Ep #70 – What is a Marketing Communication Plan

Unpacking the Essentials of a Marketing Communication Plan

When you have information to communicate which we always do in marketing, creating a plan of attack can ensure that nothing gets missed.

Defining a Marketing Communication Plan

A marketing communication plan typically emerges when introducing a new product, service, or event. It’s a strategic blueprint designed to generate excitement and engagement among the target audience. This plan outlines what information should be communicated, to whom, when, and through which channels – be it email, social media, direct mail, or other mediums.

The Benefits of a Structured Communication Plan

1. Clarity and Direction: It offers a clear, step-by-step process along with a timeline, providing a roadmap for the marketing journey.
2. Feedback and Improvement: By analyzing the responses to your marketing efforts, you can identify what resonates with your audience, allowing for continuous improvement in your strategies.
3. Identifying Gaps: A well-laid-out plan helps in spotting areas that need attention, such as the need for high-quality images or fine-tuning the release dates of promotional content.
4. Understanding Audience Engagement: It assists in understanding the reasons behind the audience’s excitement or lack thereof, enabling the team to adjust their strategies accordingly.
5. Resource Allocation: The plan offers insight into the necessary resources, aiding in budgeting and scope definition.
6. Legal Compliance: It ensures that all communications are legally compliant, an aspect often overlooked but crucial for certain types of businesses.
7. Crisis Management: In times of corporate shifts or crises, a communication plan can guide the release of information in a manner that is controlled and less damaging.

Implementing the Plan

1. Content Strategy: The content across various channels should be coherent yet not identical. For example, staggering posts on different social media platforms can create a sense of freshness and engagement.
2. Visual and Verbal Messaging: Graphics and messaging are key in grabbing attention, especially on social media. It’s essential to strike a balance between eye-catching visuals and compelling messages.
3. Understanding Your Audience: Knowing your audience is critical. This includes not only their preferences but also the sequence in which different segments should receive the information.
4. Project Management and Documentation: Using a project management system to document and track the implementation of the plan is vital for organization and efficiency.
5. Openness to Ideas: Encouraging a broad range of ideas during the planning phase can lead to innovative and effective strategies.

Conclusion

In conclusion, a marketing communication plan is not just a static strategy but a dynamic framework that adapts and evolves. It requires organization, creativity, and a deep understanding of the target audience. By carefully crafting and implementing this plan, businesses can significantly enhance their market presence and engagement, leading to sustained growth and success.

Jennifer Denney has been in digital marketing since 2006 and has seen a wealth of changing landscape in digital marketing. She has seen the rise and fall of many marketing tactics.  She is deeply rooted in understanding the metrics that showcase the value of certain types of digital marketing. She produces weekly live shows with Lorraine Ball, solocast with Elevated Marketing Chats, and conducts a weekly podcast called Elevated Marketing Dot Podcast.