5. Prepare your messages and choose your communication media

Your targets are segmented, you know when to send them what message; you've identified their expectations, their questions and their possible reluctance, as well as the best media for communicating with them. You know the human and budgetary resources available to you: all that remains is to formalize your actions and messages!

The basic rule here is to send out a single message for each communication action, according to the principles of the unique selling proposal (USP) or keep it short and simple (Kiss)!

For each message or action, you need to define the mode of expression (words, photo or video, with or without text), and ask yourself whether your message :

• is identifiable and understandable to your target group;

• is in line with your objectives (those...