1. Positioning Research: GCC uses the following tools to help it develop messaging and positioning: trend analysis, competitive analysis, quantitative research (market/survey studies), qualitative research (eg., focus groups), influencer audits and internal corporate audits. This can be both primary research conducted by GCC, or GCC`s analysis and synthesis of secondary research conducted by the client or purchased from other consultants.
2. Positioning SWOT Analysis: The results of the research are synthesized and culled into a positioning matrix that defines Strengths, Weaknesses, Opportunities and Threats. This SWOT analysis, supported by the positioning research, becomes the basis for discussion at an all-hands off-site meeting.
3. Positioning Signatures: The off-site meeting, along with follow-up activities, yields fundamental core propositions which drive and define the entire communications process: Corporate Mission, Winning Business Proposition and Competitive Advantage.
4. Positioning/Branding Messages: These signatures are transformed into a three-dimensional matrix of:
- core messages;
- target audiences;
- marketing communications vehicles.
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These become the framework for translating the strategy into actionable tactics. This process of creating positioning/branding messages is based upon close integration of public relations with advertising, sales/marketing support, conferences, business partner services, internal communications, investor relations, etc. This ensures that the positioning and branding messages will be consistent across the marketing communications program, as well as consistent within the media relations effort.
5. Strategic Execution: With the strategic positioning nailed down, GCC formulates an action plan, consisting of:
- Development of communications roadmap and consensus goals and objectives.
- Creation of a three-tiered media relations plan (3, 6 and 12 months).
- Cross-mapping of media relations activities to other initiatives
- Creation of positioning materials and core communications, resources (e.g., divisional backgrounder, presentation, Q&A,media training, databases, etc.).
- Enhanced evaluation, which requires benchmarking at the beginning of the campaign, monthly flash reviews, quarterly full-scale reviews and qualitative/quantitative measurement of changes over time in achieving consensus goals and objectives.
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