January 2017

Happy New Year from everyone at 202 Communications! We hope that 2017 will prove to be a happy, healthy, and prosperous year for you.

As 2017 gets underway I'm sure you've already identified key marketing priorities and objectives for the coming year. Maybe your company has a great new product or service to launch, or a big customer announcement to make. Whatever is planned, you'll undoubtedly want to tell as many people as possible, in particular, current and future customers.

This is where having a well-planned communications strategy is vital. Here a few ways you can get 2017 off to a great start.

Clear objectives
Choose three key objectives for the year and focus all of your energy on achieving them. Once you and your colleagues are clear on what the main goals are, it is much easier to build messaging, strategize, and prioritize resources.

Define your target audience
The start of a new year is the perfect time to review customer profiles and ensure the company’s communications strategy supports its customer engagement efforts. This may seem obvious, but you want to ensure you’re reaching the right people with any and all messaging that goes out.

What’s the difference?
Revisit what makes your company and products different from and better than the competition. Speak to customers and industry friends whose honest opinions you trust.

Marketing and communications materials: Fit for purpose?
Review your web content, as well as digital and printed collateral. Check that all the information is up to date and, most importantly, engaging for customers and potential new business.

Budget realistically
You've defined the messaging, updated marketing materials, honed in on your target audience, and determined what differentiates your company from the rest. Now, it's important to figure out how much it's going to cost to achieve the objectives you've laid out.

Go through each of the marketing activities from this past year, including which trade shows and other industry events where your company was in attendance. Identify those events that best helped you achieve goals. You can then decide whether to increase, decrease, or maintain the budget for each activity. It’s always a good idea to factor in a contingency budget, as the business landscape is constantly changing. It’s also worth considering introducing one or two additional activities to your marketing strategy. Have you thought about organizing a webinar or roundtable event?

These are just a few ideas that can help you make 2017 a major success! If you'd like to discuss any of these suggestions in more detail, please drop me a line at

On behalf of everyone at 202 Communications, we wish you a very healthy and successful 2017!

Neil Howman, Managing Director
202 Communications