effective crisis comms

Did you know that 45% of a brand’s image can be attributed to what it says and how it says it? Are you clear in your key messaging for your brand? This week, we outlined 4 questions to ask yourself, to ensure that you have a digital strategy that is clear, memorable and consistent in its messages.


Have you determined your audience?

A good campaign concept and plan will be tailored to your target audience. Make sure you know who that audience is. Find out what digital platforms they use and, more importantly, what they want. You can then create your four pillars of conversation (aka your four key messages) for social media channels to drive a consistent and clear narrative about your brand across all platforms.


What are your goals?

Always envision a clear goal before embarking on a content marketing strategy. Unless you have clear objectives for what you hope to achieve, it can be difficult to create a strategic marketing plan that will deliver results.

If you have a number of goals, you should prioritise, selecting the most important targets before moving onto the next item on the agenda.


What tactics will achieve these goals?

To achieve these goals and reach your target audience, you will need to employ a variety of digital tactics. The best way of visualising these tactics is with the digital marketing trifecta. The digital marketing trifecta identifies the range of owned, earned and paid tactics that are vital for your marketing strategy.


By utilising a range of tactics across these three categories, you will ensure that your brand narrative is being conveyed across all available channels to your target audience.

How will you measure the results? 

Metrics are an important part of the strategy, helping you to evaluate your overall impact. They should be reviewed on a continual basis to identify month-on-month increases and decreases as well as identifying which content is most frequently consumed by your target audience. By doing this, you can evaluate which content captured your audience’s attention and you can better utilise the digital marketing trifecta going forward.


Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.

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Springboard Communications
CRO 529581
Dublin | Cork