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Communications planning guid

By Teresa Hicks,2014-10-16 18:46
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Communications planning guid

Communications Planning Guide

As you map out your communications strategy, use this template to help you:

    ; Determine the appropriate set of communication activities based on the relationships among the

    communication, buying, and selling processes.

    ; Outline the use of messages and other communication tools throughout your selling process. ; Determine the appropriate communication vehicles you should implement for each audience, whether

    that audience is a customer, a channel member, or a partner.

    ; Determine implementation timing and the budget for each audience.

Create a new planning guide for each of your target audiences.

    To insert the appropriate information for your plan, click a word enclosed in brackets and then type the correct information, such as the name of the audience or the name of your company. Communications plan for [audience name]

1. Communication, buying, and selling processes

    The following diagram depicts the relationships among the communication, buying, and selling

    processes used with and by [audience name]. In the row beginning with “Awareness,” the

    communication process outlines the key communication objectives that must be met to facilitate

    progress in the buying and selling processes.

    You might need to modify the buying or selling process to reflect your company’s or your audience’s

    process.

Communication process

    Awareness Credibility Interest Preference Selection Loyalty

     Lead generation

Buying process [this might need to be modified]

    Identify the Identify Evaluate Select a short Conduct a Purchase Renewal

    need alternative alternative list of technical

    sources sources alternatives evaluation

Sales process [this might need to be modified]

     Identify Qualify Plan the Propose the Provide due Close sale Manage the

    opportunity opportunity solution solution diligence account

Confidential Page 1 of 5 10/16/2010

    2. Communication process and the evolution of messaging As your company moves through the communication process, you must evolve your messages to map to the information requirements of your audience. In general, as you move through the communication process, your messages should provide more detail and substantiation about your business and products. Understanding the messages that are required to support the later stages of the buying and selling processes makes it possible for you to create better messages in the earlier stages of the process. The following table summarizes how and when you can evolve the essence, or the net takeaway,” from your messages.

Communication processnet takeaway from [your company name] messages

    Awareness Credibility Interest Preference Selection Loyalty

     Lead generation

[your company] is in the

    [business type] business.

     [your company]’s business

    is validated by the industry

    and your customers.

     [your company] has a vision

    for and commitment to the

    [business type] business.

     [your company] has specific offerings and

    capabilities that meet customers’ specific

    needs.

     [your company] has

    strong capabilities that

    make it competitive in

    the [business type]

    business.

     You made the

    right choice in

    selecting

    [your company].

     [your company]

    delivered on its

    promise.

Communications Planning Guide Page 2 of 5 10/16/2010

[Audience 1] buying process

    Identify the Identify Evaluate Select a short Conduct a Purchase Renewal

    need alternative alternative list of technical

    sources sources alternatives evaluation

[Your company's] sales process

     Identify Qualify Plan the Propose the Provide due Close sale Manage the

    opportunity opportunity solution solution diligence account

3. Communication vehicle options

    The types of communication vehicles that you use to support different stages of the buying and selling

    processes are dictated by the corresponding communication objectives. In the row beginning with

    “Awareness,” the following table outlines the key communication vehicles that support each

    communication objective. Not all communication vehicles are required for you to relay your message to

    the market effectively. Use the Target Audience Profiling Questionnaire to understand fully how your

    audience finds information and to select the most appropriate communication vehicles based on your

    audience’s preferred sources for information.

    In conjunction with the preceding table, which outlines the evolution of messaging throughout the

    communication process, marketing communications specialists can use the following table to determine

    how best to focus messages in each communication vehicle.

Communication processsample communication vehicles

    Awareness Credibility Interest Preference Selection Loyalty

    Press briefing or Press mentions Business white Data sheets and Proposal “Thank you” and

    tour, or both papers other detailed templates, “just checking in”

    product invoices, and communications

    collateral other company by e-mail,

    documents regular mail,

    phone, or other

    modes

    Press releases Analyst quotes, Press articles Feature and Customer Internet

    and associated references, and functionality references marketing

    materials mentions presentations,

    videos, and

    other types of

    demonstrations

    Analyst briefing Customer and Analyst papers Printed customer E-commerce

    or tour, or both partner quotes and success stories Web site

    and references presentations

    Company Company or Conference Capabilities

    informational product overview speaker brochure

    Web site collateral presentations