MARKETING COMMUNICATIONS PLANPlaybook & ToolkitFollow this simple step-by-step playbook to create a marketing communicationsplan that supports its marketing strategy.

Table of ContentsMARKETING COMMUNICATIONS sPlan & BudgetMeasure14182224Conclusion26About Demand Metric27

MARKETING COMMUNICATIONSFrameworkFor more information about the linked resources below,watch the overview videos.Leverage the framework below to quickly empoweryour organization’s marketing communications strategy.1 ANALYSIS2 STRATEGY3 MESSAGES4 PROGRAMS5 PLAN &BUDGET6 MEASUREBrand AssessmentToolBuying Process StageTemplatePositioningStatement WorksheetAdvertising Calendar &Budget TemplateBudget TemplateKey MarketingMetrics DashboardBrand PerceptionSurveyLead Acquisition ModelMessageMapping ToolEditorial CalendarTemplateMarketing PlanPresentationCampaign ImpressionCalculatorIndustry Analysis ToolMarketing ChannelRanking ToolContent MappingToolPublic RelationsCalendarEmail MarketingROI CalculatorContent MarketingAssets DatabaseSocial Media ChannelSelection ToolAdvertisementEvaluation MatrixSocial MediaMarketing CalendarOnline AdvertisingROI CalculatorMarketing CollateralManagement ToolLead GenerationPrioritization ToolPress ReleaseTemplateSEO KeywordDatabaseWeb Content AuditToolEvents DatabaseTemplateMobile MarketingPlanning ChecklistCompetitor AnalysisToolTradeshowEvaluation MatrixMarCom CalendarContent MonitoringToolObjectives WorksheetCompetitive PR andAdvertising AnalysisMarketing StrategyScorecardBuyer PersonaTemplate

123456AnalysisStrategyMessagesProgramsPlan & BudgetMeasureIntroductionWhat Is the Purpose of This Playbook?How to Use This Consulting PlaybookTo help you develop a marketing communications plan that:This playbook consists of six stages, each with a description, steps,and action items. Action items include using our premium tools andtemplates. Our intention with this playbook is to help you:Is guided by the corporate marketing strategySupports individual product-marketing plansAchieves your awareness and promotion goals.Your marketing communications plan directs how you will communicate with various audiences: employees, clients, media, and others.Align your marketing communications with yourmarketing strategy and positioningCorporate Marketing strategyOptimize your marketing communications for youraudience and each communications channelProduct AMarketing PlanProduct BMarketing PlanExecute & Measure your plan using our planning,scheduling, and tracking toolsMarketing Communications PlanMARKETING COMMUNICATIONS PLAN4

123456AnalysisStrategyMessagesProgramsPlan & BudgetMeasureIntroductionWhat Is a Marketing Communications Plan?Marketing communications (MarCom) plans are often called marketingplans or marketing strategies.Demand Metric believes the MarCom plan is separate and supportsthe marketing strategy and individual product-marketing plans.The marketing strategy traditionally is more strategic in nature andbroader in scope, covering the classic four Ps of the marketing mix:Outputs from This PlaybookStage 1 - AnalysisBrand Assessment Tool, STEP Industry Analysis Tool, ContentMarketing Assets Database, Competitor Analysis ToolStage 2 - StrategyBuying Process Stage Template, Lead Acquisition Diagram,Marketing Channel Ranking Tool, Events Database TemplateStage 3 - MessagesPositioning Statement Worksheet, Message Mapping Tool,Content Mapping Tool, Advertisement Evaluation MatrixProductPlaceStage 4 - ProgramsAdvertising Calendar & Budget, Editorial Calendar Template,Social Media Marketing Calendar, SEO Keyword DatabasePricePromotionThe MarCom plan is more tactical in nature and focuses primarily onPromotion.Stage 5 - Plan & BudgetMarketing Communications Budget Template, Marketing PlanPresentationStage 6 - MeasureKey Marketing Metrics Dashboard, Email Marketing ROICalculatorMARKETING COMMUNICATIONS PLAN5

MARKETING COMMUNICATIONS PLANSTAGE 1AnalysisAny marcom endeavor must begin with an analysis of everythingwithin and surrounding your business and its industry.During Stage 1, you will assess your brand, analyze your industry, evaluate your content,size up the competition and define your audience.STEP 1: Assess Your BrandSTEP 2: Analyze Your IndustrySTEP 3: Evaluate Your ContentSTEP 4: Size Up the CompetitionSTEP 5: Define Your Audience

