General integrated marketing communications planning framework
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
§ 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
§ 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
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?