Integrated Marketing Communications

Marketing Communications Plan

What is Marketing communications plan?
“Document that summarises
the main issues and details of marketing communication activities, including relevant background information and marketing communications decisions.”

(Pickton and Broderick, 2005)

 Works for both consumer and B2B products .Marketing Communications Planning System  No single approach  Only essential elements that are common in any good mc plan  SOSTAC + 3Ms  SOSTAC way of marketing communications planning system is widely used.

SOSTAC Model  Developed in the 1990’s by PR Smith. ensuring all relevant factors are considered.  Systematically goes through the steps to build a marketing plan. without going into excessive and expensive detail. .  Also looks at the practical issues of putting the plan into practice.

Situation (where are we now?)  O.Tactics (the details of the strategy)  A.SOSTAC Model  S.Control (measurement and monitoring) .Strategy (how do we get there?)  T.Actions (putting the plans to work)  C.Objectives (where do we want to go?)  S.

SOSTAC Model + 3M  3Ms Men (human resources) Money (budgets) Minutes (time) (PR Smith and Taylor. 2004) .

Economical. Opportunities and Threats)  PESTLE (Political. Social. Environmental Factors)  USP (Unique Selling Point) . Weaknesses.Stage 1 Situation Analysis – Where are we now?  SWOT (Strengths. Technological. Legal.

Stage 1 Situation Analysis – Where are we now?  How are we performing?  What are our distinctive competitive (marketing) advantages?  How effective is our Marketing Mix?  Are we focusing on the best segments with the right type of customer?  Are we using the most appropriate channels for communication and distribution?  What uncontrollable event(s) or trend(s) can impact my business? .

medium and long-term objectives Marketing Objectives .Business Development? Marketing Communication Objectives? .Stage 2 Objectives – Where do we want to go?  Short.

interest. market share.?  Communication Objectives  How will communication help us achieve the marketing objectives in terms of awareness. penetration etc. attitudes.Stage 2 Objectives (Contd…)  Marketing Objectives  What do we want to achieve in terms of sales. trials? .

Examples of Marketing Objectives  Increase market share by X% in the next 12 months  Generate 5000 footfalls in the next 4 weeks  Increase distribution penetration by X% in 6 months .

.  Reposition the brand from being old & unfashionable to young & trendy among all 2535 year old female target segments.Examples of Communication Objectives  Increase brand awareness from 35% to 50% within 12 months  To maintain brand X as the preferred brand (or number one brand) of photocopiers among 50% of current UK buyers in companies with 1000+ employees.

Stage 2 Objectives – Where do we want to go? The SMART Test for Objectives: objectives should be practical and measurable and fit the following criteria: Specific (with numbers) Measurable (to monitor progress and confirm achievement) Actionable (can we do it?) Reasonable (realistically attainable) Timed (incorporate deadlines) .

Which segments of the market do we wish to focus upon?  Positioning . Positioning)  Segmentation .Stage 3 Strategy– How do we get there?  How the objectives will be achieved through STP (Segmentation. Targeting.How do we want to be perceived in each different target segment? .How do we want to divide up the market(s)?  Targeting .

Stage 4 Tactics – What are the details of the strategy?  the detailed activities/planning  the how. where and when of all the planned marketing actions:  Which Communication Tools are we going to use?  How are we going to use them?  What message(s) do we wish to communicate?  Are we being consistent across different tools and messages?  Do we have the necessary resources/budgets? .

Stage 4 Tactics – Tactical timing of different communications tools .

what. when?  Who is going to do what?  When are they going to do it?  What is the resource allocation for the action?  What are the key performance measurements?  How is performance going to be recorded? .Stage 5 Action– How do we implement the strategy?  what are the specific actions?  Action plan: who.

An action plan for one communication tool – a mailshot Stage 5 Action– A .

Stage 6 Control – How do we measure and monitor?  measurement criteria for assessment  Do action performance measurements relate to objectives?  Responsibility for measurement?  Frequency of measurement?  Resources for measurement?  Review of measurements?  Actions on variance? .

Stage 6 ControlControl System .

The 3Ms  Men  who is responsible?  are there enough internally?  do we hire agencies?  Money  what will it cost? Is it affordable?  Minutes  timescales and deadlines for each stage .

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