'Ts)l Some examplesl A first stepl Next steps

Messaging – a quick guide

l What you say about your business

l How you communicate the value you offer to specific audiences – internal and external

l How you differentiate yourself

Messaging – what it is

l Based on your market positionl Targeted to your customer groupsl Based on real customer understanding and needl Based on results achievedl Differentiated from competitorsl Agreed by your workforcel Internal and external – CONNECTED AND CONSISTENT

Messaging should be...

l Use simple languagel Appeal to core motivations ('drivers')l Explain 'what's in it for me'l Back up your statements l Quantify wherever possiblel Ensure consistency

Messaging – DO...

XX is the animal handling company that provides lifelong learning experiences across the UK and improves your learning outcomes using real animals

XX delivers your learning outcomes in new ways - from the nursery to the care home, and from school to the workplace.

Messaging - example

XX provides safer, faster and more cost-effective live asset inspections - using remotely operated aerial vehicle (ROAV) technology to improve your operational safety and reduce your workscopes.

XX's methodology means that assets can be inspected live – without the need for costly shutdowns.

XX's methodology improves safety by removing people from danger.

Messaging - example

Create a 'backgrounder' that explains:

l How your company has developedl Where it sits in the marketplacel Who its customers (and decision-makers) arel What are the 'drivers' are in the marketplacel What customers really value about your business and

servicel How you quantify success to customers

Messaging – a first step...

Work with your team to:

l Produce some key messages for each customer groupl Test messages with customersl Review and refinel Work into all your communications – from news releases

and social media to sales messages and promotionsl And....

Messaging – next steps...

Work with your team to:

l Ensure consistencyl Keep monitoring, reviewing and refining!l Create case studies/testimonials

Messaging – next steps...

l What it isl What it should bel Some messaging DOs (and DON'Ts)l Some examplesl A first stepl Next steps

Messaging – a quick guide