Writing Award /Pitch winning Communication Strategy- Part 1

Writing Award /Pitch winning Communication Strategy- Part 1

Earlier this year, during the 2nd Marketer’s night, one of the Key Note Speakers was Mr. Polycarp Igathe. At that time, He was running for office, in the capacity of Nairobi Governor and His topic was dubbed’ Building a City Brand’. As I keenly listened to him, I did not know that he has so much experience as a marketer and his deep passion.  However, there is one thing that He mentioned that is worth noting, ‘In our world today, all sectors are quickly being digitized and replacing human beings with technology, think about the banking sector, telecommunications or IT. Marketing however, especially strategy development is one of the key sectors that cannot be digitized, this is because at the center of every great communication , we cannot ignore the human element.’ (paraphrased). I totally agree with his sentiments which forms the basis of my article in this issue. As strategists, we MUST go out into the field, meet people, collect data and unique insights that are relatable, purposeful and meaningful.

A good strategist can sit in a boardroom, browse the internet and get some data to work with, but a great strategist will go into the field, physically meet the set Target audience, have conversations- most of which will be out of script BTW. The findings then will form powerful communication strategies that will resonate with the TA and remembered for such a long time! In Kenya, there’s a common phrase that we say ‘ Kwa ground, vitu ni different’ translated to mean ‘ the implementation  is usually totally different from the written paper work’

Let me give one example of a very old campaign that we still remember, ‘Niko Na Safaricom- the Music edition. This thematic (feel good) campaign, according to YouTube was released 11years ago. When you watch it today, all of us can still relate to it, why? Disclaimer- I was not part of the strategic team but as a strategist, I believe that when the strategic team went to the ‘ground’ and inquired what Simcard they were using, many people said’ Mimi niko na Safaricom’ (I have Safaricom) . The phrase was coined and owned by the natural conversations of the consumer. So they took the phrase and built a whole campaign out of it. They added other elements that we as a people have and that matter to us. So apart from having Safaricom, what else do you have? (The commercial was shot in Swahili but Translated for our readers); I have the ability to self-develop, I have the strength for determination, I have been blessed for the work that I do, I have happiness and I have ability….I have Safaricom! Please listen to the original version here  https://www.youtube.com/watch?v=uIBHuqeis3U

For any powerful strategy, meaningfulness is key! To achieve meaningfulness, it must have an emotional connection. As human beings, normally nothing is meaningful if it does not appeal to our emotion. One can almost hear the question at the background, what does it matter to me, how do I benefit, What’s in it for me? I often see so many brands airing campaigns that celebrate 5 years/ 10 years Anniversary of existence. And as much as it is a big deal to the company or brand, do you think the consumer cares if they do not associate with the brand? If they do not feel that services or products of the company touch them or make a difference for them at a personal level? Does the brand care about my wellbeing, my family, my career, my needs and wants? This question can only be answered with an insightful strategy one that almost originates from the consumer.

Purpose is a word that all individuals and brands MUST crack, purpose goes beyond you and spreads to your future generations. Your ‘why’ for doing what you do. If today you seize to exist, will your brand or legacy die with you? If you can answer this question, then you have a strong purpose and strategy!

Simon Sinek, is an American Author and coined the concept of ‘Golden Circle’ . You can watch a short clip here https://www.youtube.com/watch?v=uIBHuqeis3U  where he talks more about finding you ‘Why’

Strategy is the most powerful tool we have as marketers and my aim for this article is to set the ground by giving background principles that create a successful strategy. Once this is understood, then we get into the process or guide to write the strategy. These include Setting Communication objectives, Situation Analysis, Competitor information, Target Audience description, Strategy (Big idea) then implementation. This I will tackle in Part 2 of this Article. Keep Reading!

Article is written by Susan Atieno– She’s a communication strategist with a passion for Purpose, people and brands. If you need help writing strategies, you can reach her through e-mail suezanatieno@gmail.com