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communication strategy: simplifying the complex

There is no exact statistics on how many companies have closed in the last 5 years, but usually this number is not less than 50%. That means, even with the most optimistic forecasts, the chances of your company's doors being open in 5 years are 50/50. Especially now, as the crisis and sanctions situation has narrowed markets to the size of actual solvency and intensified competition.

Is your income too low? Online discounters taking away your customers? Advertising no longer works? Looking for external reasons is a common mistake of many business owners and marketers. Communication strategy adapts the company's communication to external changes and helps to survive the crisis with fewer losses.

Professionals always have a plan

Communication strategy is a complex impact of the company on the external environment (not vice versa!) with the aim of creating favorable conditions for stable and profitable market activity through communication with the customer. What does it look like in practice? In fact, it is a set of research and a creative advertising concept created on its basis. Imagine an archer shooting arrows into the fog, hoping to hit the target. Of course, by releasing many arrows in random directions, he may still hit it. And this is how many companies work. But any self-respecting marketer will consider this method reckless, because he may not have enough arrows (i.e. money) for such a quantity of shots at his audience, which will bring return on investment. If we are talking about serious brands, none of them can do without a thought-out communication strategy. None of them will tell you, "Who needs your plan? We'll figure it out!" Communication strategy is your plan.

Goals of communication strategy

When developing a communication strategy, it is important to see the ultimate goal and understand what you are doing it for - for example, to attract new customers, increase the average bill or increase profits.

Here are the most common goals set when developing a communication strategy:

  • — increase brand awareness
  • — expand the circle of potential customers
  • — increase audience awareness of the brand and its products
  • — establish partnerships
  • — neutralize negativity
  • Any goal should be measurable, which will make the strategy more grounded and precise.

    Promotion, positioning, advertising

    The tasks of a communication strategy are determined by business goals. What does this look like in practice? Agencies offering communication strategies may have different services with varying composition and duration:

    1. Emphasis on promotion, where the client receives a ready-made promotion plan as a result:

    • — market research
    • — identification of effective communication channels
    • — recommendations on promotion channels with a detailed media plan

    This communication strategy with an emphasis on promotion is used when creativity is not as important as where to place it, why these channels, and how many people will see it. For example, a cosmetic brand's frequent message is to give women a sense of their own beauty. Therefore, the company should focus on finding platforms to place its ads where more of the target audience will notice it.

    2. Emphasis on positioning, where the client receives the basis of communication that can be used to create advertising campaigns:

    • — conducting quantitative or qualitative research during the analysis and hypothesis testing stage
    • — creating a communication platform
    • — separate advertising campaigns targeting different audience segments
    • — building long-term communication that will form the basis of advertising for several years

    For a natural chocolate brand, a communication strategy with an emphasis on positioning could be built around promoting the idea of a healthy lifestyle by creating a community of people who support it together. This will allow the company to occupy a certain niche in the natural food market and form a vision of an eco-brand.

    3. Emphasis on advertising, when the client receives a concept and prepared materials for launching an advertising campaign:

    • - communication research: analysis of brand communication and competitors, impact of external factors on communication, basic audience research
    • - creation of advertising campaign ideas for a specific audience segment with relevant visual and creative solutions in channels

    Initially, Nike positioned itself as a brand offering sportswear and footwear. However, the company changed its strategy and focused on promotion through values and community building. The most famous advertising campaigns are "Just Do It" and "If You Have a Body, You Are an Athlete," which have contributed significantly to Nike's success. When choosing a service, it is worth first determining the goal and desired outcome. Then you will know exactly why you need a communication strategy or, at a minimum, be able to clearly articulate your expectations in a brief. As a second step, we recommend finding out what the agency you have chosen invests in developing a communication strategy. Then you will have a clear idea of the result you will get in the end.

    What if the strategy is wrong?

    More often than not, businesses make mistakes when reflecting a communication strategy in an advertising campaign. The mishap occurs when you need to decide:

    • - where to place the advertisement
    • - what to write in the advertisement

    Surprisingly, "where" is often what companies focus on, as "what" seems to be self-explanatory. What does this lead to? The company develops an ideology, thinks about its positioning, wants to convey its main idea to people, but when it launches the ad, we see only price promotions and a few factual advantages that all competitors operate on.

    Will such advertising bring results? Definitely, having advertising is more effective than not having it, especially when promoted correctly. However, in the end, such an advertising campaign will be just another arrow of the archer in the mist - it will not help you build a brand image, it will be difficult for you to be remembered by the audience, and ultimately, you will attract the wrong customers who may not become loyal or even advocates of the brand.

    If a communication strategy is a way of developing an advertising campaign, then to make it effective, you should clearly know what it should lead to, which people to attract, and what to say to them to make them come. To do this, both the message and the promotion must be well thought out.

    How to make an advertising campaign effective?

    At ICU agency, we consider the development of a communication strategy to be a mandatory step in launching a successful advertising campaign, and we make it comprehensive:

    • — We study the product, market, competitors, audience, form insights, and a communication message
    • — We create a creative concept from a big idea, visual concept, and creative mechanics
    • — We include an ecosystem of channels and media planning in promotion

    Unfortunately or fortunately, a really good strategy remains a "unique" product. There are no universal solutions that can help novice strategists in every specific situation.

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Privacy Policy

1. An overview of data protection



The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

Who is responsible for the data collection on this website? The data collected on this website are processed by the website operator. The operator’s contact details can be found in the website’s required legal notice.

How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

Analytics and third-party tools

When visiting our website, statistical analyses may be made of your surfing behavior. This happens primarily using cookies and analytics. The analysis of your surfing behavior is usually anonymous, i.e. we will not be able to identify you from this data. You can object to this analysis or prevent it by not using certain tools. Detailed information can be found in the following privacy policy.

You can object to this analysis. We will inform you below about how to exercise your options in this regard.

2. General information and mandatory information


Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

SSL or TLS encryption

This site uses SSL or TLS encryption for security reasons and for the protection of the transmission of confidential content, such as the inquiries you send to us as the site operator. You can recognize an encrypted connection in your browser’s address line when it changes from “http://” to “https://” and the lock icon is displayed in your browser’s address bar.

If SSL or TLS encryption is activated, the data you transfer to us cannot be read by third parties.

Information, blocking, deletion

As permitted by law, you have the right to be provided at any time with information free of charge about any of your personal data that is stored as well as its origin, the recipient and the purpose for which it has been processed. You also have the right to have this data corrected, blocked or deleted. You can contact us at any time using the address given in our legal notice if you have further questions on the topic of personal data.

Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer


Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website



Some of our web pages use cookies. Cookies do not harm your computer and do not contain any viruses. Cookies help make our website more user-friendly, efficient, and secure. Cookies are small text files that are stored on your computer and saved by your browser.

Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
Operating system used
Referrer URL
Host name of the accessing computer
Time of the server request
IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising


Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

6. Newsletter


Newsletter data

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We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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