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For your audience - make the program effective marketing communications
| Added: 13-05-2005 Author: Renata Lerch Category: Communication |
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Prepare objectives and how to solve their marketing team allows staff continuity produced a strategic plan.
Ensure communication plan is open and one to the point, including the following items.
1. Communications Objectives
Using this section shows the total work that will save your position, and the information needs of your audience. List at least two but not more than six or seven main objectives for the period. Be specific, and try to make your goal measurable. Some examples are:
oEffectively reach key targeted audience.
oNurture long-term relationship with the target audience to believe.
oPosition the organization as a segment leader.
2. Audience Profile
Determine your target and accurately as possible. Learn where your audience, and how they live, their beliefs and standards, what, how and when to use it or similar products, what they like or Dislike. Is there a primary and secondary audiences? List them in order of importance, to identify who and what influence the audience. Focus on the audience-related data that are important to your organization. Understanding consumer behavior is essential to develop a strategy to achieve your plan.
3. Key Messages
Thinking about the concept you want associated with your brand. This message will position your brand through all media and point of contact with customers such as brochures, advertisements, websites, call centers, locations, press releases, etc. Here are some examples:
oDifferentiate from competitors through products and services better.
oSpeed: Offering fast service in its segment.
oConvenience: Having more locations in Ohio.
s oKyler provide professional development courses and reasonable cost.
4. Main Communication Channels
Identify the most important channels and reliable your audience, they are popular and would be better to give your message. Focus on goals and budget. You want to maximize your dollars, and exposure, now reach customers in a timely manner and important. Make sure you select the channel consistent with your goals, and that their target audience as well. Don t want to give money to your messages with unqualified customers.
5. Key Strategies and Tactics in Support
Strategy is how resources are distributed and used your important goals. Strategies and action plans necessary for oriented strategy. List no more than 5 key strategies, and each one down, adjust strategy and program support. Organized to accommodate a long time. Example:
Strategy 1: Using Press Releases to increase visibility for the organization of the company.
Tactics in support:
PR oDevelop work every month in the appeal of the topic and maximize exposure Hailey services. Information will be provided by the author approached the news and / or press releases to trade publications Visa. Press release should be issued under the 2 months before the program / event.
oCombine topics and schedule marketing activities.
6. Budget
A detailed budget outline, is undermining the activities and costs. One year-to-year comparison is always helpful to evaluate the results and calculate return on investment.
7. Evaluation Plan
Besides Numeric goal, it is important to set the parameters to measure the effectiveness of your strategies and plans. Deciding what to evaluate, and establish performance standards. That will allow you to take corrective action, adjust the strategy by the year. Example:
oIncrease amount of communication and look after the communication required.
oPR exposure and ROI by type of publication.
8. Attachments
Attach a calendar of events and Timeline.
© Lima Lerch Consulting 2006-2007. All Rights Reserved.
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