Communication strategy

1. Objectives

The communication strategy and its implementation show how the communications and marketing function contributes to the company's or organisation's overall business or operational goals. To report on this and be able to evaluate the impact, objectives are an obvious starting point:

• We set up a shared dashboard designed to show in real time how communication activities and channels perform. This way we visualise objectives and outcomes in a form that can be shared with several stakeholders in the organisation.
• We define measurable goals and develop a number of KPIs (key performance indicators) that become important for tracking the strategy's impact during implementation and for making ongoing tactical adjustments.

2. Audience analysis

By following the steps above, we have a solid decision-making basis for when it is time for the strategic choices. At this stage we have a good understanding of objectives and target audiences through a foundation built on a combination of data and interviews.

• We investigate the target audiences' motivations, needs and challenges by combining qualitative and quantitative data.
• We analyse data that gives us a picture of the target audience. We map what is needed to achieve greater visibility and increased presence in digital and social channels, and how you perform relative to your competitors today.

3. Messages and content

By following the steps above, we have a solid decision-making basis for when it is time for the strategic choices. At this stage we have a good understanding of objectives and target audiences through a foundation built on a combination of data and interviews.

• We make a number of strategic trade-offs and choices based on resources and conditions. We decide where the focus of communication should lie over the coming 18–24 months.
• We make the strategic choices concrete in an overall activity plan and identify the main channels to be used in a channel strategy.

4. Choices and implementation plan

By following the steps above, we have a solid decision-making basis for when it is time for the strategic choices. At this stage we have a good understanding of objectives and target audiences through a foundation built on a combination of data and interviews.

• We make a number of strategic trade-offs and choices based on resources and conditions. We decide where the focus of communication should lie over the coming 18–24 months.
• We make the strategic choices concrete in an overall activity plan and identify the main channels to be used in a channel strategy.

5. Documentation and ongoing evaluation

• We document the entire communication strategy as concisely and concretely as possible. The hard part is summarising the overall strategy on one A4 page, not making 45 PowerPoint slides.
• Through the dashboard we follow in real time how each communication activity and channel performs.