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Roadmap to Success: 
Creating a Marketing 
Communications Plan 
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 
 Communications 
Why is it important? 
Elements of a MarCom Plan 
Real Plans for Review 
Creating Your MarCom Plan 
Tips for Success 
Questions
Business/Marketing Plan vs. MarCom Plan 
Business/Marketing Plan = 
-Product 
-Place 
-Price 
-Promotion 
MarCom plan is more tactical in nature and focuses 
primarily on Promotion.
What is a Marketing Communications 
(MarCom) Plan? 
Helps sell a service, product or idea to people you serve, 
the individuals you influence and the members or donors 
you cultivate. 
Directs how you will communicate with various 
audiences.
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) 
Brainstorming 
SWOT Analysis 
Audience Interviews 
Focus Groups
Elements of a MarCommPlan
Objectives = an end-game towards which actions and 
activities are focused 
Strategy = the plan of attack 
Actions and Tactics = the execution of the strategy
AENC Roadmap to Success Marketing Communications Plan - Communicopia
AENC Roadmap to Success Marketing Communications Plan - Communicopia
AENC Roadmap to Success Marketing Communications Plan - Communicopia
AENC Roadmap to Success Marketing Communications Plan - Communicopia
Create Your Plan 
Start writing. 
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 
completing it 
Get outside help if necessary 
Understand it’s a living document 
Update it yearly
Now that you’ve got your roadmap, enjoy the trip! 
www.CommunicopiaPR.com

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AENC Roadmap to Success Marketing Communications Plan - Communicopia

  • 1. Roadmap to Success: Creating a Marketing Communications Plan ANGELA BENDORF JAMISON
  • 2. Marketing Communications Plans haven’t really changed over the years, only the tactics we use to implement them. GPS to Success!
  • 3. What we’ll cover this morning: What is a Marketing Communications Plan? Business/Marketing Plan vs. Marketing  Communications Why is it important? Elements of a MarCom Plan Real Plans for Review Creating Your MarCom Plan Tips for Success Questions
  • 4. Business/Marketing Plan vs. MarCom Plan Business/Marketing Plan = -Product -Place -Price -Promotion MarCom plan is more tactical in nature and focuses primarily on Promotion.
  • 5. What is a Marketing Communications (MarCom) Plan? Helps sell a service, product or idea to people you serve, the individuals you influence and the members or donors you cultivate. Directs how you will communicate with various audiences.
  • 6. 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
  • 7. 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
  • 8. Where to Begin Do some research (informal & inexpensive) Brainstorming SWOT Analysis Audience Interviews Focus Groups
  • 9. Elements of a MarCommPlan
  • 10. Objectives = an end-game towards which actions and activities are focused Strategy = the plan of attack Actions and Tactics = the execution of the strategy
  • 15. Create Your Plan Start writing. 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.
  • 16. 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 completing it Get outside help if necessary Understand it’s a living document Update it yearly
  • 17. Now that you’ve got your roadmap, enjoy the trip! www.CommunicopiaPR.com