Messaging Framework Content Development Methodology
OnMessage follows a disciplined Five-Step Messaging Development Methodology to ensure you end up with a messaging framework that can be leveraged across your organization.
Collect & Assess
In this phase, we collect messaging currently being used; assess what is working and what needs to be further refined or developed. This is accomplished by completing an audit of your communication vehicles and by interviewing customers, partners, employees and executives. We also assess your competitor’s messaging and positioning as well as review relevant industry analyst reports and media coverage.
Develop & Refine
Once we have completed the initial messaging due-diligence, we begin developing and refining the core messages that can be used in standard corporate or product sales and marketing materials. The first phase of content development is to build out the various messaging copy decks (50, 100, 250, and 500 word descriptions).
Package & Deploy
Next, we develop all of the materials that are part of the Messaging Framework Package that you purchase (sales presentations, messaging copy decks, positioning documents, etc. ... see complete list of deliverables outlined in the Messaging Framework on our Website). Then, OnMessage and the core client team review and edit the content. Once approved, the content is then packaged and delivered in printed form and in HTML to be published on your Intranet.
Educate & Train
After the messaging content and tools have been finalized, we conduct comprehensive training classes to educate your employees and partners on your corporate and product messaging. We review the messaging that should be used to answer questions like:
> What do you do?
> What products and services do you offer?
> Why should I do business with your company?
>
Tell me about your new products or services, etc.
Training classes ensure messaging tools and content are used effectively and consistently throughout your organization.
Audit & Report
Six months after your messaging has been deployed, we can conduct a complete messaging audit. The audit is completed by interviewing customers, partners, sales representatives and marketing executives. We also place phone calls into your sales organization, review presentations, marketing materials, etc. After the audit, we provide you with a comprehensive report that outlines where messaging is and is not being used effectively and specific steps needed to further deploy, manage and refine messaging across the organization.*
* This phase of the methodology does not include updates to the Messaging Framework itself.
Copyright © 2006 OnMessage, Inc. All Rights Reserved. The Messaging Framework and Methodology is copyright of OnMessage, Inc. and cannot be reproduced, displayed, modified or adapted in any form without prior written permission from OnMessage, Inc.
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