INTEGRATED MARKETING

COMMUNICATIONS PLAN

Communications plans are similar to business plans, but not identical to them. The difference between the two plans lies in the type of discipline you use to execute your plan. You can build a classic communications strategy plan based on the roadmap below. Using Smartsheet templates, you can vary the amount of detail you apply to your plan, depending on the scope and time frame of your project.

PROJECT NAME
CONTACT INFO
NAME	PHONE	EMAIL
MAILING ADDRESS
AUTHOR	DATE

EXECUTIVE SUMMARY

A concise summary of the full plan, highlighting the key strengths and weaknesses, the major goals, and the primary techniques to employ

SITUATION ANALYSIS

RESEARCH
Competitor Analysis
SWOT Analysis
INTERNAL FACTORS
STRENGTHS +	WEAKNESSES –
EXTERNAL FACTORS
OPPORTUNITIES +	THREATS –
SWOT Analysis Summary
IDENTIFY SMART (Specific, Measurable, Achievable, Realistic, and Timely) OBJECTIVES & METRICS

TARGET AUDIENCE

Describe the target audience that you want to influence with your campaign.

BRAND POSITIONING

How do you want to be perceived by customers?

UNIQUE SELLING PROPOSITION

What USP are you offering to customers that your competition is not?

CREATIVE STRATEGY

Build your campaign theme and approach based on your USP.

TOOLS & TACTICS

What do you have to do to achieve objectives, and what tools are appropriate to reach your target audience?
COMMUNICATIONS CHANNELS
Each audience will likely have several appropriate communications channels that require a plan and budget: web/online media presence, press/PR, direct marketing, and paid advertising on print and/or broadcast media.

BUDGETS

You should create a separate budget for each tactical project that supports the plan.

PROJECT PLAN & SCHEDULES

Create a milestone chart that displays all your tactics, and include a list of who needs to complete which tasks by when, so you can measure your progress toward your ultimate goals.
TASK OWNER	DATE DUE	TASK DESCRIPTION

EVALUATE

Based on your incremental metrics, evaluate how successful you were in meeting objectives.

DISCLAIMER Any articles, templates, or information provided by Smartsheet on the website are for reference only. While we strive to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the website or the information, articles, templates, or related graphics contained on the website. Any reliance you place on such information is therefore strictly at your own risk.