THINKing

Time To Plan

As we reach year-end, our thoughts turn to planning for 2008. Well, OK, after the holidays, our thoughts turn to 2008 planning. I’m just trying to get you started a little early. So, here are my thoughts on my procedure for developing communication plans:

Review current communications for impact and efficiency. Review by:

• Audience
• Vehicle (personal visits, telephone calls, letters, invoices, e-mail, website, newsletters, advertising, POP, trade show, etc.)
• Subject Matter (corporate communications messages, marketing communications messages)
• Interval (daily, weekly, monthly)
• Existing programs (loyalty programs, CRM, etc.)
• Competitors (tactics, messages)

Define and prioritize audiences

• As part of the strategic planning process, define audiences, and determine key business objectives that can be enhanced/supported by communications

Develop totally integrated communications plan

• Conduct internal, in-channel and in-market communications audit
• Find and review research on audiences that were defined during strategic planning process
• If paid media is to be a part of the program, meet with media allies – editorial and marketing – to determine what programs they can bring to bear internally, in-channel, in-market

Develop complete communications program based upon the brand’s strategy/positioning that:

• garners internal support by making employees brand emissaries
• fully involves in-channel allies by communicating both corporate and brand messages
• uses a multi-media approach to surround customers with the brand message, and to bring the brand to life

Other Posts Of Interest

• Out Of Work? Don’t Be That Guy
• Aligning Metrics
• Creativity 2012 – Week #21
• Communications Planning 101
• Social Media Best Practices