[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-254128-en":3,"detail-sidebar-cat-1-en-105":31,"doc-seo-254128-105":75},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":11,"category_id":12,"category_name":13,"doc_title":14,"doc_description":15,"doc_content":16,"file_id":17,"file_url":18,"file_type":19,"file_size":20,"view_count":21,"is_deleted":4,"is_public":11,"is_downloadable":11,"audit_status":11,"page_count":22,"language":23,"language_code":24,"site_id":25,"html_lang":24,"table_of_contents":26,"faqs":27,"seo_title":28,"seo_description":15,"update_tm":29,"read_time":30},254128,549758146520,"Patrick","https://ap-avatar.wpscdn.com/avatar/80002397d8c0411e94?_k=1775819394049821470",1,11,"Presentations","Creating a Marketing Communications Plan - A Proven Approach and Premium Tool-kit","A step-by-step methodology for creating a marketing communications (MarCom) plan that supports an overall marketing strategy and product-level marketing plans. The guide separates strategic direction from tactical promotion planning, using six stages covering environmental assessment, audience understanding, MarCom objectives, key messages, channel selection and scheduling, plus a consolidated budget with measurement via a dashboard. It provides action items, planning outputs, and tool-based templates to align positioning, optimize channel fit, and execute with tracking and measurement.","Creating a Marketing Communications Plan:  \na proven approach and premium tool-kit  \nFollow this simple, step-by-step, methodology to create a marketing communications plan that supports its marketing strategy.  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \n01 Strategy & Environment  \n02 Audience  \n03 Objectives  \n04 Messages  \n05 Channels  \n06 Budget & Measurement  \nWhat is the purpose of this methodology?  \n􀀹 To help you develop a marketing communications plan that:  \n» Is guided by the corporate marketing strategy  \n» Supports individual product marketing plans  \n» Achieves your awareness and promotion goals  \nYour marketing communications plan directs how you will communicate  \nwith various audiences: employees, clients, media and others.  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \nHow to use this consulting methodology:  \nThis methodology consists of six stages, each with a description, steps and action items.  \nAction items include using our premium tools & templates. Our intention with this methodology is to help you:  \n1. Align your marketing communications with your marketing strategy and positioning.  \n2. Optimize your marketing communications for your audience and each communications channel.  \n3.  Execute & Measure your plan using our planning, scheduling and tracking tools.  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \nWhat is a Marketing Communications Plan?  \nMarketing communications (MarCom) plans are often called marketing plans or marketing strategies.  \nDemand Metric believes the MarCom plan is separate and supports the marketing strategy and individual product marketing plans.  \nThe marketing strategy traditionally is more strategic in nature and broader in scope, covering the classic four Ps of the marketing mix:  \n􀀹 Product 􀀹 Promotion  \n􀀹 Place 􀀹 Price  \nThe MarCom plan is more tactical in nature and focuses primarily on Promotion.  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \nOutputs from this Planning Process:  \nStage 01 – Environmental Assessment  \nStage 02 – Audience Understanding, Customer Profiles  \nStage 03 – MarCom Plan Objectives  \nStage 04 – Key Messages  \nStage 05 – MarCom Channel Selection, Plan & Schedule for Each Channel Stage 06 – Consolidated Budget, Master Calendar, MarCom Dashboard  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \nStrategy Review  \n01 Strategy & Environment  \n02 Audience  \n03 Objectives  \n04 Messages  \n05 Channels  \n06 Budget & Measurement  \nSTAGE 01 – STRATEGIC DIRECTION  \nBegin the creation of your MarCom plan by reviewing corporate marketing strategy. If no corporate marketing strategy exists, Demand Metric recommends you develop one before attempting to create a MarCom plan. Use the Marketing Strategy Plan Methodology as a guide for this strategic process.  \nThe goal of this stage is to ensure your MarCom plan supports the strategic direction of your company. You’ll examine the overall marketing strategy and objectives, review or complete a competitive analysis and assess environmental influences.  \n© 2012 Demand Metric Research Corporation. All Rights Reserved.  \nStrategy Review  \n01 Strategy & Environment  \n02 Audience  \n03 Objectives  \n04 Messages  \n05 Channels  \n06 Budget & Measurement  \nSTEP 1 – Marketing Strategy Review  \n􀀹 Action Item – If you have not developed a Marketing Strategy, do that first before attempting to create your MarCom Plan. Use the Marketing Strategy Plan Methodology to do this.  \nRegardless of how your marketing strategy was developed, refer to it to get the context for developing your MarCom plan:  \n􀂃 What products or initiatives will your MarCom plan support?  \n􀂃 What core values or strategic objectives should influence the development & content of the MarCom plan?  \n􀂃 What core competencies can you exploit or showcase through this MarCom plan?  \n\n| \u003Cbr>|  |\n| --- | --- |\n|  |  |\n|  | |\n\n© 2012 Demand Metric Research Corporation. Al","cbCaitL5UbOCvsYJ","https://ap.wps.com/l/cbCaitL5UbOCvsYJ","pdf",947228,13,33,"English","en",105,"# Creating a Marketing Communications Plan\n## Strategy & Environment\n## Audience\n## Objectives\n## Messages\n## Channels\n## Budget & Measurement\n# Outputs from This Planning Process\n## Stage 01 – Environmental Assessment\n## Stage 02 – Audience Understanding, Customer Profiles\n## Stage 03 – MarCom Plan Objectives\n## Stage 04 – Key Messages\n## Stage 05 – MarCom Channel Selection, Plan & Schedule for Each Channel\n## Stage 06 – Consolidated Budget, Master Calendar, MarCom Dashboard\n# How to Use This Consulting Methodology\n## Six Stages and Action Items\n# Stage 01 – Strategic Direction\n## Step 1 – Marketing Strategy Review\n## Step 2 – Environmental Assessment\n# Stage 02 – MarCom Plan Audience\n## Step 1 – Audience Identification","[{\"question\":\"What is the purpose of the marketing communications planning methodology?\",\"answer\":\"It helps develop a MarCom plan guided by corporate marketing strategy, supporting product marketing plans, and achieving awareness and promotion goals.\"},{\"question\":\"What distinguishes a MarCom plan from the overall marketing strategy?\",\"answer\":\"The marketing strategy is more strategic and broad, covering the classic four Ps, while the MarCom plan is more tactical and focuses primarily on promotion.\"},{\"question\":\"What are the six stages and main outputs of the planning process?\",\"answer\":\"They include environmental assessment, audience understanding, MarCom objectives, key messages, channel selection with plan and schedule, and a consolidated budget with a master calendar and MarCom dashboard.\"}]","Creating a Marketing Communications Plan - 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