Behind any successful campaign is strategic and targeted communications. At ASGK, our core competency is in creating persuasive and effective messages and delivering those messages to a defined target audience. We believe effective message development is a systematic process that includes the following components:

• Determine how issues fit into the public and policy environment;
• Commission solid, thorough research to gauge public opinion on specific issues and test potential messages with targeted audiences;
• Analyze research results to ascertain the relative strengths and weaknesses and what messages have the greatest impact with each target audience;
• Based on research, create the message framework upon which all communications will be based.

The message framework articulates the key messages of the campaign and informs every aspect of the campaign, from the earned media talking points to advertising to direct mail to in person presentations.

Because there are few opportunities to gain the public’s attention, message uniformity across all communications vehicles is critical to the success of any campaign. Our message framework ensures that the messages our clients are using are the same in all the various communications tools being utilized in the campaign.