So, let’s talk about how to appropriately approach marketing, communications, and advertising as we transition through the reopening phases. We have identified messaging strategies based on the 3 Phases of Recovery: Declining Threat, Transition, and Revenue Generation. Obviously, it wouldn’t be appropriate to push out sales (revenue generation) messaging as we are just beginning to cautiously reopen. Thus, 3 Phases of messaging strategy.
Let’s look at these along-side of Baker’s Reopening plan. Each Phase of the MA reopening plan is projected to last a minimum of 3 weeks. The messaging strategy your business should initiate will depend on the type of business you are in, and where you fall in the reopening strategy. Follow along chart 1 to find where your business falls on the reopening plan.
Here are some basic guidelines:
Declining Threat: You are waiting to reopen your business, but the threat of the crisis is subsiding. Many of us fall into this category right now.
Transition: 2-3 weeks prior to reopening, begin Transition phase messaging. This will create a sense of security. For those businesses that will be reopening this month, transition messaging is appropriate.
Revenue Generation: If you are among the business that reopened in Phase 1 or 2, do not begin revenue generation messaging until the state as a whole is in Phase 3 and 4: Vigilant/New Normal. When some businesses are still on restriction, that means there is still a threat. Thus, transition messaging, acknowledging what you are doing to keep your customers safe, is still the most appropriate messaging. Once we are into Phase 3 and 4, life is going to be feeling a lot more like the “new normal”, thus people will be more open to hearing a more traditional marketing message.
Chart 1: MA Phased Approach to Reopening:
|Phase 1: Start||May 18 and 25
|Gatherings still restricted to <10, safer at home. Some healthcare, essential businesses, manufacturing, construction, office space, lab space, limited personal services open. Worship open, outdoor services encouraged. Beaches and parks open|
|Phase 2: Cautious||Date TBD
|Retail, Restaurants, Lodging campgrounds and athletic fields open with guidelines. Gatherings: TBD. Additional personal services opening with restrictions|
|Phase 3: Vigilant
|Bars, gyms, museums, all business activities resume except large venues and nightclubs|
|Phase 4: New Normal
|Full resumption of activities under “new normal”|