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Z Connections | Edition #14 Mar 10 | A Unified Approach
Article by Sara McGregor

A Unified Approach

Integrating Your Communications Strategies

When you are busy and have deadlines looming, it’s all too easy to handle your marketing and communications projects in a piecemeal fashion – an e-blast here, a direct mail brochure there.

However, more often than not, this random approach results in both the design and messages of your campaign being inconsistent, which hampers its effectiveness and eventually wears away brand equity.

That’s why it’s vital to have a strategic marketing communications plan! Know what you want to achieve so your strategies can work together to achieve your goals.

Think about your design and messaging and come up with ideas that will work as a unified approach across all the mediums you will use to communicate your message, be it advertising, online and direct marketing, print communications, and web presence.

Unsure where to start?

Gather your team around and ask yourselves some of these questions:
  1. How would your clients currently describe your company?
  2. What is the company vision for the next two years?
  3. What are your points of difference in your marketplace?
  4. How are these points of difference communicated to your audience through your website, your newsletter and your branding?

Have a question?