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:

• What the offering is
• What benefits it provides for your target audiences
• What has happened in its development process to this point
• 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:

• Generate excitement for...
• Create and sustain awareness of...
• Educate target audiences about...
• Position this new offering as...
• Build brand equity for...
• Maintain a positive communication flow with...
• 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:

• 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?
• 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)?
• Do you envision rolling out the communication program yourself or have you designated team members or external communications agencies to help?
• 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:

• WHO is introducing this new product, brand, organization or event?
• WHAT is the new offering all about? What are its features and benefits?
• WHEN will this new offering be available?
• WHERE will this offering be used?
• WHY should your audience be interested in this offering? How will it benefit them?
• 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:

• Print - newsletters, posters, flyers, posted mail, personalized letters, direct mail piece with premium item or small gift.
• Electronic - Internet site, e-mail (possibly with hot link to information on a website), video
• In-person - Large- or small-group meetings, peer-to-peer conversations

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:

• Production timetable for communication materials
• 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:

• 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.
• 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.