Communication strategy
How do we talk about it?
A communication strategy at Space — from €1,900, 3 weeks. Tone of voice and communication system. Positioning and messages by segment. Rules that keep marketing, PR and SMM working in the same direction.
When you need it
- It’s unclear who we are and what sets us apart
- Build positioning and messages by segment
- Direct the marketing, PR and SMM team — when there are people but no course.
Scope of work and timeline
✦ The exact scope of work is defined at the briefing stage and fixed in the commercial proposal
Stage 1 — Analysis
Briefing and task definition
Questionnaire · Kick-off session · Goals and KPIs
Scope of work
- Pre-start questionnaire: numbers, product, channels, team
- Kick-off session with the owner and team (up to 2 h)
- Setting business goals, KPIs and success criteria
Results
- An agreed task and success criteria
- A list of data and access needed for the work
- An agreed plan and timeline
Audience and current communications
Segments · Channels · Competitors
Scope of work
- Review of audience segments
- Audit of current communications and channels
- How competitors communicate
Results
- Priority segments
- What works in communication and what doesn’t
Audience research (CustDev)
6 in-depth interviews · Barriers and triggers · JTBD
Scope of work
- 6 in-depth interviews: clients, potential clients, “decliners”
- Analysis of decision-making factors and barriers
- Systematization of insights
Results
- In-depth interview report
- Map of needs, pains and jobs (JTBD)
- Triggers and motivators for communication
- Positioning recommendations
Stage 2 — Strategy
Positioning and Messaging Framework
Positioning · Advantages · Messages by segment
Scope of work
- Shaping positioning and competitive advantages
- Developing the brand Messaging Framework
Results
- Positioning
- Brand Messaging Framework
- Messages by segment
Communication matrix
AIDA / HANT · Segment × insight × message × channel
Scope of work
- Building the AIDA / HANT communication matrix
Results
- Communication matrix: segment × insight × message × channel
- Offer recommendations
Tone of voice and communication rules
ToV · Communication system · Marketing, PR, SMM
Scope of work
- Tone of voice and communication system
- Rules for marketing, PR and SMM
Results
- Brand tone of voice
- Rules that keep marketing, PR and SMM working in the same direction
Timeline 3 weeks
Format remote
Document PDF
Start after a consultation or audit
Exact price — after the briefingProject timeline
| Task | Day 1 | Day 4 | Day 7 | Day 10 | Day 14 | Day 17 | Day 21 |
|---|---|---|---|---|---|---|---|
| Analysis | |||||||
| Briefing1 day | |||||||
| Audience and communicationsDays 2–6 | |||||||
| Strategy | |||||||
| Positioning and MessagingDays 7–12 | |||||||
| Communication matrixDays 11–17 | |||||||
| Tone of voice and rulesDays 16–21 | |||||||
✦ Timelines are indicative · the exact plan is fixed at the briefing
Important
Communication and channels are meaningless until the economics and the product are in place. Sold only after a call or an audit: without the numbers of a specific business, a strategy is built on assumptions.
Limitations and agreements
Midpoint check-in
We always check in at the midpoint. If the findings diverge from the original task, work stops and we re-agree the direction. No surprises at the end.
There is someone on your side to execute
Before we start, we name the person who will put the results to work. If there is no such person, we take on the ongoing support format. Conclusions without someone to execute don’t turn into money.
Change of task
If the brief, goals or input data change, the timeline and cost are revised. Changes are agreed in advance.
Scope of revisions
Two rounds of revisions within 10 business days after delivery of the final version are included. A fundamental change of logic is a separate task.
Pause on silence
If there is no reply for five business days or payment is delayed, work is paused and we let you know.
Next steps
Request and intro call
20 minutes on Zoom, free: we clarify the task and budget
Consultation or audit
We gather the business’s numbers — without them a strategy rests on assumptions
Contract and invoice
We fix the scope, timeline and cost
Questionnaire and input data
Before work starts: numbers, materials, access
Project kick-off
Briefing and kick-off session
Contacts
Request
Start with a consultation
Strategy development starts with a consultation or audit. In a free intro call on Zoom we clarify the task and budget and decide which stage to start with.
After booking we will send a questionnaire — it is filled in before the call so we don’t spend time collecting facts. Or write directly: t.me/idashashi
FAQ
How much does a communication strategy cost?
At Space, a communication strategy costs from €1,900 and takes 3 weeks. It is sold only after a consultation or an audit: without the numbers of a specific business, a strategy is built on assumptions.
Why isn’t a communication strategy the first step?
Communication and channels are meaningless until the economics and the product are in place. First — to whom and why, then — how much and through which channel.
Do you run social media?
No. We don’t set up ads, run social media or design layouts. A communication strategy sets the rules your team or contractors work by.