This week I finally completed the communication strategy and the channel strategy! These were the two modules I was having the most difficult time with because I felt like the content overlapped a lot with my value proposition messaging and my digital strategy.
For the communication strategy, I took the approach of suggesting more specific content and topics the client could use in their digital marketing under the umbrella of the "We care, that's why we approve you for the right amount" messaging. The messaging is more about the broad strategy, while the communication strategy highlights specific tactics. Some examples include partnering with a financial advisor to provide "smart money management" tips to customers to become a reliable resource, and a "danger zone!" campaign where they warn about the risks of falling for a lender who qualifies people for higher loans than they can reasonably pay back.
For the channel strategy, I took the opposite approach. I have the specific digital strategy, so I backed into the broad channel strategy. What are our overall goals for reaching our customer? What makes the specific digital tactics the right approach? This includes reaching the customer where she is, specifically when she's searching for installment loans, and ensuring that the campaign is measurable so that they can determine the best places to invest marketing dollars.
I hope that these two strategies combined with the other modules I've completed will help Axcess Financial with their future digital marketing plans for a long time to come. I feel that they are customizable, flexible, and easily targeted so that they can be adapted for use in many different applications.
Now that I've completed the last two modules, it's time to put together the final presentation! Overall, I'm very happy with the work I've done on this project and looking forward to presenting it next week.
Recent Comments