Communications Design ToolLet’s put ideas to paper Step 1 of 14 - Introduction 7% Communications Design Tool A critical component of your communications success. This self-guiding marketing & communications briefing tool helps marketers and their teams to more clearly: Identify or confirm your target market(s) Set realistic and measurable marketing goals Gather the right information needed to focus efforts. All key stakeholders should be present while completing this briefing. We encourage you to discuss each question openly, work to solve each challenge, and carefully qualify every assumption. After all, the success or failure of your marketing efforts hinge on the quality of your responses. Please note that the expert marketers at TD Labs are available should you wish to schedule a consultation of your Communication Briefing. Simply click the consultation request check box before submitting the form and we'll contact you asap. We do NOT sell, rent or otherwise share or spam our mailing list. Save and Continue Later Briefly describe what you doIn a few words, describe what your area of business is, how large your company is and what your main business focus is. Where are you now, and what is your destination?In a "big-picture" way, please explain where your company (or product) is now, and where you want to take it. For instance,if you've been a single-person operation since you launched, but hope to triple the size of your business by the end of next year. Or, maybe you want to increase sales within a specific product line, or make real gains against two or three key competitors. Save and Continue Later What challenges or issues are you most concerned with right now?Talk about specific problems or roadblocks. Have you invented something game changing, but are having trouble getting the project off the ground? Are you seeing sales drop on a monthly basis, even though your competitors are doing well? Or, maybe your best potential customers haven't even heard of you, even though you’ve been in business for years. Save and Continue Later What is your measurable marketing goal?How many products do you need to sell, or new leads do you need to generate? Please be as specific as possible, using actual numbers and deadlines. Vague targets (for instance, "We want to be a leader in our market,") sound exciting but aren't actionable enough, and don't leave us with a real measuring stick for progress. What bottom-line goals do you really want to meet? Save and Continue Later Who are we really trying to reach?Describe your ideal customer contact. Is gender, age, or annual income important? What about things like marital status and personal hobbies? Give as complete a picture as possible of the person you want to communicate with, as well as their current attitudes or perceptions toward your products and services. For example, you might be thinking of high-income individuals, those who get excited about new technology, or security-conscious seniors with a personal interest in saving money. Be as detailed as possible. What do the people you really need to reach look like, and what are their biggest interests and motivations? Save and Continue Later What is it we really need to tell the world about?Are you looking to raise awareness of your organization, or a specific product or initiative? Are there attitudes and behaviors in your industry that need to be changed? While a big company might want to tell people about a new service, a nonprofit like M.A.D.D. could be looking to inform the public about the dangers of drinking and driving.Change BehaviourRaise AwarenessExplain what you really want your target audience to know or hear about.Deciding what you really want to communicate is the first step in putting together effective messages, and choosing the right places to spread them. Save and Continue Later What is the biggest benefit of what you're offering?Describe what customers have to gain from listening to your offer in a realistic and specific way. For example, if you are going to help them save time, or make their lives more convenient, spell out how as specifically as possible. Why would someone pay attention to your offer? What are you providing them that others can't? Save and Continue Later How can you back up the benefits you're offering?If we were thinking about buying from you, how would you prove that you can deliver on those benefits? Please list any features that support your product. Good examples might be a modern production line with faster computers and robotics, or some exclusive products that come with every subscription to your journal. How would you prove to a customer that you can really give them what you're promising? Save and Continue Later If your organization were a person, what would they be like?Let's get to know your brand in a deep and intimate way. If your business was a character in movie, what kind of impression would they make? Would they be a limo driver or a truck driver? Would they be funny, serious, or even solemn? How well do the impressions your clients have of your business fit this profile? Think of your company’s character & personality as a point on a scale (or seesaw), with Corporate on one end and Casual on the other. What point on the scale would you indicate? Are all stakeholders in agreement? CORPORATE 3—2—1— | —1—2—3 CASUAL3 - Corporate2 - Corporate1 - Corporate1 - Casual2 - Casual3 - Casual Save and Continue Later Where do you fit in the Market?Do people buy from you because they want the very best, or because they're looking for the best pricing? How are you different from your competitors, and what kinds of competitors do you have around you trying to win the same customers? Describe who you are in the market, and whether or not you think most buyers would agree or recognize your competitive strengths. What are the biggest reasons to do business with you instead of someone else? Save and Continue Later What needs to be covered from a legal or industry practice point of view?What absolutely has to be included in your marketing and communications? This typically includes logos, legal disclosures, offer details, or sensitivities within the market. If something specific, like a trade license number, disclaimer, or copyright notice needs to be part of your communications, include it here. This is the fine print. Save and Continue Later What kind of resources can you realistically devote to this project?Give a realistic budget to work with that includes everything from strategic planning and project management to creative development, production, and media costs. Your own time and staff resources, being internal, should not be included. However, stating the amount of resources you have available to implement the work is smart. Let your communications team know what you can spend, in terms of time and money, to make the most of it. Save and Continue Later Project DeliverablesList any items you consider to be deliverables from this marketing effort, such as website offer(s), print brochure(s), media buy, advertisements, signage, etc... Indicate which items are may haves vs. must haves. Save and Continue Later Check this box if a marketing plan was referenced while completing this form. Yes, a Marketing Plan was referenced. 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