Strategic Marketing & Communications
The purpose of a strategic marketing and communication plan is to integrate the organization’s product, programs, public and employee education, and advocacy and/or community efforts.
Be Pro-Active: By planning short and long-term strategies your company will be positioned to be proactive rather than reactive.
An effective plan will enable you to deploy resources more effectively.
It will help identify and highlight SWOT – Strengths, Weaknesses, Opportunities and Threats
A SMS program should also be incorporated and rehearsed.
(Safety Management System)
Be Pro-Active: By planning short and long-term strategies your company will be positioned to be proactive rather than reactive.
An effective plan will enable you to deploy resources more effectively.
It will help identify and highlight SWOT – Strengths, Weaknesses, Opportunities and Threats
A SMS program should also be incorporated and rehearsed.
(Safety Management System)
the plan
Developing a plan represents a positive shift towards clear communication and the recognition that the organization’s efforts have a strong communications element.
A plan should generate open communication and create a united front amongst, Management, Operations, Employees and Stakeholders.
Promotion, education, grassroots organization, research, community and stakeholder presence, direct sales and service, loyalty programs, and even employee education, at their core, are communications tasks vital to the health and success of any organization.
“I believe a good strategic marketing plan has the power to positively transform an organization: both in credibility and in status within and outside your community. Working together as a team and from a united platform will help to achieve the mission and vision of your organization."
Dane'
A plan should generate open communication and create a united front amongst, Management, Operations, Employees and Stakeholders.
Promotion, education, grassroots organization, research, community and stakeholder presence, direct sales and service, loyalty programs, and even employee education, at their core, are communications tasks vital to the health and success of any organization.
“I believe a good strategic marketing plan has the power to positively transform an organization: both in credibility and in status within and outside your community. Working together as a team and from a united platform will help to achieve the mission and vision of your organization."
Dane'
things to consider
Infrastructure: Budget, Capacity, Staff and Time
Goals: Why, What, Want, Who, Need, Target, Target Audience (yes, ‘Want’)
Research: Know your product, target, and audience
Product and/or Service: Understand it inside and out
Issue: About what, affects who?
Basic Framework: Message, Problem, Solution, Action
The Messenger: Define the best messengers for the product /service – Passive and/or Direct Sales/Presentations, News Media, Ad Campaign, Social Media, Trade, Trade Show, Venders, Co-op, etc.…
Communications Channels and Outlets: Define how to best reach your
target audience - news media, cold calls, newsletters, email blasts, PSAs?
Goals: Why, What, Want, Who, Need, Target, Target Audience (yes, ‘Want’)
Research: Know your product, target, and audience
Product and/or Service: Understand it inside and out
Issue: About what, affects who?
Basic Framework: Message, Problem, Solution, Action
The Messenger: Define the best messengers for the product /service – Passive and/or Direct Sales/Presentations, News Media, Ad Campaign, Social Media, Trade, Trade Show, Venders, Co-op, etc.…
Communications Channels and Outlets: Define how to best reach your
target audience - news media, cold calls, newsletters, email blasts, PSAs?
example: Using News Media to reach your target audiences
Define News Media - Region, News Article -Section?, Op Ed,
Letter to the Editor, Radio Talk show, Television Talk show
Research: Identify and update Reporters/ Media Database
The Pitch: What, When, How, and How Much?
Deliverables: Collateral/ Website access/Blog/e- newsletter/Special Event.
May be included/or not.
Media Advisories, News Releases, Fact Sheets, Brief Company Profile,
Management Bios – Mission and Vision Statements, Brochure – Press
Packet, Web Newsroom
Media Briefings: know your media/reporter personalities
What additional deliverables will pique reporters’ interest?
Web Newsroom Reports, Web Newsroom Polls, Web Newsroom Scorecards
Track Coverage: System to capture media hits – and time frame
Evaluation: System to evaluate and discuss efforts – ROI,
did it reach, exceed or not meet the target and goal, why and why not?
Please visit Press & Media Relations on this site
Letter to the Editor, Radio Talk show, Television Talk show
Research: Identify and update Reporters/ Media Database
The Pitch: What, When, How, and How Much?
Deliverables: Collateral/ Website access/Blog/e- newsletter/Special Event.
May be included/or not.
Media Advisories, News Releases, Fact Sheets, Brief Company Profile,
Management Bios – Mission and Vision Statements, Brochure – Press
Packet, Web Newsroom
Media Briefings: know your media/reporter personalities
What additional deliverables will pique reporters’ interest?
Web Newsroom Reports, Web Newsroom Polls, Web Newsroom Scorecards
Track Coverage: System to capture media hits – and time frame
Evaluation: System to evaluate and discuss efforts – ROI,
did it reach, exceed or not meet the target and goal, why and why not?
Please visit Press & Media Relations on this site