• Without communication it is very difficult to do business. The more effective the communication, the greater the potential to maximise business performance.
• Communication, and especially external communication – targeting customers, potential customers and other audiences external to the business can however be very expensive and a well-crafted strategy is required to maximise efficiency and in so doing minimise the cost of communication.
• Developing a communication strategy is all about finding the lowest cost approach to ensuring that your broader marketing and business objectives are fully achieved. Those objectives can be social and/or commercial.
• This document will take you through the stages and process of developing a cost-effective communication strategy that is cost effective and sure to deliver the outcomes required.
• Specifically designed for start-ups and small to medium enterprises this marketing tool is asks al the critical questions regarding external communication in the structured way required to develop the optimum communication strategy, addressing:
  • Objectives
  • Audiences
  • Brand
  • Messaging
  • Modes
  • Media
  • Tracking
  • Accountability
• Principles prioritised in this planning tool include:
  • Communication requires listening as well as articulating
  • Communication should facilitate behavioural outcomes
• The primary outcomes of the process addressed in this document include:
  • An action plan and critical time path for communication in the year ahead
  • A greater awareness of the critical considerations and strategic options
• If you want more information on communication strategy – email – [email protected]

• Answer the questions in this document beginning with question 1, on the next page
• Try and base your answers on evidence rather than opinion or intuition
• As you answer these questions, reflect on previous answers – and refine or update previous answers as appropriate
• When you have answered all of the questions, press PRINT and your completed strategy will print out in either A4 or A3, as you require
• Even after you have printed the report, you can make amendments to the strategy, on the platform and simply print again. You are free to do this as often as you like.

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