Marketing communication plan
Contents
1.
Introduction ..................................................................................................................................... 4
2.
Management Summary ................................................................................................................... 4
3.
Research into consumer, product, competition ............................................................................. 4
4.
5.
6.
3.1
Consumer ................................................................................................................................ 4
3.2
Product .................................................................................................................................... 4
3.3
Competition ............................................................................................................................. 4
3.4
Most important findings and consequences ........................................................................... 4
Marketing communication target group ......................................................................................... 4
4.1
General level............................................................................................................................ 4
4.2
Domain-specific level .............................................................................................................. 4
4.3
Brand-specific level ................................................................................................................. 4
4.4
Most important insights and relevance for objectives/strategy ............................................. 4
Marketing communication objectives ............................................................................................. 5
5.1
Category need ......................................................................................................................... 5
5.2
Brand awareness ..................................................................................................................... 5
5.3
Brand knowledge..................................................................................................................... 5
5.4
Brand attitude ......................................................................................................................... 5
5.5
Behavioral intention ................................................................................................................ 5
5.6
Behavior facilitation ................................................................................................................ 5
5.7
Behavior................................................................................................................................... 5
5.8
Satisfaction .............................................................................................................................. 5
5.9
Loyalty ..................................................................................................................................... 5
Marketing communication strategy ................................................................................................ 5
6.1
Positioning ............................................................................................................................... 5
6.2
Proposition .............................................................................................................................. 5
7.
Concept development / creation .................................................................................................... 5
8.
Marketing communication instruments and media........................................................................ 6
9.
8.1
Instrument 1 ............................................................................................................................ 6
8.2
Instrument 2 ............................................................................................................................ 6
8.3
Instrument 3 ............................................................................................................................ 6
8.4
Instrument 4 ............................................................................................................................ 6
Implementation/execution ............................................................................................................. 6
10.
Budget ......................................................................................................................................... 6
10.1
Medium 1: ............................................................................................................................... 6
10.2
Medium 2: ............................................................................................................................... 6
10.3
Medium 3: ............................................................................................................................... 6
10.4
Total budget ............................................................................................................................ 6
11.
Evaluation .................................................................................................................................... 7
1.
Introduction
A one-page introduction describing the product, reason for the plan/campaign plus a brief
explanation of the contents (chapters).
2.
Management Summary
A one to two-page summary of the most important findings of research and pertinent elements of
the plan.
3.
Research into consumer, product, competition
Brief introduction: This chapter describes the research into consumer, product and competition
conducted. It concludes with an analysis of the most important findings and their consequences for
consecutive elements of the marketing communication plan.
3.1 Consumer
3.1.1
3.1.2
Involvement, FCB matrix
Involvement, R&P matrix
3.2 Product
3.2.1
General description of product (history, marketing Ps), its properties, benefits, phase in
product life cycle
3.3 Competition
3.3.1
Competition properties-benefits matrix
3.4 Most important findings and consequences
Conclusion: describe the most important findings you have identified and the way in which they
could/should be used in a campaign.
4.
Marketing communication target group
Brief introduction: This chapter details the marketing communication target group for product …
This group is described on three levels: general, domain-specific and brand-specific level. The chapter
concludes with the most important insights and their relevance for the campaign objectives and/or
strategy.
4.1 General level
Geographic, socio-economic, psychological, strategic product ownership, media consumption.
4.2 Domain-specific level
Involvement, Cf. FCB and R&P matrices, required product features and benefits, product use and
timing (time of year, time of day, seasonal products).
4.3 Brand-specific level
Brand awareness, knowledge and attitude towards brand, purchase intentions, customer behavior,
means – ends chain (laddering).
4.4 Most important insights and relevance for objectives/strategy
Conclusion: Describe new insights into the target group obtained from the above analysis as well as
the way you can use those in your campaign, especially for defining objectives and determining
strategy.
5.
Marketing communication objectives
Brief introduction (refer to earlier insights and findings) as to why certain objectives are the most
important ones.
5.1
Category need
5.2
Brand awareness
5.3
Brand knowledge
5.4
Brand attitude
5.5
Behavioral intention
5.6
Behavior facilitation
5.7
Behavior
5.8
Satisfaction
5.9
Loyalty
Remember:
o
Make each objective smart: Cf. lecture sheets.
o
5.4: ‘positive brand attitude’ is an empty term. Explain how this attitude should be, link it to
brand associations such as ‘young’, ‘surprising’, etc.
o
5.7: ‘purchase’ is not the only objective for behavior: ‘liking’, ‘sharing’, ‘clicking certain links’,
‘joining’, ‘recommending to others’, etc. is behavior, too!
6.
Marketing communication strategy
Brief introduction: This chapter describes the strategy for the campaign, consisting of positioning
and strategy and the reasons for the choice of both. Briefly mention links with marketing plan,
campaign history, tone-of-voice, preferences for communication.
6.1
Positioning
Describe the type of positioning chosen (I, T, T-S, E) and reasons why. For reasons Cf. 3.4, Cf. 4.4.
6.2
Proposition
Describe the proposition chosen (one line, plain language, most important promise: most often a
benefit from customer perspective) and reasons why.
7.
Concept development / creation
Describe the concept chosen (try to give it a title, such as the ‘Fast’ concept - Vodafone 4G, the
’Supermarket manager’ concept - AH) and reasons why. Refer back to reasons (positioning and
proposition) and refer forward to media possibilities for this concept.
8.
Marketing communication instruments and media
Brief introduction: describe the instruments and media in general and provide reasons why.
8.1
Instrument 1
8.2
Instrument 2
8.3
Instrument 3
8.4
Instrument 4
Mention the instruments and their media. State reasons for these choices: refer back to objectives
mentioned in chapter 5, media strategy of chapter 6 and concept described in chapter 7.
9.
Implementation/execution
Describe how the media are deployed.
Give planning in the form of a week/media matrix:
W1
W2
W3
W4
W5
W6
W…
M1
M2
M3
M4
Describe how these media interconnect.
Give at least one additional, spectacular medium without consideration of budget.
10. Budget
Specify the campaign budget. Break it down into:
10.1
Medium 1:
10.1.1 Production costs
10.1.2 Media placement costs
10.1.3 Agency costs
10.2
Medium 2:
10.1.4 Production costs
10.1.5 Media placement costs
10.1.6 Agency costs
10.3
Medium 3:
10.1.7 Production costs
10.1.8 Media placement costs
10.1.9 Agency costs
10.4
Total budget
W…
W12
11. Evaluation
Describe how you intend to evaluate whether you have achieved the objectives defined in chapter 5.
What do you intend to research and how do you do this?