Strategic Communication Plans

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

If you want to know how to legally communicate your work to create more inclusive workplaces, read this! Leaders from the Meltzer Center for Diversity, Inclusion, and Belonging at NYU School of Law clarify when DEI communications are at legal risk: “...when a statement suggests that the organization engages in what we call the “three Ps” by conferring a *preference* on a *protected group* with respect to a *palpable benefit*.” The article provides practical examples of how to move from legally risky language. As an example: 🚫 Risky: “DEI uplifts historically disadvantaged groups to ensure equal outcomes.” ✅ Better: “DEI removes unfair barriers that prevent disadvantaged groups from competing on a level playing field.” Instead of shying away from communicating your commitment to a more diverse, equitable and inclusive workplace, use a growth mindset approach. Gain the skills and competencies of speaking your commitment without wandering into the "three Ps". They suggest: 💡 Engage your public affairs or communications team. In addition to forging a closer bond between the DEI team and the office of general counsel, engage your public affairs or communications team. 💡 Document your organization’s approach to DEI in writing. An internal charter or similar document could set out why the organization supports DEI, how it defines the letters of that acronym, and how that commitment influences its practices relating to outreach, recruitment, onboarding, retention, and promotion. The charter could also explain what the organization does and doesn’t approve with respect to data collection, diversity targets, diversity training, and other policy areas. 💡 Train managers on how to communicate around DEI. They are on the ground and without training, will be the ones likely to make mistakes. While the landscape is shifting, the need for DEI remains as important as ever. Try these communication approaches to limit your legal risks and support the longevity of this important work. Article by Kenji Yoshino, David Glasgow and Christina Joseph. Published in Harvard Business Review. #DEI #Communications

A few weeks back, a founder of a fast-growth company asked me a burning question: "What's the best way to keep everyone aligned as we navigate our company's rapid evolution?" Here's the compass for your transformation journey: repetition is key. 🔄 Let's paint the picture: "Few messages, many times." In the startup chaos, communication evolves constantly. But when you hit the scale stage, it's time to focus. Select your top 3-4 messages and hit repeat. 🔄 Drawing inspiration from Rob Bernshteyn's communication playbook at Coupa, his secret sauce was simple yet powerful messages like the "3 wave" strategy, product differentiation, and the 3 core values, repeated at every interaction moment, notably at all-hands meetings. These echoes ensured every team member from San Mateo to Sydney was singing the same tune. Simply put: Short and Sweet. And then Repeat. #TransformationJourney #CommunicationStrategy

The F-word of communication is FIDELITY – accuracy and clarity in the transmission of our messages’ meaning. Yet in today’s fast-paced, multi-channel communication, many of us rush to deliver our messages without taking the time to tailor or test them. There is a way to predictably increase fidelity and still be time efficient: Just as product designers use the Minimally Viable Product (MVP) approach to quickly test, refine, and improve their offerings, we can apply similar principles to communication. We can leverage Minimally Viable Communication (MVC) to generate and iterate on meaningful, memorable messages that are audience-centric and clear. MVP to MVC: Translating Product Development Steps to Message Development -User Understanding → Audience Insight Just as MVP starts with understanding user needs, MVC begins by getting to know the audience—knowledge, attitudes, concerns, and expectations—to ensure relevance. -Market Analysis → Context Awareness In MVP, analyzing the market shapes product timing and scope. In MVC, considering context (like timing, message sequence, and channel) ensures the message fits the setting. -Success Metrics → Communication Goal MVP measures success through pre-defined metrics; MVC sets a clear goal around what we want the audience to know, feel, and do, helping focus our message and assess its impact. -Wire framing → Message Structure A product prototype conveys essentials efficiently; similarly, MVC uses clear structures (like Problem-Solution-Benefit or What-So What-Now What) to communicate core ideas without overload. -Feedback and Iteration → Feedback and Iteration MVP iterates based on feedback. In MVC, we do the same thing – we adapt our messages through audience feedback, refining it for clarity and impact. Read more about Minimally Viable Communication in my recent TIME online article. https://lnkd.in/ghNSYHYM To learn more tips, tools, and tactics about commuication, check out Think Fast Talk Smart: The Podcast by visiting fastersmarter.io.

