Some of our start-up clients have asked us. Why do I need a marketing communications plan? Can’t I “just-do-it?” Just-doing-it meaning, tackling the requirements as they come up. The short answer is, yes, you can just do it, but probably shouldn’t. There are many problems that result from the “just-do-it” approach to marketing communications. They include lack of focus & direction, inconsistency in approach, loss of program momentum and pressures on the budget.

A well thought-out marketing communications plan supports the objectives laid out in your business plan. It allows you to focus your marketing and corporate communications, making sure that all activities work together to support the big picture and fit within your budget. The strategy is very important because you are building the components of your company (brand, identity, and everything in between) And in doing so, your plan needs to put the required pieces in place at the right time.

So, what’s a marketing communication plan?
A marketing communications plan, also known as a tactical marketing communication plan, is a written document that lays out your promotional and communication tactics and identifies collateral material requirement to support your tactics within a specified budget, over a period of time. The plan answers the basic question, how and where am I going to make potential customers aware of my company, products, or services? A plan helps you determine the most effective means of distributing your company’s messages to prospects and stakeholders.

What are the basic steps to creating
an effective marketing communications plan?
First, make sure you have a sharp pencil and a good eraser.

• Identify your business and marketing goals
• Determine your budget
• Research & analyze your target audience
• Look at what your competition is doing, and where they are doing it
• List and analyze opportunities for communications
• Evaluate and prioritize potential tactics
• Determine the costs of your plan & compare them to your budget, adjust accordingly
• Schedule proposed tactics into a calendar

What activities should a tactical plan include?

1. Tactics – intangible activities that you want to do or participate in and what capacity:

• Public relations
• Advertising
• Trade shows
• Direct marketing
• Search engine/internet marketing
• Seminars
• more…

2. Collateral – tangible things that you need to have in place to support your tactics:

• Web site, blog, wiki…
• Advertisements
• Trade show graphics
• Brochures/data sheets
• White papers/articles
• Sales presentations
• Pre & post design costs such as photography, printing, image processing…
• Product tours or demos
• Shipping costs
• more…

What should I be looking for?
You want the biggest bang for your buck. You want to reach as many real prospects as you can. You want to use the tactics that will give you the best results. You don’t want to put all your eggs in one basket. Consider building in some flexibility – what would happen if circumstances were to freeze or decrease the budget?

How much should be spent on a tactical program?
There is no rule that says how much you should spend on a tactical program. It really depends on your company and your goals. Typically, a company’s marketing budget is based upon a percentage of forecast revenue (1-3 percent). For start-ups, a marketing communications plan is usually budgeted within their business plan and may include some of the basic requirement to get the business out of the gate fast:

• Identity, logo, corporate guidelines, stationary, business cards…
• Web site, hosting plan, domain name…
• Collateral, brochure, data sheet, presentation, demo…

If you would like more information regarding marketing communications planning please contact us.

Trying to get your business plan pricing together? Need ballpark pricing? Contact us for a free, no-hassle, no-obligation quotation.

If you’re a start-up company, be sure to check out our special Kick-Start Program for start-up and developing companies.

Ted Hutchins, Creative Director, Managing Partner