Savage Communications
STRATEGIC COMMUNICATIONS PLANNING
09.30-17.00
TUESDAY 16 JULY
WE ARE LIVE IN
VENUE
York Rd WeWork
Waterloo
PRE-WORK
There is pre-work to complete by Wednesday 3 July.
This practical workshop will provide you with the clarity and confidence to structure a compelling strategic communications plan, from scratch. You will understand the core framework, from taking the brief, right through to evaluation and measurement. You will learn how to develop and deliver outstanding, impactful proposals and pitch docs.
CHALLENGING THE BRIEF
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Interrogate the brief with advanced questioning skills
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Get under the skin of what the client really wants
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Ensure that communications objectives are aligned with business objectives
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Play the role of the trusted advisor to help the client find out what they really need
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Appreciate the difference between objectives, strategy and tactics
STRATEGY & CREATIVE THEMES
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Run a strategic brainstorm
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Expand the SWOT to deliver insight and originality
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Arrive at the ‘wow’ moment effortlessly
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Use red light thinking to evaluate ideas against objectives
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Use stakeholder mapping to inform your communications strategy
LANGUAGE & STRUCTURE
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Develop the narrative and build an irrefutable business case
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Use persuasive language to land your message
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Navigate through objectives to strategy and tactics
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Pre-empt objections and resistance, building them into your recommendations
SHOWING
VALUE
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Demonstrate commercial understanding and return on investment
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Answer the 'so what?' and the 'why?'
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Understand and use the AMEC evaluation tools
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Demonstrate expertise and make well-researched points strongly, backed up with data and proof points
PREPARATION
In preparation for this training, please send your responses to these questions to Sarah by Wednesday 3 July.
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Looking at the workshop overview, what is your single most important objective for the training?
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What’s the biggest challenge you face, when it comes to strategic communications planning?
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What’s your greatest strength in this area?
WHAT PEOPLE SAY
EULOGY
SENIOR ACCOUNT MANAGER
Attending Isobel's strategy training sessions felt like a breakthrough moment for me. A process that has previously seemed quite complex and confusing to me has been made so simple and digestible.
FIRSTLIGHT
SENIOR ACCOUNT MANAGER
Really valuable exercises for tackling strategy development.
HEALTH UNLIMITED
ACCOUNT MANAGER
Thank you again Isobel for the wonderful training. I cannot emphasise enough how much this has helped demystify 'strategic planning' for me with easy and clear steps and processes.