Most companies suck at launching products. They’re like Alice in Wonderland — chasing shiny objects and getting lost along the way. Here’s the 11-step process we perfected after 25 years of product launches (in a collaboration with Jason Oakley): 1. Competitive Research The key to great strategy is to look externally. Take notes on competitor's features and how they grow. Build a database so you can counter-position appropriately. 2. Segmentation A launch aimed at “everyone” will miss everyone. Instead, build a laser-focused Ideal Customer Profile (ICP). Follow this chain of thought: What are they craving? → What frustrates them daily? → What job are they trying to accomplish? 3. Pricing & Packaging Even the smallest feature can have a ripple effect on your pricing and packaging. Don’t wait until launch week to figure this out. Before launching, assess things like: Will this be a paid feature or free? Who will get access? What’s the plan for feature gating? 4. Positioning Now it’s time to craft a message that resonates. Speak to their deeper desires, not just their immediate problems. Communicate the outcome your product delivers and why you’re different from the rest. 5. Assemble Your Launch Team You can’t do it alone, and you shouldn’t. A successful launch involves stakeholders across the company. Use the RACI framework to assign clear roles. 6. Clear Objectives Too many teams dive into a launch without defined goals. And that’s why they miss the mark. Set clear objectives and key results. 7. Distribution Channels Many teams fall into the trap of trying to be everywhere; LinkedIn, email, ads, you name it. Reality check: Most startups only have 1-2 effective distribution channels. Find yours and double down on it. 8. Launch Milestones Planning your entire launch around individual tasks will overwhelm you. Instead, focus on major milestones and build a work-back plan. Some key milestones to include: Early access launch → Customer launch → Kickoff meeting. 9. Bill of Materials Your Bill of Materials is the content engine of your launch. Focus on: → Writing the message they want to hear → Designing visuals that captivate and appeal to them → Creating email sequences tailored to every user flow 10. Sales & Customer Success Teams Too many launches fail because these teams are looped in at the last minute. Enable them early with a messaging deck, internal FAQs, and demo materials... And they’ll become powerful advocates for your product. 11. Launch Day Make sure everything is launched smoothly and on time. If you achieve early wins, be the first to celebrate them and rally the team. And don’t forget to keep pushing the momentum forward. There's much more in the deep dive: https://lnkd.in/eB7s6umA If you don't plan your launches, even the best products will fail.

most ceos obsess over strategy, product, and capital—yet ignore the one lever that makes every move stick: strategic communication. i’ve seen brilliant founders pour millions into innovation only to stall because employees, investors, and even customers couldn’t articulate the mission. when communication is treated as a tactical afterthought, momentum leaks out of the system. here’s the simple math i walk leaders through: clarity cuts the noise ↳ if your team can’t repeat your top three priorities on demand, the message hasn’t landed. connection builds capacity ↳ information flows freely when silos are bridged, turning scattered talent into a single powerhouse. momentum fuels drive ↳ stories that make people feel part of something bigger spark energy you can’t buy with perks. alignment reduces friction ↳ psychological safety plus clear decision frameworks keep teams moving in the same direction. invest in the “transmission,” not just the engine. strategic comms turns vision into traction.

One of the biggest mistakes in marketing is the expectation of immediate ROI. It’s tempting to seek instant results. But this mindset often misses a crucial aspect of the customer journey: the time it takes for potential customers to transition from awareness to purchase. In reality, the path from initial exposure to a final decision isn’t always swift—it can span weeks or even months. This extended timeline is a key part of consumer behavior that marketers must recognize and plan for in their strategies. This is where nurturing becomes essential. Effective nurturing goes beyond quick wins and involves building meaningful relationships through personalized email campaigns, targeted SMS messages, engaging content, and active audience interactions. However, nurturing doesn’t stop after the first purchase. Continuing to engage with customers post-purchase is crucial for fostering loyalty and trust. Although immediate ROI from nurturing may not be immediately visible, its long-term benefits are substantial. Proper nurturing enhances conversion rates and boosts customer lifetime value. To build a successful nurturing strategy, start by mapping out the customer journey. Develop targeted content that resonates with your audience, leverage marketing automation to streamline your efforts, and personalize your communications to create a more meaningful connection. Continually refine your approach based on feedback and performance data to ensure your nurturing efforts are as effective as possible. By embracing this long-term perspective, you'll turn initial investments into sustained growth and lasting success.

