A communication plan aims to build understanding inside and outside the organization.
A communication plan sets out your communication objectives in the context of your marketing strategy. The plan specifies who you need to communicate with, what you will communicate and the media you will use to reach your audience. It also sets out the timing of your communications and the methods you will use to measure the effectiveness of your communication program.
Instructions
1. Set precise objectives for your communication program. According to communications consultancy Insignia, clear communication planning provides an invaluable framework for all communication activity. Objectives could include: raising awareness of a product or company; persuading prospects to try or buy a product; changing employee attitudes; or building positive relationships with regulators. Make the objectives specific and measurable -- increase customer awareness of the new product range by 15 percent, for example.
2. Specify the target audience for the communication program. Use market research to identify the people within a customer or prospect organization who make or influence purchasing decisions. Include job titles and identify named individuals, where possible. Ask the sales force to assess the relative importance and influence of each member of the target audience.
3. Identify other groups that can influence the success of your business. Target groups could include: employees; members of the local community; suppliers and business partners; members of the media and bloggers; local, regional and national politicians; regulators; investors; and market analysts. Develop a communication plan to build positive perceptions of your company.
4. Carry out market research to identify the issues that concern your target audience. List the messages that will create a positive attitude within the target audience or persuade them to take action.
5. Select the media that will reach your target audience cost effectively. Establish a budget for each communication task based on the cost of the medium and the number of times you will use it. As an example, reaching purchasing directors in engineering companies might require a series of advertisements in engineering journals, direct mail to named purchasing directors or the production of a special report on engineering industry issues.
6. Plan the timing of the communication program. Use a key date, such as a product launch or the opening of a new factory, to develop a schedule for communications. Check publication dates of any newspapers or magazines that you plan to use. Ask printers or other suppliers for lead times to produce material such as mailings or brochures that form part of the program. Work back from those dates to establish when you need to write copy, obtain photographs or arrange design work for any communication material.
7. Specify how you will measure the effectiveness of your communication plan. Nominate a research firm to conduct a survey to measure changes in attitude or perception. Choose metrics such as increase in revenue or numbers of new customers to measure the direct impact of marketing communication.
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