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STRATEGY > Communications programs
Marketing is a group sport.
A marketing program needs to be communicated to three primary audiences: your colleagues and staff, your clients and your contacts. A fourth area – a visibility strategy is often a key objective, but you can focus on it later if you have built strong relationships with the other three audiences.
Communicate differently with each audience.
Sure, your basic branding themes are the foundation of all messages, but each message should be tailored to its audience. It should be written with an action goal in mind:
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For Example -
Laterals who communicate, integrate well.
Working with a lateral, we discovered that those new partners, so friendly during the courtship, had really forgotten him. Our plan was to assess the most likely candidates for cross-selling and meet with each to determine how they could help each other. The lateral then developed a follow-up plan with each one. This program became the focus of his marketing during the first year with the firm. Result: He is now a well-integrated, well-thought-of player in his firm.
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