At Stanton Communications, we believe that strategic communication is not a generic undertaking. It must be tied to a careful consideration of an organization’s objectives. Everything that is communicated to one audience must be carefully considered to determine how it complements, conflicts or interacts with communications to other target audiences. In addition, most sophisticated organizations rarely have a single priority to address through communications, since company or organizational initiatives are often multidimensional in nature. Inevitably, there are financial metrics to be met, policy issues to be managed, image and educational issues to be sustained, marketing support to be provided.
Our four-step strategic communications planning process, known as the Matrix Blueprint, takes all of these and more into consideration.
We take time to conduct an in-depth issue review, analyze media coverage, study primary and secondary research, assess communication materials and interview key internal & external stakeholders to fully inform our thinking about your issue and our recommendations for your communications.
The outcome is an Immersion Insight Report that aggregates our findings and serves as the basis for a preliminary communication plan. This report includes verbatim comments from stakeholder interviews and relevant third party assessments.
With this enhanced insight into your organizational priorities and issue goals, we correlate business and communication objectives, and articulate a communication strategy based on focus areas of greatest potential impact. Whether those areas are organized by audience, business line, geography or other point of emphasis, we provide a platform for consistent and cohesive communication, along with high-level messaging and overall program structure.
We dive deep into each focus area, providing tailored objectives, approaches, messages, tactics, communication channels, tools and even potential “banana peels” that could cause unintended slip ups over time.
The final product is the Matrix Blueprint, providing the complete communication program at-a-glance. Far beyond a simple plan narrative, the Blueprint provides a measurement tool by which the program can be assessed in real-time and course corrections can be made as needed.
The result of this structured four-point process is a physical and actionable strategic plan—a “Matrix Blueprint”—which provides an overarching communications strategy and approach as well as specific and practical guidance, steps and actions. All are supportive of your organization’s goals and aligned with its unique culture, challenges and opportunities.