Marketing Communications Plan
After review of the executive summary of findings from a Facilitated Branding Session or a Facilitated Strategy Session, the next step is often a Marketing Communication Plan. Built on the foundation of the session findings, the Marketing Communications Plan is essentially a blueprint for tactical execution of communication elements, based on the Definition of Success and insights agreed to by the Strategic Team within the Branding or Strategy Session.
Additional research is conducted to gather pertinent information and take inventory of relevant existing materials and resources. This insures that the Communications Plan fully integrates and leverages resources that are already in place.
The Communication Plan includes:
- Situational Analysis
- Profile of the Target Audience(s) and/or Market(s)
- High-Level description of Strategic Approach
- High-level description of Creative Execution Approach
- An outline of proposed communication elements
- A brief description and explanation of each communication element, with preliminary ideas and thinking on creative treatment
The Marketing Communications Plan helps key decision-makers to quickly and clearly assess where and why an investment in a marketing communication element should be made, and what the strategic return on investment is, in terms of achieving your Definition of Success.
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