This is old-school but at least helped put some terms and thinking in perspective for me.
It's a quote from the comments section of this page:
http://www.gantthead.com/deliverables/Communication-Plan.html
"Effective Integrated Communication Plans are much more than just a tactical level spread sheet. Effective Marcom plans are the confluence of substantial research and shrewd PLANNING and decision-making. A MarCom plan should include these basics.
1. Mission
2. Communication Objectives Explain what you are trying to achieve (usually over the next year) All objectives must be specific and measurable. Note: Objectives are not goals! Goals are broad, intangible, and cannot be validated objectively. Objectives, however, are precise, tangible, and can be objectively validated.
3. Target Audiences defined and the objectives for each
4. Marketing Communications Integration Strategies
5. Strategic Message Development. Brand Strategy across the communication process.
6.Tactics Which elements in the available marketing/Communication mix are most appropriate? These are the specific media you will utilize, the public relations activities you will develop, the direct mail programs you will create, the web presence you will have, the collateral materials you will produce, the publicity events you will hold, and the channels you will explore to accomplish objectives. Need to send fully controlled messages to your target audiences through these activities and materials that are appropriate for the company as a whole. A failure to do this will result in a campaign that is not integrated and that sends mixed messages to the customer.
7. Logistics This is the down and dirty implementation and execution of the tactics. How will we do it? How will these vehicles be made available or distibuted. What are the technical requirements?
8. Metrics
9. Budget
10. Timeline "
alice fisher - May 13, 2008
Thanks, Alice Fisher!
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