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| Kick start 2010 with our tailored marketing packages |
In 2010, the challenge is to ensure that your brand and your business are positioned to take the best advantage of the upswing when it comes. The starting point to strategic planning is an audit of your reputation to confirm how you are perceived in the minds of your internal and external stakeholders – and if that lines up with your brand values and business direction. It is essential that businesses take a hard look at their behaviour and performance over the year and ask the tough questions in order to position themselves for brighter times.
Three Plus’ strategic communications planning process provides a roadmap for conducting reputation audits, centred on our industry soundings process. For your reputation audit, Three Plus will:
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 | Review your history, goals, objectives and main competitors’ activities | |
Conduct an environmental scan and situation analysis | |
Carry out 10 soundings with key stakeholders | |
Provide a report on stakeholder feedback with top line recommendations |
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The reputation audit has been designed as a stand-alone service to your business which can be augmented by our workshop process and a full 2010 action plan if desired.
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| 2009 learnings & 2010 recovery workshop | |
Now is the best time to review 2009 and the impacts (positive and negative) it has had on your business and the implications of those impacts on your stakeholders (internal and external). This scan of your 2009 learnings is an essential foundation for your 2010 planning. What does your business need to do to prepare for the economic recovery? How can your business strike the right balance between optimism and realism and set a strategic path to position you effectively for this year?
Three Plus’ workshop process will guide your key management and marketing team through a half-day journey designed to review last year and look at 2010. The outcome will be a detailed workshop report and top line recommendations based on Three Plus’ insights into your business. While not a full action plan, it will highlight the main areas of focus for your business and is provided as a stand-alone support which can be augmented by our reputation audit process in advance and/or our action plan process afterward if desired.
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"You can’t make up with energy in the end what you failed to plan in the beginning."
Once your business has conducted a 2009 review, which may include a reputation audit and/or a planning workshop, the next step is to form a 2010 action plan. This will provide you with a measureable, staged plan to achieve your marketing objectives for 2010. Three Plus’ action plan addresses the proposed communications tools and tactics, key messages to be delivered, target audiences and a detailed timeline of recommended activities and desired outcomes (to be used for evaluation).
The action plan will consider the internal resources and capability of your business to ensure a successful and effective roll-out of the strategy.
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| Corporate profile refresh | |
Many businesses changed and adapted through last year and as a result, their corporate profile will have taken on a different shape. If your business has refocused in terms of your key messages, services, core offer and geographical reach, Three Plus recommends that you refresh your corporate profile so that you can start this new year with marketing tools that send the right messages. Three Plus’ team of communications experts is well positioned to refresh your corporate profile by interrogating your existing profile and meeting with you to determine where your business has changed. With that foundation, we will recraft your corporate profile to highlight key messages that suit your current business environment.
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| Digital opportunities audit | |
Three Plus understands that a strategic approach to digital marketing creates value for organisations – their reputation, brand and relationships – and can leverage those assets. Our digital opportunities audit will seek to answer:
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| Are your digital communications founded on and do they support your strategic plan and communications strategy? | |
Are the right digital communications tools being used? | |
Have key messages been clearly presented to the right stakeholders? | |
What do your stakeholders think of and how do they respond to your digital communications? |
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The audit process will also confirm the conformity of digital tools to corporate branding, alignment between digital and print communications and level of tailoring of corporate and/or project communications to digital tools (new rules do apply).
The digital opportunities audit includes a brief scan of the digital communications of your organisation’s key competitors, based on activities available to the general public (ie some digital marketing activities by competitors may use tactics which are not accessible via the web and therefore cannot be audited).
Following this review, Three Plus will launch two online surveys – one to your internal stakeholders and one to your external stakeholders – to ascertain their views of your organisation’s digital marketing efforts. This is an essential component of the audit process as it is designed to reveal whether your messages are reaching the intended audience with the desired impact. Additional research techniques may be scoped in addition to the online surveys.
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Sponsorship is an effective brand building tool, however, sponsorship spending is often not supported by appropriate targeting or leveraging. Three Plus’ sponsorship audit will analyse your business’ existing sponsorships individually while also providing the basis for establishing a ranking relative to each other and developing a profile of sponsorship investment and return. Each will be assessed against:
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| Sponsorship documentation and measurement | |
Strategic organisational alignment | |
Geographic reach | |
Sponsorship benefits |
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The outcome is an independent review of the value of existing sponsorships, a framework to improve effectiveness in the future, and recommendations on changes to existing sponsorship approaches.
For more information on our marketing packages, please phone Paul Bird on 07 3503 5700 or paul@threeplus.com.au.
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