Communications strategy & information management

Only when the customer characteristics and needs have been determined, along with the benefits offered, can your Value Propositions be communicated in clear and concise terms and within an information structure that meet the customer needs.

Certainly, features of products and services will be important, but these alone will generally not turn a prospect into a buyer. Only when the appropriate interest has been established, will most prospects look deeper into the technicalities. Of course, there will always be visitors who know precisely what they require who require immediate access to specifications and other technical information, ASPAC makes it easy by providing multiple access points to various levels of information.

An important aspect of a sound communication strategy will be Search Engine Optimisation (SEO). When the site content is well written, information is well structured and inbound links are relevant, not only does this benefit the site visitor, but it greatly improves search engine rankings. Another major inclusion in making it easy for the site visitor to take positive action, thus converting a prospect into a buyer.

ASPAC will implement every stage of the process with the following benefits:

• The separate information-needs of each business stakeholder may be accommodated.
• Sensitive information can easily be restricted to "approved" stakeholders and/or may be presented in different ways to suit individual users
• Search results will improve, so more of the target audience will find the website, where they will obtain valid answers to their needs.

Web Content Development

ASPAC brings a fresh approach to the development of effective information-content. Marketing communications is a process based where the value propositions are conveyed as a logical flow of information to users whose characteristics and needs are clearly defined.

We will evaluate, edit and enhance existing material or create/write new material to suit the needs and mindset of information-users. We write content material for several international website development services, as well as for our own clients and do not expect clients to provide finished material or even know how best to explain what they offer in terms that match the needs of potential customers and other stakeholders.

In addition to improving the value of information delivered to customers and prospects via the website, the information elements will form the basis for ALL marketing communication. All of the key information components are retained within "object libraries" where they will become the source of all kinds of marketing materials for use both internally and externally.

• An object in the library could be a part number, text, an illustration, a diagram or flowchart, table of specifications, a list of resources,a Powerpoint, Excel or other file and so on.
• All objects are maintained via a "one-time-write" regimen that helps to eliminate errors, duplications and wasted time. Each item of information is given specific properties to identify it, restrict or use it in a defined manner.
• The development timeframe and workload is reduced
• Errors and re-work involved in creating and maintaining information are reduced, or eliminated
• There will be a defined regime to facilitate updates, archiving and other management aspects .
• There will be a consistent "look and feel" to all communication elements.