Marketing Communications Strategy

Time

2 hours

Format & Materials

Interactive, practice-based workshop, working on the practical case studies (businesses) of the participants.

Learning materials:

• Notes by Ramon Woolfe
• Marketing Communication Strategy by Yodhia Antariksa
  
• Wikihow: How to Write a Communications Strategy

Content

Trainers and participants discuss the concept of Marketing Communications and Marketing Communication Strategies.

Topics to discuss, using the business plans of the participants:

• What is the core value of your business? 
• What is your Target group – Who will buy from you? Who do you target?
• What is your proposition – What do you offer to your customers? How will your product or service help them?
• Look & feel – What kind of ‘person’ is your business to speak with? Are you business-like, luxury, personal, quirky? What images and language fit your business?

Following from this:

• Channels – How do you reach your target groups? List all channels, then prioritize: social media, brick-and-mortar shop, newsletter, events, etc?
• Means/tools – What do you need to realise this? Print, digital channels, organising workshops, blogging, etc.?

And finally:

• Planning – When do you do what, working back from a chosen moment of exposure (perhaps a launch or publishing on LinkedIn?) and marking the steps in time along the way.