marketing strategy communications planning

Our target buyer is a CFO at a mid-size company with $100M in revenue in the cybersecurity industry who wants to work with one vendor so they can reduce costs.

#4: Identify Your Unique Selling Proposition (USP) and Customer Value Propositions (CVPs)

What is a unique selling proposition or USP? The key to developing a USP is to ignore the features and benefits that could apply to anyone, and instead focus on the one thing that makes your offer unique.

Here's one definition:

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

Let’s take a look at an example of a USP.

Casper is an online mattress retailer, and their USP is focused around one simple idea. Since their product is sold directly to the consumer, they can offer lower prices than what you would find if you went to a brick and mortar store. Unbeatable low cost sets them apart.

Customer Value Propositions (CVPs)

We need to be very clear about what we are selling. This is to state the obvious but it is amazing how often a company’s products and services look grey – they are indistinguishable from those of the competition. We need customer value propositions.

Building a customer value proposition is important within any marketing strategy. Working out what people value about the products and services that you are selling has to be one of the earliest considerations in a marketing plan.

The following framework could be helpful in developing the CVP:

Target audience

Elevator pitch

Answer these questions

Who is the customer?

What can we offer the customer that they value?

What can we offer that is better than the competition?

How will we make money out of this?

What would we say to a customer if confronted by the elevator test?

In developing customer value propositions, most people make the mistake of overloading their offer, with the result that customers becomes confused.

The fewer benefits in the CVP, the better, but they must pass the 3D test.

They must be desirable for otherwise the product or service will not be in demand. The more desirable, the better.

They must be different to benefits offered by other companies for if they are not, the offer will look very “samey”.

They must be defensible in the sense you can prove, with good evidence, that your claims can be substantiated.

Desirable, different and defensible. If you can build a customer value proposition that passes this 3D test, you will have an offer that is very distinctive indeed – a unique selling proposition.

#5: Create Effective Messaging and Positioning (Elevator Pitch)

To claim a mental space in your target audience's mind, consistency and repetition are absolutely the keys.

Figure out your theme, your positioning statement in 12 to 25 words, not including the company name. It's a declarative sentence. It states a benefit for why the buyer should care. It's your elevator pitch.

When you do that, you'll have a strong theme for all your marketing campaigns.

Do some research to differentiate your technology or SaaS brand from the competition. When you going through a positioning process, you could use a perceptual map to find out where the unclaimed space is.

B2B positioning isn't easy, but it can be simple. If you're starting from scratch, is really as simple as identifying your buyer's most pressing problems, stack-rank them, then develop a positioning statement that addresses that problem.

You can then determine whether it's unique or not. And if it's unique, you've hit the proverbial nail on the head. The trick is to have the good research on the customer problems to be able to do that quickly. This is where there's a real disconnect, at least in companies in B2B software and technology.

Successful B2B messaging requires a ruthless focus on your ideal customer profile.

The B2B Message Matrix

As a final deliverable for your Sales and Marketing teams, you'll want a message matrix.

Essentially, it can be a table in Word, or a series of PowerPoint slides that contains:

You can use the completed messages as “copy blocks” wherever you need them: in marketing materials, in sales presentations, on social media, as well as on your website.

This will not only save time, but will also ensure that you communicate consistently about your services and/or products.

#6: Execute in These Marketing Channels

I'm going to be brief but concise in this section since I could write hundreds of blog posts dedicated to each one of these channels.

If you're a technology or SaaS company then these are the marketing channels I'd focus on. Invest most of your budget here while tweaking and optimizing.

I speak from a position of experience having spent 90% of my career focused on these channels. I've managed marketing budgets totaling $Ms and generated significant bottom line results having been an accountable demand generation expert in a front-line position within Sales and Marketing.

These channels are where the rubber meets the road. It's where you finally start generating demand at scale.

I've listed the channels below but there's also a strategy to making them work together in a cohesive and results-oriented way.

List of Most Effective Marketing Channels for Technology and SaaS companies to generating interest and demand:

Book a call with me if you have questions or would like to know more about effective marketing strategies and planning to increase revenue for your B2B technology or SaaS company.

