Want to design an effective communications strategy? Follow these 7 key steps to build a clear, structured communication plan.
1. Analyse the situation
Analyse your situation and that of your competitors: developments, trends, audience expectations.
Use concrete data (surveys, CRM, customer reviews, etc.).
Use a SWOT analysis.
Take stock of your previous communication plan.
2. Define your objectives
Do you want to: increase brand awareness, boost sales, win market share...?
Translate these strategic objectives into operational objectives, using the SMART method.
3. Identify the target audience
Once you've identified your targets, make sure you get to know them well by using the persona tool, which helps you to better understand their needs and expectations.
4. Drawing up the message
Create a clear message that is consistent with your identity: specify who you are, your target audience, your promise, the reasons behind it and the tone of your communication.
5. Choosing communication channels
What channels do your audiences use and for what purposes?
Media channels: Internet, press, radio, television, etc.
Non-media channels: street marketing, sponsorship, events, social networks, etc.
6. Plan, budget and manage actions
Plan your actions in detail: identify the tasks, those responsible and the resources required.
Draw up a precise budget.
Track and adjust actions regularly using tools such as Trello or Asana.
7. Analysing the results
Set KPIs for each objective.
Constantly monitor your indicators and draw up a final report.
