» Communications Planning
Sheer quantity of communication is rarely the solution to building a purposeful, powerful reputation that fuels business success. Insignia believes in a more considered approach to communication based on sound methodology and powerful insights. Communication planning, often with an Insignia-facilitated workshop as the catalyst, delivers a rich, well-conceived communication strategy with the input and buy-in of the management team – and the power to effectively influence stakeholders.
Understanding the context
An “outside in” approach to communication planning always yields the best results. So, in partnership with you, Insignia will assess the landscape in which you are operating and put your business and communication objectives in this broader context using research and techniques like SWOT analysis.
Stakeholder mapping
Stakeholders – the people and groups who can influence your business or who are affected by it – must be identified, understood and prioritised in order to develop a well-structure communication strategy. These people – employees, bloggers, suppliers, customers, local communities, the media, NGOs, investors, governments and so on – will have a major impact on your business success. Insignia applies a structured approach to assess the stakeholders that matter most to your business and identify their current perceptions of you. And, of course, we provide focus on what we want them to understand and do, and prioritise the stakeholders with whom we must communicate in order to manage your reputation effectively.
Key messages
Messages are the means by which we take stakeholders from their current perceptions of our organisation, to the desired perceptions of the business. This can only be achieved with strong, compelling and credible messages. Insignia is skilled in developing the handful of key messages which will be most effective in influencing stakeholders in the desired way.
Strategy development
Based on a strong framework, Insignia will produce the most appropriate communication strategy to take key messages to your key stakeholders. Strategy development focuses on how we communicate with stakeholders, based on the initial planning and the expertise and experience of Insignia’s consultants. Everything that follows should contribute to this overall strategy.
Tactics
Tactical activity will be driven by a single-minded focus on what is right for your business, not a pre-disposition towards activity of a certain kind, or flavour of the month. And all tactics will be developed, planned and tested to fit in with the overall communication strategy.
Measurement and evaluation
A purposeful communication plan needs clear measures if we are to ensure its effectiveness. Insignia will recommend the appropriate metrics and measures to gauge the success of your communication strategy in meeting its business goals.
Case study
Management change is often the catalyst for renewed focus on corporate reputation. So when a new executive team was brought in by investors with a brief to grow this UK healthcare company, they knew that developing a clear and compelling reputation would be essential to help them meet their business objectives. Based on research and analysis to deliver a comprehensive understanding of their market, and a clear perspective on how stakeholders viewed their service, Jonathan Hemus, Insignia’s founder, worked with them to devise a purposeful communication plan.
The framework that was created acted as the acid test for all communication tactics –creative ideas that fell outside of this framework were put to one side, and more relevant activities developed instead. As a consequence, the company has a very clearly defined reputation in the marketplace, one that has attracted significant additional investment, as well as many contracts, top quality employees and business partners.
