1. Interactive
PR
Web
BREAKTHROUGH
COMMUNICATIONS
Search
BLUEPRINT Video
Mobile
Advertising
Social
Digital Communications
2. Are you having a hard time getting your brand noticed in such a crowded marketplace? Face it, breaking through to your
audience across multiple channels is complicated. In fact, over 70% of CMOs say they’re behind the curve when it comes
to integrated communications. And most companies are stifled by me-too messages, internal obstacles or agency inertia.
So how are you supposed to make it work? Use this blueprint to guide you towards breakthrough digital communications,
one step at a time.
#1
BIZ GOALS
Ultimately, what are you trying to
#2 AUDIENCE
Who is your audience?
#3MEDIUM
Do you know where your audience interacts?
accomplish? (Check all that apply.) Customers Where do you need to be present?
Generate leads and revenue Employees (Rank in order of importance to your audience.)
Delight customers Consumers 1 On websites
Create value Influencers 1 With mobile devices
Increase brand awareness Investors 1 On social networks (which ones?)
Establish thought leadership C-Level Execs 1 With media and blogs
1
Offline and at events
1
Other
- What problem do you solve for them?
- What are their demographics?
- What do they want?
- Who are their influencers?
Digital Communications 1
3. #4
CONTENT
What do you want people to experience?
#5 EXECUTION
How to break through:
#6 MEASUREMENT
How to know it’s working:
Emotional connection - Is your message differentiated? - Do you tie your measurement back to
original business goals?
Customer delight
Useful knowledge and education
Brand affinity
- What communications channels do
you use? - What do you measure?
PR Awareness
- What kind of content do they want?
Advertising Reputation
Compelling stories
Interactive Metrics
Case studies
Mobile marketing Customer acquisition
News and insight
Social marketing
Relevant research and data
SEO/SEM
Shareable content
Speaking and events - What tools/tracking do you have in place?
Video
Infographics
Social content
- Is your message coordinated across every - Who is responsible for measurement?
channel?
- What action do you want them to take?
Purchase
Recommend
- How many teams and/or agencies do you - Do you measure frequently enough?
Comment
Share have engaged?
Write or publish
- Who is responsible for ensuring that your
story and campaigns are consistent and
cohesive across every channel?
THE NEXT STEP
Need a little help turning your blueprint into a powerful communications program? Let us know. We’ll spend a day testing, tuning and optimizing your
blueprint for maximum impact – with recommendations tailored just for your business. This gratis consultation will include a custom microsite and a two-hour
session to review our findings and recommendations.
Sound good? Email us at blueprint@horngroup.com to get started. Digital Communications 2
