Marketing Communications Plan



Marketing Communications PlanPublished By: DWS Associates (651) 315-7588? Copyright 2012, All Rights ReservedMarketing Campaign Planning GuideCompany (Organization) Name: Enter company or organization name here.Date of Plan: Enter date of plan here.Period Covered by Plan: Enter period which plan covers here.Plan Prepared by: Enter names and titles of individuals who prepared this plan.Overview Summary of Communications PlanEnter an overview or summary of the overall plan.Marketing StrategiesList the strategies from the marketing plan.Key MessagesValue PropositionEnter your value proposition to the buyer / end user.Corporate MessagesEnter the messages that you want the buyer / end user to know about your organization.Product (Service) MessagesEnter the key messages that you want to communicate about the product or service that you are offering the customer / munications Plan FrameworkTarget Audiences (Who are they?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsKey Decision Criteria (On what and how do they base their buying decisions?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsPerception of Company (What are the various audiences perceptions of your company?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsPains / Business Problems Solution Addresses (What pains or business problems that the solution addresses for each target audience?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsMain Messages and Themes by Target Audience (What are the main messages and themes that you want to communicate to each audience?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsCommunications Strategies (What are your communications strategies and tactics for each target audience?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsCommunications Goals and Objectives (What are your communications goals and objectives for each target audience?)Acquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsMetricsAcquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsCalls to Action / Offer StrategiesAcquisition:BuyersInfluencersChannelsRetention:BuyersInfluencersChannelsReactivation:Former BuyersInfluencersChannelsPlanned Campaigns / Tactics / ProgramsWhatObjectiveMediaTarget (Who)When (target date)BudgetMarketing Budget / Lead Projection Summary (See media plan / lead forecasting spreadsheet for detail)ActivityAcquisitionBudgetRetentionBudgetTotalBudgetProjected Leads (or sales transactions if direct to end user/consumer.)AdvertisingDirect MailInternetTelemarketingTrade Shows /EventsSales PromotionPublic RelationsSocial MediaMobileCollateralTotalsAction PlansActions required to implement marketing communications strategiesCost if applicableTarget datePerson responsible ................
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