craft messages

Competency

In this assignment, you will demonstrate mastery of the following competency:

· Align needs of various audiences with stakeholder requirements to craft messages that meet project goals

Scenario

You work for a communications consulting firm, Consulting Comm, and your manager, Juanita Markson, has asked for your help on an upcoming project. Two companies, Acadia Park Equipment Co. and Java Been, have approached your firm for assistance with creating a communications strategy. You will choose one of these companies and create a proposed communication strategy outline for your boss.

It is important that you consider the communications goal of the company that you choose. The message that you create will be based on the successful achievement of that communications goal. Each company has provided you with a brief summary including company history, vision, target audience, and communications goal. This information will be valuable when creating a message to meet the needs of both audiences and stakeholders. The companies are as follows:

· Acadia Park Equipment Co.

· Company History: Acadia Park Equipment Co. was founded by a brother and sister who were inspired by their love of the outdoors. They decided to start Acadia Outdoor Equipment Co. in response to all of the overpriced outdoor camping, hiking, and other recreational products in the big-box retail stores and sought to create high-quality products at a price anyone can afford. The company’s mission is to spread the love and appreciation of the outdoors to all of its customers and beyond.

· Vision: As Acadia Park Equipment Co. moves toward its goal of making it affordable for outdoor enthusiasts to enjoy nature, we will support organizations whose main efforts involve research to continue environmental preservation efforts. We regularly encourage employees to engage in preservation and clean-up efforts to help the environment.

· Target Audience: The target audience is adventure-seeking adults ages 18 to 40.

· Communications Goal: Acadia Park Equipment Co. would like to expand its advertising to appeal to active adults over 40 years old.

· Java Been

· Company History: Founded just under three years ago, Java Been is now a bustling café. With its high ceilings and “found space” appeal, the café has come to host exhibitions, meetings, and local bands. It has become an integral part of the arts revival community that has taken root in the old factory mill buildings along the river.

· Vision: The owners take pride in their community, striving to provide a creative space with gourmet coffee, tantalizing baked goods, and music to inspire the artist's soul.

· Target Audience: Throughout the day, self-employed and remote workers enjoy a focused space away from home to get in a few productive hours. At night, the space comes alive with artists, student study groups, and everyday people just looking to enjoy a cultured night on the town.

· Communications Goal: Java Been is planning a grand opening of a second location and needs help advertising this event.

Directions

· Stakeholders Analysis: Consider who the internal and external stakeholders are for the company, and answer the questions that follow.

· Internal Stakeholders include owners, employees, and investors. Imagine if you owned, worked for, or invested in either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?

· External Stakeholders include customers, suppliers, and the community. Imagine if you were a customer of, supplier for, or community member of either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?

· Target Audience Analysis: Both Acadia Park Equipment Co. and Java Been have provided you with a summary of their target audience(s). Be sure to consider who the target audience is for the company you chose, and describe their needs in relation to the communications goal. In this section, be sure to consider why a member of the target audience might be more likely to choose either Acadia Park Equipment Co. or Java Been over one of their competitors. In other words, what gives the organization a competitive edge for that particular target audience?

· Messaging: Once you have analyzed the stakeholders and target audiences, Juanita would like you to propose one message that will meet the needs of both groups. You will need to address the message type, content, and measurement. More specifically, include the following:

· Message Type: This could be any message type, such as an email, flyer, poster, Tweet, advertisement, text message, and so on. You do not need to create the actual message, but you should propose the method you plan to use to communicate the message based on the communication goals of Acadia Park Equipment Co. or Java Been.

· Message Content: Describe the message content. For instance, if you are planning to use images and visuals, you can describe them rather than create them. All message text should be included and geared toward the stakeholders and audience.

· Measurement: Discuss how you will measure the success of your proposed message. For example, will you determine the success based on the number of customers acquired or the number of shares on a social media website?

· Rationale: At the end of your communication strategy outline, include a brief rationale that explains why you selected each message type, content, and measurement. Explain how your understanding of stakeholders and audiences informed your message creation.

What to Submit

Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:

Communication Strategy Outline You will submit one completed communication strategy outline for the company that you chose. The focus of the outline will be on stakeholder needs, audience needs, and messaging. There will be a brief rationale at the end of the outline that summarizes why you selected each message type, content, and measurement. The outline should be 1,000 to 1,500 words in length.

