General integrated marketing communications planning framework

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A great resource to help get you started when planning a framework for integrated marketing communications.

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General integrated marketing communications planning framework

  1. 1. General Integrated Marketing Communication Planning Framework 1) SITUATION ANALYSIS (everything must tie back to the mission) a) Mission Statement b) What is the problem (opportunity)? Once you can clearly label (name) something, it’s easier to conquer/achieve i.e. H. Potter c) General: § History § Background § Environment § SWOT (strengths, weaknesses, opportunities, threats) § Force field analysis (enabling and restraining forces) § Existing survey results, database + capabilities, and other pertinent information including benefits, competition, issues, existing marketing communication activities, standing communication vehicles, etc. d) Research: § Secondary (looked up) or primary (gathered yourself) information you’ve collected in relation to your problem/organization i.e. Focus Group data (primary), Census Data (secondary) Before you can measure change, you have to know your starting point. 2) GOAL a) Few, broad, what you want to ultimately achieve. 3) TARGET AUDIENCES/PUBLICS a) Consider: Who needs to know or understand? Who needs to be involved? Whose advice or support do we need? Who will be affected?

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