9 steps to an effective communication plan
Is this the first time you've created a communications plan, and you're wondering what's involved?
As with any activity used to steer and grow a company, an external communications project requires visibility: knowing where you're going, why you're going and how you're going to get there.
In this sense, the communications plan is a strategic aid and a valuable operational framework... provided it's properly drawn up!
So, how do you go about it? What elements should you consider and integrate into your actions?
Here's an example of how to draw up a company communications plan, in 9 steps.
Defining a communications plan
As with any marketing, sales or HR project, a communications project requires an action plan to ensure that it stays on track, in line with the company's overall policy.
It therefore provides a framework for operational teams by outlining the nature and planning of the various communications operations.
At the same time, it provides visibility for the company's senior management, enabling them to evaluate and adjust the strategy as necessary.
☝️ While a communications plan means the creation of a document outlining the various actions to come, by this term we mostly mean their execution, as we shall see in the development of this article.
Why create a communication plan?
There are several advantages to following a finely-tuned communications plan:
- precise definition of communication strategy requirements,
- estimating and controlling the costs of communications projects,
- organization and coordination of activities,
- assessing the performance of actions undertaken.
However, for a communication plan to be fully effective, a number of steps need to be taken. Let's take a closer look.
A concrete example of how to draw up a 9-step communication plan
Step 1: Clearly define your mandate
In order to communicate intelligently with your audience, you need to define precisely what you want to achieve.
The objective of a communications plan, or mandate, is the starting point of the project, and will guide all operations and decision-making.
For example, it could be to
- publicize a new product or service,
- raise your profile with a specific segment,
- increase sales,
- change your brand image,
- influence consumer behavior,
- solve a communication problem,
- increase customer loyalty, etc.
☝️ In addition to your goal, a mandate generally includes a timeframe, a deadline. For example, it could take the following form: produce a communications plan to double sales of product X between April 2020 and December 2021.
Step 2: Identify your target
As in marketing, targeting is the key to the success of your communications initiatives.
Identifying who you're addressing means knowing how to talk to them and through which channels.
☝️ Don't confuse marketing targets with communication targets. The former represents the people you want to sell to, the latter those you want to make yourself known to. Consequently, the communication target is larger in volume than the marketing target.
Which criteria?
As a general rule, the criteria used to determine your communication target can be divided into three categories:
- socio-demographic criteria (age, gender, geographical criteria, social class, etc.),
- Psychological criteria (personality, lifestyle, etc.),
- purchasing behavior criteria (consumption habits, buying behavior, etc.).
© emarketing.fr
Based on your objectives, determine which criteria are the most interesting to exploit.
Which method?
To achieve this, think about who your message is really aimed at.
☑️ Determine who your target audience is in theory: is the new product you want to communicate about aimed more at young professionals? Or an older, more established population? Is your target audience predominantly male, female or both?
Ask yourself the right questions, the ones that will help you determine which segment of the population is best suited to achieving your initial objective.
☑️ Determine who your target is in practice: you know the typical profiles to whom your message should be addressed? Now it's time to correlate this data with that gathered from your website or physical point of sale.
💡 Does your company already have CRM (customer relationship management) software? This tool is designed to optimize the relationship with your prospects and customers, with the aim of increasing conversion and loyalty rates. Consequently, the effectiveness of CRM solutions depends to a large extent on the collection and analysis of data relating to these same prospects and customers. Age, gender, customer journey, areas of interest... don't hesitate to use this type of software to finely determine the targets of your communication plans.
Step 3: Find your communication axis
Once you've defined your mandate and identified your target, you'll need to identify your communication axis. This is your reference point, the central idea around which your entire plan will revolve.
But what exactly is it?
A communication axis corresponds to the promise that transpires from your message. For example :
- a less expensive product,
- a feeling of prestige associated with the use of the product,
- belonging to a community,
- ecological considerations, etc.
The possibilities are endless, and the only limit is your creativity. It's important to note, however, that a good line of communication should generally :
- respond to a need or desire of your target audience,
- differentiate you from your competitors
- allow you to be remembered.
Step 4: estimate your budgets and resources
To make sure you know where you're going and don't get caught out, always estimate in advance the size of the budget and the scale of the resources you'll be allocating to the execution of your communications plan.
This estimate will help you determine the nature and scope of the actions that will actually be carried out, as well as the operational objectives.
Step 5: set your operational objectives
While a communications plan depends on an overall strategic objective (the famous mandate), it also requires a set of operational objectives to monitor its implementation.
The SMART method is the most commonly used to set these objectives, not least because it has a positive effect on employee motivation.
In fact, a SMART objective must be both :
- Specific and simple,
- Measurable,
- Acceptable,
- Realistic,
- Temporally defined.
Step 6: Determine your KPIs
To find out whether your communication plan is running smoothly, and whether your operational objectives are being met, it's important to determine your KPIs( key performance indicators) in advance. They meet the "Measurable" requirement of the SMART method.
As part of a communications plan, these KPIs are determined according to :
- your objectives: for example, if you want to raise your profile, you'll need to monitor the development and engagement of your social network community, or the increase in traffic to your website. If, on the other hand, you're aiming to increase your sales, analyze the conversion rates generated by your campaigns.
- the communication channels you choose.
Step 7: Plan your actions
You've got your message and your target. How do you get the former across to the latter?
By devising a distribution strategy based on the following two questions:
☑️ How do I get my message out?
There are many distribution channels:
- emailing,
- social networks,
- website,
- blogs,
- influencers,
- print media,
- radio, etc.
The ultimate question to ask yourself is: which communication channels are most likely to reach my target?
☑️ How often should I broadcast my messages?
Produce a schedule, a calendar of your actions.
☝️ The notion of a communication plan is often associated with that of a table.
A table makes it easier to see things clearly and to meet deadlines, using the retroplanning technique. This involves starting from the project deadline and planning activities by going back in time and setting milestones.
Example of a communication plan table:
Love Communication
Step 8: Take action
Now it's time to take concrete action:
- determining the precise role of each employee or service provider in the execution of your communication plan.
- by producing the various communication media required. Message, visuals, format... always keep in mind the specificities of your target and your objectives. Above all, be creative!
- by distributing these materials through the channels you've determined in advance, while keeping to your timetable.
💡Project management software, along with task management software, will prove invaluable in conceptualizing and executing your communications plan. Action planning, resource allocation, budget control, progress monitoring, collaboration, action readjustment... these are just some of the possibilities offered by this type of tool, and in an efficient way.
Step 9: Evaluate your results
Finally, use the KPIs to monitor the performance of your communication plan and adjust it if necessary.
No communication plan... without an internal communication plan
At the end of the day, the life of a company depends to a large extent on the execution of plans, whatever the objectives or departments involved.
And communication is no exception to the rule, so much so that the discipline requires a clear strategic vision and rigorous implementation of actions. That's why a well-crafted communication plan remains a solid tool to rely on and, coupled with the use of the right software, will ensure the success of your projects.
However, while the communication plan offers visibility to every player, whether internal or external to the company, it cannot function properly without a strong policy of collaboration. That's why we also hear the term " internal communication plan". Its objective? To keep all those involved in the project properly informed, with the aim of improving overall coordination and, above all, increasing commitment and motivation!
Article translated from French