COMMUNICATION PLAN 2010
WHY A COMMUNICATION PLAN A Communication Plan is a tool that helps you to communicate on a market. Following it keeps the communication focused and coherent. The Communication Plan takes off where the Brand Book and Graphic Manual end, by specifying the tonality and the core messages for the company communication. Of course, this should be used in collaboration with the Graphic Manual and be based on the Brand Book. With a Communication Plan, you know how to communicate at the right time, with the right people, in the right way. A Communication Plan should be updated regularly, at least one time per year, to adapt to changes in the market, media usage and company objectives. Every part of it might not have to be changed, but should be overlooked and re-conciliated. This plan should be seen as a guideline for how to communicate in different media and to different target groups with the two brands Configura and CET Designer as senders. When necessary, more information regarding time schedules, budget and risk analysis can be included in the Communication Plan.
MARKETING OBJECTIVES BUSINESS GOALS Configura has five main goals. These are to: 1. Lead as the originator and ongoing developer of PGC software 2. Deliver PGC solutions to four core global markets: Commercial Furniture, Kitchen and Bath, Material Handling, Industrial Machinery 3. Build long-term relationships with customers through a software subscription licensing model 4. Share and expand on PGC solutions through an extensive partner network 5. Inspire our employees with creative, high-tech environments as well as continuing education and the opportunity to work internationally Goals will be accomplished and activities organized by focusing on specific initiative areas. Within each particular initiative area there would also be specific goals.
MARKETING MISSION The focus for this plan will be on these key areas: • Increased market penetration into existing market • Implementation of PGC as a well-known concept in the core market industri
Main Initiatives The Main Initiatives include areas in need of specific attention and action. They bring focus to what significantly will affect Configura and its marketing. Although their priority may change and some will be added or deleted, they will remain important throughout the plan period. For 2010 these initiatives include: • Strengthen the company and the software brand as well as the company image in the North American market • Strive towards the goal of 15,000 sold, active licenses • Adjusting marketing communication for specific target groups
CORE VALUES PROGRESSIVE We dare to go our own way, to think differently and see opportunities. We challenge and review. Configura is an innovator on a traditional market with new ways of working. We will continue to move forward with great vigor, courage and strong will.
OPEN-MINDED We have a permissive internal culture of openness and curiosity, and an organization that facilitates collaboration both internally and externally. We will continue to develop a culture of openness, curiosity and collaboration.
HONEST In an international market, many people claim to be honest. We show through action that the cooperation which is characterized by honesty is a prerequisite for a long term investment.
Let these core values be the foundation for all communication. Whenever writing a text, check if there is something in the text, regarding tonality, vocabulary or overall “feel”, that contradicts these values. This is as important in internal communication as in external communication. The core value words do not have to be said out loud (for example, by writing a sentence like “We are a progressive, open-minded and honest company”), but a person who is aware of them should be able to recognize them in your communication.
SEPARATING OUR BRANDS We must be clear which of the brands is the sender in all communication. This is something we do by using different expressions for our brands in visual identity and communication style. When Configura is the sender, the message should focus on the company, mediate the core values and strengthening the company image. Just as with the visual identity, the Configura communication style is softer, more substantial and personal. With CET Designer as the sender, the product features and benefits is the focus of the communication. The CET Designer language is more active, confident and intellectual, which is coherent with the motion and sharpness in the visual style for CET Designer.
addressing in communication You Always focus on the customer in communication by addressing him or her directly. ”You” is the preferred way to address the reader in American communication.
This When speaking about the product, try to describe it as ”this” rather than ”it” or ”that”, to bring focus on the product right here, right now (not something far away, over there).
We To communicate Configura’s personal approach, make sure to write ”We” or ”We at Configura” whenever suitable. Be careful not to make it sound like ”We at CET Designer” to avoid confusion.
