The industry uses a lot of different terms to describe this part of the process: Channel Strategy, Connection Planning, Engagement Planning, Comms Planning, Strategic Planning among others. What it’s called is a lot less important than value it brings to creating smart communications that drive results.
So What is Channel Strategy?
A framework that defines the best time and place for a brand to tell its story in order to convince the target to perform a desired action.
Integrate Across Channels
To ensure the best chance of success, it is critical that a brand leverage all relevant channels at their disposal, including paid, owned & earned channels. And while it’s important to leverage these channels when and where it makes sense to do so, messaging across these channels needs to be 100% consistent.
Two Models
There are many different models out there, a lot of which have their own merits. What model you decide to use is significantly less important than the output. That said, we have two favorites that we use with clients:
Northampton Consulting 