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Visual Communication Planner v2.0 ENG

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Visual Communication Planner v2.0 ENG

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Please refer to the v 3.0 slides.

Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple tool.

Please refer to the v 3.0 slides.

Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple tool.

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Visual Communication Planner v2.0 ENG

  1. 1. www.visualcommunicationplanner.com PLANNING YOUR COMMUNICATION STRATEGY DOESN’T HAVE TO BE COMPLICATED.
  2. 2. www.visualcommunicationplanner.com WHATS NEW IN VERSION 2.0 • A new concept take the place of Positioning: Marketing Distinguo. • Content is king: the Content element is now placed before Channels and Activities.
  3. 3. Plot a path to communication success, analyse the most effective methods and eliminate operational issues and problems along the way. NOT A MARKETING EXPERT?
  4. 4. www.visualcommunicationplanner.com Perfect for marketing and communication professionals and non-specialists alike, the Visual Communication Planner allows you to outline and visualize your strategy in a simple and understandable way.
  5. 5. www.visualcommunicationplanner.com STRATEGY IS WHAT TO START WITH TARGET MARKETS MARKETING DISTINGUO GOALS BUDGET CONTENT CHANNEL AND ACTIONS METRICS ACTIVITY TIMELINE WWW.VISUALCOMMUNICATIONPLANNER.COM
  6. 6. www.visualcommunicationplanner.com HOW TO USE IT Outlining your communication strategy has never been easier. Answer the questions and start creating your visual plan today.
  7. 7. www.visualcommunicationplanner.com WHEN IT IS USEFUL EXAMINE results and calculate the ROI IDENTIFY and anticipate possible mistakes in current strategies DEFINE the communication plan for a brand, project or specific market FIND any correctives quickly OUTLINE the editorial plan ANALYZE the communication scenario
  8. 8. www.visualcommunicationplanner.com • 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? SEGMENTATION
  9. 9. www.visualcommunicationplanner.com • 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. SEGMENTATION
  10. 10. www.visualcommunicationplanner.com • 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? TARGET MARKETS
  11. 11. www.visualcommunicationplanner.com Why should potential customers buy my products or services? MARKETING DISTINGUO Marketing Distinguo is a glue concept between Positioning and Unique Selling Proposition: the unique, distinctive way to sell a product or service and the process used to determine it. In other words, a method that helps you to find the factor which differentiates a specific product from its competition. Marketing Distinguo is not just a theoretical concept, but is also a simple and effective way of understanding the strengths of your company and taking advantage of them to increase sales. WWW.MARKETINGDISTINGUO.COM
  12. 12. www.visualcommunicationplanner.com POSITIONING How the brand/product should be - or is - perceived by your customers and prospects. USP (UNIQUE SELLING PROPOSITION) The creative execution of Positioning and Marketing Distinguo in advertising. MARKETING DISTINGUO POSITIONING USP MARKETING DISTINGUO WWW.MARKETINGDISTINGUO.COM
  13. 13. www.visualcommunicationplanner.com “A process to finally come to the differentiation you need" MARKETING DISTINGUO WWW.MARKETINGDISTINGUO.COM PROF. PHILIP KOTLER
  14. 14. www.visualcommunicationplanner.com • 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; GOALS • sales growth: • increased number of customers; • increase in transaction number per customer; • increase in average purchase value; • expanding contact database; • qualification and segmentation of the contact database. What are the business goals for your target market?
  15. 15. www.visualcommunicationplanner.com 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.
  16. 16. www.visualcommunicationplanner.com • Which and how many selected target segments are? • What is the language in which you intend to communicate? • 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? BUDGET
  17. 17. www.visualcommunicationplanner.com • What are the internal or external resources involved in the activities? • Who cares about channel management? • Who is involved in implementing the identified communication plan? • Who will follow Social Media discussions, or newsletters answers? • Who will manage obtained contacts? BUDGET
  18. 18. www.visualcommunicationplanner.com CONTENT TEXT IMAGES ILLUSTRATIONS VIDEOS BROCHURE E-BOOK WHITE PAPER CASE STUDIES
  19. 19. www.visualcommunicationplanner.com • 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? CONTENT
  20. 20. www.visualcommunicationplanner.com SOCIAL MEDIA SOCIAL & WEB ADVERTISING NEWSLETTER & DEM CORPORATE BLOG EXTRANET / INTRANET CHANNELS AND ACTIONS www WEBSITE
  21. 21. www.visualcommunicationplanner.com 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 segments? • 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?
  22. 22. www.visualcommunicationplanner.com • 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
  23. 23. www.visualcommunicationplanner.com METRICS • 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?
  24. 24. www.visualcommunicationplanner.com METRICS CHANNEL METRICS TOFU: WEBSITE TRAFFIC FROM SPECIFIC CHANNELS BUSINESS METRICS MOFU: FILLED FORMS BUSINESS GOALS BOFU: READY-TO-BUY LEADS
  25. 25. www.visualcommunicationplanner.com GABRIELE CARBONI 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 is the only Italian who accomplished the MIT Digital Business Strategy Executive Program about Digital Transformation (Massachusetts Institute of Technology). He has worked as a lecturer for 24Ore Business School, Ninja Academy 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 2016.
  26. 26. www.visualcommunicationplanner.com • Enterprise websites with Drupal • Web Marketing strategies and management • Web Advertising • Copywriting • Twitter: @gabbariele • Websites: • http://global.weevo.it • http://www.visualcommunicationplanner.com • http://www.marketingdistinguo.com • E-mail: gabriele@weevo.it The Visual Communication Planner is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/.

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