COMMUNICATION IN DIFFERENT MEDIA Website General guidelines Adjust the communication to the level in the information hierarchy you are on. For example, the more the reader presses ”Read more”, the more informative and advanced the communication may be. Press releases Press releases should be objectively written without personal thoughts or comments. Configura and CET Designer should be written in third person. Press releases have a journalistic tone. Since they are mainly sent out to stockholders such as media, partners and clients, the language can be quite advanced and include technical terms. News items and news letters News items and news letters are somewhere in between press release and blog tonality. There is room for more style and nuances in the language, but it should not be too decorative. Here you can write about Configura as ”we” if it is appropriate. News items and letters should be optimistic, present benefits for the receiver, and strengthen the company image.
Blogs If you have a Configura blog, you are free to use a personal writing style. Keep it fun but not too casual, since this is a work-related blog and should interest the readers in your work and the company.
SOCIAL MEDIA The CET Designer User Portal In the user portal it is important to keep the functions and menu items recognizable by giving them names that clearly state their purpose. Otherwise, try to speak the user’s language to reinforce the feeling that the site is made by people and not machines. Communicate a positive brand image but put the focus on the users – if they feel appreciated and important they will enjoy the user portal more. Incorporate news, notifications and special offers to the users of the portal. Facebook The Facebook fan page for Configura CET Designer should be used to write short news (preferably linking to a news item at Configura’s webpage) and posting pictures and videos which the fans then can comment on and “like”. The tonality is open, positive and light. Since the fans probably are CET Designer users or em-
ployees at Configura, focus on a content they can benefit from and communicate a positive brand image. Allowing fans to post their own material on the page is a great way to generate user participation. Keeping the page updated will give the users a reason to return to it more often. Twitter Twitter is a great tool to use when you need to publish something for immediate effect, such as information about the next event in the Configura booth during a convention. The message should be short, interesting and active.
Print Advertisements Keep the ad text simple and quite short. Focus on only a few benefits or features instead of trying to fit them all into one small advertisement. Avoid bullet lists that make the advertisement copy too rigid. Do not have a headline that says too much – or not enough – be a bit clever and let the reader ”close the mind gap”. Exclude difficult words and have a clear message to be sure not to confuse the reader. Folders Folders should be focused on a specific message, by selecting one target group or
one subject. The language difficulty level should not be to high, since folders often are used at conventions when the reader gets a lot of material to read through. Therefore, use only a headline or a headline and a sub-headline on the cover, together with visual material such as photos and renderings, to catch the reader’s interest. Always place the logotype of the sender (Configura or CET Designer) plus contact information on the back cover. The text should be inside of the folder and structured so that the reader easily can find benefits and important information. Brochures In a brochure there is more text space to make a point, but that still requires a well-balanced text that does not become tedious. Think of brochures like a magazine that contains different perspectives and varying ways of giving you information on a specific subject (notices, articles, ads etc.). By having a diversified content, the reader is more likely to stay interested. The language, length and tonality can change depending on the content style. White papers Although White Papers include a lot of technical terms and very specific information, make the text lucid by having clear and interesting headlines and a well-balanced mix between longer texts and bullet lists. A summary at the end of each part, that in a few sentences describes what has been discussed, can be a good idea.
Target groups FOR CET DESIGNER External, primary • Manufacturing prospects • User client prospects: Dealership principals CIO’s Sales Interior Designers Designers
Internal • • • •
Configura employees Current partners Current manufacturers Current clients
External, secondary • • • • • •
Industry-related media Industry organizations: OFDA, ASID Investors Dealership communities Interior design community Independent programmers and software developers (e.g. KISP) • Other potential business partners
POTEnTIal FUTURE • A&D level architechts and interior designers • Opinion leaders
Communication for CET DESIGNER target groups Target Which arguments do we have to group interest the receiver?
What is important for the receiver?
