Before implementing a campaign for any one of our clients, we at Scout will begin by creating a communications strategy that best sets out the goals and methods of that campaign. Strategic communications form the backbone of what we do, and we take a very goal-oriented approach.
As an integrated communication agency, we offer strategic communications workshops as a stand-alone service to clients. These workshops comprise three-hour guided sessions, after which, the client will leave with a clear “roadmap” to guide the way forward. Clients are not obliged to use our services thereafter – but of course, we prefer it if they do!
We start any new long-term client relationship with just such a strategy session, and thereafter, we constantly employ strategic thinking as a key feature of ongoing retainer work to ensure that the brands we represent remain relevant. We endeavour to understand the client’s brand, sector and its target audience, and by thoroughly monitoring trends and tactical opportunities that arise, we can direct campaigns accordingly.
We endeavour to ascertain the client’s overarching ambition and immediate objectives, which are pivotal to any strategy. After assessing what the client’s most desired outcomes are, we will then create a tailor-made strategy that is designed to meet these outcomes.
Part of this initial stage is identifying the most relevant audience that we can target with the client’s services via marketing communications and/or PR communications, or other communication services, such as social media or digital marketing. Once the main target audience of consumers or stakeholders is identified, we can then build a strategy that helps us determine how best to direct the campaign towards them. Part of this work involves mapping the client’s audience to a targeted media list.
Another very important aspect of developing our communications strategy is identifying all the pre-existing media opportunities that are available to that specific client, and how that client could capitalise on these opportunities. We also look at creating new opportunities for clients by coming up with publicity-oriented activations that will generate interest that didn’t exist previously.
Combining our strategic insights with resources at our disposal, such as our substantial experience in various communication services, we fashion strategies that are well-informed and effective.