communications strategy

Your Discovery Session: The Ultimate First Date

We measure our worth by results. To get results, we build research-based plans, not whim-based ones. Our ideas are creative, vibrant and zesty, but always grounded in research. Style plus substance. Beauty and brains. We’ll never counsel you to execute tactics without the strategic intelligence to back them up.

The CFM Discovery Session doesn’t take place in a courtroom or involve a trail, but the session is a critical first step to becoming your partner and creating made-to-win strategies.

The session is primary research in the form of a mastermind meeting between your team and ours. We’ll learn all about your business, goals, resources, pressure points and past efforts. You live and breathe your brand everyday. The session allows us to dive in beside you to match our marketing PR expertise with your dreams and goals.

Our PR team develops a custom interview question set for your Discovery Session. Here’s a sample of some of the things we ask about.

Goals

What do you want your brand to do within the next six months, one year, five years? What’s the big idea, the vision, the raison d'etre?

Objectives

Objectives are measurables we track throughout our relationship to monitor program success. We discover objectives as we break down your goals. What do you need to achieve? Here are some examples:

  • To increase sales of our product by 30 percent in our local market

  • To engage new audiences in community decision-making

  • To attract 1,000 consumers to our summer event series

  • To build relationships with industry thought-leaders

So You Want to Start a Blog

Many excellent communications campaigns use blogs as story-telling tools, but too many blogs are floating around the internet that haven’t been updated for months. You imagine the blog creators were full of excitement, set up a basic blog format using a site such as WordPress.com, Blogger or tumblr, published a first post and thought, Voila! Smooth sailing from here, right?

A blog only is as good as the strategy and plan guiding it. Before hitting publish, you need to be clear about what you want to accomplish with your blog. What will success look like?

Reasons for a blog may include establishing thought leadership in your industry category, self-publishing news, providing added-value service to clients, raising awareness about important issues or engaging new audiences. All the content you publish should support your goals. 

To measure success, we recommend evaluating multiple touch-points, such as reader comments, content spreading on social media, numbers of readers and blog traffic.

You also should plan content development. Look to your key messages and values to help you indentify the stories you should tell. If your staff members are the key to customer service, consider profiling them. If your brand is committed to supporting the community, write about your involvement. If you have a major event coming up, think how you can advance it through teaser posts.

Get a calendar and mark it with your content ideas, including time-sensitive promotions such as new products and services, special events or campaigns. This content calendar becomes your map, ensuring you are prepared to keep your blog updated.