Corporate Communication Strategy

for

Matix Fertilisers and Chemicals Ltd

MFCL being a new entity, has a low level of brand awareness.

Awareness of the brand Matix needs to be created to make a mark among its stakeholders and corporate community.

MFCL – Brand awareness

-To promote the brand among corporate entities

- To increase the brand value / equity

- To create favourable image among future investors

- To motivate internal audience

- To attract talents

Corporate communication activities will also flesh out the ‘profile of the company’ behind the brand and create a positive rub off on Dr. Fasal which we plan to have as our mother brand in the agri-input category.

Why corporate communication

Before we design our strategic messaging template we need to firm up on the followings:

- Mission & Vision statement- Core values- Sensory identity

Firm up the basics to achieve the desired identity

Guidelines to prepare the Vision & Mission statement

Firm up the basics to achieve the desired identity

Mission Statement Vision Statement

Function It lists where the organisation sees itself some years from now. For employees, it gives direction about how they are expected to behave and inspire them to give their bests. It shapes customers’ understanding of why they should work with the organisation.

It lists the broad goals for which the organisation is formed. Its prime function is internal, to define the key measure or measures of the organisation’s success and its prime audience is the leadership team and the stakeholders.

Answer It answers the question, “why are we here?” It answer the question, “what do we do?”

Employees It helps team to act and guides them in what they should do

It identifies why they need to work with the organization and their differentiator

Change Your mission statement may change if your company outlives the industry it started in, but it should still tie back your core values and vision.

Your vision should remain intact, even if the market changes dramatically, because it speaks to what your company represents, not just what it does.

Time A mission statement talks about organization’s present leading to its future.

A vision statement talks about the organization’s future.

About A Mission talks about HOW the organization will get to where it wants to be. Defines the organization’s purpose and primary objectives.

A vision statement outlines where an organization wants to be. Communicates both the purpose and values of the organization.

We need to firm up the statements at the earliest

Guidelines to prepare the Core values

They are the values you live by when you do business, and what makes your approach to your business special.

Core values are the very significant components of the identity of any business. They are specialized standards set by a company regarding the method of its functioning, decision making, problem solving, and customer service. The main aim of any company is to attract profit, which can easily be done if clients and customers are impressed by the satisfaction provided to them from the services. And for letting the clients know about the quality of the business, core values of a company essentially have to be set.  The primary benefit of core values is that they let clients and potential consumers know what the company is all about, and clarifies the identity of the company. Core values are points to be considered for maintaining proper corporate relations with the media, customers, public, and other business entities.

Firm up the basics to achieve the desired identity

Guidelines to prepare the Core values

Some Examples

Customer Service and SatisfactionQuality of ServicesIntegrityContribution to Career GrowthExcellenceCreativityAdherence to Deadlines and Deliverables

Firm up the basics to achieve the desired identity

Needs to be developed at the earliest

Sensory identity

Color pallate

Firm up the basics to achieve the desired identity

Decided

Sensory identity

Firm up the basics to achieve the desired identity

Type faces

Decided

Sensory identity

Logo Unit(decided)

Firm up the basics to achieve the desired identity

Logo Unit(variation)

We have been using this unit in all our communication pieces till date.

It seems that the management is also keen on having this unit as the logo.

We need to decide and freeze at the earliest and get the logo registered

Sensory identity

Corporate tune

Firm up the basics to achieve the desired identity

In order to create a unique brand identity and instant identification with the brand, we need to have a brand tune as our property.

This tune will be an integral part of our audio and audio visual communication.

We need to decide and freeze and develop it at the earliest and use the same in all our future communications.

Standardisedcorporate

communication

Values and beliefs(mission, vision, core value etc)

Sensory identity(Logo, house color, typeface, tune etc)

Strategic messaging

Internal External

Standardising the corporate communication

Standardising the corporate communication

Core messaging template (suggested) :

To create a larger than life imagery of Matix we should consider including the followings in the template:

- Matix - “World’s largest integrated Ammonia –Urea project”.

- Matix - Ushering an industrial resurgence in the core sector like fertiliser being the first Green-field urea plant in the country after 18 years.

-Matix – A Technology Management Driven Company

-Matix – A R&D and innovation driven Company

-Matix robust HR policy

-Matix Quality policy

We need to decide and freeze after management’s consent and use the same in all our future communications.

a) Employees as brand ambassadors

Matix employees should be cleverly used in enriching the brandexperience of the customer. 

The following points should be kept in mind to create the desirable brandimage through our employees.

- Physical appearance (uniform)

Appropriate dress codes to be followed by the employees while on duty.At the factory, uniform provided by the MFCL should be the dress-at-work.

Corp com tools

a) Employees as brand ambassadors

-Etiquettes

Etiquette training to be given by HR during induction. Successful completion of this course will increase your knowledge and ability to: use basic courtesy and manners, practice common business etiquette to build relationships, interact in a respectful manner with co-workers and customers/clients and other stakeholders.

-Communication skills

Periodical workshops to be conducted by the HR to improve the communication skills of the employees. This session will focus on the various aspects of business communications. It will provide guidance on effective communication at work via email and phone conversations.

Corp com tools

b) Office / workplace ambience

Reception areas should always portray the professional image of the organisation.

Reception staff should always present themselves in a tidy and professional manner while dealing with people

Matix office should also display our vision/mission statement, logo, quality policy, core values etc prominently.

Corp com tools

c) Internal newsletter d) Corporate Brochure

e) Corporate A/V f) Website

g) PR activities h) CSR activities

i) Mass Media advertising j) Event participation

k) Brand properties like

- Matix Merit Scholarships at institutes like IIRMA ,PUSA etc.- Annual Agri Conclave in association with some media house.- Annual corporate quiz

Corp com tools

All MFCL employees, services, communication and premises should create a distinct identity which reflects professionalism and modernism.

High(cost)

Low(cost)

Low(effective)

High(effective)

Employee representation

Website

Office ambienceInternal Newsletter

CSR

PR

Mass media advertising

Corp brochure

Cost – effectiveness analysis

Corporate A/V

Matix Corp – Comm strategy

High decibel launch-

Launch a high velocity corp-comm campaign to take off from the inertia stage.

Establish the corporate brand, and make the industry, consumers and other stakeholders aware of its legacy, strength and stature.

Align it with the soft launch to create brand credibility for Dr. Fasal.

Corp-comm mix –

- Press campaign- PR activity- A/V- Website- Corp brochure

Matix Corp – Comm strategy

Follow – up with moderate and low cost activities

- CSR- Employee representation- Website- Corp brochure-Office ambience- Internal Newsletter-Occasional PR

Internal newsletter(Suggestive)

3 ad press campaign(Suggestive)

Creative Rationale

• A three ad press campaign around one of our ‘brand elements’.

• The campaign tries to create an emotional connect with identifiable imageries.

• The campaign establishes the Corporate philosophy through the creative route.

• The execution is subtle yet establishes the important messages strongly and intelligently.

Thank you