From the course: Learning Cultural Strategy for Design
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Building an integrated comms plan: Storytelling, storybuilding, and actions
From the course: Learning Cultural Strategy for Design
Building an integrated comms plan: Storytelling, storybuilding, and actions
- Now that we have a strong strategic proposition, established our cultural model, we're going to build a comprehensive communications plan. When building a comprehensive communications plan, you'll want to put yourselves in the shoes of the consumer and then ask yourself, why should people care about what we're doing? The best way to do that is to walk yourself down the purchase cycle. There are four key elements to a communications plan that you'll want to consider. One is the consumer barrier. Why would people care? Second, you'll want to come up with communications tasks to overcome those barriers. Third, you'll want to come up with one word for creatives and how they're going to solve that consumer barrier. And last but not least, you'll want to look at the key channels that the solution will have to live in. When we're starting, we'll like to go down the purchase cycle. So we start with awareness. If you look at our first consumer barrier, people are battling linear time-based…
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