Comms Strategy Finds Growth.
A comms plan is more than media. We map every moment where your brand can leverage – across culture, category and conversion – then focus on the points needed to grow.
Buyers Don’t Move Through Funnels.
People reach brands through a mess of moments, not funnels – a holiday, a craving, a search, a shelf. Each of these moments is an entry point where your brand either comes to mind or doesn’t. Classic brands are linked more widely and clearly to entry points than their rivals.
Classic Brands Are Built Through Entry Points.
Every category runs on entry points – the moments that lead people from the wider world toward purchase. Some sit farther out in culture, some inside the category’s occasions and needs, and some at the point of decision itself. We chart them all on a single map, measure which ones your brand is associated with, and plan communications to claim the points that matter most.
From Map to Comms Plan.
Six steps take us from a blank map to communications in market – map the entry points, audit who owns them, prioritize against the brief, then activate, deploy and measure.
The map builds as you read each step ↓
Map
Identify Every Entry Point.
We chart the moments that lead people toward your brand – cultural moments furthest from purchase, the category’s occasions and needs, and the triggers at the point of decision. Everything goes on one map.
Output · Entry Point MapAudit
Clarify What You Own, and What’s Contested.
For every point, we measure ownership and competition: which points your brand is already associated with, which are being fought over, and which nobody has claimed. The map sorts into owned, contested and open.
Output · Ownership & Competition AuditPlan
Prioritize the Points Worth Winning.
Against your objectives and brief, we value each point by impact, ownership and competitiveness – then choose the few that matter: points to defend, points to fight for, points to claim first.
Output · Priority Entry PointsActivate
Match Channels and Messages to Each Point.
Every priority point gets a route in: the message that links your brand to the moment, and the channels that reach people inside it. Media stops chasing audiences and starts occupying moments. These priority points then direct creative strategy and briefs – each aimed at an association to build or defend.
Output · Channel & Message PlanDeploy
Phase the Work Into Market.
The plan becomes a sequence – what launches first, what builds on it, and how activity phases across the year so each point gets the weight it needs, when it needs it.
Output · Activation RoadmapMeasure
Optimize Against the Market.
We track each point in market – search, conversation, visibility in AI answers, and brand tracking where it exists – reading movement early enough to reinforce what works and adapt what doesn’t.
Output · Optimization LoopDifferent Ways to Collaborate.
Depending on your resource, business type and scale, we offer several different ways to work together on comms strategy. We offer fully led comms strategy, campaign planning sprints and workshops that equip in-house teams to run the model themselves.
Get In Touch
Share a Brief.
Great brands come from great conversations between partners. Let’s talk today about what we can do with yours.
Send us a message or at hello@newclassic.agency.