AENC Roadmap to Success Marketing Communications Plan - Communicopia
Roadmap to Success:
Creating a Marketing
ANGELA BENDORF JAMISON
Marketing Communications Plans haven’t
really changed over the years, only the tactics
we use to implement them.
GPS to Success!
What we’ll cover this morning:
What is a Marketing Communications Plan?
Business/Marketing Plan vs. Marketing
Why is it important?
Elements of a MarCom Plan
Real Plans for Review
Creating Your MarCom Plan
Tips for Success
Business/Marketing Plan vs. MarCom Plan
Business/Marketing Plan =
MarCom plan is more tactical in nature and focuses
primarily on Promotion.
What is a Marketing Communications
Helps sell a service, product or idea to people you serve,
the individuals you influence and the members or donors
Directs how you will communicate with various
7 Characteristics of a Good Strategic
Marketing Communications Plan
1. It is participative
2. It is dynamic
3. It is flexible
4. It is audience-driven
5. It combines the best of PR and Marketing
6. It contains a mix of strategy and tactics
7. It is doable
Hollister, Trubow & Associates
Why Take the Time to Create a MarCom Plan?
Gets you where you want to go by aligning your
business and marketing goals.
Formalizes ideas and concepts
Keeps you focused
Helps you establish tasks and timelines
Where to Begin
Do some research (informal & inexpensive)
Objectives = an end-game towards which actions and
activities are focused
Strategy = the plan of attack
Actions and Tactics = the execution of the strategy
Create Your Plan
Determine a budget.
- On average, 9 - 12% of your annual organizational
budget for marketing communications
Add an action plan with the steps to be taken during
a specific timeline (day/month) to carry out the plan
and identify who is responsible.
How to make your plan a success
Get your colleagues involved
Don’t get stuck on measurable objectives, key
messages or other elements that will stop you from
Get outside help if necessary
Understand it’s a living document
Update it yearly
Now that you’ve got your roadmap, enjoy the trip!