Dealership principals
• • • •
Money, profit Efficiency of work flow Easy to implement Fewer resources needed
• • • •
Size of investment Safe, quick and easy to implement Trust of the product and Configura References
CIO’s and technical supervisors
• • • •
Best-in-class technology Easy to implement All licenses handled by one person Internet updates and free support
• • • •
Technical specifications and requirements Support and training Trust of the product and Configura References
Sales
• It’s easy and can also be used by sellers • Renderings and videos which gives the client a great idea of the design • Produces complete and accurate reports
• Satisfy the client’s needs • Sell quickly and easily
Interior Designers and Designers
• A dynamic and reliable software • Easy to learn with an intuitive interface • Takes care of the technical specifications and gives you more time to design
• • • •
Design possibilities Support and training Adjustable to the designer’s work process No time-consuming errors and mistakes
Which needs can we satisfy or which problem can we help to solve?
Can we stimulate the receiver to some kind of action?
• One software for all steps in the process • For smaller dealerships: one person can do more (both design and sale), efficiency of staff • Quicker tender/offer management
• Buy licenses • Visit the website to get more information, trials etc. • Spread info about CET/PGC to employees (info to go, tell a friend)
• One software for all steps in the process • Updates delivered free of charge on a regular basis
• Give technical approval for the buy • Visit the website to get more information, trials etc. • Spread info about CET/PGC to employees (info to go, tell a friend)
• Communicate with clients efficiently • Avoid problems or errors which slows down the process
• Embrace CET Designer as a tool for sales • Visit the website to get more information and case studies
• Take care of the technical specifications so they have more time to design • Reduce errors and mistakes made because of lack of a rule-based system
• Embrace CET Designer as a tool for designing • Visit the website to get more information, trials and case studies
Target What do we want the receiver to know What should the receiver think of our group about our product after the campaign? product after the campaign? Dealership principals
• The main product advantages • CET shortens the process and lead time • CET reduces costs and increases income
• • • •
Interesting Efficient A profitable and necessary change The given choice
CIO’s and technical supervisors
• CET Designer is the best software for configurable products on the market • The technical requirements for running the software smoothly
• Efficient • Cutting-edge • Easily managed
Sales
• With CET, quick illustrations and renderings can be made when meeting a client • CET shortens the lead time from start to finish in a project
• Efficient • Simple • Profitable
Interior Designers and Designers
• CET gets you time to focus on design • Creates incredible visualisations • Everything is connected – changes can be made instantly and no errors occur
• • • •
Creative Efficient Intuitive Cool
What do we want the receiver to do after the campaign?
Which alternative main media can be used to reach the target group?
• Buy the product, several/more licenses • Promote CET Designer among their own designers to make sure that it gets used • Promote CET to other principals in their network
• • • •
E-zines: MMQB, OfficeInsight Web portals (banners, campaign websites etc.) Magazines Personalized dispatches: email, letters, packages
• Download trial versions of the software to get better knowledge about it • Suggest the software to principals and promote it to interior designers
• Web portals: banners, campaign websites, YouTube, technical forums etc. • Personalized dispatches: email, letters, packages
• Promote the software to principals and CIO:s • Introduce clients to the software
• Web portals: banners, campaign websites, social media, YouTube etc. • Personalized dispatches: email, letters, packages
• Choose CET Designer as a work platform for all their projects • Connect with Configura and other CET Designer users through user portals
• Web portals: banners, campaign websites, social media, blogs, YouTube and similar • Personalized dispatches: email, letters, packages • Magazines: Metropolis, Interior Design • E-zines: MMQB, OfficeInsight
Target When will the campaign be conducted? How will follow-up and evaluation be conducted? group Dealership principals
• During spring 2010, a few weeks before NeoCon preferably
• Contact every principal who have bought licenses and welcome them to Configura • Create different portals for different manufacturers to see how many dealerships from each manufacturer visit the campaign site
CIO’s and technical supervisors
• To be decided at a later point
• To be decided at a later point
Sales
• To be decided at a later point
• To be decided at a later point
Interior Designers and Designers
• To be decided at a later point
• To be decided at a later point