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Creating a Buyer Persona to help target your communication activities

by Mike Nicholson
Blog, Campaigns, Plans, Strategy
June 8, 2021

Some of you out there like to jump right into the tactics of communicating. I get it. It's fun to start diving into social media posts, designing the visuals, or planning that great Instagram story that you've been thinking of. But what if you completely miss your target because you're focused on the wrong tactics? That's where a good Buyers Persona can help in the early stages of the communication planning process. What is a Buyer Persona? A buyer persona is essentially a planning product. It is...

Here are 12 must-read Digital Marketing books

by Mike Nicholson
Blog, Campaigns, Plans, Social Media Marketing, Strategy
December 22, 2019

If you're looking for some books to read in the new year related to the field of Marketing, this is a list that has a little of everything. 1. Faster, Smarter, Louder: Master Attention in a Noisy, Digital Market By Aaron Agius (2019). "In Faster, Smarter, Louder, Aaron Agius and Gián Clancey share the secrets that transformed their two-person agency into a global leader in digital marketing. Through personal stories and real-world research, Aaron and Gián demonstrate that landing multimillion-dollar clients aren't...

Developing an Organizational Narrative

by Mike Nicholson
Blog, Plans, Strategy
January 28, 2019

Developing an organizational narrative is useful in several ways. The process of developing a narrative is useful because it can serve as a forcing mechanism to address all the variables of the organization’s strategy. It is an alternative way to get the organization to think about itself and make sure that the “deeds” of the organization are matching up with the “words” of the organization. The end result, an actual written narrative, can also be useful because it can serve...

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Environmental Scanning for Effective Communication

by Mike Nicholson
Blog, Plans, Strategy
October 2, 2018

The information environment is constantly changing and it requires the communication planner to continually reassess the strategic context of the organization he or she is working for. Detailed communication plans can take weeks and perhaps months to develop, but what may have been a viable communication plan several weeks ago could quickly become outdated based on a change in the strategic context. For this reason, having a good understanding of the strategic context is essential in developing relevant and effective...

The Emergent Strategy

by Mike Nicholson
Blog, Plans, Strategy
September 18, 2018

Henry Mintzberg’s 1994 book The Rise and Fall of Strategic Planning is well worth a read if you have never read it. It is probably the most influential work published by a Canadian academic who has a long history of contributions to organizational theory. One of the reasons it is so good is that it is filled with a wealth of information, and after reading it, everyone seems to come away with different lessons learned. The more times you read it,...

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