Integrated COM planning

Key Questions

What communication activities will bring the optimized brand positioning and messaging to life? What channels and measures reach the right audiences effectively and efficiently?

 

Steps

  • Identify and prioritize suitable campaigns, initiatives, activities and channels based on overall positioning and communication strategy
  • Develop a concrete action plan
    • Distinguish between quick-wins and long-term goals in overall time frame
    • Consider all elements of the communication mix, e.g. advertising, sales promotion, public relations, digital and social marketing
    • Prioritize and elaborate on communication activities for each relevant product line
    • Allocate budgets across different channels for each activity and project phase
    • Consider alignment with further elements of the marketing mix
  • Develop overall build-up of the communication storyline across time and measures

 

Results

  • Fully integrated communication plan translating strategic or operational goals into concrete phases, activities, and budgets

 

Integrated communication strategy

Integrated communication planning – Integrated communication strategy

 

Initiative calendar

Integrated Communication planning – Initiative calendar