I. The Key Messaging Document
Telling Your Story in Words
Companies need meaningful, consistent, concise language to clearly communicate the nature of their business and benefits of their products or services to key target audiences. To provide this, HealthFlash will work with appropriate staff and provide you with a carefully crafted and vetted Key Messaging Document as a final project deliverable.
The goals of this document are to:
• help audiences better understand and remember your messages through consistent repetition and reinforcement.
• enable your staff and other corporate representatives to remain on message by clearly identifying important points and preferred language.
• Save time by providing concise statements appropriate for multiple purposes so that users need not reinvent the wheel.
The Key Messaging Document covers the important messages needed to communicate with all your external as well as internal audiences in the course of business. It provides clear guidelines for consistency for all your marketing-related materials, including, sales collateral, web content, press releases and other public relations materials, presentations, proposals, advertisements, signage, packaging, labels and more. Use it when you create or evaluate copy for any of these.
Because the content of this document has been evaluated and approved by the company in advance, it enables all members of your organization to communicate consistent information using the same language to underscore your information and make it memorable.
Depending on your specific goals, the Messaging Document May Include:
Mission/Vision Statement - Typically a reflection of the far-reaching organizationís goals and vision of the future. The statement is usually somewhat abstract and often inspirational in nature.
Positioning Statement - A narrative description of the position a company wants to occupy in the marketplace and your in customersí perception. Often this is an internal statement used for communication with staff about how to describe the company to others.
Corporate Messages - Key concepts about the company overall, not just particular products or services.
Product/Service Messages - Important information about the company's major products or services. This message contains concrete and detailed information for communication with customers, potential customers and others presumed to have strong interest in a your products or services.
Audience Messages - Key ideas that a company seeks to communicate to specific audiences or audience segments. Audience-specific messaging addresses the differences among specific groups in interests, abilities, values, technological sophistication and more.
Corporate - Creative, memorable short corporate description or slogan conveying essential information about the company's mission, area of business or benefits. The tag line typically is used along with the company logo in advertising, signage and marketing collateral materials.
Corporate Descriptions-Concise descriptions of a company for use verbatim in various communications material such as press releases, industry directories and more. These may be prepared in various lengths such as a short phrase, 50 words, 100 words and 200 words. The contents typically reflect the corporate messages delineated above.
Product Tag Lines-Creative, memorable short product description or slogan conveying essential information about the nature of the product, its benefits or unique features. The tag line typically is used along with the product logo in advertising, signage and marketing collateral materials.
Product Descriptions-Concise descriptions of products for use verbatim in various communications material such as press releases, industry directories and more. These may be prepared in various lengths such as a short phrase, 50 words, 100 words and 200 words. The contents typically reflect the messages discussed above.
II. Corporate Identity
Telling Your Story in Visuals
HealthFlash's design team also can provide your company with a complete Graphic Identify Package, including logo design or revision, key graphic design elements, color choices and more.
Alternatively, our unique Corporate Consistency Package will capitalize on existing logos and design elements that already have marketplace recognition and create a unified, modern look to increase your brand impact.
Branding and messaging convey meaningful and memorable information about a company, product or service and involves both consistent, carefully crafted written and graphic elements. HealthFlash offers both components, individually or as an integrated comprehensive project.
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