Introducing oneself, communicating an identity and knowing how to interact with the public are key elements for any agency or company. A communication strategy is fundamental to efficiently and correctly introduce oneself and develop working relations. It will serve as a guide for both internal and external actions and define objectives, positioning, value horizon and a proposal – either commercial or institutional – for every channel and reference target.
The Importance of Integrated Communication
Nowadays, communication strategies are necessarily multi-channel, integrating a range of traditional and digital media into a cross-channel logic that drives the maximum promotion of commercial or positioning content and aims to create a customer journey leading to conversions. Synergic, multi-channel approaches place individuals at the heart of our projects and aim to create experiences that require the organisation of the key on- and off-line touchpoints in relation to fundamental moments of contact (promise, expectations, experience, satisfaction) and the relevant service stage or content provided.
Integrated communication provides a multi-channel plan for the entire action strategy (brand strategy, content strategy, SEO strategy, engagement and e digital marketing) to achieve its objectives.
Digital Communication Strategy at Cultur-e
Our methodology for the creation of a communication strategy begins with an accurate analysis of the client’s internal context and communication channels, targets and reference market, and the on-line brand, service or product reputation. After having collected this information, we develop an integrated communication strategy that is coherent with the communication objectives described by top management and the expectations of the reference target.
Our digital strategy identifies the aspirations and values that must be promoted, along with key messages and reasons for strategic positioning, to define on- and off-line channels to maintain or develop (website, mobile apps, magazine, events, initiatives).
Communication strategies are accompanied by a governance model defining the management and control of all the channels and initiatives described in the integrated communication plan, along with a KPI monitoring model that established the key indicators that must be observed on each channel per each activity. The plan includes recommended tools for the evaluation of the observed trends. This guarantees that clients have the control of all results and the means to verify the efficiency of the digital strategy.
Depending on the context and objectives, our web strategies also include:
- Content Strategy – to indicate the issues and type of content to be addressed by the identified multi-channel system;
- SEO Strategy – to optimise the structure and content of websites and portals and increase their visibility on search engines;
- Engagement Strategy – to develop a social media map and guidelines for cross-channel action to activate networking and active user participation;
- Digital Marketing Strategy – to define a kick-off (or relaunch) plan focusing on synergies amongst on- and off-line channels.