Balancing resources with an in-house marketing team and external support
There are multiple scenarios across an organisation’s life cycle where they might look to complement their in-house marketing team with external specialists and resources. When done right, this model can be highly effective and help brands tackle big goals or campaigns. We have previously shared our opinions on what a near-future in-house marketing function looks […]
3 ways the customer has changed because of the pandemic (so far)
It might be simple to think of customers from the perspective of pre- and post-pandemic groupings. However, this might be short-sighted. Attitudes, behaviours and trends before and during the crisis are continuing to build upon one another. While difficult to predict, we suggest brands spend time to understand the curve and prepare. There are many […]
Why small businesses should consider having a current business continuity or crisis management plan
Apart from embracing digitalisation and diversifying offerings, enterprises have the business continuity planning process as an advantage. Small businesses can adopt this thinking and process to create benefits for their operations. From an early point of time in the pandemic and the subsequent crisis, businesses separated into two categories, the prepared and the unprepared. It […]
Resource allocation as part of strategic communications planning
Resource allocation and planning can be both organisation-wide or time-based as well as specific to strategic communications programmes, campaigns or projects. Resource allocation and trade-offs organisation-wide are components that corporate or organisation-wide strategy has to contend with. This is important for organisations that choose to set business goals by reverse engineering their way to desired […]
3 Use cases for adopting strategic communications
Recent additions to the strategic communications repertoire from a functional and outcome perspective has provided the discipline with renewed interest from management in helping brands navigate. We share 3 cases and how strategic communications would support. It is somewhat inevitable that most new outreach and awareness tools, especially in the current cycle of digital, VR […]
How is a brand story, positioning statement and key message different from one another?
A brand story, positioning statement and key message(s) are commonly confused with one another due to the similarity of the foundation and supporting points used to build them. Brands would benefit from building these assets in a sequential manner, and not jump between assets during conceptualisation. Some brands struggle with developing their brand story, as […]
Goals vs objectives vs outcomes
When it comes to setting goals, or working on a common project, it is critical for the team to both use and understand common terminology. Goals and objectives are two commonly used terms when it comes to building strategies and plans for the organisation. Many teams tend to use them interchangeably as well, without recognising […]
Why is strategic communications important to your organisation?
Integration is mission-critical when it comes to the implementation of strategic communications. Many organisations, especially SMEs, prefer the thrill of short-term, fail-and-move-on tactics and output without aligning these experiments within a larger framework and structure. This puts them at a disadvantage with inconsistent messaging and actions against peer competitors and internally amongst their team and […]
3 Benefits of Strategic Communications for Brands
Brands can decide to shape conversations to achieve advantages from customers. To do so effectively, it is important brands understand the benefits and decide on the role strategic communications can play for them. Many brands are already planning for a post-pandemic recovery. The focus is on understanding how the customer has changed (and rightly so) […]
Building an achievable and realistic 2022 communications plan
Many brands are racing to accelerate in 2022, seeing the new year as a fresh starting line after the pandemic and gain back momentum. Given the enthusiasm across stakeholders, communications teams have an opportunity to engage with decision makers, and demonstrate their effectiveness for the business. Twelve months ago, it was difficult to gather meaningful […]