[DELETE AFTER READING: Here is a generic template that you can use to outline and share a template using Scribe. You can learn more about Scribe here and see how to duplicate and use this template here.]
This template is a good starting point for creating a comprehensive marketing communication plan. But keep in mind that each company will have different goals, channels, and strategies.
So, you may need to adjust this template to fit your specific needs. And don't forget, after the campaign is finished, it's important to evaluate the results and make necessary adjustments for the next campaign.
Table of Contents:
Goals/Objectives
SWOT
Channels/Tactics
Roles
Evaluation (KPIs)
Timelines
In this section, you will list the specific goals that you want to achieve with your marketing communication plan.
These goals should align with your overall business objectives and should be specific, measurable, and achievable.
Examples of goals may include increasing brand awareness, driving website traffic, or generating leads.
SWOT analysis is a tool used to identify the internal strengths and weaknesses of a business, as well as external opportunities and threats. In this section, you will conduct a SWOT analysis of your marketing communication plan.
Strengths: Strong brand reputation, well-established social media presence, and a dedicated team with a wealth of industry experience.
Weaknesses: Limited budget for paid advertising and limited reach in certain geographic regions.
Opportunities: Rapidly growing market for our products and services, potential partnerships with industry influencers, and increasing adoption of digital marketing channels.
Threats: Intense competition in the market, rapidly changing consumer preferences, and potential regulatory changes.
You can also insert links or images if you have a SWOT built elsewhere — here's how to add an image.
How to add an image to your PageIn this section, you will list the specific channels and tactics that you will use to achieve your marketing communication goals. These should be based on your SWOT analysis and should align with your target audience and overall communication strategy.
For each tactic, outline the process by breaking it down into tasks, then provide materials that the team can reference to know how to do the task. We recommend using Scribe to auto-generate step-by-step guides for each process, here's how:
How to create step-by-step guides with ScribeTASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Prerequisites (if applicable): a brief description of the problem (if needed)/features/tiers/customers to the task does or doesn't apply to.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribePhase 2: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribeTASK 2: <Name>
Write a brief overview here.
Phase 1: <Name>
TASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribeYou can also add links or videos as relevant, like this one.
TASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribePhase 2: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
TASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribePhase 2: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
TASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribeTASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribeTASK 1 <Name>
Write a description (often brief) of the task/function to accomplish.
Phase 1: <Name>
Here is a placeholder Scribe that you can replace with your own workflow.
Click to replace with a ScribeIn this section, you will list the specific roles and responsibilities of the individuals or teams that will be involved in implementing your marketing communication plan. T
his will help to ensure that everyone is on the same page and knows what is expected of them.
Person/team 1: Lead the overall marketing communication strategy and oversee the implementation of all tactics.
Person/team 2: Responsible for creating and executing email campaigns.
Person/team 3: Responsible for creating and executing social media campaigns.
In this section, you will list the specific key performance indicators (KPIs) that you will use to evaluate the success of your marketing communication plan. These KPIs should align with your overall goals and objectives and should be specific, measurable, and achievable.
KPI 1: Increase in brand awareness among target audience (measured through surveys and social media analytics)
KPI 2: Increase in website traffic (measured through website analytics)
KPI 3: Increase in the number of leads generated (measured through web analytics and CRM data)
KPI 4: Increase in engagement on social media platforms (measured through social media analytics)
KPI 5: Increase in conversion rate from website visitors to leads (measured through website analytics)
In this section, you will list specific timelines for each tactic and overall goal. This will help to ensure that your plan stays on track and that you are able to measure progress over time.
Tactics:
Social media campaigns: 3 months
Influencer partnerships: 6 months
Tactics
SEO optimization: 1 month
Paid search campaigns: 3 months
Tactics
Targeted email campaign: 1 month
Webinar series: 3 months