Your pivot explanation should fit in a tweet. Everything else is justification. I've watched dozens of AI startups navigate strategic shifts. The pattern is unmistakable: those who are able to communicate their pivots with brutal clarity win faster. When you can distill your strategic shift into one clear sentence, you've done the hard work of strategic thinking. The companies that struggle to explain their pivot in simple terms are often the ones whose strategy hasn't fully crystallized. And this is equally true for any new business. I recently advised a founder who spent weeks crafting a 12-page pivot document. Nobody read it. Then we changed it to: "We're focusing on solving the top 3 finance use cases instead of being an all-purpose AI platform." The team rallied because they understood. Customers stayed because the narrative connected to strengths they already trusted. The brevity constraint forced us to: → Clarify exactly what was changing (and importantly, what wasn't) → Connect the new direction to existing capabilities → Eliminate strategic contradictions hiding in complexity → Create a message everyone could repeat consistently Founders often believe complex decisions require complex explanations. The opposite is true. Complexity in communication usually masks strategic uncertainty. Clear communication isn't the packaging of your pivot—it's the sharpening of your strategy. When you can explain your direction with crystal clarity, you've likely chosen a direction worth pursuing. Leadership clarity is fundamentally about the courage to simplify. Just remember — explanation is justification. Run toward your strengths and convictions, instead of making noise to escape your weaknesses. #startups #founders #growth #ai

The best way to get employees behind your marketing strategy is to begin with a smart strategy on how to engage your employees.   Here’s what worked for a client of mine attempting a difficult turnaround.   From the beginning, we decided to include in the planning process a cross-section of headquarters and field personnel at different levels throughout the organization.   We wanted to understand what they considered to be the key challenges …   What they encountered on the front lines …   And, their thoughts about what was needed.   So far nothing groundbreaking … that’s how many companies approach the development of a new strategic marketing plan.   But often the employees selected to participate are chosen on the basis of their job performance or because management likes them or because their supervisors want to give them more visibility.   We took a different tact.   Once a decision was made on the disciplines and departments that needed to be represented, we took a deep dive to identify who the real influencers were in each of those departments.   We wanted to find the employees who their peers respected most and would follow.   Employees who other employees looked up to and whose judgement they trusted.   Then we included those handpicked employees at every stage of the planning from the very first meeting up to the final proposal we recommended to top management.   When the strategic plan was approved, these influencers were deeply invested in the outcome.   They owned the plan and wanted to make sure it succeeded.   In part it was a reflection on them.   When it was presented at headquarters…   And then taken on the road to share with the field teams …   We always had the employee/employees who worked directly with those in attendance  participate in the presentation.   Not only did they enthusiastically endorse the new direction at that initial presentation …   They remained powerful ambassadors throughout the implementation and ongoing execution.   The company achieved a record turnaround in less than two years that the CEO attributed in large part to not only having the right strategic marketing plan but also having the right employee strategy to ensure its success.    Illustration and Source: Dr. Michael Heng    Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalIntelligence #EmotionalTriggerResearch #CEO #Entrepreneurship #Leadership

Too many companies brag about being “global”… Until you ask them to communicate like it. If your “global” internal comms strategy: 🛑 Assumes English proficiency across the board 🛑 Ignores cultural nuance or translation 🛑 Doesn’t account for regional holidays or time zones 🛑 Uses idioms that don’t translate (literally or emotionally) …then your strategy is not global. It’s just loud. Here’s what real global comms looks like: ✅ Running a French-language benefits meeting in French ✅ Knowing the difference between localization and translation ✅ Checking cultural calendars before you schedule a town hall ✅ Choosing words that include rather than isolate Language is access. Culture is context. Communication without either is exclusion dressed up as efficiency. If your team spans the globe, but your message only reaches the “HQ usuals,” it’s time to rethink. Because if your comms can’t cross borders, they won’t build bridges either.