Creating a Communications Plan

FAQ About Creating a Communications Plan

What exactly should be done in the 6 parts of the IMC?

Starting with the Mission, one should move towards the key messages.

You can look at the missions of major brands and companies to determine your company's mission. All of them are quite clear and describe the service they offer completely in one sentence. For example, as a mission statement for a dry cleaning company, "Offering reasonably prices quality dry cleaning and quick service in well-cleaned stores." Thus, we understand that the company provides fast service and that its shops are clean.

The next step is to set goals. Each goal needs to be specific, measurable, achievable, realistic and time-bound. The short-term time-bound for these targets can be, for example, between 6 months and 2 years. For long-term goals, it can be said to be between 3 and 7 years.

The next step is to analyze the current situation. For this, it is important to sit down with all the teams and make an analysis. Analysis of financial resources and management objectives can be started. Here, we can proceed by asking questions such as do we have a certain budget for new activities, does the team need training for these new activities. In addition, there will be some social, economic, political and technological external effects. The analysis can be maintained by asking questions such as what are the latest technology trends, what are the market trends at the moment.

The next step is to determine the target audience. The benefit of this is that it gives you a clear vision of who your company offers services to. Demographic, geographic and psychographic elements should be selected for the target audience. For example, things like age, gender, income, education fall into demographic characteristics. Lifestyle, hobbies, motivations can be included in psychographic features.