Pre-campaign Preparation Checklist
Preparing for a campaign can often feel like navigating a labyrinth. There are numerous paths to explore, each with its own set of challenges and opportunities. It’s easy to feel lost or overwhelmed, unsure of which direction to take. The desire to dive headfirst into execution can be overwhelming. This is often driven by the […]
Preparing a Brief that Team Members Can Understand
Imagine being dropped into the middle of a forest. You are handed a map, that lacks marked destinations or routes, and a X that marks your destination. Upon closer inspection, you realise this is uncharted territory, and the map is devoid of guidance. Many campaign and project team members find themselves in this predicament when […]
How do we explain that our plans are dynamic?
Our work is a dynamic dance of adaptability. This dance is not choreographed in the traditional sense. There is no set sequence of steps to follow. We are not merely executing predefined steps; instead, we are constantly adjusting our movements in response to the rhythm of the market and the reactions of our audience. The […]
Refining our target audiences for optimal outputs
Understanding your target audience is akin to mastering the rhythm of the music. But who (or what) exactly is this ‘target audience’? Picture a spotlight on a stage. In the vast auditorium that is the ‘marketplace’, your target audience is the group of individuals in the spotlight. They are the ones who are most likely […]
Understanding audiences through outcomes
Campaigns are the lifeblood of any marketing or public relations strategy and execution. They are not just vehicles for promoting our brand, products, and services. Instead, they serve a higher purpose – to influence our customers, shape their perceptions, and guide their actions. At the heart of every campaign is the desire to connect with […]
Setting up KPIs for your plan
Key Performance Indicators (KPIs) are often regarded as just mere numbers or data points. However, they are crucial to us, as communicators. KPIs guide us, providing direction and focus. They are the quantifiable measures that help us understand whether our efforts are steering us towards our desired outcomes or if we are drifting off course. […]
Keeping the project focused on outcomes
In the world of project management, it’s easy to get lost in the maze of outputs. The tangible nature of outputs, coupled with the satisfaction of ticking off tasks, often leads project managers astray from the true north – the outcomes. The allure of activity is a powerful one. It’s human nature to want to […]
How to create a brand positioning statement
The world, connected by the internet, is a vast marketplace, teeming with brands vying for the attention of customers. In this bustling space, each brand occupies a unique position, much like a stall in a market. This position is not a physical location though, but a mental space in the minds of customers. It’s shaped […]
Managing a project starts from the plan
Project management is often perceived as a daunting task. And to tell the truth, this perception is not entirely unfounded. The complexity of coordinating various elements, the pressure of meeting deadlines, and the challenge of managing resources can indeed be overwhelming. But why do people find project management particularly challenging? The answer often lies in […]
Branding starts from the message
Imagine, if you will, a world where the concept of branding is reduced to its most superficial elements. In this world, branding is seen as nothing more than the creation of visually appealing logos and colour schemes. The focus is on aesthetics, on creating something that is pleasing to the eye. The belief is that […]