The document presents a Visual Communication Planner designed for marketing and communication professionals to develop and visualize their communication strategies effectively. It outlines various strategies for communication, including target market analysis, competitive positioning, goal setting, and performance metrics, while providing guidance on various segmentation methods. Additionally, it emphasizes the importance of tailoring strategies for both domestic and international markets, and offers insights into content creation and channel management.

2. Plot a path to communication success, analyse the
most effective methods and eliminate operational
issues and problems along the way.
Perfect for marketing and communication
professionals and non-specialists alike, the Visual
Communication Planner allows you to outline and
visualise your strategy in a simple and
understandable way.

3. Your strategy is your starting point
 Target markets
 Positioning
 Goals
 Budget
 Channels and activity
 Content
 Metrics
 Timeline
Download for free: www.visualcommunicationplanner.com

4. What can I use the Visual
Communication Planner for?
The Visual Communication Planner can be used with your
online and offline communication strategies to:
 Analyse your existing and potential communication.
 Define the communication plan for a specific brand or
project.
 Outline your editorial plan.
 Identify the most effective strategy for communication
with domestic or foreign markets.
 Identify, anticipate and correct existing and potential
errors in your existing communication activities.
 Analyse the results and calculate the ROI of your
communication activities.

5. Using the Visual Communication Planner is
easy
–
simply answer the questions to create your
own personalised communication plan.

6. Scenario analysis
 How are you approaching your target market?
 How are your competitors approaching the same market?
 Have you developed a brand or product position for your target
market?
1. Brand

7. 2. Channels
 How old is your website? Is it responsive?
 Do you need a multi-lingual website? If so, are you communicating in the
primary language of your target markets?
 Do you have a multi-regional website? Or do you have a dedicated website
for your target market instead?
 Is your corporate image current and relevant to your target market?
 Speaking of foreign markets – have you purchased country specific
domains for your website/s?
 Has your website content been written by a professional copywriter?
 Are your images, pictures and videos recent and relevant to your target
market?
 What are your products and services? Have they been clearly defined?
 How do you want to present your product offering to your target market?
 Do you have useful and relevant brochures, white papers or e-books your
target audience can download?
 How is your website positioned and performing on local search engines
(SEO)?

8. 2. Channels
 What channels are you currently communicating on? Are they the
most relevant and useful for your target market? How frequently are
you using them?
 What tone of voice are you using? Is your corporate image aligned
with this?
 What results have you achieved so far?
 Have you calculated the ROI for each channel over defined and
specific time periods?
 How much of your budget have you invested in advertising?

9. 3. Internal organisation
 Who has admin access to your channels and social profiles?
 Up until now, who has been responsible for the management of these channels?
 Is anyone following up acquired sales leads and contacts?
4. Competitors
 What topics are your competitors covering in their campaigns?
 What tone are they using?
 What hashtags are they using?
 Are they using images and videos?
 What kind of engagement do they have?
 Are they using web and social advertising? If so, how?

10. 1. Segmentation
 Can you measure your market segment?
 Is it large enough to make a profit?
 Will it remain stable over time?
 Are you confident you can reach the right potential customers
through the communication channels you’re currently using?
 Do potential customers in the same segment want the same kind of
product?
 Is your market segment diverse enough? Can potential groups of
customers access different kinds of products?
 Does the market segment respond to marketing stimulation?
 Can you create marketing stimulation with marketing activities that
ensure a cost-sustainable effect?

11. 1. Segmentation
 Geographical segmentation – Your communication strategy doesn’t have
to be confined to a specific country, you can also target a particular
region, city or defined geographical area. This is known as geo-marketing,
and is particularly useful for B2C communication. In geo-marketing,
geographical data is used to communicate directly with specific
demographics.
 Demographic segmentation – This segments target markets by age,
gender, employment, education or digitisation. When used for B2C
communication, it also takes into account the company’s size - more
specifically its turnover, number of employees and/or industry.
 Behavioural segmentation – Potential customers are divided into groups
based on their skills, attitude, awareness and brand loyalty.
 Psychographic segmentation – This is evaluated based on the social
class, lifestyle, personality, interest and opinions of potential customers.
 Cultural segmentation – This kind of segmentation is particularly
important for foreign markets as it takes into account cultural origin,
religion, behaviour, traditions and colloquial language. Segmenting
customers based on culture is becoming increasingly important because of
globalisation and migration, and new targets are beginning to request
products and services based on their cultural needs.

12. 2. Target definition
 Who do you want to buy your product or service?
 Have you properly defined your chosen market segments? Can you
describe them in detail?
 What are the characteristics of your desired market segment? Does your
target market fit into this group?
 Who are your competitors communicating with?
 Who is influencing your target audience?
 Who is affected by your target audience?
 Who has the greatest online influence in your industry?
 Which industries are connected to your field of reference?
 What job positions do the superiors and subordinates of your target
profiles traditionally hold in the company ?

13. Positioning
 How do you want your brand or product to be perceived by your target
market?
 Could this influence your choice of name?
 Does the company have a competitive advantage or strong brand that’s
difficult to attack globally?
 How do your competitors position themselves in this particular market?
 Is your brand or product different from that of your competition? How?
 In what ways is your brand or product equal to that of your competitors?
 Is your desired positioning distinctive? Does it differentiate you from your
competition?
 Is your positioning appropriate for your target market?
The goal of positioning research is to define how
your target market perceives your product or
service, compared to alternatives offered by
competitors in the same market.

