PLANNING YOUR COMMUNICATION
STRATEGY DOESN’T HAVE TO BE
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.
STRATEGY IS WHAT TO START WITH
CHANNEL AND ACTIONS
HOW TO USE IT
Outlining your communication strategy has never
been easier. Answer the questions and start
creating your visual plan today.
WHEN IT IS USEFUL
results and calculate the ROI
and anticipate possible mistakes
in current strategies
the communication plan for a
brand, project or specific market
any correctives quickly
the editorial plan
the communication scenario
• 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-
• 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
• 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
• Psychographic segmentation – This is evaluated based on the social class, lifestyle, personality, interest and opinions of
• 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.
• Who do you want to buy your product or service?
• 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?
• How do you want your brand or product to be perceived by
your target market?
• Could this influence your choice of name?
• How do your competitors position themselves in this particular
• 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.
• First approach to the market;
• search for distributors or retailers;
• business partnership research;
• commercial follow-up;
• customer care;
• consolidating its position on the market;
• consumer involvement;
• sales growth:
• increased number of customers;
• increase in transaction number per
• increase in average purchase value;
• expanding contact database;
• qualification and segmentation of the
What are the business goals for your target market?
GOALS VS. METRICS
Don’t confuse metrics with goals
Some metrics often referred to as goals:
attract more visits to the website / e-commerce / blog, through specific sources;
increase the number of followers or likes on Social Media;
generate share of your posts on social media;
get clicks from advertisements;
increase openings or clicks on newsletters.
• What are the channel metrics to consider?
• What are business metrics?
• What metrics are needed to measure the ultimate communication goals?
• How often do you analyze traffic?
• What tools do you use to analyze the results?
• Who will analyze the results?
• What to do if goals are not met?
TOFU: WEBSITE TRAFFIC FROM
MOFU: FILLED FORMS
BOFU: READY-TO-BUY LEADS
• Which and how many selected target segments are?
• What is the language in which you intend to
• What kind of content do you intend to create?
• How many channels are you going to use?
• What kind of activity do you intend to do?
• What budget can you devote to advertising activities?
• How long do individual activities last?
• What are the internal or external resources involved in the
• Who cares about channel management?
• Who is involved in implementing the identified communication
• Who will follow Social Media discussions, or newsletters answers?
• Who will manage obtained contacts?
SOCIAL & WEB ADVERTISING
NEWSLETTER & DEM
EXTRANET / INTRANET
CHANNELS AND ACTIONS
CHANNELS AND ACTIONS
• What are the most used web channels from the defined target?
• Are there niche channels dedicated to the reference sector?
• What is the actual use of these channels from your target?
• Have multiple target segments been identified, so are channels dedicated to these
• Which channels can be opened in relation to the defined budget?
• Do these channels help you achieve your goals?
• What are the direct and indirect costs?
• Is there anyone inside the company who can handle them?
• What tools are needed to use and measure these channels?
• 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?
CHANNEL AND ACTIONS
• What content do you want to use in your communication?
• 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?
• 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 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?
Gabriele Carboni is co-founder of Weevo S.r.l., an Italian web
agency specializing in the international market approach
through Social Media. He is engaged in Marketing,
Communication and Sales, is a Digital Strategic Planner,
journalist and Communications Designer.
He has worked as a lecturer for 24Ore Business School, Ninja
Academy, Warrantraining and several Italian universities.
He is co-publisher and columist of Il Giornale delle PMI, the
Italian online magazine dedicated to small and medium-sized
businesses. He is also the author of "Strategie web per i mercati
esteri" (Digital Strategies for International Markets), Hoepli
• Enterprise websites
• Social Media strategies and management
• Web Advertising
• Content production
• Twitter: @gabbariele | @weevo
• Webiste: http://www.weevo.it
• Blog: http://gabbariele.weevo.it
• Magazine: http://www.giornaledellepmi.it
• E-mail: email@example.com
The Visual Communication Planner is licensed under the Creative Commons
Attribution-ShareAlike 4.0 International License. To view a copy of this license,