- Who is your audience?
- What do you want them to know?
- What do you want them to do?
The Activ Consulting Group enjoys a variety of clients – small businesses, non-profit organizations, hospital/health care systems and entrepreneurs. And no matter what I do for them, our marketing and communications conversation begins with those three questions.
It’s more involved than picking up your megaphone and shouting out your message.
Often, I help my clients work through those three questions to arrive at clear, compelling answers that drive the strategy for messaging and promotion.
Some current examples:
- A county government entity wants to reassure its clients about the safety of receiving the Johnson & Johnson COVID-19 vaccine—with appropriate new warnings. The goal is to educate clients about the relative risk of 15 individuals developing blood clots, three of which were fatal and none conclusively linked to the vaccine, out of 8 million people given the J&J shot, compared to 500,000 Americans dying from the coronavirus. Our strategy is to arm the clinical team with updated, compassionate talking points that underscore the importance of informed choice.
- An attorney in private practice wants corporate lawyers in a particular industry to know of his expertise and his ability to add value to their practice. The marketing strategy includes development of a redesigned, simplified website with clearer language and an updated look that reflects the attorney’s professionalism.
- A non-profit organization experiencing rapid growth and change wants to ensure that its communications with board members are effective in informing and engaging them. Our work begins with 1:1 interviews to seek board member input on what information interests them and how they want to receive that information.
- A first-time author wants members of a certain community to learn about the history of that community, engage in conversation and buy her book. The strategy seeks to partner with organizations serving that community to offer speaking engagements and book-signing events.
- A multi-hospital health system wants to ensure that all stakeholders are aligned with a new strategic vision and new goals set forth by new leadership. Our work is getting under way with an assessment of how those goals align with current marketing and communications practices and the strengths and opportunities for activities going forward.
The field of marketing and communications is about informing and influencing your audience(s) to achieve your organizational goals.
I can work with you to ensure your marketing and communications activities are as effective as they can be, starting with: Who is your audience? What do you want them to know? What do you want them to do?
I would be delighted to start that conversation with you. –Jane Brust