Introduction123456StrategyMessagesProgramsPlan & BudgetMeasureAnalysisSTEP 1STEP 2Assess Your BrandAnalyze Your IndustryAction ItemAction ItemUse the Brand Assessment Tool to evaluate your organization from a branding perspective.VIEW RESOURCEIn conjunction with the brand assessment, leverage the BrandPerception Survey to facilitate your company’s attempts toanalyze brand perception.Use the STEP Industry Analysis Tool to better understand issues, trends, and conditions in your industry, andto inform strategic planning decisions.VIEW RESOURCEThe STEP Industry Analysis Tool is designed to analyzeindustry trends along with social, technological, economic andpolitical conditions.This survey helps you understand how your brand is viewed inthe market, what brand attributes are preferred by customers,and to identify how your customers competitively position yourproducts/services.MARKETING COMMUNICATIONS PLAN7

Introduction123456StrategyMessagesProgramsPlan & BudgetMeasureAnalysisSTEP 3Evaluate Your ContentAction ItemSTEP 4Size Up the CompetitionAction ItemLeverage the Content Marketing Assets Database to helpyou keep track of, or even audit, your content marketingassets.VIEW RESOURCEIn addition, use the Marketing Collateral Management Tool toensure your marketing collateral is up-to-date and well distributed, in tandem with the Web Content Audit Tool to help youkeep track of the content you have on your website.Use the Competitor Analysis Tool to help you determineyour market position in relation to your competitors, andidentify your areas of differentiation.VIEW RESOURCEOnce you have selected and defined your value drivers, scoreyour company against your competitors and use the positioningmap to identify and analyze your position in the market.During your competitive analysis, leverage the Content Monitoring Tool to keep track of your competitors content marketingefforts, and the Competitive PR vs Advertising Analysis tool totrack your PR and advertising programs, along with those ofyour top competitors.MARKETING COMMUNICATIONS PLAN8

Introduction123456StrategyMessagesProgramsPlan & BudgetMeasureAnalysisSTEP 5Define Your AudienceAction ItemUse the Buyer Persona Template to create buyer personasfor the key buyers that you intend to target (for B2Bindustries).VIEW RESOURCEDocument their job role, age, education, income, years in role,top priorities, motivation, needs, objectives, media consumptionhabits, likes & dislikes, habits & skills, research methods, trustedresources, buying authority, budget, and purchasing process.If you are dealing with a B2C industry, use the Customer ProfileTemplate to create fictional personas for the key audiences youintend to target.MARKETING COMMUNICATIONS PLAN9

MARKETING COMMUNICATIONS PLANSTAGE 2StrategyStrategic decisions on what you will focus on are at the core of your marcom success.During this stage you will define the buyer’s journey, diagram an inbound marketing approach,prioritize and select marketing channels, determine strategic events to attend and documentstrategic objectives and KPI’s.STEP 1: Define the Buyer’s JourneySTEP 2: Diagram Inbound Marketing ApproachSTEP 3: Prioritize & Select Marketing ChannelsSTEP 4: Determine Strategic Events to AttendSTEP 5: Document Strategic Objectives & KPIs

1IntroductionAnalysis23456MessagesProgramsPlan & BudgetMeasureStrategySTEP 1Define the Buyer’s JourneyAction ItemSTEP 2Diagram Inbound Marketing ApproachAction ItemUse the Buying Process Stage Template to map thebuying stages and buyer/seller actions for each stage.VIEW RESOURCEThis tool will guide you through mapping your content and salesprocess to specific stages in your customer’s buying journey toensure you can support them as they make an informed decision.Today’s buyers are more informed than ever, be sure you havethe content and sales process to enable your prospects to sellyour solution to their buying committee.Use the Lead Acquisition Diagram to communicate yourlead generation & nurturing process.VIEW RESOURCEThis Microsoft PowerPoint Presentation provides you witha real-world example of a potential lead generation process.Your lead acquisition model should include Direct & IndirectMarketing Campaigns, Lead Scoring, Lead Nurturing Campaign,and Lead Assignment.MARKETING COMMUNICATIONS PLAN11

1IntroductionAnalysis23456MessagesProgramsPlan & BudgetMeasureStrategySTEP 3Prioritize & Select Marketing ChannelsAction ItemSTEP 4Determine Strategic Events to AttendAction ItemUse the Marketing Channel Ranking Tool to evaluatecurrent and planned MarCom channels. Based on thisassessment, select the mix of channels you will use tosupport this MarCom plan.VIEW RESOURCEAdditional tools that can help your selection process includethe Social Media Channel Selection Tool and Lead GenerationPrioritization Tool.Use the Events Database Template to organize, summarize and communicate all of your marketing events.VIEW RESOURCEIn addition, leverage the Tradeshow Evaluation Matrix to rateand compare tradeshows based on weighted criteria suchas advertising, attendance, location, competitor presence,previous attendance, additional incentives, booth location,reputation, product launches and cost to attend.MARKETING COMMUNICATIONS PLAN12

