Developing a communication strategy

The brand's communication strategy is the logic of building TM communication through a system of channels.

The importance of developing a communication strategy

This service is a part of successful marketing that helps a company solve business problems and strengthen its market position.

Purposeful communication. A clear understanding of the tasks and the audience helps to set priorities correctly and achieve maximum communication effectiveness.

Consistency and consistency. The coordinated and coordinated use of various channels and tools ensures a unified style and tone of voice, which strengthens the brand.

Measurability of results. The definition of KPIs and constant monitoring allow you to evaluate the results and make changes to the strategy in real time.

Optimization of company resources. Developing a detailed plan helps to allocate resources efficiently, avoiding unnecessary costs and efforts.

Communication channels

The goals of the communication strategy are achieved through the use of different channels. Each of them has its own characteristics and is applicable to specific tasks and types of audiences.

1. ATL (Above The Line)

ATL communications are aimed at a wide audience. This approach is effective for increasing brand awareness and reaching a large number of people.

Main channels:

Television. Commercials on national and regional channels. High coverage, the possibility of visual impact.

Radio. Audio ads on popular radio stations. It sounds in the background and does not annoy the listener.

Printed publications. Advertising in newspapers, magazines, and special editions. It is useful for attracting people who read the press.

Outdoor advertising. Billboards, posters, banners. It is suitable for increasing brand awareness and reminders.

2. BTL (Below The Line)
BTL communications are aimed at a niche audience and involve more personalized and interactive approaches.

Main BTL channels:

Promotions and events. Exhibitions, seminars, tastings, promotional stands. They allow you to interact directly with consumers.

Direct marketing. Direct mail distribution, e-mail marketing. Personalized customer service.

Sales promotion. Discounts, coupons, and loyalty programs. They stimulate sales and retain customers.

Merchandising. Product placement at points of sale, design of sales halls. It influences situational purchase decisions.

POS materials. Displays, advertising stands, branded packages. They increase the visibility and attractiveness of the product at the point of sale.

3. Digital

The Digital communication strategy covers all online channels and technologies used to interact with the target audience in the digital space. This area is characterized by high targeting accuracy and the ability to measure results.

Main Digital channels:

Social networks and messengers. Facebook, Instagram, TikTok, LinkedIn, Telegram and others. A platform for dialogue with the audience, creating content and launching targeted advertising.

SEO. Website optimization, which helps to occupy top positions in search engines.

Contextual advertising (PPC). Paid advertising in search engines and on partner sites (Google Ads, Bing Ads). A quick way to attract targeted traffic.

Content marketing. Developing and releasing content that is useful to the audience. Attracts and retains users.

E-mail marketing. Personalized newsletters, information about news, promotions and offers. Maintains constant interaction with clients.

Online advertising. Banners, videos, and native ads on websites and platforms. Covers a wide audience.

4. Public & Media Relations

Public & Media Relations (PR) is aimed at maintaining a positive image of the company through interaction with the media and the public. This channel is important for building trust and reputation.

Main channels of Public & Media Relations:

Press releases. Official media materials about company news, products, or events. They form awareness and interest in the brand.

Press conferences. Events for journalists where company representatives make important statements and answer questions. They increase transparency and trust.

Interviews and articles. Publications in reputable publications, participation in interviews. They strengthen the authority and expertise of the company.

Working with opinion leaders. Collaboration with bloggers, influencers, and experts. Expands the reach and enhances the impact on the target audience.

Social initiatives. Participation in charity projects, environmental and social programs. Improves the company's image and its perception by society.

Crisis communications. Reputation management measures in case of negative events or scandals. They are important for maintaining trust and minimizing damage.

Some points of contact are the most obvious and effective at the lowest cost, regardless of the market — for example, Digital. But an effective communication strategy involves the integration of different channels. This makes it possible to reach a wider target audience by communicating with them in a clear and familiar language.

The stages of Fabula Branding's communication strategy

When starting work, the agency delves into the specifics of the brand, its meanings, mission and values. Only by knowing information about the audience, competitors, trends and trends, we:

choosing your preferred channels;

we study the specifics of each market relevant to the brand (countries, regions);

we are considering the types of content and the format of the presentation of the material;

we identify priority topics and offer options;

We create summary maps to make it easier for the client to navigate directions, topics, and tasks.

As a rule, we also help clients during the implementation phase. To order a communication strategy from us means to start promoting the brand correctly, preserving its integrity and forming the loyalty of the audience.