00:00Developing a strategic problem-solving plan.
00:03You've gathered all the information that points to an answer,
00:07based on the company's values, strengths, weaknesses, and message.
00:11Now it's time to delve into the remaining research and determine
00:15a strategy for communication and visual direction.
00:19Who are the company's primary audience and stakeholders?
00:23Compare the answers from your interviews with the analytical research from data.
00:27The answers may be 100% correct,
00:32but if they are different from the perceived reality,
00:35it's essential to present facts to support your findings.
00:38Who should the audience be?
00:40The answer is based on the chief operating officer's goals.
00:44It may require some effort to refine the target audience
00:47from a broad scope to more specific groups.
00:50For example, the primary group might be potential students and parents
00:55if your client is a college.
00:57The secondary audience could include faculty, staff, and the media,
01:03while the general public might be the tertiary audience.
01:06However, if your client is certain that the audience is only people
01:10who own Black Scottish Terriers,
01:13it's your job to understand what that audience values and how to reach them.
01:18You are free to have an opinion here.
01:20As you are an expert, not a passive participant,
01:25you can suggest broadening the audience,
01:28such as including people who own White Scotty's or even other breeds.
01:33But ultimately, it's the client's company and their goals.
01:37Next, who is the company's primary competition?
01:40This answer will come from the interviews and your own research.
01:44Identify the most direct and current competitors.
01:48In the college example, other similar colleges would be direct competition.
01:54Who is considered the next level of competition,
01:56such as larger universities and even minimal threats,
02:01like educational institutions in another country?
02:04Now it's time to address how the company reaches its current audience.
02:09You've gathered the visual collateral and reviewed all the touch points.
02:13There may be some that the client hasn't considered.
02:17Remember to include all social media,
02:20even if it isn't directly managed by the client, but by third parties.
02:25How does the company define itself to the outside world?
02:28This question is more about the primary media than the message itself.
02:33Does the company primarily define itself through its website and app?
02:38Is it a mix of media?
02:40What media best aligns with the company's goals?
02:43For instance, if it's a non-profit organization helping homeless individuals,
02:49the internet may not be the most effective medium for those without access.
02:54In this case, perhaps inexpensive newsletters are a better choice.
02:59How does the company communicate its values to the internal audience?
03:02Often, clients overlook the importance of communicating with the internal audience,
03:08such as employees and business partners.
03:12But this is just as crucially important as the external audience.
03:16If you believe you work for a company focused on homeowner and financial stability,
03:22but your colleague thinks it's simply a home loan company,
03:25the messages conveyed and decisions made will be misaligned with the company's vision.
03:30Does the internal audience have a dedicated online platform to learn about the goals and vision?
03:37Is there an internal site?
03:38Should there be any training or a manual?
03:41In the end, you may not have one clear answer to all these questions as they can be subjective.
03:47However, you will possess the essential tools at your disposal to make well-informed choices
03:53regarding the preferred design solution and the most suitable media to be employed.
03:59And you can undoubtedly reinforce your decisions with substantial factual evidence to back them up.
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