When promoting an organization, service, product, person, or event, you must start from a plan outlining goals, people you want to engage, and what you plan to do.
When working with people on communications I always ask them whether they have a plan. Following a plan will ensure you meet your goals whether it is to raise awareness, change your audience’s behaviour, build relationships, or reinforce desired behaviour.
Here is an outline for a integrated marketing and communications plan which includes concepts practiced by people from strategic communications, marketing, and public relations.
- Organization’s goal and communications goal
- Context / Situation
- Target Audiences
- Strategic Approach, Key Messages
- Tactics (schedule, communication channels, budget, actions)
- Evaluation (metrics)
You can start a integrated marketing and communications plan template with these headings and fill in details as you go. Usually the tactics section will be large since it is a detailed plan of actions you will take and how they relate to your goals and audiences.
Here is an example integrated marketing and communications plan from a mid-sized sport organization if you are looking what a plan can contain.