Pink Mingo: The Marketing Director's Guide to High Impact Communications

THE MARKETING DIRECTOR’S GUIDE TO …
THE MARKETING
DIRECTOR’S GUIDE TO:
HIGH IMPACT COMMUNICATING
JUNE 2019

[introducing the
communications hierarchy]

A communications hierarchy prioritises the brand moments
that matter most and enables a marketing team to do
less, better

A communications hierarchy considers all your outbound
collateral, communication and other client touchpoints and
weights them by a defined grading system
The reasons for introducing a communications hierarchy are
twofold

Organisational effectiveness
If you are producing lots of content but you haven’t put a communications hierarchy
in place, the danger is you put the same amount of effort into everything that goes
out, leading to ineffectiveness or ‘burnout’.
A communication hierarchy guides allocation of resources – time, money and effort.

High impact marketing
It can be difficult for clients to make sense of the importance of each piece of content
without differentiation.
For example, a white paper may take a fraction of the time and cost it takes to
produce the annual financial report and accounts for a company.
But, if both a monthly white paper, and your annual financial report and accounts
have blue front covers, and both are announced by the CEO in a web news article,
and both have a 3-day LinkedIn campaign followed by a webinar – how does a client
know which to pay the most attention to?
Your content ends up competing for attention with itself and the chances are, both
fade into a sea of blue.

[how to create your own]

1. Understand your
touchpoints:
Start by auditing everything that clients interact
with – include everything from social media posts
to pitch presentations and proposal templates

2. Divide and conquer:
Define 3-5 ‘buckets’ that your communications fit
into and scale them from low to high impact. E.g.

3. Look consistent:
Within each band, it is important your communications are consistent in their
design, regularity and the associated promotion activity.
This acts as a signpost for clients. They know what to expect, and it has the
added benefit of meaning you don’t have to reinvent the wheel every time.

3. Look consistent:
Here is an example of how Network Homes uses consistent brand application
on their various communication bands.

4. When to advise, when to
automate:
High impact will typically be less regular communication events with high levels of
marketing, brand, design and digital involvement.
High impact takes senior marketing leadership, time and creativity.
It is important to hire the right people with the skills to deliver your high-impact
activity.

4. When to advise, when to
automate:
Low impact will be more regular, business-as-usual communication events.
Design might be paired back, and marketing involvement may be limited to
managing automation, review and sign-off or simply ensuring the right brand
templates are in place and channels, such as e-marketing, are ready to go.
Invest in getting the right templates or automation in place to free up time to
concentrate on resource consuming, high-impact activity

5. Assign appropriate
resource
Decide what activity goes against which rating and
how much design, leadership and digital support
each activity requires.

6. Finally, subdivide if you required
Consider whether your business needs more than one communication hierarchy.
As an example:
A Built Environment Contractor may have a communication hierarchy for each
industry they operate in, (e.g. Infrastructure, Industrial and Real Estate), by
region, by content theme (e.g. Future of Logistics, Modular Construction and
Radical Safety on Site) or by audience type (e.g. Gold customers, signature
architects, developers and institutes).

[about]

ABOUT PINK MINGO
Hello, I am Elizabeth, the bird behind Pink Mingo.
I am a London based Marketing and Brand consultant, working
with good eggs all over the world.
I provide high quality, short term expertise for companies in flux.
At times of high growth, new market
entry or unprecedented change.
So whether you are a mature business or a newly-hatched brand,
please get in touch to explore how we can fly higher together.

Pink Mingo: The Marketing Director's Guide to High Impact Communications

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Pink Mingo: The Marketing Director's Guide to High Impact Communications

Ähnlich wie Pink Mingo: The Marketing Director's Guide to High Impact Communications (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Pink Mingo: The Marketing Director's Guide to High Impact Communications