Snapshot Marketing Communications Plan

Snapshot Marketing Communications Plan

Speaking at an event at Edinburgh’s Murrayfield Stadium today highlighted that ​there are numerous marketing communications planning frameworks and templates but some of these are too heavyweight for a quick campaign or fast track plan to get things moving quickly.

The following 10 Steps will create a ‘work in progress’ starting point that allows you to begin to test delivery before committing all your resources. In the longer term this might help to save the resources of time, people and budget.

1. Trends - Always begin with a view of the marketplace and particularly that which relates most closely to your target customer segments. Spot the trends and prioritise them in terms of how they might impact on your organisation and easily and effectively you could respond.

2. Competitors - Effective marketing planning will always take notice of competitor positioning, activity and focus. ‘Ivory Tower’ marketing planning without real world context will result in meaningless and introspective results which are hard to justify.

3. Insights - Data capture and market research are only as good as the interpretations that are drawn from them. The trick is to deeply think about what your captured information means, turning it into decision-making intelligence to help drive growth and reduce risk at the same time.

4. Project Management - There is no getting away from the fact that great marketing comes from great project management. Reduce the vague and creatively focused marketing outputs by driving them via carefully planned and closely monitored project management techniques, aligning resources and monitoring every day.

5. Resources - The resources of people, budget and time are at your disposal. Any incremental activity will impact on these three elements and take resource away from other teams, departments and activities in the business so close and effective management of resources is critical for business case justification.

6. Efficiency - Marketing is often thought of just in terms of growth and adding things into the business, like sales, customers and headcount. Often effective marketing planning provides opportunities to scale back or reduce resources so wherever you can in your marketing planning seek efficiency. Profit could come as much from reducing cost as it does from increasing sales.

7. Emotion - Successful marketing plans balance objectivity (numbers, finances and growth) with subjectivity (customer perception, perceived value). By ensuring authenticity at all times and by being personal and transparent, customer engagement is enhanced and great results can flow, as we all that all important customer advocacy.

8. Mobility - A vital trend that all industries, sectors and marketers cannot ignore is that of customer mobility. Customers and other stakeholders are now location independent at the same time as they are location dependent. Tuning messages, communication and propositions to suit time of day, day of week and location is vital to ensure relevance.

9. Monitor - Evidence capture at all stages from strategic and the big ticket growth and business development, to tactically at the level of each individual tweet, is vital to ensure continuous improvement. This is a snapshot and fast track marketing communications plan so learn from everything to feed into a more successful full plan.

10. Reporting - Outcomes, both positive and negative, need to be shared by the business. The old days of features and benefits are gone and customers want to know what’s in it for them; their outcome. The same applies to your internal stakeholders: finance, purchasing, production, sales. Fine tune your marketing reports to the target department for best engagement and future support.

The visual shared in this post is The Ideal Marketing Department. A visual created by Cambridge Marketing College to reflect the people and skill resources required to implement the most effective marketing activities. For more information about courses and marketing qualifications visit