What is it that an effective marketing communications strategy always does?

Marketing communications strategy always targets an audience. The more well defined and the more specific the audience, the more effective the marketing communications strategy will be.

An effective marketing communications strategy sells brands, not companies. Trying to market yourself as an institution to buyers who only want some specific industry service is usually what most companies do, and ineffectually.

When the marketing communications strategy targets a narrow niche, “one rising tide lifts all boats.”

A good example of this was when corecubed took on the National Private Duty Association’s (NPDA) marketing and pr strategy in 2003. At that time there was little information in the media about private duty home care. Through strategically positioning NPDA members as the safe solution to in-home care, all private duty home care companies benefited. Now there is another organization that services that industry, the Private Duty Home Care Association, an arm of the National Association of Home Care and Hospice.

Currently corecubed is working with private duty companies in a geographically exclusive marketing program that is based on educating referral sources rather than selling. This positioning is the extreme example of narrowing the niche market as well as selling a brand and not companies. And it works!