Ronan Keane

Ronan Keane is an award-winning marketing and demand generation leader with 16 years’ experience. His expertise is in complete B2B marketing strategy and demand generation for increased bottom-line revenue and cost efficiencies. Ronan has worked with SMBs and Fortune 100 and household brands like Nike, Black and Decker, Renault and Popular Science Magazine. Ronan is a Forrester Groundswell winner and LinkedIn Sales Blog contributor . Ronan has taught thousands of marketing professionals, entrepreneurs and sales professionals how to use SEO, LinkedIn, Facebook, Social Selling and Digital Marketing techniques to grow their customer base.

Nicely done Ronan…keep sharing your wisdom. Ali

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How to Write an Effective Communications Plan [+ Template]

Published: January 05, 2023

Remember the " Tide Pod Challenge ?" That horrendous time at the beginning of 2018 when adolescents filmed themselves ingesting laundry detergent?

While it was a funny (albeit dangerous) start to the new year, this small boost of infamy was a PR mess for the detergent brand in question, Tide , whose crisis communication team had to figure out how to respond to America's teens swallowing their toxic product. Tide's parent company, Procter & Gamble, was swift in their response, thanks in large part to their communication plan .

In this post, you'll learn how to create an effective communication plan that prepares you and your company for any situation.

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What is a communications plan.

A communications plan enables you to effectively deliver information to appropriate stakeholders. The plan will identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s). Communications plans can be used in times of crises, but they are also used when pitching new initiatives or launching new products.

Communication plans can help you clarify the purpose of a product launch or new initiative and officially determine the messages you want to deliver to your intended audience(s).

Additionally, a communication plan can help your business during a time of crisis if a previous marketing message or business decision damages your reputation with internal stakeholders or customers.

If companies don't have a communication plan, they'll be unprepared when disaster strikes. It may be unlikely that your company will find teenagers eating your product for internet fame, but not so unlikely that you'll never find yourself needing a procedure to effectively handle difficult situations.

Need a free, easy-to-use communication plan template? HubSpot has 12. Check out this toolkit for everything you need to build your own.

This is part of a template offered in the toolkit. For this particular template, the organization is separated into phases, a description of that phase, and who needs to complete that action.

Download These Templates for Free

Now that we've gone over how a communication plan can be helpful, let's learn how to write one that will be effective.

How to Write a Communications Plan

1. Conduct an audit of your current communications materials.

Before sitting down to get rollin' on your plan, you need to first decide where it'll fit into your business. So it's important you complete a "state of the union," or an audit of the current climate of communications within your company. This can help you identify any problem areas.

For instance, let's say you need to create a communications plan for a new product launch. To create your plan, you'll first need to perform an audit to identify gaps in your current marketing approach.

After performing the audit, you might find there is a major gap in your marketing materials in which you rarely discuss a topic that aligns well with your new product. You'll want to ensure this topic makes it into your communications plan.

Free Communication Plan Template

Fill out the form to access the template..

To conduct an audit, you'll need to carefully gather and interpret data on your current marketing plan performance and build a path forward based on those results. Additionally, you might consider hosting focus groups or sending surveys to your audience to find gaps in your current communications materials.

Of course, you'll want to have the goal of your communications plan in-mind when conducting an audit. In the example above, noticing you're lacking material on a certain subject only matters if your goal is to drive leads and conversions to a product that aligns with that subject.

For instance, if you're launching a new email marketing tool and you notice you're lacking content on Google Ads, this might not be relevant information for your communications plan. However, if you're missing content on email marketing best practices, that's important information you can use to tailor your communications plan appropriately.

2. Set SMART goals for your communications plan based on the results from your audit.

After your audit, you'll want to lay out a few goals based on the data from the results. What do you want to achieve with this plan?

When in doubt, remember that your goals should be SMART : Specific, Measurable, Attainable, Relevant, and Time-based.

For instance, if a small agency is writing a communications plan for its client, they might write a goal along these lines: "We plan to increase employment applications for our client by 25% over the course of one quarter."

Alternatively, perhaps your HR team needs to write a communications plan to pitch designing a new growth matrix for individual contributors who don't want to become managers.

