Strategic communication — Media

Knowing when to use the right media is the key to an effective communication strategy.

Although our focus is electronic communication, there are times where brochures are the media of choice. Picture a couple of customers leaving your office after visiting with an energy specialist about the weatherization loan program you offer or with a fire cadet about protecting their home from wildfire. They’d rather take a brochure to the coffee shop to talk over their options than to be carrying a web address to check out later.

Bill stuffers

If you send the same bill stuffer to all customers and only print one each month it’s likely the information is pretty generic and not breaking news. Mentioning seasonal topics of interest and including the URL might generate some trips to your website where customers can find timely subject matter.

TV and radio

Television and radio ads don’t answer all the questions your customers might have. But they’re great ticklers! Be sure and refer customers to your website for more information or invite them to call. If you have a memorable URL that’s all they need.

Promotional campaigns

Promotional campaigns are most effective when they tie together several types of media. Bumper stickers are pretty brief but if you direct people to your website they should be able to learn most everything they want to about your organization, its policies, services, programs and much more.

Include your website address on:

• letterhead
• e-mail signature blocks
• print advertising
• agency vehicles
• pens, notepads, other materials
• bill statements
• bill stuffers

Strategic communications create effective communications. If you feel that your communications are uncoordinated or minimally effective, we can help you create a organized plan. Contact us and we'll talk about what will work best for your organization. We look forward to connecting with you.

For more information about strategic communication, we offer a discussion about special audiences, dealing with growth, and using technology.