A disciplined approach to creating powerful and persuasive messages

Behind any successful campaign is strategic and targeted communications. At ASGK, our core competency is in creating persuasive and effective messages and delivering those messages to a defined target audience. Our team has vast experience developing message platforms for political candidates and Fortune 500 companies. We have worked on successful campaigns on a host of complicated and diverse issues.

We believe effective message development is a systematic process that includes the following components:

  • Determine how issues fit into the public and policy environment;
  • Commission solid, thorough research to gauge public opinion on specific issues and test potential messages with targeted audiences;
  • Analyze research results to ascertain the relative strengths and weaknesses and what messages have the greatest impact with each target audience;
  • Based on research, create the message framework upon which all communications will be based.

The message framework articulates the key points of the campaign and informs every aspect of the campaign, from the earned media to advertising to direct mail to in person presentations. We work to craft a plan to communicate the right message to the right audience using the most appropriate and cost-effective mediums.

Because there are few opportunities to gain the public’s attention, message uniformity across all communications vehicles is critical to the success of any campaign. Our message framework ensures that the messages communicated are sharp, effective, emotional, easy to understand and credible.