14. 1. Set your goals
 What are the business goals for your target market?
 Successful first approach/initial penetration of the market
 Identification of distributors or dealers
 Identification of commercial partnerships
 Building brand awareness
 Consolidation of market position
 Consumer engagement
 Increased sales
 Increased customer numbers
 Increased transactions per customer
 Increased average purchase value
 Expansion of contact database
 Qualification and segmentation of contact database
 Commercial follow-up
 Customer care

15. 2. Measure your goals
Don’t confuse metrics with goals. Metrics:
 Attract more visitors to your website, e-commerce and/or
blog through specific sources.
 Increase the number of followers or likes on social media
(compared to a specific target).
 Generate shares or impressions on social media.
 Get clicks from advertising.
 Increase open rates and click throughs to newsletters.
CHANNEL METRICS
BUSINESS METRICS
BUSINESS GOALS

16. 3. Metrics and goals works together
 Top of the funnel (TOFU): Traffic coming to your site –
channel metric.
 Middle of the funnel (MOFU): Completing a form –
business metric.
 Bottom of the funnel (BOFU): Commercial action/sale on
e-commerce – business goal.

17. Budget
 What are your desired target segments? How many are there?
 What language do you want to communicate in?
 What kind of content do you want to create?
 How many channels do you want to use?
 What kind of communication activities are you going to undertake?
 How long will each activity last ?
 What internal and external resources are you using to complete these
activities?
 What’s your budget for advertising?
Developing and implementing
a strategic approach to web
communication costs as much
as a marketing manager does.
An effective communication
strategy needs at least one
year – ideally two or three –
to successfully penetrate the
market.

18. 1. Channels and activity: scenario
o website;
o e-commerce;
o extranet;
o intranet;
o Social Media;
o Social Advertising;
o blog and corporate blog;
o Web Advertising;
o e-mail;
o newsletter;
o DEM.
 What channels are already being used
for your target market?
 What actions or activities have already
been taken on these channels?
 What results have been achieved?
 Does your current approach offer any
insights into your future strategy?

19. 2. Channels
 What web channels is your target market using?
 How are they using these channels? What is their actual activity?
 Are there any niche channels in your industry?
 If you are targeting multiple market segments, do you need to use
different channels for different segments?
 What channels can you activate and still stay within your budget?
 Will these channels help you achieve your goals?
 What are the direct and indirect costs of using each channel?
 Is there someone within your company who can manage each
channel?
 What tools do you need to effectively use and measure each channel?
 Do you have a graphic line for all your channels?

20. 3. Activities
 What actions do you need to take to achieve your defined objectives?
 Are your preferred channels already available? Do you need to
activate any social profiles or create a newsletter platform?
 What are the characteristics of each channel you want to use?
 What content do you need to properly profile your chosen channels?
 How many campaigns can you start with your current budget? Which
ones will you focus on?
 What is your budget for web and social advertising?
 What action do you need to take on each channel?
 How often do you want to communicate on each channel?
 How do you plan to manage your engagement?

21. 4. Internal organisation
 Who is in charge of channel management?
 Who is implementing your communication plan?
 Who is following your threads on social media, and/or answering
customer questions?
 Who is managing your contact list?

22. 1. Available content
 What kind of content do you already have?
 Do you have any localised content?
o Texts;
o Photoes;
o Illustrations;
o Videos;
o Other multi-media content.
o Brochures;
o E-books;
o White papers;
o Case Studies;
o Other content.

23. 2. Creation
 What content do you want to use in your communication?
 What topics do you want to talk about?
 What is the context of your communication?
 What tone of voice and style do you want to use in your communication?
 What content do you need, and for which channels?
 What new content do you need to create? What existing content needs to be
revised?
 What existing content do you like or not like? Why?
 Do you have an editorial calendar?
 Do you have editorial guidelines or standards for your content?
 What magazines, influencers or blogs inspire you?
 Who translates or localises your content?
 What are your calls to action? Are they linked to your defined goals?
 What are the main concepts or data you want to underline or emphasise?
 What concepts don’t you want to use?
 How do you plan to present your market supply on the web?
 What graphic line do you want to follow?

24. Metrics
 What channel metrics do you need to consider?
 What are your business metrics?
 What metrics do you need to measure the ultimate goals of your
communication strategy?
 How often do you want to analyse your data?
 What tools will you use for analysis?
 Who will be in charge of analysis?
 What will you do if you don’t achieve your objectives?

25. Gabriele Carboni, Weevo S.r.l.
 Founder of Weevo
 Co-editor of Il Giornale delle PMI
 Twitter: @gabbariele
 Website: http://www.weevo.it
 Blog: http://gabbariele.weevo.it
 Magazine: http://www.giornaledellepmi.it
 E-mail: gabriele@weevo.it
Strategie web
per i mercati
esteri

26. Weevo S.r.l.
Customised social media strategies creating new international opportunities.
 Enterprise websites
 Social Media Strategies
 Newsletters
 Web Advertising
 Content
 Twitter: @weevo
 Wensite: http://www.weevo.it
 E-mail: informazioni@weevo.it