We start our work by making sure we understand theorganisation we are working with, who that organisation are talking to, andwhat could distort or distract the recipient from the message. Then we create astrategy for communicating to the recipient in a way that they don’t notice thechannel or the cleaver words we have used. Now we create the actual web site,email campaign, or social media presence. By following this pattern of researchand strategy, it is easy and cheaper than normal to design and develop the channels.