Developing Powerful Communications
What is the programme about?
A good communications campaign requires a well-planned strategy that identifies a clear target audience, assesses why your brand is unique for them, and emphasises the unique benefits of your product or service.
We help companies to gain an understanding of how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications. This course provides an understanding of best practice in the industry and examines the major players and what makes them successful. It covers how to construct a creative media and data brief for both online and offline communications, and how to use key marketing metrics that determine the success of a campaign. It also builds skills in using these to analyse the effectiveness of campaigns, including NPV and ROI.
Participants are exposed to case material and develop a campaign for a real business issue being faced by the business.
Who will benefit from the programme?
All marketers involved in planning and executing marketing and communications plans.
What challenges will this programme help you address?
- Campaign Development: The programme explores each stage of a campaign and identifies the elements of success.
- Understanding Customers: Attendees build their skills in using segmentation research to define and prioritise customer segments.
- Insight and Proposition Development: The programme provides experience in analysing data and drilling into the insights to develop a focused proposition.
- Making it Happen: Skills are developed in selecting channels, content, timing and measurement, and writing a brief.
Contact us about
WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and executionRead more...
S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing planRead more...
LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brandRead more...
CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they faceRead more...