Begin, Sustain and Encourage Relationships
RELATIONSHIPS ARE EARNED
When you have been profoundly moved by something – some imagery, some story, some happening...deep within your consciousness you are changed. Want one good reason to exemplify your brand beliefs and project your brand personality?
You will be strengthening existing relationships while you develop new relationships.
The most innovative campaigns use storytelling.
– Relaunch the brand
– Publish your legacy
– Begin a capital campaign
– Use story as promotion instead of letting the Ad Agency invent something
– Check in with the brand proposition - refresh the web site and collateral materials
– Keep the best people [employees, clients, suppliers]
– Shareholder information and confidence
We swooped into Monforte Dairy in Stratford Ontario, with notebook, camera and video camera at the ready Four days later we had created a poster, prepared images for the web, produced a short video and written fresh 'About Us' content. We do this 'swoop' at regular intervals to refresh web content.
Start and end with the web for your relationship building campaign.
Marketing communications campaigns cycle through the web - and should be published on the web first. Relationship-building considers all media: web, print, direct, display – start by considering how your relationship building campaign will be experienced on the web and build out the full experience from there. Consider social media across strategic channels: Community, Sustainability, Donor Relations, and Conservation.
Brand Building
An excellent first step is to focus on revitalizing your brand by clarifying, [unsticking] and breathing life into your brand proposition, your brand story and your brand culture. Marry who you are with what you do and implement a visually-rich story of you [in print, on-line and in social media]. And the best part is, that from one campaign to the next, your story is simply built out, layer on layer, so you continue to be recognized as refreshingly true, reliable and familiar.
On-going Communication
Publish your beliefs, your reason for being, doing, selling – in an annual report, in a print magazine or an online publication. The medium must match the audience and the effort should share your beliefs. Simple – always simple and memorable.
Getting to the heart of your story:
