Project: Marketing Plan – Part 4: Integrated Marketing Communications Strategy
Identify the Target Audience
Before you create a strategic communication plan, you need to understand the target audience.
Use the target market information from the marketing strategy
Set the Communications Objectives
Use two or more of the marketing objectives found on page 587 of Marketing Management
Write the objectives to align with the strategic marketing goals.
Design the Communications
Your marketing communications should include: message strategy, creative strategy, and a message source.
Message strategy: What will you say? How will these messages create points-of-difference and/or points-of-parity?
Creative Strategy: How will you say it? Will you use informational or transformational appeals?
Message Source: Who should say it? Your sources should be rated using the following criteria: expertise, trustworthiness, and likability.
Select the Communication Channels
Will you use personal or nonpersonal communication channels?
Describe the channels for each marketing communication.
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