Devising and writing a Communications Project that works damn well is not a trivial task. Before you start reading this article, we suggest you brew a cup of coffee, in agency it helps us to concentrate.

Step 1 – Communication Project: the VIR MODEL.

It may seem trivial, yet the most common mistake communication project writers can make is not paying enough attention to client identity by focusing energy on operations and KPIs.

In our experience, the first step to a successful corporate communication project is to know thoroughly who we are dealing with.

Today, it is no longer enough for Brands to communicate that they have the best product or service. The question businesses need to ask themselves is: “How is my Brand perceived? What values does it convey? What kind of relationship do you want to build?” In other words, who do I want to become?

Let us tell you something: the questions you just read mark the main difference between company and brand.

Well, now that we have introduced the topic and “revealed” to you the first step on creating a communication plan, let’s continue. Small spoiler: there are no magic formulas, so if you think the next few lines contain any tricks, you can abandon the reading right now. We never believed in gurus!

By now, however, you may be wondering what the VIR MODEL you read in the title is and why we apply it in communication plans.

It is a model we coined in Larry Agency that does not exist in the market. It stands for Value – Identity – Relationship, which for us are the 3 cornerstones of Brand.

You should know that when we explain something and name that thing, even if it does not exist, it will stick in the mind of our interlocutor who will associate that word with us who used it for the first time.

This is, for example, a strategy we often use when creating the Communication plan, because it positions us in the minds of our audience (businesses and professionals) as pioneers in the field.

Step 2 – Communication project: goals and budget

It happens, especially in the beginning, that our clients do not know what they need, and they also have no idea what budget to invest in the Communication project. Don’t worry, this is a normal condition. At that point, we are the ones to step in with at least 3 proposals, which have different budgets.

The essential condition is that any budget we anticipate will allow us to do a good job and achieve brand goals.

Otherwise, we will not embark on the project.

Step 3 – Quantitative and qualitative analysis

We live in a content-saturated market, and we produce more content than we can actually consume. The goal of a Brand is to position itself in the minds of the public by harvesting one of the scarcest resources we have today: attention.

For this reason, any communication project involves-after the first 2 steps-analysis.

The analysis we do at Larry Agency to analyze the public’s desires and give a more concerted response to the entrepreneur is of two types: quantitative and qualitative.

Quantitative analysis in the corporate communication plan analyzes:

• competitor
• question
• offer
• price

In contrast,qualitative analysis analyzes:

• archetypes
• needs
• perceptions
• values
• habits
• sentiment
• emotions

Step 4 – The Creativity of the Communication Project

Although it represents an overused word, creativity is central to our Communication projects. It is not a matter of throwing out a few ideas in search of the “Wow” (help!) effect, but rather of generating connections between even seemingly distant patterns starting from the existing, the real with the aim of telling a story that works and in which the Brand can recognize itself.

The same goes for the corporate image: logo, palette, colors, tone of voice, patern. All these elements create the Brand Visual identity which, in order to function, must reflect the Brand’s identity and generate a perception that is in line with its values.

Step 5 – The management of the communication plan

At Larry Agency we have the habit of appointing a Project Manager, who follows all phases of the Communications project, organizes activities, monitors task progress, and manages the client and the resources involved in the project.

Appointing a project manager, allows us to be even more precise and efficient, in addition to the fact that the client has a dedicated figure from the Larry team.If you need a branding agency to take care of your Communication project, write to us.