This presentation

Comm strategy, what is it, why matters Understanding your audiences Establishing a usp around

aims/messages Top ten tactical tips

Brief credentials

Top 10 public sector agency PR, design, events, new media 20 years in housing and support Worked in partnership

with CHS for many years

Well known brands

(logos/pics)

Tesco Barratts

Go Compare Google

BMW Apple

Ryanair Coca Cola

What in common?

Clarity

Simplicity

Consistency

Focus

Selling... which makes them memorable

The strategic process

Understand audience first

So who are your customers?

Gender Age Location Employment Family type

But what are they really like?

They talked...bad service

Lack of information No ownership/passing the buck Lack of experience/knowledge Not keeping promises Poor communication/call centres

They talked...good service

Respect/caring/manners/attitude Good communication/listening/clarity Taking responsibility/ownership Quick response/punctual/flexibility Going extra mile/exceed expectations

Messages and usp

Messages and usp

Other considerations

Financial People Evaluation Timescales Example plan

Activity Action Timing (2010) Audience Measurement Communications Strategy

Agree, review and develop

Ongoing at six monthly intervals

Internal – board members

Overall success of strategy incorporating all of below

Lyng CA Brand Refresh

Refresh and agree April Internal Develop guidelines May Internal Design and produce stationery, literature, display material, signage

June All Impact on image and awareness of the Lyng estate and Lyng CA

Website Develop design and content for key pages and publish

May then ongoing development and updating

All Website viewsDirect response to website

Tenant involvement survey

Carry out May/June Tenants Level of tenant involvement

Stakeholder image survey

Carry out May/June Stakeholders Image of Lyng CA and estate

Lyng CA media relations programme

Produce press releases Averaging one press release a month, intensifying around start on site

All Advertising valueKey messages

Lyng estate reputation management

Identify spokespeople Manage coverage of estate

Ongoing All Quality of coverage – positive v negativeEstate image surveys

Carry out media training and develop protocol

June Internal – board members/stakeholders

Quality of coverage

Community Newspaper Write, design and print Launch – June then quarterly

Tenants, wider Lyng community and stakeholders

Readership Response to newspaper

Company ContactDetails

Source Value EnquiryDate

MeetingDate

Won/Lost

So who are your customers?

What are your messages about Supported or Sheltered Housing?

Top 10 tactical tips

Advertising Go long on copy Clarity of message, design & copy Plan and negotiate on media Effective but expensive

Top 10 tactical tips

Newsletters Keep in touch Feature your audience Where they live Good for engagement

Top 10 tactical tips

Websites Focus Update Market, adwords

and SEO Essential

Top 10 tactical tips Social media

Review Depends on audience Clear on goals Interact Cost effective

Top 10 tactical tips

PR – making stories National Topicality Local-ness Angles Focus on media

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

Top 10 tactical tips

Events/networking Often ignored Vital getting face-to-

face Takes time Effective

Top 10 tactical tips

Customer information Plain Accessible Relevant Comprehensive

Top 10 tactical tips

Direct mail Targeting Delivery Clarity of message Variable results

Top 10 tactical tips

Other Exhibiting – pull-ups to trade shows Awards Branding Sponsorship

Three Action Points

1. Have a strategy - to achieve goals, focus and save money

2. Understand your audiences - know them inside out

3. Choose the right tactics - so you can reach them and get across messages

www.wordassociation.co.uk