If that's the case, your HR team will need to identify specific goals they hope to achieve as a result of their plan, even if the results are less quantifiable — for instance, their goal might be to "increase employee retention rates by 10% over the next year" or even "increase employee satisfaction, as indicated by their next NPS scores." They'll need to pitch these goals to stakeholders to get leadership on-board.

Download Your Free SMART Goal Template

3. Identify the audience to whom you plan to deliver your communications plan.

Good communication starts with knowing and understanding your listener. In this case, if a crisis communication plan is for stakeholders, which one(s) are you writing for? Stakeholder examples include employees, investors, customers, local government officials, or media outlets.

If you're writing for media outlets, a press release detailing your goals is a good idea for that audience. There should be a process for who will speak to the media outlets, an outline of what they will say, and an action plan put in place moving forward.

Alternatively, if your audience is your employees, you might want to create an up-to-date internal document for employees to refer to, as well as the contact information for the internal DRI if they have follow-up questions.

4. Outline and write your plan, keeping your audiences in-mind.

When you're ready to outline and write your plan, it's likely easiest if you start with a table or chart to identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s).

Once you've created a general outline, here's how you'll want to structure your communications plan (feel free to copy these sections into a Table of Contents for your own plan):

(If you need help writing a communications plan, download our free, ready-to-use communications plan templates .)

When writing your communication plan, work with groups or representatives from your stakeholders to improve accuracy. Strategies should solve for goals or potential risks.

For instance, if you work for an agency aiming to promote a client's product, a risk might be spending money on paid ads without a guaranteed ROI. To solve for that risk, the agency should detail different steps to ensure the ads are effective before going public.

5. Determine the channel(s) on which you need to deliver your messages.

The channels you choose to communicate with your audience depends on your message, and to whom you want to deliver that message. For instance, if you're creating a communications plan for internal employees, you might send out your communications plan in a company-wide email, or use in-person team meetings to deliver your message.

Alternatively, if you're communicating with customers, you might determine it's best to communicate via an email newsletter, or via a press release.

Of course, the channel(s) you choose will depend on your goals, but it's important as you're writing your communication plan that you keep your distribution methods in-mind.

6. Decide which team members are responsible for delivering the message.

Once you determine your audience and channel(s) on which you'll deliver your communications plan, figure out the DRI for delivering the message.

For instance, if your HR team is pitching a new growth matrix to leadership, you might ask your Director of HR to deliver the initial pitch in the first meeting. Once leadership is on-board, you might ask each HR representative to deliver one training session for each internal team to ensure every employee understands what's changing internally, and why.

7. Estimate a timeline for how long each step should take.

You should have a ballpark estimate of how much time each step in executing your strategy will take. For instance, if your plan needs to go from the higher-ups down to the employees, it's good to take into account how long going through the chain of command will take. It's also smart to infer how long a media cycle will last.

For instance, for a minor slip-up on an ad campaign, the advertising agency might estimate the cycle for controlling the issue will take a month — including meeting with the client, stakeholders, and employees to discuss steps moving forward.

8. Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

There's always room for improvement. Measure the results of the plan after presenting it to stakeholders, and determine aspects that went well, and areas for improvement next time.

For instance, the ad agency might not have met its goal of increasing prospective applications by 25% within a quarter. They might rework their goals to give themselves more time or pivot their quarterly focus to fit those goals.

Alternatively, if you notice certain language in your communications plan evokes a level of stress or fear with internal stakeholders, consider how you can re-word next time to ensure your communications plan feels helpful, beneficial, and positive.

Some aspects of building a communication plan can be a "choose your own adventure" journey. The key is choosing aspects that best reflect what your business needs in times when effective communication is key. What do your stakeholders need to know, and how are you going to best communicate that?

Communication Plan Examples

Communication plans can get tricky, but writing an effective one will prove itself with its longevity. The following communication plans include analysis for stakeholders you'd respond to and the procedures for what to include in those communications.

1. Strategic Communication Plan

Bright Hub Project Management's communication plan explains how, when, and why communication happens within its organization.

This example is great because it details how communication managers write crisis plans and acknowledges that sometimes the busy marketer or project manager takes on this responsibility.

