How do you build a communication plan?
Writing a communication plan is as easy as 5 simple steps:
1. Set specific marketing goals
When setting goals, it is important to ensure the goals are specific to your campaign. If the goal is too generic, it will not be possible to pin down a barrier and therefore not possible to create a communications task. An example of a goal that is too generic is the goal of more awareness. As the barrier would simply be, to make people more aware. However, that does not solve the problem.
An example of a good goal, using Heineken 0 as an example, would be to appeal to alcohol drinkers looking for more balance. The resulting barrier would be the social stigma around not drinking at parties. With this in hand, you could easily fill out the rest of the chart.
Having a specific goal that is tailored to the purpose of your marketing campaign strategy is critical in order to fill in the chart accurately.
2. Understand consumer barriers
When setting barriers in a communications plan it is important to put yourself in the shoes of your customer. Understanding why they currently don’t think, feel or do something in relation to your brand is a key element to unlocking what communication could change that.
For instance, a bad example of a barrier is, “they aren’t aware of us.” As this is a barrier the company has to overcome, not the consumer. Consumers aren’t thinking to themselves, “I wish I knew of that company!”
Instead, a good example of a barrier, using Aldi as an example, is a consumer perceiving their groceries as low quality. This naturally leads you to communication around quality which could sway someone to think differently.