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Build effectiveness by thoroughly understanding your:
* Target audience profiles Who are your existing and potential customers? What is the best way to communicate with them?
* Buying, selling, and communications processes How do your customers prefer to buy? How are you set up to sell? What communications best facilitate buying and selling?
Armed with a solid understanding of the terrain, you then need to make a number of decisions:
* Objectives What do you want to happen as a result of your marcom activities? What customer behaviors do you hope to inspire?
* Messages What do you want customers to know?
* Vehicles Which communication vehicles best convey your messages?
* Budget and schedule How much do these vehicles cost to develop? What is your budget? When should the vehicles be released?
You also need to decide the scope of the plan...
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Common topics in this essay:
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- Communication Process
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