New Beginnings
Renew Your Communications Plan for Big Results
By: Pam Crawford

As the vernal equinox approaches, the days become longer, the air warmer, and once again we ready ourselves for the celebration of spring. Twice a year, the sun spends an equal amount of time above and below the horizon - and day and night become equal in length. With additional daylight comes energy, and we anxiously identify extra projects to welcome this time of the year.

It’s an annual ritual ... spring cleaning! As life begins to return to the land, we find ourselves emerging from our winter rested and ready for the new beginning. It’s time to box up winter wear, break out the brightly colored gear, dream about summer vacation and pick which home-improvement project will be at the top of the list.

But what about your business? In this season of new beginnings, your marketing communications plan also should be moving into its new season. First quarter is coming to a close, and second quarter soon will flash before you. Days quickly turn into weeks, and, before you realize it, the year will be over. Consider harnessing some of the new life energy surrounding you to reevaluate and renew your communications plan. Take a moment to sit on the other side of your desk and evaluate what the plan has accomplished so far and where you want it to go.

As you begin your renewal efforts, check to see how your marketing plan’s foundation - your brand platform - is holding up. A brand platform consists of two internally focused supports, vision and mission, and two externally focused supports, position and essence. Internally, the vision and mission represent how you understand yourself. Externally, your brand’s position and essence guide how you want others to understand your brand. All four work together to support your business and marketing plans as well as your brand’s identity.

Next, reexamine your target audience(s). Who are they? What do they believe, and why? What do you want them to believe, and why should they believe it? People act on the basis of their beliefs. To change your target’s behavior, you must change their beliefs. Just like in the lyrics to the song made famous in 1962 by The Byrds, ’To everything - turn, turn, turn, there is a season É” chances are your target has also experienced seasonal change. As our world continues to evolve, so does your target audience(s). For example, direct mail or newspapers may have been the most effective channel for communicating with a prospective customer in years past, but is that still the case? Or are channels as new as Internet blogs, or as old as AM radio, more effective means to reach those audiences today?

Now turn to look at your company’s communication technology quotient. Were you one of those early adaptors to the Internet who built a Web site several years ago? Congratulations on your foresight. But how long has it been since you updated that site? Web capabilities have evolved dramatically. Your Web site strategy should evolve to make full use of current capabilities, anticipate user needs, and stay fresh to keep visitors coming back and convert browsers to buyers. Did you avoid online purchases because of technology, security or cost concerns? Maybe now is a good time to reevaluate those vehicles.

Did you come up with a great idea for a promotion for the holiday season? Now is the time to start developing the components; don’t wait until August.

How has your competition changed in the past year? How are they communicating with your customers and prospects?

Are gift cards a part of your marketing plan? They had a huge impact on holiday sales this past year. Best Buy reported they had $43 million - yes, million - in unredeemed gift cards last year that went straight to their bottom line. Do you have a plan that encourages the purchase of gift certificates or cards?

So, as you’re relishing in the new energy spring brings, and trying to decide whether to replace that lamp or simply dust it off - spend some time evaluating your communications plan. Renewal with an eye toward results, and not just change for change’s sake, should be your guiding principle. The energy is out there. Seize it, use it and embrace success.

Cleaning Up the Communications Plan
Make sure contact information is correct. Is the information on your current marketing materials accurate and up-to-date? This sounds incredibly obvious, but consider conducting an audit of everything that goes out. I see many examples of brochures, letterhead, business cards, signage and Internet sites with dated, incorrect or inconsistent information. We’re a 24/7 society; make sure your materials include every contact method you have available.

Don’t be out of style. Do you have that friend who still dresses in the most fashionable clothes of the ’80s? It was great for its time, but that ’Members Only” jacket with the subtle fragrance of Calvin needs to be put away and saved for the next retro party. The same is true for your business. If the colors, logo or signage seem out of date, consider a mini makeover. Don’t discount all of the equity you’ve built over time; subtle tweaking can really do quite a bit to freshen things up. You can change the colors or just adjust the typeface. On the other hand, if your materials seem misplaced from another era, it may be time for some significant updates.

Understand your customer. Are you making an effort to know and collect information on your customers? Create a system for developing a relationship with them. One place to start is a database, but that’s only a start. Some companies go to the effort to collect the information but never use it, which is a waste of resources. It is valuable and important to communicate with this special group. Send them e-mails regarding special promotions. Thank them for their patronage. Send them a birthday card. Ask for their opinions. Everyone likes to feel appreciated.

Training your staff. If you have a company message or identity, make sure everyone in the organization knows and communicates it to your customers. Consider holding a company meeting to train people on new initiatives, company priorities and the mission of your organization. Carry-away materials, and frequent reminders, are vital components of this effort.

Get involved in the community. Join the Chamber of Commerce and attend the meetings. You can also find a charity that supports your brand’s essence, or a cause that your company can embrace, and encourage your employees and customers to join your efforts. You might find yourself serving on a committee or the board of directors and networking with people who will gladly recommend your business to others. You will feel great about helping, too!

Be a shameless self-promoter. Send press releases about important things happening in your company. Did you hire someone new or did someone get a promotion? Do you have an employee who is retiring after 30 years without taking a sick day? Is there an angle you can find that tells your company’s story, such as an innovative new product you’ve created? Your customers and community won’t know unless you tell them. Make it easy for the media by providing a story idea or angle, not just an event to report, and send it in a short press release with a photo. Provide a contact name and then follow up with a telephone call to see if they have any questions.

Be straightforward and single-minded. Being direct with your marketing efforts will result in efficiencies and sharper focus. Start with one main idea, then support it; don’t distract from it by going in too many directions at once. Stay on the path.

Be strategically driven and tactically neutral. Make the plan, then work the plan. As you’re revisiting your communications plan, challenge your objectives and strategies to make sure they align with your business plan. Once you have the direction established, determine which tactics will deliver the most impact.

Pam Crawford is Vice President of Client Services at Corporate Communications Group. Contact her at 913.451.2990.