Communication Strategy OutlineWhich Resources Can Help?Describes the communication needs of the internal and external stakeholders☐ Mastered ☐ Not Yet

· Unit Resources: Diverse Audiences

· Unit Resources: Stakeholder Requirements

Describes the communication needs of the target audience(s)☐ Mastered ☐ Not Yet

· Unit Resources: Diverse Audiences

Explains why a target audience is likely to choose one product or service over another☐ Mastered ☐ Not Yet

· Unit Resources: Diverse Audiences

· Unit Resources: Stakeholder Requirements

Proposes an effective message type for the target audience☐ Mastered ☐ Not Yet

· Unit Resources: Diverse Audiences

Selects and describes audience-appropriate content for each message☐ Mastered ☐ Not Yet

· Unit Resources: Message Creation and Evaluation

Selects and describes a valid measurement for the success of each message☐ Mastered ☐ Not Yet

· Unit Resources: Message Creation and Evaluation

Logically explains rationale for each message type, content, and measurement☐ Mastered ☐ Not Yet

· Unit Resources: Message Creation and Evaluation

GeneralWhich Resources Can Help?Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose☐ Mastered ☐ Not Yet

· Academic Support

Attributes sources where applicable using citation methods with no major errors☐ Mastered ☐ Not Yet

· Citation Help

Diverse Audiences

This unit relates to creating communication strategies to direct and indirect target audiences. An effective communication strategy starts with the understanding of who these audiences are, their needs, and how to communicate the alignment of their needs with the brand's value proposition. In the event the brand has multiple products or product lines, each communication strategy should be customized to each product while maintaining an alignment between the brand's value proposition, thus creating consistency throughout the brand. All communication strategies will require customization of written and visual content directed to the different audiences and channels dictated by the marketing strategy.

Most communication strategies include the following elements:

