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Questions to Ask Yourself Before Starting a New Marketing Communications Project

Who is the intended audience? What demographic, trends, qualitative, or quantitative data already exists about them? What do they do and aspire to become?
What is the specific desired action or reaction we want to achieve?
What is the desired brand image or identity we want to convey? How will this project reinforce a larger brand image we want to convey for the association, industry, and professionals we represent?
How should our communications compare to those of other organizations that try to reach our audience?
What is our value proposition? What are the key benefits and features? How will our communication of these create a competitive advantage over similar providers? What makes us unique?
Which types of messages and designs will best resonate in the minds of our audience? What words and graphics will incite action?
What marketing communication media should we choose? Print, mail, phone, e-mail, Web, publicity and press coverage?
How can we make the best use of our limited time and financial resources?
How can we integrate our message into other communication channels across the association?

John Gunn is the CEO of John Gunn Marketing Partners, LLC, specialists in marketing strategy, planning, research and analysis. For more information, please contact the author at (703) 979-9223, jg@GunnMarketingPartners.com

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John Gunn Marketing Partners, LLC
Alexandria, Virginia
Phone: (703) 979-9223 Fax: (703) 979-7786
info@GunnMarketingPartners.com

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