Marketing Communications Plan

Published By: DWS Associates

(651) 315-7588

Marketing Campaign Planning Guide

Company (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 Plan

Enter an overview or summary of the overall plan.

Marketing Strategies

List the strategies from the marketing plan.

Key Messages

Value Proposition

Enter your value proposition to the buyer / end user.

Corporate Messages

Enter the messages that you want the buyer / end user to know about your organization.

Product (Service) Messages

Enter the key messages that you want to communicate about the product or service that you are offering the customer / prospect.

Communications Plan Framework

Target Audiences (Who are they?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Key Decision Criteria (On what and how do they base their buying decisions?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Perception of Company (What are the various audiences perceptions of your company?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Pains / Business Problems Solution Addresses (What pains or business problems that the solution addresses for each target audience?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Main Messages and Themes by Target Audience (What are the main messages and themes that you want to communicate to each audience?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Communications Strategies (What are your communications strategies and tactics for each target audience?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Communications Goals and Objectives (What are your communications goals and objectives for each target audience?) / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Metrics / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels
Calls to Action / Offer Strategies / Acquisition:
Buyers
Influencers
Channels
Retention:
Buyers
Influencers
Channels
Reactivation:
Former Buyers
Influencers
Channels

Planned Campaigns / Tactics / Programs

What / Objective / Media / Target (Who) / When (target date) / Budget

Marketing Budget / Lead Projection Summary (See media plan / lead forecasting spreadsheet for detail)

Activity / Acquisition
Budget / Retention
Budget / Total
Budget / Projected Leads (or sales transactions if direct to end user/consumer.)
Advertising
Direct Mail
Internet
Telemarketing
Trade Shows /Events
Sales Promotion
Public Relations
Social Media
Mobile
Collateral
Totals

Action Plans

Actions required to implement marketing communications strategies / Cost if applicable / Target date / Person responsible

Marketing Communications Plan 1