Get with the program

Posted on March 28th, 2014

This is the third in our 11-post series: “Lean Communications: 11 Ways to Save Money and Still Get Results.”

#3 – Small budget? Think big.

It seems counterintuitive, but one of the best ways to develop cost-effective communications is with an integrated, long-term approach. (Think program vs. project.) Considering all the potential needs and applications for your campaign, product launch, literature system or website up front allows you and your agency partner to develop a comprehensive, sustainable solution that saves you time and money over the long haul.

That intense initial focus on strategy and creative development pays off in a finished portfolio of work, with an overall cost far less than what you would pay for the same tactics developed in stop-and-go, piecemeal fashion. Even if you can only do one or a few tactics at a time, having a strategy in place allows each piece to fit together in a cohesive way. To top it off, a program backed by strategy is far easier to sell to management. Plus, you’re likely to gain better control of your work life, with high-quality, consistent tactics ready to deploy as needs arise, instead of responding to the “emergency du jour.”