1IntroductionAnalysis23456MessagesProgramsPlan & BudgetMeasureStrategySTEP 5Document Strategic Objectives & KPIsAction ItemUse the MarCom Objectives Worksheet to formally writeyour MarCom plan objectives for each audience your planwill address.VIEW RESOURCEMARKETING COMMUNICATIONS PLAN13

MARKETING COMMUNICATIONS PLANSTAGE 3MessagesMessaging is a key part of every marcom plan, and instructs how your brand is communicated.In this stage you will define your positioning, analyze your messages, map content to the buyersjourney, along with assessing advertisement effectiveness and standardizing your press releases.STEP 1: Define Your PositioningSTEP 2: Analyze Your MessagesSTEP 3: Map Content to Buyer’s JourneySTEP 4: Assess Advertisement EffectivenessSTEP 5: Standardize Your Press Releases

Introduction12AnalysisStrategy3456ProgramsPlan & BudgetMeasureMessagesSTEP 1Define Your PositioningAction ItemSTEP 2Analyze Your MessagesAction ItemAuthor your primary message. As you do so, referenceany relevant positioning information. If none exists, usethe Positioning Statement Worksheet to develop it now.VIEW RESOURCEYour primary message articulates the main thing you need youraudiences to know and will:State what you’re doing and whyHave consistency with your MarCom plan objectivesAddress all identified audiencesUse the Message Mapping Tool to document the keymessages that are important for your target audience tohear about your product.VIEW RESOURCEFor each identified audience, determine what each needs toknow that is unique.For example, a media audience may need amplification of yourprimary message through a set of secondary messages in adifferent way than your employee audience. Determine yoursecondary message requirements now and author them.MARKETING COMMUNICATIONS PLAN15

Introduction12AnalysisStrategy3456ProgramsPlan & BudgetMeasureMessagesSTEP 3Map Content to Buyer’s JourneyAction ItemSTEP 4Assess Advertisement EffectivenessAction ItemUse the Content Mapping Tool to create a visual representation of the specific content that you will be sending to eachbuyer persona based on their stage in the buying cycle.Leverage the Advertisement Evaluation Matrix to provideyou with a structured way to evaluate your advertisingconcept options.VIEW RESOURCEUse this Microsoft Excel template to identify the pieces ofcollateral that address your buyer personas pain points and keyquestions at each stage of the buying cycle.VIEW RESOURCEThis evaluation tool considers the effectiveness of ad conceptsbased on:EngagementIntegratedCredibilityBrand Attribute (Service)ImpressionBrand Attribute (Quality)Action-OrientedBrand Attribute (Innovation)SignificanceMARKETING COMMUNICATIONS PLAN16

Introduction12AnalysisStrategy3456ProgramsPlan & BudgetMeasureMessagesSTEP 5Standardize Your Press ReleasesAction ItemUse the Press Release Template to create a properlyformatted Press Release.VIEW RESOURCEConsider that press releases can be the cornerstone of anypublicity program. Our press release template will provide youwith the elements you need to properly structure your pressrelease in a way that is both relevant and interesting to the reader.MARKETING COMMUNICATIONS PLAN17

MARKETING COMMUNICATIONS PLANSTAGE 4ProgramsThe campaigns and programs you run is where the rubber hits the road with your marcom initiatives.In Stage 4, you will plan and schedule your campaigns including advertising,PR, social media, inbound marketing, and mobile marketing.STEP 1: Plan Advertising CampaignsSTEP 2: Plan Public Relations CampaignsSTEP 3: Plan Social Media CampaignsSTEP 4: Plan Inbound Marketing CampaignsSTEP 5: Plan Mobile Marketing CampaignsSTEP 6: Build Your MarCom Calendar

Introduction123AnalysisStrategyMessages456Plan & BudgetMeasureProgramsSTEP 1Plan Advertising CampaignsAction ItemSTEP 2Plan Public Relations CampaignsAction ItemUse the Advertising Calendar & Budget Template toorganize your advertising campaigns. Track media types,due dates and budget info.VIEW RESOURCEThis advertising calendar allows you to differentiate betweenmedia type purchased, ad content creation, due date, publication date, and cost. Use this advertising calendar template toorganize your media campaigns.Use the Editorial Calendar Template to keep track of youreditorial op

Advertising Calendar & Budget, Editorial Calendar Template, Social Media Marketing Calendar, SEO Keyword Database Marketing Communications Budget Template, Marketing Plan Presentation Key Marketing Metrics Dashboard, Email Marketing ROI Calculator Stage 4 - Programs Stage 5 - Plan & Budget Stage 3 - Messages Stage 2 - Strategy Stage 6 - Measure The MarCom plan is more tactical