Backtobasics Communication

Marketing Strategies

Position, Message and Activities

Backtobasics Communication - Marketing Strategies

We all understand it’s important to market your business, attract customers and sell products or services in order to succeed. Finding your niche is another matter. Trying to be all things to all people is not feasible.

Understanding your customers is vital. Who they are – what they need – how you can help them. This will help shape the framework for your marketing strategy and activities.

Once you have identified your customer then you can develop an effective marketing program.


We’ve all heard how position is everything in real estate. Positioning is also everything in business. Positioning your business will communicate who you are; what you stand for; and more importantly what benefits you can deliver for your customers. Developing clear communication messages will help you engage your customers. Using effective marketing tools will increase your return on investment both in time and money.

Adriana Summers, Director Backtobasics Communication Services will help you to define your position and develop clear communication messages. Once you make a commitment to these messages, then you can begin to develop the tools you need to motivate your niche to choose your services or products.

Some recent clients include:

TIMG University Colleges Australia LAK Constructions NBtax_Logo_VersionA_Full_Colour_CMYK_FA.jpg


Adriana is patient and professional and completed the project to a very high standard. She is creative in thinking and was able to guide us in making sound and realistic decisions for the future of the association.
Dr Carla Tromans
Director, International House

Content Marketing

Effective, Targeted and Engaging

Readers should be the prime focus of every communication.
Ask yourself:
What do my customers need to know? Why should they care? How will my service or product benefit them?

Once you have thought through these questions, then you are ready to write. Remember to integrate your core messages with the interests of your audience. Tell a story. People can relate to stories with a beginning, middle and end. In business, give examples - a simple case study formula involves:

Backtobasics Communication - Copywriting

  • describing a situation or problem
  • explaining how the problem was dealt with; and
  • offering a solution which highlights the benefits of your service or product.

Different marketing tools require different communication approaches. Websites, blogs and social media platforms are more conversational, less formal than report writing. The writing style for direct mail letters, sales brochures and capabilities reports and tenders can vary dramatically depending on the audience. Business articles, news stories, media releases are more factual but still need to engage the reader.

No doubt you are the expert in your field. You can talk or write profusely about your industry. Communicating your knowledge so that customers will understand and respond is another issue. This is where we can be of service.

Backtobasics Communication Services specialises in writing communication materials which are effective and engaging. Utilising your knowledge, we can write the types of communication materials which will open doors, help build relationships and ultimately improve your business. Adriana Summers has written and managed production of hundreds of marketing communication materials for government, businesses and industry organisations.

Blog Articles

Corporate Marketing Kits

LAK Constructions Brochure

LAK Constructions Brochure

Media - Internet, Social and Traditional Media

Powerful, Far reaching and Opportunistic

Backtobasics Communication - Media Strategies

Most companies have gone online and developed a website. While making your website easy to find, through key words, is important - it won’t necessarily increase sales. Relevant, engaging and informing content should be the driving force for your website.

Regardless of the type of website you have, keeping it relevant, current and interesting for your audience is imperative. This includes mobilising your website to suit the viewing needs of your audience. Otherwise, it is a waste of resources and energy.

Need help with writing content for your website? Contact us.

Examples : project management of websites and new content material

LAK Constructions University Colleges Australia

Amendments to TIMG website


Luke Kruberg
Adriana has helped us develop a marketing plan that included the development of a new logo and updating our current website. She has been guiding us through the various stages of our plan and implementation. Adriana’s help with implementation has been really important to us. We just don’t have the time needed or the experience. As a result of working with Adriana we feel we now have a focussed marketing plan that will make a real difference to our company profile. It has given us the tools we need to take our company to the next level. Adriana is organised, efficient and knowledgeable. It has been a very good investment in our business having her on board.
Luke Kruberg

Social Media


Backtobasics Communication - Media Strategies

Social media is about building relationships - social and professional. It’s an opportunity to share ideas and experiences, as well as participate in discussions.

By being active in social media companies have the opportunity to be part of the conversation. Any negative issues can be quickly addressed. Positive actions can be communicated to a wider audience. Positioning and credibility can be raised dramatically.

Your choice of social media channels will depend largely on where your audience hangs out. For instance if you’re looking to build business relationships online or develop a referral base then Linkedin and Twitter is the right platform for you. As we have seen in recent world events, social media, especially Twitter, has fed the media organisations and enabled a greater exposure for individuals. Ironically, the same medium can help to turn to tide of public opinion.

