Communication - internal and external – is crucial in brand development. Internal activities have a positive impact on relations between employees, as well as their attitude towards the brand and loyalty. External communication, in turn, allows us to reach properly profiled recipients and encourage them to take advantage of the offer. It is these two aspects that we have discussed in communication strategy prepared for the inBetween brand.
About the inBetween brand
In Between is a unique 4-star facility located in a quiet area 8 km from the center of Lublin, between the Kozłowiecki Landscape Park and Nałęczów. The concept of a modern facility with an urban style and reference to nature makes it a special place. Especially for those who appreciate a high standard of service, want to enjoy delicious food, good sleep and relaxation in the SPA.
1,250 m2 of conference and banquet space provides guests with multi-functional air-conditioned rooms equipped with a sliding wall system, multimedia and stage equipment. The hotel, famous for its comprehensive service, meets the highest standards, thanks to which it will satisfy even the most demanding customers.
The SPA & Wellness zone is a great place for relaxation and recuperation. The inBetween offer includes a wide selection of massages and a range of cosmetic treatments in the Beauty Zone. Additionally, relaxation in the jacuzzi and saunas in the Water and Sauna Zone will ensure an unforgettable experience.
Challenges for Commplace - internal communication and external
Our consultancy focused on supporting the achievement of the following goals:
- correct brand image among internal and external recipients,
- shifting the emphasis in communication to people - employees,
- conveying the vision and strategy to employees.
In addition, the prepared strategy includes elements such as introducing emotions into communication, tools reducing employee turnover, CSR activities, sponsorship and organization of competitions. The effect of our consultancy in the field of internal communication was the efficient flow of information between employees and company departments, employee involvement in the active implementation of the organization's goals, arousing the sense of belonging to the inBetween family in employees. Taking into account the messages sent outside, we focused on: increasing the awareness of the brand among potential customers, improving the positioning of the brand in the network and obtaining recommendations from opinion leaders andimage building an expert in the industry.
The scope of cooperation
Communicate wisely. Bet on the quality of the message, not the quantity.
A team of specialists was appointed to carry out this action, including experts in the field of PR and communication. Before starting the work, together with the client, we agreed the following scope of work:
Audit and analysis of the current brand activities
This is the action from which we start working on a new strategy. First, Commplace experts analyze the brand's activities to date. As a result, we have full information about the quality and quantity of activities carried out by the brand. The analysis also allows to determine the effectiveness of these activities and verify whether they are consistent with the goals and the set direction.
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A communication audit is a process that determines how effective brand communication is. It relates to the way in which the company or organization sends and receives information; or makes them available to various audiences. An audit should be performed for each type of communication that the company conducts or the type of audience it targets. Thanks to this, we will be able to verify the strengths and weaknesses of external and internal communication. It is also important to set goals during an audit. Do you want to define who your key recipients are and how effectively you communicate with them? How much do they know about your products / services or your company? What mistakes have you made in the past when it comes to communication? What opportunities did you miss? First of all, how can you ensure better communication in the future? A communication audit provides a strong foundation for finding answers to the above questions.
Preparation of an internal communication strategy
Efficient communication strategy is an important element of operating activities. You can apply even the best practices and procedures to support communication with customers, but the same level should be maintained for your employees. Why? This strategy enables organizations to deliver compelling and authentic messages to all employees, helping them engage and align with vision, purpose and values. Company-wide employee engagement enables employees to make decisions aligned with the organization's goals. This, in turn, leads to greater productivity and better customer service, which positively affects the profitability of operations.
Preparation of an external communication strategy
Contrary to internal communication, external means the exchange of information both inside and outside the organization. Organizations communicate with the outside world on a daily basis. External communication is the first step in creating an appropriate corporate image. It includes everything from carefully prepared letters, reports, presentations or websites to press releases. Its main goal is to convey to the outside world an important message about the work and quality of the organization.
Commplace recommended products and tools
The tools and products that we will use to achieve our goals include:
- Target group - needs analysis
- Marketing audit - analysis of communication methods and marketing expenses
- Public relations of the 21st century - e-PR, product PR, corporate PR
- Communication strategy in the digital world - development and implementation
Effective communication = success
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