Angela Bendorf Jamison of Communicopia Marketing Services led this session at the AENC Marketing & Communications Conference, Nov. 14, 2014

1. Roadmap to Success:
Creating a Marketing
Communications Plan
ANGELA BENDORF JAMISON

2. Marketing Communications Plans haven’t
really changed over the years, only the tactics
we use to implement them.
GPS to Success!

3. What we’ll cover this morning:
What is a Marketing Communications Plan?
Business/Marketing Plan vs. Marketing
 Communications
Why is it important?
Elements of a MarCom Plan
Real Plans for Review
Creating Your MarCom Plan
Tips for Success
Questions

4. Business/Marketing Plan vs. MarCom Plan
Business/Marketing Plan =
-Product
-Place
-Price
-Promotion
MarCom plan is more tactical in nature and focuses
primarily on Promotion.

5. What is a Marketing Communications
(MarCom) Plan?
Helps sell a service, product or idea to people you serve,
the individuals you influence and the members or donors
you cultivate.
Directs how you will communicate with various
audiences.

6. 7 Characteristics of a Good Strategic
Marketing Communications Plan
1. It is participative
2. It is dynamic
3. It is flexible
4. It is audience-driven
5. It combines the best of PR and Marketing
6. It contains a mix of strategy and tactics
7. It is doable
Hollister, Trubow & Associates

7. Why Take the Time to Create a MarCom Plan?
 Gets you where you want to go by aligning your
business and marketing goals.
Formalizes ideas and concepts
Keeps you focused
Helps you establish tasks and timelines

8. Where to Begin
Do some research (informal & inexpensive)
Brainstorming
SWOT Analysis
Audience Interviews
Focus Groups

9. Elements of a MarCommPlan

10. Objectives = an end-game towards which actions and
activities are focused
Strategy = the plan of attack
Actions and Tactics = the execution of the strategy

15. Create Your Plan
Start writing.
Determine a budget.
- On average, 9 - 12% of your annual organizational
budget for marketing communications
Add an action plan with the steps to be taken during
a specific timeline (day/month) to carry out the plan
and identify who is responsible.

16. How to make your plan a success
Get your colleagues involved
Don’t get stuck on measurable objectives, key
messages or other elements that will stop you from
completing it
Get outside help if necessary
Understand it’s a living document
Update it yearly

17. Now that you’ve got your roadmap, enjoy the trip!
www.CommunicopiaPR.com