If you looking for direct clients in the community or to engage with existing consumers then a social media program utilising Facebook and Instagram will achieve this. If you have a younger audience predominately under 20 then Snapchat maybe the right platform for your business.

Video channels such as youtube have become important to communicate messages for businesses reaching audiences across all sectors. People are time poor – well executed and articulated messages authentically delivered can be very powerful. Visuals including photographs and video will reach a wider audience than just articles.

Every business should have a social media strategy for both personal branding of business owners and managers, as well as your company’s corporate reputation management strategy.


A professionally written business profile on Linkedin for instance which showcases your area of expertise and thought leadership in your chosen field is a must, especially for those looking to build business relationships and branding. A profile summary which reads like a resume is fine for recruiters but not to build a brand profile. This should be consistent across all employees.

Backtobasics Communication Services has written over 50 Linkedin profiles for CEOs and business development staff, as part of the overall social media strategy for companies.

Is your social media strategy engaging clients and helping to create raving fans to grow your business and build your brand?

If not, then contact us for a complimentary review.

Facebook Management

Fresh Homes - Facebook HAAS Associates - Facebook

Dipak Patel
Thank you very much to preparing my Linkedin Profile. I enjoyed the journey from the initial consultation through to the final draft. You have taken care of important aspects of my legal practice whilst targeting the right clientele in drafting my profile. I am truly appreciative of your approach, although the task was very small for you. When business is growing, one may easily forget, how much social media communication plays a significant role. After working with you, I learnt that one must not only focus as a FRONT runner of business but must consider BACK TO BASIC Communication for marketing strategies.
Dipak Patel
Solicitor / Principal, DD Lawyers

Traditional Media

Case Study

PMI Australia Conference 2015 & 2016

Case Study

Toowoomba Gardenfest 2014

The value of traditional media has been de-valued since the uptake of social media but it still has its place in the marketing mix. However, it still offers companies an opportunity to raise their profile and build their brand. Plus provide external endorsement making it easier for companies to break into the market. A media relations program provides the opportunity for significant financial savings through “free” publicity which would be extremely costly if obtained through advertising. If a media program is right for you, Backtobasics Communications can help you develop a strategic and effective media program.

Backtobasics Communication - Media Strategies

Backtobasics Communication Services is particularly skilled at developing targeted internet and media campaigns to promote awareness of your brand, products and services. Adriana Summers has an excellent track record in developing marketing and public relations campaigns for many clients across a wide spectrum of industries. These campaigns have provided a favourable return on investment for clients, as well as achieving excellent results in increasing awareness and achieving measureable outcomes.

Adriana and her team were patient, creative, and positive every step of the way, working tirelessly with all our people.
Martin McKern
Chapter Vice-President / Board Vice-Chair, PMI Queensland

Direct Mail Campaigns

Focused, Cost-effective and Motivating

Backtobasics Communication - Direct Mail Campains

This tried and true method of marketing has been modernised for today’s electronic age where everything can be transmitted in an instance. Businesses are being very creative with electronic blogs, newsletters, video presentations and the like. While these can be very creative and fresh unless they are in line with the needs of the customers, they will be instantly dismissed.

Regardless, Direct Marketing is still the most effective way to reach your target clients, mainly because you can control who receives your information and its content. The key to a successful campaign is making the information relevant to the receiver. Mass direct marketing campaigns work best for low risk, product driven industries where the investment for the end-user is small or there is definable benefit for the receiver.

Businesses such as professional services are traditionally built on relationships and principles of trust, expertise, service and value. Smaller targeted and personalised campaigns work best to reinforce these values.

Many direct mail campaigns fail to hit those important trigger points that will drive the customer to act now. Let’s face it; we all need a reason to do something. Identifying that reason is what will motivate your customers to respond.

Developing the right strategy for a direct mail campaign, together with the messages, content and form is where Backtobasics Communication Services can provide the most value. Adriana Summers has worked with a variety of industries to develop cost-effective direct mail campaigns which produced successful results.

Example Brochures

LAK Constructions Brochure

LAK Constructions Brochure

LAK Constructions Brochure

LAK Constructions Brochure

LAK Constructions Brochure

LAK Constructions Brochure

Backtobasics Communication Services

Contact us

Don’t waste this opportunity. Adriana Summers, Director of Backtobasics Communication Services enjoys learning about the difficult marketing challenges facing SMEs. Call now and have a chat.

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Backtobasics Communication Services