Whether you’ve acquired a firm, received a generous grant to launch a new service or merged with an industry peer to strengthen your offerings, clarity and impact need to be at the core of your communications plan
Expanded offerings can be big news for businesses and nonprofits alike. The opportunity to serve new audiences, enter new markets and hire new teams can all pave the way for continued growth and expansion. And, while the good and exciting far outweigh the challenges, ensuring your communications strategy for spreading the news puts clarity at the forefront is key.
Who you were…and who you are becoming
Change can be exciting. It can also be a bit nerve provoking. When communicating a change in services, programs or products to clients it’s important to reinforce the brand values that they know and love. With that foundational messaging in place, it’s then time to answer ‘What’s in it for them?’ when it comes to the new. Remember, clients want to know that the brand they have come to trust is still there and that regardless of whatever expansions, enhancements and additions may be taking place you are still the partner, advisor or vendor they know and trust.
Take a multichannel approach
Ensuring your brand is the mouthpiece that delivers news directly to key stakeholders is vitally important. And, while there may some audience overlap across communication channels, making sure the news hits every channel in your marketing toolbox is key. From e-newsletters and social media posts to press release and ads, craft clear, concise and consistent messaging that can be used across a wide-range of platforms. And, don’t forget: employees are an important part of the communications plan. Ensuring your team hears the news before clients, customers and the public at large – and that they have a chance to ask questions and get answers – is vitally important for maintaining strong internal morale and limiting the potential for misinformation to spread.
Step into your clients’ shoes
If you heard that the nonprofit that provided residential living services for a loved one was doubling the size of their facility, what questions would you ask? If you heard your physician’s practice was acquiring another practice and welcoming new doctors, what would you want to know? If your financial planner, accountant or another professional services provider were being acquired by another firm, what information would be key for maintaining your trust in that advisor?
It’s easy to get wrapped up in logistics of a big business shift but it is imperative to take a step back and think about how your target audiences may receive and interpret the news. Anticipating common questions, preparing oneself to respond to objections and planning for the likely ‘what ifs’ can help pave the way for a smooth news rollout.
Anticipate the competitions’ response
Sometimes, one company’s big news can become a competitor’s biggest threat. In turn, this can lead to increased marketing competition and a battle over share of voice in the media. As you plan to turn up the volume on marketing and communications in support of your expanded offerings, incorporate a series of action items to keep the momentum going so as to remain a few steps ahead of the competition. And, of course, it doesn’t hurt to have a contingency plan in place if you need to amp up the marketing a bit more to keep ahead of the curve.
Simplify, simplify, simplify
Jargon and technicalities can get in the way of clarity. As you work on the messaging to announce your newest product, service, facility, territory and more, focus on distilling your content down to the most salient points and delivering it in a way that is both authentic and easy to digest. Depending on the nature of the news, this may require a multistep approach. For example, you may start with a mailed letter and coordinating email to clients and then follow those up with a group infosession or the ability to schedule one-on-one meetings to obtain more information. Remember: while every detail about this new project or endeavor may be existing for your mission, vision and firm leadership, less is often more when it comes to sharing news with large, diverse groups of stakeholders.
Expanding programs and services can be significant milestones for businesses and nonprofits alike. These moments of growth can present opportunities to serve more clients, expand a geographic footprint, increase market share, grow revenues and more. But, as with any news, communicating with clarity, focusing on impact and keeping audiences’ needs top of mind are key to a successful announcement.
