The Communications Strategy - Background

Back in 2000, Conversal's founder was in a unique position of working for a profit based federal institution - the United States Mint. Rather than being a bumbling bureaucrat, he really wanted to affect change. An avid coin collector as a kid and a convergence marketing pioneer as a young professional, he sought to bring these two disparate fields together. He quickly realized that the real key to success would be to encourage and support more people as coin collectors. But how do you go about getting people to take up a hobby?

It was this question that lead to the development of the insights in what is now known as "The Communications Strategy". Soon after asking some really powerful questions, he realized that all organizations exist for the same purpose, to change people's behaviour towards the organization's products, services or ideas in a positive manner. Abstracting the emotional aspects of Maslow's hierarchy of needs, it became obvious that there were data points and ways of organizing communications in the all you can eat information world of the web that would be more efficient than current approaches.

More specifically, what was lacking was a simple to understand framework for understanding and organizing the huge amounts of knowledge and information that an organization needs to communicate to stakeholders.This is the beauty of the solution Chris Heuer developed.

1. Organizations exist to change people's behaviour in a positive way towards their organizations central focus (i.e. products, services, ideas, causes)
2. Behaviour is determined by :

a. what a person knows;
b. as a function of who they are; (their demographic/psychographics profile)
c. relative to the stage of relationship the person has with the organization.

1. unaware
2. aware
3. uninterested
4. interested
5. in process of making commitment
6. new relationship (member/customer etc.)
7. standing relationship
8. advanced relationship (loyalty)
9. former relationship.

For a further explanation of our unique approach and how it might be able to help you, download the Power Point Show or Contact Us to set up an Executive Communications Strategy briefing for your organization.