“ Developing a Marketing Communication Plan is critical to achieving marketing objectives, sales goals, growth and building customer loyalty by executing communication initiatives that align with your organizations’ business objectives. The marketing communication plan should include at least the following chapters: Marketing Situation Analysis; Marketing Motivations; Marketing Initiatives; Marketing Investment; Creative Execution; and Plan Metrics [...]
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“ Marketing communication is the collective action taken by marketing professionals who manage or participate in the creation, production and dissemination of sales-related materials or activities that communicate to a targeted audience in order to sell products or services, or position an organization, its products or services, to the organization’s financial, social or political benefit. Generally [...]
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“ A marketing firm consists of two or more marketing professionals who advise corporations and other organizations on various topics related to marketing, brand identity, brand building, advertising, public relations, and media relations, then participate in the execution of related marketing initiatives. Marketing initiatives typically relate to the positioning, pricing, and promotion of products or [...]
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“ A marketing consulting firm consists of two or more marketing consultants who advise corporations and other organizations on various topics related to marketing, brand identity, brand building, advertising, public relations, and media relations. Consulting typically relates to the positioning, pricing, and promotion of products or services. Marketing consultants typically specialize in vertical markets such [...]
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“ Integrated Marketing Communication occurs when a company maximizes exposure to marketing messages through the compounded impact the message has on potential buyers of its products or services when the message is repeated, during a similar schedule, in various media and communications vehicles. Not only does integrated marketing communication affect the reach and awareness of [...]
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“ Plan Metrics and Measurement involves the measurement and reporting of the success and failure of the Marketing Initiatives completed or being completed. These measurements are necessary for the adapting of the plan in order to maximize marketing impact, efficiency and budget allocation. See also: marketing planning; marketing communications; integrated marketing communication; creative communications; [...]
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“ Creative Execution entails the actual development and execution of all marketing activities proposed in the Marketing Initiatives section. Typically, this will include company logo and company identity and corporate documents, advertising, brochure design and sales collateral production, sell sheet design, corporate video production or training video production, Web site design, Web site development, web [...]
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“ The Marketing Investment, or budget, should provide the client an accurate, itemized cost analysis that can be used to determine the allocation and timing of funding for the approved plan. ”
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Marketing Initiatives are the proposed activities that align with the client’s business objectives and address the motivations listed in the prior section. Marketing communications initiatives should always be approached in an integrated manner, leveraging any communication possible from other initiatives to maximize the total impact of the marketing communications plan.
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“ The Marketing Situation Analysis requires significant investigation of the organization’s products and services in relations to the current market, sales viability and opportunities to market company products or services, competitive considerations, success and failure of past marketing efforts, SWOT analysis, key resources available, etc. This investigation will require significant research, including utilizing interviews from key [...]
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