From business strategy to communication plan

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The document discusses communication planning and outlines how mission statements, business plans, and communication plans are interrelated. It provides details on how mission statements should communicate an organization's purpose and direction. Examples are given of mission statements from various companies and how they guide priorities and decision making.

Marketing

Mission
Business plans
Communication plans

Mission
statement
communicating
the purpose of
the organization

Properly crafted mission statements
Serve as filters to separate
what is important from what is not
Clearly state which markets
will be served and how
Communicate a sense of intended
direction to the entire organization

simple bold constant commits
Properly crafted mission statements

Mission statement
• Way of communicating the purpose of the organization
• Normally short and simple statements which outline what the organization's
purpose is and are related to the specific sector an organization operates in.
• Although most of the time it will remain the same for a long period of time, it is
not uncommon for organizations to update their mission statement and generally
happens when an organization evolves.
• Properly crafted mission statements
• serve as filters to separate what is important from what is not,
• clearly state which markets will be served and how, and
• communicate a sense of intended direction to the entire organization.
• The mission statement should guide the actions of the organization, spell out its
overall goal, provide a path, and guide decision-making. It provides "the
framework or context within which the company's strategies are formulated." It is
like a goal for what the company wants to do for the world.
https://en.wikipedia.org/wiki/Mission_statement

http://www.coca-colacompany.com/our-company/mission-vision-values/
To refresh the world…
To inspire moments of optimism and happiness…
To create value and make a difference.

… Facebook’s mission is to give people the power to share and make
the world more open and connected.
https://www.facebook.com/facebook/info

A computer on every desk
and in every home.

To enable people and businesses
throughout the world
to realize their full potential.

Business Priorities of Heineken
http://www.theheinekencompany.com/about-us/company-strategy/our-business-priorities

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In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

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Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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From business strategy to communication plan

1. Communication planning

2. Business Strategy Communication Plan

3. Mission Business plans Communication plans

4. Mission statement communicating the purpose of the organization

5. Properly crafted mission statements Serve as filters to separate what is important from what is not Clearly state which markets will be served and how Communicate a sense of intended direction to the entire organization

6. simple bold constant commits Properly crafted mission statements

7. Mission statement • Way of communicating the purpose of the organization • Normally short and simple statements which outline what the organization's purpose is and are related to the specific sector an organization operates in. • Although most of the time it will remain the same for a long period of time, it is not uncommon for organizations to update their mission statement and generally happens when an organization evolves. • Properly crafted mission statements • serve as filters to separate what is important from what is not, • clearly state which markets will be served and how, and • communicate a sense of intended direction to the entire organization. • The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It is like a goal for what the company wants to do for the world. https://en.wikipedia.org/wiki/Mission_statement

9. Make people happy

10. http://www.coca-colacompany.com/our-company/mission-vision-values/ To refresh the world… To inspire moments of optimism and happiness… To create value and make a difference.

11. … Facebook’s mission is to give people the power to share and make the world more open and connected. https://www.facebook.com/facebook/info

12. A computer on every desk and in every home.

13. To enable people and businesses throughout the world to realize their full potential.

14. https://www.microsoft.com/en-us/about

15. Mission Business plans Communication plans

16. Business Priorities of Heineken http://www.theheinekencompany.com/about-us/company-strategy/our-business-priorities

17. Our Business Priorities of Microsoft

18. Mission Business plans Communication plans

19. Campaign Calendar: Consumer Owner Start Date End Date IO Nr. Budget Source of Fund Files Status Campaign 1 Pager Approval Action Plan Approval a-zswink 21.ápr 30.jún tbd 5 000$ Category Plan https://microsoft.sharep oint.com/teams/humktg /CMO/_layouts/15/start a-zswink 15.nov 17.márc 5208913 100 000$ CEE Fund https://microsoft.sharep oint.com/teams/humktg /bgs/Client/_layouts/15 on track approved a-zswink 28.febr 30.máj 5208789, 5208792 50 000$ CCG Redeploy https://microsoft.sharep oint.com/teams/humktg /CMO/_layouts/15/start on track 05.febr a-zswink 14.márc 08.ápr 5208758, 5208759, 5208747 50 000$ Category Plan, tbd https://microsoft.sharep oint.com/teams/humktg /CMO/_layouts/15/start planned 31.jan a-zswink 15.ápr 30.máj 5208759, 5208747 10 000$ Category Plan https://microsoft.sharep oint.com/teams/humktg /CMO/_layouts/15/start on track 30.jan H2 Campaign Status & Follow-up Approval Dates

20. Campaign 1 pager

21. PR Calendar

22. Social Calendar

23. Communication planning

Editor's Notes

it outlines clearly the goal of the company
Ideje másképp gondolni a Microsoftra. Már nemcsak szoftvercég vagyunk, hanem produktivitás-vállalat is. Hatékonyságszolgáltató! A célunk: hozzásegíteni a világ minden lakóját, cégét és közösségét ahhoz, hogy többre legyen képes. Mit is jelent ez pontosan? Azt, hogy a Microsoft felhasználói kevesebb anyagi (ráfordítással) és időráfordítással több és jobb terméket, vagy szolgáltatást tudjanak előállítani, mint korábban. Kevesebből többet. Márpedig az ilyen „kevesebből többet” típusú változást hatékonyságnak nevezzük. Szép, magyar szóval: produktivitásnak) Ezt adja az új Microsoft: felhőből „lehívható” hatékonyságot mindenkinek. (Productivity as a Service)
Heineken®, the undisputed leader in the premium segment, is complemented by a portfolio of other premium brands, to ensure we win in premium. HEINEKEN is the global leader in cider. With our established footprint, we are focusing on growing the cider category and creating a broader global cider portfolio. HEINEKEN is driving excellence in outlet execution and ensuring availability, visibility, quality of our brands to win at point of sale. Our approach to sustainability is embedded in the Company strategy and focuses on creating sustainable value for the business and our stakeholders.

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Editor's Notes