With a clear idea of the nature of our client and its target audiences, we move into the meat of the planning process – stages 3 and 4 which often run concurrently. This is the point at which we decide what we must say, and work out how we get people to listen:

Stage 3: Effects Based Planning

Effects-based planning is the rock upon which we build our temple. We take our defined audiences and plan what marketing or influence effect our communications must have. The effect is the switch that must be flicked in the minds of individuals to achieve our aims and objectives. To use a simple example, if our strategic challenge is to sell more in an existing market, our communications must have the effect of convincing potential buyers that our product is a better option for them than the products of our competitors. Once we have identified the effect we must have, we can then work backwards to tie down the ways in which we can achieve it. We add a creative element to devise a narrative around our client’s strengths into which we can embed our key messages. We also pare down the communications channels (media, digital, third parties, grassroots etc.) to our audiences that are likely to be most effective.

Stage 4: Message Development and Testing

Message development is one of our two core functions at Keymer, the other being media relations. Message development must be rigorous, utilizing the findings of phase one research, with a clear understanding of our planned effect. We also have the option to test our messages, through informal or formal polling. We end up with a usable message platform upon which all communications are based.

To take stock, at this stage in the process, we have:

- Identified our strategic challenge

- Developed a clear understanding of our client’s strengths, weaknesses, and aspirations

- Identified and fully researched the nature of our target audiences

- Clearly identified the effect our communications must have on target audiences to achieve our aim and manage our strategic challenge

- Developed a creative narrative and developed clear, effective messaging

- Identified optimal communications channels in to our target audiences

With the planning complete, it is time to begin our outreach. Part 5 of the process will be posted tomorrow, detailing multi-channel outreach and what comes after that…