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Digital Communications

BREAKTHROUGH COMMUNICATIONS

BLUEPRINT

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#1 #2 #3BIZ GOALSUltimately, what are you trying to accomplish? (Check all that apply.) Generate leads and revenue Delight customers Create value Increase brand awareness Establish thought leadership

AUDIENCE Who is your audience? Customers Employees Consumers Influencers Investors C-Level Execs

- What problem do you solve for them?

- What are their demographics?

- What do they want?

- Who are their influencers?

MEDIUMDo you know where your audience interacts? Where do you need to be present?(Rank in order of importance to your audience.) On websites With mobile devices On social networks (which ones?) With media and blogs Offline and at events Other

Are you having a hard time getting your brand noticed in such a crowded marketplace? Face it, breaking through to your audience across multiple channels is complicated. In fact, over 70% of CMOs say they’re behind the curve when it comes to integrated communications. And most companies are stifled by me-too messages, internal obstacles or agency inertia.

So how are you supposed to make it work? Use this blueprint to guide you towards breakthrough digital communications, one step at a time.

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#4 #5 #6

THE NEXT STEPNeed a little help turning your blueprint into a powerful communications program? Let us know. We’ll spend a day testing, tuning and optimizing your blueprint for maximum impact – with recommendations tailored just for your business. This gratis consultation will include a custom microsite and a two-hour session to review our findings and recommendations.

Sound good? Email us at blueprint@horngroup.com to get started.

EXECUTIONHow to break through:- Is your message differentiated?

- What communications channels do you use? PR Advertising Interactive Mobile marketing Social marketing SEO/SEM Speaking and events

- Is your message coordinated across every channel?

- How many teams and/or agencies do you have engaged?

- Who is responsible for ensuring that your story and campaigns are consistent and cohesive across every channel?

MEASUREMENTHow to know it’s working:- Do you tie your measurement back to original business goals?

- What do you measure? Awareness Reputation Metrics Customer acquisition

- What tools/tracking do you have in place?

- Who is responsible for measurement?

- Do you measure frequently enough?

CONTENTWhat do you want people to experience? Emotional connection Customer delight Useful knowledge and education Brand affinity

- What kind of content do they want? Compelling stories Case studies News and insight Relevant research and data Shareable content Video Infographics Social content

- What action do you want them to take? Purchase Recommend Comment Share Write or publish