Marketing communication strategy: Bring your brand to life

1. Customer Journey Mapping

The customer journey is the foundation of a successful marketing communication strategy. Together, we map out your customer’s journey: from the first moment of contact to the final purchase and beyond. We analyze how your customer experiences your brand and where the most important contact moments are.

During this process, we identify:

• Touchpoints: Where does your customer come into contact with your brand? This can be online, physical or through media.
• Needs and emotions: What does your customer expect during each contact moment and which emotions play a role?
• Optimization opportunities: How can we improve the customer journey to offer a better experience?

With these insights, we lay a strong foundation for developing targeted marketing communication that responds to your customer’s needs.

2. Marketing communication mix and the Media and Resources Matrix

A successful marketing communication strategy requires the right mix of resources and channels. Based on the customer contact moments from the customer journey, we create a media and resources matrix. This includes:

• The right channels: Which media, such as social media, email, print or events, are most effective for your target audience?
• The right resources: Which marketing tools, such as advertisements, blogs, videos or brochures, best support your message?
• Budget allocation: How do you distribute your resources and budget to achieve maximum impact?

By creating a clear mix, we ensure that your brand is presented consistently and recognizably, regardless of the channel.

3. Content strategy: Inspire and engage

Content is the beating heart of your marketing communication. With an extensive creative brainstorming session, we generate an abundance of ideas, concepts and messages that perfectly match your brand identity. We then structure this content using the Hero, Hub and Hygiene model:

• Hero content: Large, striking campaigns that attract a lot of attention and put your brand in the spotlight.
• Hub content: Regularly recurring content that keeps your target audience engaged.
• Hygiene content: Practical and informative content that responds to specific needs of your target audience, such as FAQs, blogs or tutorials.

This approach creates a clear hierarchy and balance in your content, so you can inspire and engage your target audience at the right moments.

4. Creating the MarCom calendar

A well-planned marketing communication calendar provides overview and structure. Together, we develop an extensive MarCom calendar that maps out the most important moments and actions.

Our approach:

• Visual overview: With a large printed annual overview, you get a clear picture of all planned activities.
• Important moments: We identify major recurring events throughout the year, such as trade fairs, seasonal campaigns or holidays.
• Always on, periodic and action-based: We distinguish between always-active campaigns, periodic actions and short-term promotions.

With this calendar, you ensure that your marketing activities are well coordinated and that you do not overlook anything.

Why choose our marketing communication strategy?

Our approach offers:

• Insight and structure: From customer journey mapping to a complete MarCom calendar, we provide a clear strategy.
• Creativity and innovation: Our brainstorming sessions produce unique and inspiring content ideas.
• Goal orientation: With a clear marketing communication mix and content strategy, you can be sure that you reach your target audience effectively.