Page 29 - Realtai - Communications Strategy

Realtai communications strategy

The following section sets out what activities will be put in place to achieve the strategic
outcomes, and sets out how these will be measured and evaluated.

Realtai is soon to be highly regarded and recognisable as a new (but experienced)
organisation bringing a unique collaborative approach to the Charity retail sector.

As a start-up and a growing brand, a structured strategy of activities and campaigns need
to be coordinated and delivered to maximise impact and to introduce Realtai to the market

whilst being proactive with market opportunities but being mindful of threats and the

impact other audiences may have in Realtai’s route to market approach. The initial
communications strategy will take a stealth marketing approach that will be planned,

focused and measureable, and will be co-ordinated by the FBF Communications team.

By taking a clear campaign led stealth approach, the aim is to garner positive perception

amongst B2B audiences, stakeholders and supporting communities to manage Realtai’s
brand and reputation from the offset. A campaign-led approach will improve efficiency of

hitting audience targets and the effectiveness of Realtai’s messaging, marketing and any
advertising activities.

A variety of traditional and digital marketing tools will be used including direct marketing
through e-zines, team profiling, brand profiling, events, social media, paid for advertising,

website, sponsorships, activations through umbrella bodies in addition to traditional and

new media, depending on our agreed approach.

Whilst the Realtai brand is new, it’s use needs to be consistent from the start to ensure the

brand is enforced across all media and communication collateral. In this regard, guidelines
need to form part of a structured, manageable document and managed by the

communications team.

Design will play an increased role in supporting the marketing and brand management of

Realtai. Each service area will consult with the communications team in advance of any
campaign to ensure that a consistent message is communicated, both visually and audibly,

and this will be consistently applied across all media.

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