How to write marketing communications plans

Marketing communications are "all the strategies, tactics and activities involved in getting the desired marketing messages to intended target markets, regardless of media" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communication as "the process by which an experienced marketer develops and presents stimuli to a defined target, with a view to elicit a desired set of responses" (Yeshin, 1999). Marketing communications are: advertising, sales promotion, personal selling, public relations and direct marketing and interactive (Fill, 1999).
Accordingly, Marketing Communications Plan Marketing Plan is the promotional plan, which incorporates two or more modes of integrated marketing communication designed to reiterate the same goals and objectives. Marketing communication plans are considered by many professionals as a great way to communicate effectively with the target audience.
Marketing communication plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing communication plans consist of the following essential elements:

Analysis of context

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget Calendar

Assessment and monitoring (Fill, 1999).

When writing marketing communications plan is important:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Developing segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan to communicate with target

4. Select and justify one or a combination of marketing strategies (push, pull or profile)

5. Develop well-rounded in September and creative promotional media and allocate appropriate budget for each half.

6. Creating strategic contingency planning (in case something goes wrong)

7. September strict set of capabilities for assessment and control including milestones and continuous assessment

References

Fill C (1999) Marketing Communications, second edition, Prentice Hall Europe
Yeshin T, (1999) integrated marketing communications, The Chartered Institute of Marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=mands=0

Below you will find links to excellent marketing communications plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR Royal Caribbean Cruises Ltd

S/M/162. Marketing communication plan: Philips SATINICE United Kingdom, and the current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine promotion campaign

C/M/171. Analysis of the 50 + customers for commands and elements of a promotional campaign

P/M/311. Marketing Communication Plan for the direct lines of service sharing

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH / SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for the North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the introduction of new product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree program

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of the Marketing Communications Plan for Adidas (U.S.)

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