3. Marketing Communication Plan

A marketing communication plan is essential for communicating to your target market, especially when launching new products or initiatives. This example from Smartsheet allows you to plan marketing communications strategies for customers, sales prospects, media partners, internal stakeholders, and events.

Ultimately, your communications plan needs to clearly and succinctly provide necessary information to everyone involved in the business decision, product launch, or PR crises. Use the strategy mentioned above, as well as our communication plan templates , to ensure yours is as effective as possible.

Editor's note: This post was originally published in September, 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to create a marketing communications plan template

Beyond effective crisis management, a marketing communications plan template helps marketers improve their brand messaging. It’s a tried-and-true roadmap that shows you how to craft the right messages for the right audience.

In this blog post, you’ll learn:

What a communications plan is
How to build a communications plan template
How Content Marketing can solve all your strategic communication issues

Marketing communications plan in a nutshell (and its importance)

Let’s assume you already have a communications strategy in place for each key audience your business is involved with (think: your prospects, customers, suppliers, investors, sponsors, etc.). What are the limits of that strategy?

How effectively does it handle both internal communication and external communication?

How well does it support measurable communication goals?
Do you have a well-defined process for emergency response?
Do you have a clear roadmap for handling negative feedback and customer complaints?
In what sequence do you communicate with key stakeholders?
Which communication channels do you typically use when connecting with your target audience?

A good communications plan ensures you deliver key messages to key audiences to achieve the underlying business objectives and drive a positive brand experience.

A mitigation plan and so much more

A communications plan is simply a strategy that allows you to deliver information to appropriate stakeholders. The strategy will flesh out the messages you need to communicate, to whom you’re targeting those messages, and on which channels.

As much as an effective comms plan shields your brand when disaster strikes, it also serves as a springboard when launching new products, pitching new initiatives, and broadcasting an existing (or new) marketing plan. Think of it as the final piece in your marketing strategy jigsaw.

Building an end-to-end communications plan template

Here are eight steps you can follow to create an effective marketing communications template:

1. Perform an analysis of your current communications material

Before setting out to create a communications plan, you first need to decide where it fits into your business objectives.

So, it’s crucial you complete an audit of the current state of communications within your company. This will help you identify any bottlenecks or gaps.

To conduct an audit, follow these five actionable steps:

Determine scope: Which content do you want to target? Will you peruse all the formats in your content marketing stack?
Collect and synthesize your past communications: Gather all digital content from the past year or so and take a closer look at them.
Don’t forget to collect team members’ and key stakeholders’ insights as well: This involves one-on-one interviews, group discussions, or surveys. Choose the method that resonates best with all parties.
Bring external audiences in the loop: Review all your social media channels to determine what the community thinks and knows about you.
Do a SWOT analysis: Pull all collected data into a SWOT (strengths, weaknesses, opportunities, and threats) analysis of your communications efforts. This allows you to pinpoint which communications practices and methods work well and which don’t.

2. Carve out SMART communication goals based on results from the audit

Do you, perhaps, want to drive positive social media feedback within a specific timeframe? Or do you simply want to articulate an ongoing project to make sure it’s on time, within budget, and aligned with customers’ expectations?

Whatever they are, make sure your deliverables are SMART — Specific, Measurable, Achievable, Relevant, and Time-Bound.

3. Drill down on your target audience

The next step is to identify and understand your target audience. Which stakeholders are you trying to reach?

If, for example, the communications plan is for customers, you need to establish their personas. What are their pain points? How would they find value in your products?

Alternatively, a press release highlighting your goals is a good idea if you want to write for the media.

The key here is to know your audience on a deeper level.

4. Flesh out the contents of your plan

Your outline should ideally be in the form of a chart or table. Carefully highlight the key messages you need to put out there, to whom you’re targeting those messages, and on which communication channels.

Once you have the outline all figured out, go ahead and structure your communications plan template this way (feel free to copy and paste these sections on your own table of contents):

Plan purpose and approach

Include a high-level description of the plan, why it exists, and a general idea of how you will implement the plan on your project. Think of it as the executive summary.