· Audience segmentation

· Communication objectives

· Approaches for achieving objectives

· Positioning for the desired change

· Benefits and messages to encourage desired change

· Communication channels to disseminate messages

· An implementation plan

· A monitoring and evaluation plan

Reading: Managing Corporate Brands : A New Approach to Corporate Communication, Managerial Decision Making Model (p. 133) This Shapiro Library e-book is a result from a Doctoral research study focused on corporate brands to develop both behavioral and managerial analysis approaches aimed to improve consumer experience and corporate communication, respectively, where the behavioral analysis is integrated into the managerial one. This page on the managerial decision-making model illustrates the decision-making model for selecting corporate communication tools, used by the managerial approach. This model follows a three-step process: identification of all potential tools, structure modeling for selection, and selection results. This model was developed through a study of the past German company DaimlerChrysler AG. Although Daimler has since separated itself from Chrysler and stands only as Daimler AG, this model is still relevant to current corporate communication strategies. As you read this material, consider the following: · Think broadly. The intent of the first step is to brainstorm all potential tools, regardless of whether they are applicable. Sometimes thinking abstractly can be difficult, so try illustrating it with a previous experience, such as when you had to make a decision even as simple as what clothes to wear to a particular event. In this scenario, didn’t you first think of everything you owned? · The second step is where you select the best tools from the brainstormed results. Continue with the above example; reflect on what caused you to pick the finalists. · The last step basically displays the results. Again, from the finalists, what made you pick the very last one? What attributes from the clothing options did you have to align to match the event?
	Reading: Managing Corporate Brands : A New Approach to Corporate Communication, Discussion of Decision Problem (pp. 227–228) These pages from the Shapiro Library e-book explain further the decision-making model for selecting corporate communication tools, ranging from problem comprehension to the final selection of the best tool. This model critique also proves its application feasibility to any corporate communication. When reading this material, consider the following: · Think of this model as a process to be used in any scenario that entails choosing communication tools. · Considering this process and following steps for this decision, think back to when you had to decide how to present a class project. Even if you were provided guidelines for the presentation, did you still have to make certain decisions regarding adding potential visual or audio aids? · What criteria did you use to help you choose the best tools to create that presentation—for example, PowerPoint or another tool? · Identification of these criteria is, in a way, an identification of any problems for communicating the message, such as not being able to use a projector.
	Reading: Managing Corporate Brands : A New Approach to Corporate Communication, Illustrative Problem (p. 271) This section of the Shapiro Library e-book discusses examples of common effective corporate communication tools for brand building, such as mass media advertising, websites, and corporate design itself, as well as their use. When reading this material, consider the following: · What do you think is the difference between a website and an advertisement? What’s the purpose of one versus the other? · How can design influence the overall communication of the message that a site and an ad are attempting to deliver? · Continuing to use the class project presentation example, what was the difference between your thought process to create the description of the project and your reasoning to defend your project during the presentation?
	Reading: An Approach For Forming The Brand Communication Strategy This article located in the Shapiro Library presents the key elements that must be considered in an effective communication approach for branding strategy, such as the interaction between the brand and the consumer, the brand identity, and its positioning within the marketing strategy. When reading this material, consider the following: · Have you ever been confused by the purpose of an ad you’ve seen and wondered what the ad was trying to accomplish? · Have you found yourself thinking of an ad as “false propaganda” because your interaction did not correspond with the expectations you created when you saw the ad? · Has there been a time when you were taken by surprise seeing the logo of a company and thinking you’d never link that logo to what the advertisement was presenting?
	Video: The Tactics of Successful Branding (31:00) With the insights and answers in this lecture, you'll learn how to create a brand that will connect you with consumers. · What defines a brand? · What rules should you follow when building your brand? · How do brands create value for customers?
	Reading:  Perspectives On Marketing: How Do You Determine the Target Audience? (pp. 118–120) This Shapiro Library e-book section defines target audience as the demographic of people most likely to be interested in your product or service. If you own a plumbing company, your target audience will be property owners, both commercial and residential. This Shapiro Library e-book section defines target audience as the demographic of people most likely to be interested in your product or service. If you own a plumbing company, your target audience will be property owners, both commercial and residential. While reading this section, consider the following: · Have you ever come across a situation that made you wish you had a tool to help you solve your problem? That’s how companies come up with their products—by solving a particular problem affecting a particular group of individuals. · Based on the above scenario, what criteria must be used to group people into demographics? · How is a target audience defined? · How would you describe to a friend a cool product you just bought so your friend would also purchase it?
	Reading:  Perspectives On Marketing: The Web and Its Hybrid Status (p. 133) This Shapiro Library e-book section defines and explains the different purposes and goals of advertising, how it behaviorally influences the audience to respond, and how the web can serve in a hybrid mode to accomplish multiple goals. When reading this material, consider the following: · How often do you catch up on news online? · How often do you browse online products and services to purchase? · How often do you click on an appealing ad you see on a social media channel? · Have you ever opened links from electronic newsletters? · Do you sign up for newsletters? · Are these newsletters a mix between information and promotion of products?
	Reading: Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising This Shapiro Library article discusses using celebrities as influencers to draw in audiences. The belief is that the celebrity’s image or values are transferable to products or brands, thus influencing consumers to purchase products or services. Additionally, the contrast between these influencers in different cultures is addressed. When reading this article, consider the following: · Have you been abroad? If so, have you noticed an ad from an American company known to you in this country? What were your thoughts about it? Even if you haven’t been abroad, have you ever seen a foreign ad by an American company? · Have you ever been influenced to purchase a product because it was endorsed by a celebrity? What led you to be influenced? · Try finding an ad by an American company and endorsed by both American and foreign celebrities. What differences do you notice?
	Video: How Can I Help You? (11:35) A target audience is a specific group of consumers for which a product’s company provides a direct solution to a common, shared problem. Criteria defining a target audience are based on factors such as age, location, and income. Defining the correct communication strategy toward the target audience involves understanding potential marketing barriers. When watching this video, consider the following: · Have you ever participated in marketing research? If so, were your answers in alignment with the expectations? If you have not participated in marketing research, what questions do you think you would be asked? · What brands do you use throughout your morning routine? Think about your cereal brand, milk brand, and so on. Why do you choose them? · The four Ps of marketing stand for product, price, place, and promotion. Can you identify yourself as a target audience for a brand you normally consume? For example, think about the price of the box of cereal you buy, where it’s sold, and how it is promoted.

AN APPROACH FOR FORMING THE BRAND COMMUNICATION STRATEGY.

Authors:

SVETLANA, DIMITRAKIEVA1

Source:

Analele Universitatii Maritime Constanta. 2014, Vol. 15 Issue 22, p139-143. 5p.

Document Type:

Article

Subject Terms:

*BRAND name products *BUSINESS success *BUSINESS communication *CUSTOMER relations *BRAND communities

Author-Supplied Keywords:

brand brand communication strategy brand loyalty branding

Abstract:

In contemporary conditions many companies are striving to develop strong brands. This gives them opportunity to win the consumers trust, to differentiate themselves from competitors and to provide additional profit. Prerequisite for brand influence of the organization on market success are its basic functions, which are implemented in the process of the brand interaction with the consumers. Its communication strategy has an important role in this process. This article is dedicated to the analysis of this topic. In the paper is clarified the brand essence and its place in the market strategy of the business organization. It is pointed out that the brand contents are based on two components: on the process of formation of the symbol of the brand and on the system of consumer relations with the brand. In this connection the communication strategy is determined as brand leading component. The main principles, to which the strategy has to meet, are pointed out and its basic elements are examined. [ABSTRACT FROM AUTHOR]

 

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Author Affiliations:

1"Nikola Vaptsarov" Naval Academy, Varna, Bulgaria

The Tactics of Successful Branding | Kanopy

The Tactics of Successful Branding | Kanopy

"How Can I Help You?"- Understanding Target Audience Barriers: Nancy Lee at TEDxMontlakeCut - YouTube

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