Marketing Communication Plan: – As with marketing, communication has its own plan. Moreover, any action must be planned and must undergo rigorous preparation. Here we provide you with an example or model communication plan, relatively simple and operational to achieve its objectives. A useful model for any type of business, we remember for each part its reason for being. Here the question is Why build a communication plan? The reasons are multiple. Here are a few:
- Define precisely what your goals are. You must know what the purpose of your future actions is.
- Determine who your target is and how to communicate with them.
- Choose the means that will allow you to reach your goals effectively. Small aside: when we talk about goal achievement, we are in the area of efficiency. When it comes to the optimal use of means, we are in efficiency.
Build an Effective Marketing Communication Plan
- Define your Communication Objectives
It’s about knowing what marketing or strategic goals this plan relates to. For example, one goal may be to improve your brand awareness in a given segment that we will call “S” and a fraction of market on which you are little present for lack of marketing investment. They must be consistent with the company’s strategy. In our example, the strategy is to penetrate the “S” segment. The marketing analysis found that the company in question was very little known in this market. Hence the idea of leading an action on notoriety.
- Audience Selection (or Target)
You will determine who will be the receivers of your message. What profiles do they have? What are their characteristics? You will define how to reach them and whether you will operate the same channels for everyone. If so, what segmentation criteria to use? Etc. This phase is essential for successful targeting with relevant means.
Knowing the profile of the intended audience and your communication objectives, you are able to develop your positioning. That is: what perceptions do you want your target to have from your company and your services? And therefore determine the messages that you want to make consistent with your communication charter.
You now have a better idea of the size of your campaign. You can move to the budgeting phase by defining the envelope you want to spend on your communication campaign.
- Setting Operational Objectives
You are there on the ground of concrete. You want to develop your reputation? What level do you want to reach? 15% 30% 50%? It’s time to set the quantified goal of the action! The number that will ultimately reveal if you have succeeded … or not! Once again, this measure must come from a marketing thinking process. If you are aiming for 30% awareness, you know that below you will not be able to carry out your other actions. But is it not too ambitious compared to your audience? Other advice: be precise in your measurements. In our case, is it spontaneous or assisted awareness? Feel free to review some fundamentals in this area, such as the SMART method.
- Choice of the means of Communication
How will you convey your message? It’s time to choose your communication materials in line with your goal, your target and your budget. A little advice: do not hesitate to be creative in this area to reach your audience from an innovative angle!
- Organization of the Launch of Operations and Planning
Now that you have a clear vision of what you are going to do, you need to organize the whole thing on a schedule. Define: who does what? When? Building a communication plan will encroach on your time, but it is a prerequisite for leading the right campaign, with the right audience and for the right reasons. Indeed, writing all this information will push you to compare, return to certain points, change parts, refine … in short make a real work of reflection! The added value of such a process is not necessarily in the output of the document, but in the process itself.