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Strategies for Corporate Communications. Roderick E Wilkes, DipM, Hon FCIM, FIOD, FCMI, FRSA, FCAM, Chartered Marketer Chief Executive. To communicate or not to communicate. Understanding markets. Identifying where you can add value. Communicating with those within the organisation.

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Strategies for Corporate Communications

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Strategies for corporate communications

Strategies for Corporate Communications

Roderick E Wilkes, DipM, Hon FCIM, FIOD, FCMI, FRSA, FCAM, Chartered Marketer

Chief Executive


Strategies for corporate communications

To communicate or not to communicate

  • Understanding markets.

  • Identifying where you can add value.

  • Communicating with those within the organisation.

  • Communicating with those outside the organisation.

  • Measuring the effectiveness of the value you deliver.


Strategies for corporate communications

Managing relationships


Strategies for corporate communications

Evolution of Competitive Advantage

Industrial Age

Intellectual Capital

Skilled Labour

Productivity

Efficiency

Quality

Economies of Scale

Mass Marketing

Growth

Information Age

Structural Capital

Knowledge

Learning

Systems

Processes

Innovation

Customer Satisfaction

Change

Consciousness Age

Cultural Capital

Relationships

Shared Values

Shared Vision

Social Responsibility

Creativity

Customer Collaboration

Transformation/Evolution


Strategies for corporate communications

Why is Marketing Communications Viewed as a Tactical Rather than a Strategic Function?

  • Outsourced to marketing services agencies

  • Advertising and promotion risks being short to medium term

  • Traditional rivalries between marketing communications disciplines (such as media advertising and public relations), and compartmentalised thinking amongst both clients and their agencies


Strategies for corporate communications

Organisation-centred

The different ways of reaching the consumer exist in isolation

Organisation-centred or Customer-centred?

Customer-centred

The channel is unimportant.

Relevance, timeliness, convenience and consistency


Strategies for corporate communications

Marketing departments have got used to the idea of the tactical integration of communications messages across different media. Increasingly in the future they will have to embrace the idea of strategic vertical integration – speaking with one voice from the CEO's office right down to the point of sale – even though such a realignment may eclipse their former pre-eminent role.’


Strategies for corporate communications

Marketing communications is traditionally seen as a subset of marketing strategy.

Corporate

Marketing

Marketing is becoming a way of delivering a communications strategy, rather than the other way round.

Communications


Strategies for corporate communications

Corporate

In this ‘new’ model, communications starts with the company, and marketing becomes part of the ‘delivery mechanism’ for the communications strategy.

Communications

Marketing


Strategies for corporate communications

  • Communications will stand above other elements of the marketing mix

  • It will define what the company stands for (its vision) and it is tasked with expressing that on behalf of the corporation

    • whether that be directly to stakeholders

    • via PR

    • through advertising etc. to customers.

  • By contrast, marketing in those companies will be charged with physically delivering the corporate vision, via its products, to the end user….


Strategies for corporate communications

Tactical communicationssupport specific marketing initiatives

Tactical versus Strategic Communications

Strategic communications emanate from the highest levels of the corporation to inform all its activities.


Strategies for corporate communications

Implications

  • The importance of integrating internal and external marketing communications

  • The importance of developing distribution channels as conduits of information as well as of goods and money

  • Push or pull?


Strategies for corporate communications

How customers form a view of your brand

Direct mail

Customer Service

Product design

Customers view of marketers brand

In store displays

Pricing

Sales promotion

Advertising

Distribution


Strategies for corporate communications

Key audiences: G4 Securicor


Strategies for corporate communications

Key messages: G4 Securicor


Strategies for corporate communications

Key tools: G4 Securicor


Strategies for corporate communications

Key learning points: G4 Securicor

  • Break down communication into manageable “chunks”

  • Agree priorities early on (but be flexible)

  • Agree responsibilities quickly (internal & external)

  • Manage locally – co-ordinate centrally

  • Guide & support as much as possible

  • Compromise is not necessarily the answer

  • Recognise that you’ll never please everyone

  • Win over the key people – the others will come

  • Make sure management are “on message” and “walk the talk”

  • Robust crisis management & communications plans

  • Day to day business continues throughout


Strategies for corporate communications

Developing Brand Communications

  • Objectives

  • Position around the central proposition to be the leading specialist recruitment company in the world

  • Build the following associations into the brand through all marcomms

    • aspirational, achievement-based, centre of attention, confident, strong relationships, honest, in control, professional, smart, specialist, trusting

  • Motivate each business unit to share in overall Hays brand associations

  • Reinforce via in-house marketing team & management level brand advocates


  • Strategies for corporate communications

    Creating the guidelines that govern the brand communications

    • Logo usage – size, international, exclusion zone, misuse, sign-offs

    • Colours – corporate, secondary, tints, print & web specifications

    • Typography – standard fonts, weights, alignment, spacing, measures

    • Stationery – letterhead, business cards, compliments slips, fax, memo

    • Brochures – layout templates, covers / inners, sizes, grids

    • Photography – direction, colours, cropping, movement, focus

    • Advertising – design grid, mandatory elements, colour/mono, sizes, flexibility

    • Website – HTML templates, colour matching, font, tone of voice

    • Signage – grid, sign-off, colours, materials, change management


    Strategies for corporate communications

    Launching the new Hays Brand

    • Communications plan was created for key audiences

      • Internally – directors, consultants & business support staff

      • Externally – clients, candidates, city & competitors

    • Integrated marcomms plan featuring offline & online marketing implemented throughout May, June & July 2004

    • Also involved programme of internal engagement at business unit management level with brand project presentation given on 30+ occasions


    Strategies for corporate communications

    • Great communication should demonstrate the following:

    • It’s clear who we are talking to

    • We’re showing we know the audience; it’s based on clear insight

    • We’re exploiting the media to the best of its ability

    • Where necessary, this integrates cohesively with other activity

    • We’re demonstrating a point of view

    • It’s a fresh idea, executed

    • There aren’t too many clichés

    • It’s like having your face splashed in cold water


    Strategies for corporate communications

    Thank you

    Rod Wilkes, Chief Executive


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