Communication goals and objectives: Define what you want to achieve through strategic communication.
Communication roles: Get all the relevant team members involved. Clearly define all roles and their corresponding communications responsibilities.
Key challenges: During one of your team meetings, you’ll want to create a list of challenges you’re facing and those you can foresee.
Situation, customer and competitor analyses: Start by pinpointing key industry metrics. Follow it up with an overview of the decision-making process your prospects and clients use to buy a product or hire a service like yours. Wind it up with a thorough analysis of your competitors’ market positions .
Dos and don’ts: This is pretty much self-explanatory.
Escalation roadmap: Include the “greater response team,” and more importantly, “the first line of defense” that would work to combat crises.
Maintaining an effective response plan: Focus on the ‘how’ here. When fleshing out the details of your communications plan, you need to partner with every stakeholder in your decision-making hierarchy to improve accuracy.

5. Choose your channels (with precision)

Next, you need to select the communication channels on which you’re going to share your messaging. As a marketer, you know there is a huge variety in communications channels, so we’ll just cover some common ones:

Email marketing
Press releases
Social media

6. Aligning messages with channels and audiences

Summarize and systemize your communications plan template so your messaging can better align with your core value proposition.

But the job is only halfway done.

Once you’ve figured out your plan, go ahead and pitch it to the relevant stakeholders. If it’s an internal communications strategy, then give each team member the heads up, informing them what’ll change when the new plan is rolled out. You can utilize training sessions if needed.

If it’s an external communications plan, you need to bring on board a much bigger bench.

As always, you can leverage our marketing planning software as a single source of truth to align your team on every detail of your plan. Stakeholders will have the necessary context, collaborations and insights needed to execute the new marketing communications plan template to perfection.

7. Execute your communications strategy with a marketing calendar

It’s now time to plan your messaging and campaigns on your calendar.

This will deliver company-wide visibility into what your team members are doing, making it easier to enforce deadlines, and helping other key stakeholders understand what needs to be done and when.

Content Marketing’s marketing calendar software was made for this exact purpose. Use it to see, share and stay sharp. It will also keep your content, campaigns, and communications plan on track.

8. Measure the results of your plan

Even if you didn’t ace your communications plan the first time, don’t throw in the towel just yet. The key here is to keep improving.

Measure the outcomes of the plan after presenting it to key stakeholders, determine what went wrong, and work towards improving those areas next time.

Ready to jump-start your communications plan?

Incorporate Content Marketing into your marketing stack with Optimizely's content marketing platform so you can create workflows and visibility in all your marketing communications planning.

Ready to give it a try? Get started with a free account today.

The difference between a comms plan and a marketing plan

We marketers sure love our verbiage and jargon. Branding , marketing, communications planning, where is the line drawn? What’s the difference?

One thing we’ve noticed that gets people occasionally hung up is the difference between a marketing plan and communications plan. They’re both vital to the success of a brand but serve very different purposes. Generally, every brand has a marketing plan. However, not everyone has a comms plan. Let’s take a look at the difference between the two and how when to use them.

Marketing Plan

A marketing plan is the high-level guiding document that guides the overall direction of achieving the marketing goals a business has.

Whereas a marketing campaign and its accompanying comms plan address one specific marketing goal, the marketing plan serves as the general road map that weaves everything together. The comms plan ladders up into the marketing plan and then up into the overall business plan.

Marketing plans last for a longer period of time (typically a year) and usually contain the following:

Market research and analysis
Marketing and financial goals and objectives
Target audience breakdowns
Marketing strategies covering the 4 P’s of marketing (product, price, place, and promotion)
Budget: This component of a marketing plan consists of developing a marketing budget, which will allow you to plan for marketing expenditures.
Monitoring and evaluating (KPI's and how you'll respond)
An execution plan (or a marketing plan checklist) which breaks down tasks and tactics as well as timing and responsibilities.

Though marketing plans can differ by industry, they generally follow a similar structure.

Now, a communications plan is a very specific tool which we’re huge fans of. Its primary use case is to help layout an integrated execution plan of a marketing campaign. With so many channels available to marketers these days, the comms plan was born out of a necessity to think strategically about how to integrate all these executions under one overarching concept, while still being bespoke to each channel.

