Marketing Communication Plan [Template]

[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:

1. Goals/Objectives

2. SWOT

3. Channels/Tactics

4. Roles

5. Evaluation (KPIs)

6. Timelines

1. Goals/Objectives

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.

Goal 1: Increase brand awareness by 20% among target audience within the next 6 months through social media campaigns and influencer partnerships.

Goal 2: Drive website traffic by 30% within the next quarter by optimizing SEO on key pages and running paid search campaigns.

Goal 3: Generate 50 new leads per month by the end of the quarter through a targeted email campaign and webinar series.

2. SWOT

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.

3. Channels/Tactics

In 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.

Email: Use targeted email campaigns to reach potential customers and promote new products or services.

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:

TASK 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.

• Phase 2: <Name>

Here is a placeholder Scribe that you can replace with your own workflow.

TASK 2: <Name>

Write a brief overview here.

• Phase 1: <Name>

2. Paid search: Use paid search advertising to increase visibility for key product or service pages on the company website.

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.

You can also add links or videos as relevant, like this one.

3. Display ad: Use display advertising to increase brand awareness and drive website traffic from key online publications.

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.

• Phase 2: <Name>

Here is a placeholder Scribe that you can replace with your own workflow.

4. Social media: Use social media platforms to engage with target audiences, share content, and promote products or services.

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.

• Phase 2: <Name>

Here is a placeholder Scribe that you can replace with your own workflow.

5. Content marketing: Use a variety of content formats (e.g. blog posts, infographics, videos) to educate and engage target audiences.

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.

6. Events & Webinar: Host events and webinars to connect with customers and generate leads.

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.

7. Etc: Depending on the company's strategy, other channels and tactics might be included, such as SMS, Direct mail, Influencer marketing, Referral program, etc.

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.

4. Roles

In 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.

5. Evaluation (KPIs):

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)

6. Timelines:

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.

Goal 1: Increase brand awareness by 20% within the next 6 months.

• Tactics:

  • Social media campaigns: 3 months

  • Influencer partnerships: 6 months

Goal 2: Drive website traffic by 30% within the next quarter

• Tactics

  • SEO optimization: 1 month

  • Paid search campaigns: 3 months

Goal 3: Generate 50 new leads per month by the end of the quarter.

• Tactics

  • Targeted email campaign: 1 month

  • Webinar series: 3 months