Organizational Goal(s) Co mmunications Goal(s)

(The relevant org/dept/command goal(s) against which your communications program Pla n: (Should answer what awareness, belief or behavior you want to change, among whom, by
must deliver; should be time-specific and measurable) Team: when, and by how much)

T arg et Au dienc e ( primary ): Targ et Audience (s econdary ) :

Key ins ights: (Identify the best motivators, types of messages, messengers, media and moments Key insights: (Identify the best motivators, types of messages, messengers, media and moments
to reach this audience) to reach this audience)

Key Message(s)
(Should be something that sets you apart, sounds authentic, has a current angle, and answers an audience dream or desire, problem or fear)

Str ategy St atement

(Should encapsulate overall approach to messaging, messengers, media and moments; and must serve as both spark for and test of creative tactics)

Q1 Tactics: Q2 Tactics: Q3 Tactics: Q4 Tactics:

Q1 Metrics: Q2 Metrics: Q3 Metrics: Q4 Metrics: