How do you build a communication plan?

Has your manager asked you to develop and implement an effective communications strategy for your company? Don't hesitate, you need a well-crafted communication plan. But where do you start? Here's how, in 7 key steps, with digital communications expert Françoise Landuré.

A communications plan is an essential tool for any company wishing to communicate effectively, both internally and externally. On the one hand, it sets out a strategy that takes into account both the challenges facing the company and the expectations of its target audiences. Secondly, it provides an operational framework for implementing a series of coherent actions.

In general, a communication plan describes the strategy and all the actions for one year. It can be broken down into different action plans. It is also possible to draw up a communication plan for a specific project. For example, a product launch, a name change or a major event.
Its form varies, from a written document to a detailed table.

Above all, it is a practical tool for those responsible for implementing it. Ideally, however, it should also be comprehensible to all those who will need to read it (decision-makers, communications teams, successors to the current communications manager, etc.).

There are seven essential stages in drawing up a communication plan.

1. Analysing the situation
2. Define your objectives
3. Identify your target audience
4. Developing your message
5. Choosing your communication channels
6. Plan, budget and manage actions
7. Analysing results

1ʳᵉ step: analyse the situation

It's impossible to build a relevant communications plan without a clear vision of your company and your market. What is your situation? What about your competitors? What has changed in the last year? What are the trends? What are the expectations and concerns of your audience?
Rely on tangible data: studies, polls, surveys, information from your CRM, consumer opinions, conversations on social networks, etc.

SWOT, an effective tool

Le SWOT is an illuminating diagnostic tool. This acronym stands for "strengths, weaknesses, opportunities and threats". It involves taking stock of your company's inherent strengths and weaknesses, as well as the opportunities and threats arising from your environment (the emergence of new needs, new legislation, competitors on the cutting edge of social networking, etc.). This is an excellent starting point for setting your strategy.

Taking stock

The situational analysis also involves taking stock of the previous communication plan. What actions were taken? What were the successes and failures, and what lessons have you learned from them? Does your company's image match the one you wanted to achieve? Is your e-reputation satisfactory? Review the objectives that had been set, check whether or not they have been achieved and consider areas for improvement.

This approach does take time, but it increases your chances of devising a relevant strategy.

2ᵉ step: define your objectives

A good communications plan starts with good objectives. Ask yourself what you want your actions to achieve: raising brand awareness, boosting sales, winning new market share, getting closer to your audience, raising awareness of a cause or changing behaviour.

Then translate these strategic objectives into operational objectives.

Example

La SMART method is a popular way of setting operational objectives. This acronym stands for "Specific, Measurable, Achievable, Realistic and Time-bound". It involves setting objectives based on a prior analysis, which can be verified as being achieved quantitatively or qualitatively, taking into account the context and available resources, and by a specific deadline.

For example, a SMART objective might be to increase visits to your website by 20 % in one year.

3ᵉ step: identify your target audience

A communication plan is effective if it is perfectly targeted.

Addressing everyone means addressing no one.

Once you've identified your targets, make sure you know them well. The more you know about them, the more relevant your actions and messages will be.

The persona is a tried and tested tool for identifying your audience. It is a typical portrait, taking into account the common characteristics of a target category: age, gender, level of education, location, profession, family situation, character traits, etc.

Personas can be defined for all types of audience, from buyers and suppliers to potential recruits and journalists.

Example

You are the owner of a top-of-the-range gîte, between the sea and the mountains, with a relaxation area and quality meals based on organic and local produce. You want to attract a clientele with high purchasing power and preserve the calm of the location.

Your buyer persona could be :

Nadia and Marc, 35-50 years old, couple without children, urban, executives with comfortable incomes. Higher level of education. Active, enjoy nature outings. Committed to a healthy, balanced lifestyle. Sensitive to the environment and healthy, organic food. Looking for a peaceful place, away from the hustle and bustle, where they can relax and switch off.

4ᵉ step: developing your message

Your message is the essence of your brand. It plays a crucial role in the success of your business. It must be unique and true to your identity. It is the hard core on which all your internal and external communications are based.

Your brand signature expresses your message in a concise, catchy way.

If we take the example of your top-of-the-range gîte, your tagline could be: "Experience natural elegance and serenity" or "Tranquil luxury between sea and mountains".

How do you build your message?

In a few sentences, express who you are, who you are addressing, what your promise is, how you justify that promise and, finally, what the tone of your communication will be. You will then adapt it to your targets and the communication channels you choose.

5ᵉ step: choosing your communication channels

The communication channel is the route used to get your message across to your target audience. A distinction is made between "media" channels (Internet, press, radio, television, etc.) and "non-media" channels (street marketing, sponsorship, patronage, events, social networks, etc.). When choosing which channels to use, ask yourself which ones your audience uses and for what purposes. Today's consumers use a wide variety of channels to follow companies.

The trend is towards omnichannel, i.e. the creation of a consistent customer experience across different channels.

Step 6: Plan, budget and manage actions

The communication schedule lists all the actions to be carried out, the people involved and the resources over a fairly long period, a quarter for example. It enables a realistic timetable to be drawn up, ensuring that communication actions are consistent with each other and with the company's other imperatives.

Each action is of course budgeted as precisely as possible, according to the objectives set and the resources available.

Actions are managed on a daily basis but also analysed and adjusted at regular intervals. In addition to the traditional Excel spreadsheet, there are now a number of planning and project management tools such as monday.com, Trello and Asana, which are ideal for managing a communications plan.

7ᵉ step: analysing the results

Of course, it is essential to evaluate the actions taken. To do this, set performance indicators (KPIs) linked to each objective. Are you organising an online event to raise your profile? You'll certainly want to track the number of participants in the event, the number of interactions on social networks, the number of new subscribers and the number of mentions of your brand.

Keep a constant eye on your indicators and draw up a final report. You will then have all the information you need for your future communication plan.

As you can see, the communication plan is the ideal tool for building and managing a clear strategy, reaching your target audiences at the right time with the right messages, while optimising your budget. It's also an excellent way of analysing, improving and adding value to your communications activities.