Shaping a Strategic Communications Framework to Drive Engagement and Growth.
CLIENT PROFILE
A BESS (Battery Energy Storage Systems) solutions provider developing innovative energy storage solutions for utilities, commercial and industrial (C&I), and residential markets, aiming to expand their footprint in North America and globally.
THE CRITICAL QUESTION
“How can we create a cohesive marketing and communications strategy to highlight the city’s value, attract investment, and build brand reputation?”
The municipality’s economic investment team faced a significant challenge: its communications efforts were disconnected from broader city initiatives, resulting in fragmented messaging and inconsistent outreach. There was no centralized strategy for content distribution or performance tracking, making it difficult to align marketing activities with strategic economic goals. Without a unified narrative, the team struggled to effectively showcase the city’s competitive advantages and innovation-driven initiatives to potential investors and residents.
THE PATH FORWARD
1. Comprehensive Discovery and Analysis:
Conducted an in-depth review of the investment team’s communication processes, including stakeholder interviews across departments to identify gaps and inefficiencies.
Completed market research and a comparative analysis of communication strategies used by leading municipalities with robust economic development arms.
2. Visioning and Positioning:
Facilitated workshops with the economic investment team and key stakeholders to define strategic goals, clarify its brand voice, and align messaging with the city’s broader narrative.
Created a messaging framework that highlighted key value propositions, such as economic development opportunities, inclusive innovation, and competitive infrastructure.
3. Key Messaging and Narrative Development:
Developed a comprehensive communications strategy document outlining consistent messaging pillars, target audience personas, and narratives tailored to businesses, investors, and community stakeholders.
Built adaptable messaging templates to support proactive outreach and rapid-response communications.
Conducted in-depth audience segmentation, prioritization, and mobilization plans to ensure effective engagement with key stakeholders.
4. Operational Modeling and Resourcing:
Designed a scalable communications model that included role definitions, workflows, and resource allocations specific to the economic investment team.
Provided the team with a content calendar framework and recommended a cadence for multi-channel engagement.
Established clear OKRs (Objectives and Key Results) to measure the success of communication efforts.
5. Channel Prioritization and Go-To-Market Planning:
Prioritized key communication channels based on audience insights and resource availability, including social media, newsletters, industry events, and partner collaborations.
Developed a phased approach to implement the strategy, starting with digital marketing and PR initiatives, followed by in-person activations and stakeholder events.
6. Building Internal Capacity:
Created training modules and guides for the communications team to ensure consistency in messaging and processes.
Established a performance reporting framework that transformed the communications function into a transparent, data-driven operation.
THE LASTING CHANGE
Comprehensive Strategic Plan: Delivered a detailed strategy document that laid the foundation for communications, target audience segments, key messaging, organizational design, and operational processes to set the department up for long-term growth.
Improved Stakeholder Alignment: Strengthened collaboration between the economic investment team and other city departments.
Data-Driven Insights: Implementation of robust reporting led to more targeted and impactful communications.
Consistent Brand Messaging: Enhanced brand recognition with a unified narrative across all outreach efforts.
Strategic Growth: A scalable communications framework adaptable to new initiatives and evolving priorities.
Frameworks Developed and Implemented
HOW TROPOLY CAN HELP
Tropoly supports government entities in building scalable and effective communications functions that resonate with public stakeholders, highlight community value, and drive economic outcomes.
Whether your municipality or department needs a strategic roadmap or expert guidance to strengthen engagement efforts, Tropoly's tailored approach ensures measurable success.
Reach out to discover how we can partner with you to achieve your community and economic development goals.
TEAM INVOLVED
Neel Singh
Partner, Strategy and Operations
neel@tropoly.io | 778 772 5500 LinkedIn
Mark Funston
Partner, Marketing and Communications