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A communication plan includes specific recommendations and
cost estimates for the numerous tactical applications that
are required to launch and sustain a new product, brand organization
or event.
A good communication plan clearly identifies objectives,
target audiences, key messages, tactics, projected timeline,
estimated costs and success measures. Below is an outline
of a communication plan that fine arts organizations can customize
to their individual needs.
Overview
This introductory section provides a succinct summary of background
information on your new product, brand, organization or event,
and its pending launch:
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What the offering
is |
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What benefits
it provides for your target audiences |
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What has happened
in its development process to this point |
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What the reader
will see in the upcoming document |
Try to keep the Overview section to one or two paragraphs.
Don't get bogged down in details; the main reading is ahead.
Objectives
Developing clear, measurable objectives is critical to the
success of your communication plan. Think about what you want
your communications activities to accomplish. If, for example,
you are launching a new offering, you will first need to make
your audience aware of it, then educate them about its many
benefits. If you are introducing a series of smaller offerings,
you will need to explain how they work together and their
combined benefits.
As you develop your communication objectives, use active
verbs and phrases, such as:
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Generate excitement
for... |
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Create and
sustain awareness of... |
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Educate target
audiences about... |
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Position this
new offering as... |
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Build brand
equity for... |
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Maintain a
positive communication flow with... |
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Secure endorsement
for... |
Most communication plans have 5-7 objectives. Fewer than
that may indicate you have not thought about all of your target
audiences and what you want them to do in response to your
communications efforts.
Target Audience
With whom do you want to share information about your offering?
These people are your target audience. Most times, you will
be communicating with a variety of audiences, both internally
and externally. Also, some audiences may be more important
than others, so you will need to make that distinction (e.g.,
primary audience, other audiences). Think broadly, but realistically.
Who can you inform and influence?
Approach
In this section, you will provide a general overview of the
methods you intend to use to communicate with your target
audiences. For example:
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Does your plan
concentrate only on the offering's launch, or is it a
two-fold approach that includes tactics both for launching
the offering and sustaining awareness over time? |
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Do you intend
to use one particular form of communication to communicate
with your target audience (for example, electronic-only
vehicles such as e-mails, an Internet site) or an integrated
mix of communication vehicles (print, electronic, in-person
events)? |
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Do you envision
rolling out the communication program yourself or have
you designated team members or external communications
agencies to help? |
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What is the
general timeframe for your communication activities? Be
sure to mention both the time needed for production of
materials, as well as the general roll out. |
Key Messages
Look to your Creative Work Plan to help you craft the key
message you want to share with your target audiences, and
include these in your communication plan. Remember to follow
the WHO, WHAT, WHEN, WHERE, WHY and HOW of communications:
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WHO is introducing
this new product, brand, organization or event? |
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WHAT is the
new offering all about? What are its features and benefits? |
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WHEN will this
new offering be available? |
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WHERE will
this offering be used? |
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WHY should
your audience be interested in this offering? How will
it benefit them? |
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HOW can your
audience get more information on the offering? |
Remember, your messages should be clear, benefit-oriented,
and written in language that your target audiences can understand
and relate to.
Tactics
Here's where you get really detailed. How, specifically, do
you plan to communicate with your target audiences - and how
often? Which key messages are you going to use each time you
communicate? When crafting the tactics portion of your communication
plan, be sure to consider how your audiences currently receive
information (available channels), as well as new ways to reach
them. Also, remember that the most effective communication
campaigns integrate a variety of tactics to generate repeat
impressions over time via multiple channels.
Think excitement: Go for a 3D approach, use colors, sounds
and textures to engage your audience. Some possible tactics
and vehicles include:
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Print - newsletters,
posters, flyers, posted mail, personalized letters, direct
mail piece with premium item or small gift. |
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Electronic
- Internet site, e-mail (possibly with hot link to information
on a website), video |
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In-person -
Large- or small-group meetings, peer-to-peer conversations
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When developing your tactics, be creative yet practical.
If you have budget constraints, don't recommend producing
a multimedia extravaganza. There are many creative, low-cost
ways to generate excitement and awareness.
It's also important to favor substance over flash. Your communication
messages must be simple, clear, direct and audience-focused
- no matter how slickly they are packaged - or they won't
be read, heard or understood.
Timeline
Every communication plan needs a detailed timeline focusing
on two important areas:
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Production
timetable for communication materials |
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Roll-out timetable
for communication tactics |
Microsoft Project, Excel or Word programs are all useful
formats for communication plan timelines. Since the many implementation
plan deliverables may overlap, it is important to use
a format that allows concurrent tracking of tasks.
Some helpful tips for constructing your timeline:
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If outside
vendors will be producing any materials, work with them
to develop time estimates. Don't set a due date and inform
them after the fact. |
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Be sure to
include time for internal approvals of your plan and individual
deliverables. |
Estimated Costs
Here is another area where details count. As you develop the
tactics for your communications plan, be sure to also develop
cost estimates, especially if external vendors are involved
in materials production. Include these estimates in Excel
spreadsheet or Word format with your main plan.
It is wise to include a mix of tactics at varying price levels
in your communications plan. That way, if budgets are cut,
you will still be able to communicate effectively with key
audiences.
Success Measures
How will you know if the launch of your new product, brand,
organization or event is a success? A year down the road,
will your target audiences still be aware of it? A communication
plan should always include tangible success measures.
First, check the effectiveness of your communication pieces
as they are delivered. Ask recipients: "Are the messages
clear and understandable? Are the pieces engaging and informative?
Would you like to receive future communications about this
offering?" Actively solicit feedback and suggestions
to enhance future communications.
Also, think longer-term. Pre-launch consumer research to
yield information about target audiences' awareness levels
of your new offering at a certain point in time. Use this
information to your advantage. Conduct a survey six months
to a year after your launch and compare the pre-launch awareness
levels with those post-launch. Repeat regularly thereafter.
If awareness levels dip over time, you'll need to increase
the frequency of your communications activities.
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