Name of Company
Name of Product or Service
Context or Introduction
Time Period of Plan
• Company Mission
• Culture and Tradition, History
• Recap business strategy and objectives
• Vision of the Future (for the company and the the wider context).
• Essential facts about the brand
• Audit – internal and external sources. Consider research. Quantitative and Qualitative data.
• Marketing environment – PESTEL. Tendencies. Competition. Distribution.
• Strategic Analysis – SWOT. “Backcasting”. Boston Matrix. Product Lifecycle. Porter etc.
• Communication Analysis and Audit – Company, Competition and Market.
• “ What’s in the air “ (“Dansl’air du temps”) Current trends in society relevant for comms.
• Define the issue/problem and your analysis/ solution/angle in one phrase.
• Perceived value for consumers – value benefit and emotions. USP/ Competitive advantage.
• Define your single-minded proposition for communication, with substantiation.
• Create a clear, consistent and compelling message and implement in an integrated way.
• What is the problem to be solved or the obstacle to communication?
• Desired brand image, tone of voice, style in words or visual such as logo.
• Differentiated positioning – to create an image in the target’s mind. Positioning should be credible, different from the competition, attractive and resonant for the public.
• Communication objectives (awareness/image/behaviour) How must target thinking change?
Objectives should be Specific, Measurable, Attainable, Realistic and Timed.
What is the communication problem to be solved, or obstacle such as lack of knowledge?
• Identify the target markets –using as much data as possible ( Socio –demographic CSP+, ABC1 in UK, Psychographic and Lifestyle Marketing such as VALS by SRI in US, “ Yuppies, Dinkies, Urban Survivors and Happy Capitalists” in UK ). Analyse product usage. Think like the target.
• Key message. A promise with substantiation. Coherent with Positioning.
• Word-of-mouth – can you create positive word-of-mouth in specific ways?
• Budget – Media but also Production/ Hors Medias. Budget context? Comparison last year?
• Monitoring – what results does campaign produce? Key Performance Indicators? ROI?
• Debriefing meetings to be included in planning documents, on a regular basis.
• Strategic Communication Document – all elements into one document, including timing.
Building Blocks For Communication Plans
• Begin with separate plans but show Integration and harmony between elements.
• Key Creative Thoughts – Big Communication Ideas, Advertising Roughs and Slogans.
• Communication Plan by Product or Product Range or Market or Overall
• Media Plans – Best Impact on Targets, Best Value Budget, Reach, Frequency, Efficiency.
Explain your media choice – i.e. TV, press, radio, internet. Media and target relationship.
• Internal Plan – Thoughts to motivate teams make them proud, make them act.
• Internet and Social Network Plan – buzz etc.
• Other Marketing Tools Plan – Events, PR (could include exhibitions, cocktails, conferences) Sponsorship, Sales Promotion, CRM, Literature, Charity.
• Tips – before creating your communication plan you can try detailing out approach by priority targets i.e. seniors or trade and best way to reach them in terms of comms/media.
Alternatively, work by objective – to create awareness and impact may imply television, to create an emotional link may imply sponsorship, make consumer buy now may imply sales promotions, give large amounts of product detail may imply text press advertisements.