I'm not saying you cancel Christmas - but it is a good time to start planning out how to innovate your communications in the new year.
I've just come out of a planning workshop with a client and thought I would share a few thought starters.
One.
Start by looking at your sales process – from awareness, to consideration and purchase. The sales process for a university is quite different to buying a car. Map out the journey and work out priority touchpoints.
Two.
Look for where the tension is in your communications. What are the communication barriers to reaching your goals? It may be that customers don't even see you as a real player in addressing their needs. What are your strategies and tactics to overcoming each barrier?
Three.
Adopt a more agile approach to your communications plan. You don't need to get it 100% right up front. Make quick decisions and get them out to market with available knowledge – then get feedback and iterate improvements in the plan during the year. It can save you money, and ensure you are in tune with what your customers are feeding back to you. Measuring effectiveness is the key to this approach.
Four.
Ensure your communication objectives (with timings and metrics) are clear up front so you stay focused. Also ensure your objectives are realistic to ensure you are not setting yourself up to fail.
Five.
It is easy to stick with that you know. Inject a culture of innovation through your communications. Challenge what you are doing now based on the metrics you have collected during the year, and focus 20% of your budget on explore new channels and initiatives that are outside your comfort zone.
Tis the season to be planning.
Originally published at TANK