Marketing is a very wide sector, rich in different declinations, categories and applications. Getting yourself used in this universe may not be so easy, but understanding which figures to rely on for your company is essential. One of the main activities of marketing is communication. In this article, we want to explain in detail who are the main experts with whom you will interact if you decide to take your brand to the next level.
Nowadays every company, from the small business to the big giants of the market, needs to show its target to be competitive and up to date. However, improvising strategies may not be the right choice, because there is nothing more harmful than communicating inappropriately. For this reason, to develop the corporate communication of your brand, you need to be able to rely on experts who are responsible for finding the ideal solutions to customer requests on a daily basis.
Within a communication project, many professional profiles collaborate and, by merging knowledge and skills, create final products of great impact. Today we want to explain the six main figures who work in synergy to design and create plans for any type of company.
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The greatest show: skilled actors, but not only
We are at the theatre: your brand is a group of actors with great potential, but it needs professionals who work behind the scenes to stage an accurate and fascinating representation.
The aim of the actors is only one: to catch and capture the attention of the audience and make sure the show will be remembered as the most pleasing among many. Yours, however, is to have a brand that is recognisable and identified as the best around.
To create a perfect show, you need theatre professionals. To turn your company into the strongest in your industry, communication specialists are necessary.
Let’s find out who they are.
Project Manager: the Director
Just as the director at the theatre is responsible for the artistic and operational direction of a representation and the coordination of a technical-artistic team, the project manager has the task to make the strategic choices of a communication project and to manage the other professional resources that will carry it out.
The job of this figure follows several stages that cover the entire process of conception and implementation of the communication plan. The first step is consulting: he is the one who talks to the customers to understand what their needs are and to plan future actions. In this first approach there is also the key account manager,who first conducts sales negotiations and then controls the achievement of objectives and customer satisfaction. Then, after having discussed with the team the various strategic and operational aspects of the plan, the PM must supervise all the activities of the collaborators, monitoring the progress and the results of the work started and always ensuring respecting the budget, the time limits and the quality of the service offered.
You will deal with a trained and professional PM if he/she will have transversal skills that come from knowledge of the business, marketing and communication sector and if, when interacting with him/her, you will recognise good communication skills, a strong leadership attitude and developed problem-solving skills.
The motto? “No matter what, we will find the right strategy to create the greatest show!”
Social Media Manager: the Stage Manager
The stage manager is the one who, according to the director’s wishes, takes care of the preparation of a show: he knows all the technical roles of the theatre company, defines working hours and methods and coordinates the job of the stage collaborators. In the same way, the social media manager is the one who, after hearing the indications of the project manager, manages everything that concerns the world of social networks.
In particular, the SMM has the task of designing an editorial calendar that includes publication dates, communication channels, columns and content. In this regard, it is he/she who directs the activities of copywriters and graphic designers who will work in coordination for the creation of content, setting deadlines and formats.
The SMM is also the one who, after viewing the text and graphic products made by colleagues, is engaged in the effective online publication of the created content.
In addition, this professional is dedicated to the so-called web community management, the activity aimed at managing the online community of a brand. The purpose of this practice is to generate a two-way dialogue between the company and the target users, allowing the growth of interactions and audience engagement. A concrete example of WCM is the management of social pages by responding to comments and direct messages.
A good social media manager is the one who shows excellent planning, goal setting and leadership skills. Another essential feature for an SMM is to be able to respond in a timely manner to the various drawbacks that may arise in the management of online content.
If there is an unexpected event, the SMM will say: “The show must go on”.
Paid Media Specialist: the Lighting Technician
The lighting technician is the one who takes care of the installation and the sequence of lights during a show. Their role is to bring the viewer’s eye on what in a scene is most important: in the same way, the paid media specialist brings the attention of social network users to the most relevant content of a brand through the construction of paid ads.
A perfect paid media specialist, as well as designing paid campaigns on search engines and dedicated social media platforms, is engaged in the analysis of data related to the performance of the content.
Their quote? No, they do not speak much: they just think about acting, illuminating the scene.
Copywriter: the Screenwriter
The copywriter is the screenwriter: as the latter is engaged in writing the script of a show, from stage titles and descriptions to dialogues, so the former has the task of writing all the content for the media of a company.
It is the responsibility of this professional to design and produce all types of text of a campaign such as: captions for the social networks, the name of a brand or project, the texts of brochures or corporate blogs, The copywriter will know how to find the right words to tell your story.
You will find a good copywriter if their texts are fluid, appealing and suitable for the type of channel you have chosen to use for your communication plan.
You’ll probably hear the copywriter say “If it’s not like Romeo and Juliet, we’ll do it again. We will find the right words and bring on stage a great masterpiece!”
Event Director: the Cultural Manger
The cultural manager is the person who, in the theatrical sector, is responsible for the organisation of events related to a company or a representation, such as premieres or press conferences.
In the same way, the event director is the one who is dedicated to organising any type of corporate event: conferences, fairs or more playful events designed for different categories of stakeholders.
Every expert event manager has excellent organisational and relational skills, a dense network of knowledge useful for public relations and a good dose of creativity.
What will you hear from an event director? “Our show will be known by everyone, we will organise an event that will explain it and people will talk about it for years to come!”
Art Director: the Set Designer
Just as the set designer conceptualises the idea and often concretely creates all the elements of a theatrical performance, so the art director deals with everything that concerns the visual form of a communication project.
This profile has a very important role in the process because it guarantees visual consistency and a good level of aesthetic pleasure, essential elements when we want to tell a brand. They are the ones who devote themselves, for example, to graphic concepts, colour palettes and text fonts to use.
You will recognise an excellent art director by the creativity, shown by means of imaginative ideas and always suitable for the project, as well as by the ability to use graphics programmes.
What does an art director repeat every day? “We will bring beauty to this stage, the soul of the show must also be visually shown!”
So, actors, are you ready to stage the most amazing show of all time?
Our Directors, Stage Managers, Light Technicians, Screenwriters, Cultural Managers and Set Designers would be thrilled to learn about your plot and plan together a memorable show!
Contact us and we will find the best solution for your needs.