04/03/2025
Ever wonder why some communication efforts stick while others fall flat? It’s not just about having great materials, it’s about having a great strategy first. Before we dive into videos, social media posts, brochures, press releases, or ads, we need to answer a critical question:
👉 What are we actually saying, and who needs to hear it?
Too often, organizations jump straight into content creation, designing flyers, launching ads, or producing videos, without a clear concept, messaging framework, or understanding of their audience.
The result? A hit-or-miss approach that lacks consistency, direction, and impact.
🎯 This is a 3-Step Process to Always Hitting Your Target Audience:
✅ Step 1: Develop the Strategic Concept
Define the core message: What’s the one thing your audience must remember?
Identify the key talking points: What supports your message?
Align with your organization’s goals: Does this message drive action?
✅ Step 2: Understand the Audience
Who needs to hear this message? (Demographics, behaviors, values)
What challenges do they face, and how does your message solve them?
What tone, language, and channels best reach this audience?
✅ Step 3: Select & Develop the Right Communication Materials
Now that you know what to say and who to say it to, you can choose the best medium:
🔹 Social media posts for fast engagement
🔹 Videos for storytelling impact
🔹 Infographics for complex data
🔹 Press releases for credibility and outreach
🔹 Print materials for long-term reference
The Bottom Line: A strong concept comes before communication materials. If you develop content without strategy, you’re just throwing words into the wind.
💬 What’s your biggest challenge in strategic communication? Reach put to Ferlo Communications and Media for strategic communication solutions.
