Roadmap to Success:

Creating a Marketing Communications Plan

ANGELA BENDORF JAMISON

Marketing Communications Plans haven’t really changed over the years, only the tactics

we use to implement them.

GPS to Success!

What we’ll cover this morning:

What is a Marketing Communications Plan?

Business/Marketing Plan vs. Marketing

Communications

Why is it important?

Elements of a MarCom Plan

Real Plans for Review

Creating Your MarCom Plan

Tips for Success

Questions

Business/Marketing Plan vs. MarCom Plan

Business/Marketing Plan =

-Product

-Place

-Price

-Promotion

MarCom plan is more tactical in nature and focuses primarily on Promotion.

What is a Marketing Communications (MarCom) Plan?

Helps sell a service, product or idea to people you serve, the individuals you influence and the members or donors you cultivate.

Directs how you will communicate with various audiences.

7 Characteristics of a Good Strategic Marketing Communications Plan

1. It is participative

2. It is dynamic

3. It is flexible

4. It is audience-driven

5. It combines the best of PR and Marketing

6. It contains a mix of strategy and tactics

7. It is doable

Hollister, Trubow & Associates

Why Take the Time to Create a MarCom Plan?

Gets you where you want to go by aligning your business and marketing goals.

Formalizes ideas and concepts

Keeps you focused

Helps you establish tasks and timelines

Where to Begin

Do some research (informal & inexpensive)

Brainstorming

SWOT Analysis

Audience Interviews

Focus Groups

Elements of a MarComm Plan

Objectives = an end-game towards which actions and activities are focused

Strategy = the plan of attack

Actions and Tactics = the execution of the strategy

Create Your Plan

Start writing.

Determine a budget. - On average, 9 - 12% of your annual organizational budget for marketing communications

Add an action plan with the steps to be taken during a specific timeline (day/month) to carry out the plan and identify who is responsible.

How to make your plan a success

Get your colleagues involved

Don’t get stuck on measurable objectives, key messages or other elements that will stop you from completing it

Get outside help if necessary

Understand it’s a living document

Update it yearly

Now that you’ve got your roadmap, enjoy the trip!www.CommunicopiaPR.com