Here is a sample comms plan we use inspired by Julian Cole, a well-revered expert on comms planning.

Let’s take a look at each section and break it down.

Business Problem

This is the connection point to the business/marketing plan. While it is crucial to frame most of the campaign architecture through a consumer mindset as opposed to the business’, the business problem is the exception. It is generally driven through analysis of the marketing plan and could be something such as:

“We’re seeing a decrease in subscriptions to Spotify by Generation Z because that generation sees the platform as the place for annoying Millennials”

Positioning

Positioning refers to the intersection of where the brand sits in the context of the product category, culture, and consumer sentiment. It is driven by uncovering insights quantitatively and qualitatively. It is by comparing the positioning to the business problem that we can begin align the marketing campaign and its initial goals. For example, the positioning of Spotify could be:

“Spotify is the streaming service for Neverlanders who will never grow old”

Campaign Idea

This represents the core concept of your marketing campaign. It will serve as the umbrella idea that connects to each comms task which we will describe below.

Barriers are the specific pain points being addressed within that specific channel/execution of the campaign. These barriers are uncovered through a mapping of the consumer journey starting from the high-funnel down into the final purchasing and advocacy touchpoints. Once complete, we can discern what are the specific barriers to accomplishing the goal of the campaign within said touchpoint.

An example of a barrier could be:

“Gen Z’s on TikTok feel like any platform outside of it is just for old people”

With the barrier established, it is time to develop how we will solve that barrier. To do this, we work through the specific communications task. In relation to the previous example, the task could be to convince Gen Z’ers on TikTok that Spotify is just as youthful as TikTok itself .

Last but not least, is the tactics themselves. This is where we prescribe the specific channel and tactic that the creative will live to solve the aforementioned barrier. In this case, one tactic could be for Spotify to hire TikTok influencers to develop branded playlists of their favourite songs on Spotify to be shared on Tik Tok to their followers.

This process of outlining the barrier and task repeats itself until all touchpoints of a consumer journey map have been addressed and solved. As this occurs, an integrated and strategic execution plan of your marketing campaign emerges.

The benefits of following an integrated comms plan such as this are proven and substantial. It leads to increased emotional responses and overall branding perception as seen in the studies below.

In summary, the marketing plan is the high-level plan of a brand that focuses on more than just an advertising campaign. It includes pricing strategies, distribution strategies, and is much more focused on driving sales from a high-level perspective. A comms plan is a specific tool used to think of the rollout of an advertising campaign from a more integrated and strategic point of view. It is driven through analysis of the consumer mindset and is used to tap the consumer at specific points within the purchasing process.

Both plans serve very different purposes but often get mixed up. However, both are fundamental to the success of a clear and discerning brand that knows exactly where it stands and where it is headed. You might also like our post titled The Difference Between Branding and Marketing .

Contact MMGY Origin

Specializing in the outdoor industry and tourism, MMGY Origin has a team of experts who robust, digitally driven, creative and marketing services to clients across North America.

If you need help developing a communications plan or marketing plan, we can help. Feel free to contact us .

Our monthly newsletter “Insights on The Outdoors” offers additional tips on outdoor marketing. To subscribe, visit https://www.originoutside.com/newsletter

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How to Write a Communication Plan in 6 Steps with Editable Templates
Communications Plan template
Internal Communications Plan Template Inspirational Munication Plan Template
Integrated Marketing Communications Plan Template
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Steps In Creating An Integrated Marketing Communications Strategy Plan

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How to Write an Effective Communications Plan [+ Template]
A communications plan enables you to effectively deliver information to appropriate stakeholders. The plan will identify the messages you need
How to create a marketing communications plan template
A communications plan is simply a strategy that allows you to deliver information to appropriate stakeholders. The strategy will flesh out the messages you need
What Is Marketing Communication Strategy?
A marketing communications strategy is the strategy a business uses to send the right marketing message to the right customer through the right medium at
Creating a Strategic Marketing and Communications Plan
University Communications Marketing Representative.
The difference between a comms plan and a marketing plan
A comms plan is a specific tool used to think of the rollout of an advertising campaign from a more integrated and strategic point of view. It is driven through