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    Comms Plan Structure

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    Nicola Anthony
    This communications plan outlines context, objectives, strategy, and evaluation components. It assesses the internal and external environments to appropriately position messaging relative to branding and competition. Objectives are specified as both long-term strategic and shorter-term goals that are SMART. The strategy develops messages using AIDA principles across a mix of advertising, PR, personal selling, sales promotions and direct marketing. Evaluation measures success back against objectives and uses learnings to improve future plans.

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    Comms Plan Structure

    Uploaded by

    Nicola Anthony
    16 views1 page
    This communications plan outlines context, objectives, strategy, and evaluation components. It assesses the internal and external environments to appropriately position messaging relative to branding and competition. Objectives are specified as both long-term strategic and shorter-term goals that are SMART. The strategy develops messages using AIDA principles across a mix of advertising, PR, personal selling, sales promotions and direct marketing. Evaluation measures success back against objectives and uses learnings to improve future plans.

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    This communications plan outlines context, objectives, strategy, and evaluation components. It assesses the internal and external environments to appropriately position messaging relative to branding and competition. Objectives are specified as both long-term strategic and shorter-term goals that are SMART. The strategy develops messages using AIDA principles across a mix of advertising, PR, personal selling, sales promotions and direct marketing. Evaluation measures success back against objectives and uses learnings to improve future plans.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    16 views1 page

    Comms Plan Structure

    Uploaded by

    Nicola Anthony
    This communications plan outlines context, objectives, strategy, and evaluation components. It assesses the internal and external environments to appropriately position messaging relative to branding and competition. Objectives are specified as both long-term strategic and shorter-term goals that are SMART. The strategy develops messages using AIDA principles across a mix of advertising, PR, personal selling, sales promotions and direct marketing. Evaluation measures success back against objectives and uses learnings to improve future plans.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Comms Plan

    Context:
    Situation analysis and assessment of internal/external environments
    Assessments of identified target segments and their characteristics
    Specification of appropriate positioning – relate to branding, competition
    Budgeting – work to be done in-house or through agency?

    Objectives:
    Long term strategic communications objectives – relating to corporate and
    marketing objectives. SMART objectives – to help with control measures later.
    Shorter-term communications objectives

    Strategy:
    Push, Pull, Profile
    Development of messages - AIDA
    DRIP
    Development of comms mix elements:
    - Advertising
    - PR
    - Personal Selling
    - Sales Promotions
    - Direct Marketing
    Activity plans for each and approx. schedules (Gantt Charts).
    Identification of budgets and resourcing implications.

    Evaluation:
    Control measures, determine how success can be measured.
    Relate to SMART objectives
    Market research
    Use learnings to feed back into future comms plans

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