Multichannel plans should always consider the audience that will be receiving and responding to the communication messages.
Writing a multichannel communication plan includes determining, directing and developing business objectives using integrated channels. The goal of writing a communications plan is to get an audience to invest their time, money or efforts in a product or service. Therefore, multichannel plans should always consider the audience that will be receiving and responding to the communication messages. This is different from writing a business plan, which focuses on promoting the business. Multichannel communication plans are similar, but demonstrate how, why and where communication messages will be deployed.
Instructions
Situational Analysis
1. Businesses may miss profitable communication opportunities by not examining possible direct and indirect competitors in a situational analysis.
Conduct and compile research on the ideal customer most likely to use the product or service. Information should include age, income, location, education level, activities and interests. Identify the the needs and interests of the product users.
2. Research the company or product performance. Whether launching, improving or creating awareness for a product, company or service, take note on anything that could affect how buyers and users could perceive the communication. This includes analyzing political, social, cultural, environmental, legal, budget and technology dynamics.
3. Research and list the competitive factors. Note specific similarities, differences and advantages with regard to other providers. Document price, values, benefits and promotions. Your communication and the media you choose will reflect the value you provide. For example, if your product is more expensive than a competitor's, highlight quality, value and benefits in your communication.
Most importantly, competition can be an environmental factor. Any organization that can provide the end product or service is a competitor. For example, a new grocery store chain is categorized as a food retailer, but they can consider restaurants as a competitor because they provide food service to the public. Businesses may miss profitable communication opportunities by not examining possible direct and indirect competitors in a situational analysis.
4. Write down facts about existing communication channels where media is being used. These should include existing online, offline or interactive multichannel communication strategies. Media options to note include magazines, newspapers, video or television, email, social media, direct mailings, telemarketing, online ads or radio.
5. Conduct research on industry trends and multichannel plans using surveys, media publications or earlier samples of communication plans. Look within company records to find old advertisements, surveys or communication plans to use as a building block. Compile a list of local, regional and national media publications that write about your industry. Professional associations may also have data, depending on your specific objectives.
SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats
6. Strengths: Write about the core competencies and capabilities. Consider resources such as finances, technology, employee retention or reputation.
The multichannel communications plan will include a research-supported explanation of the product, which includes price, promotional and distribution strategies. The SWOT analysis could focus on the product attributes or company characteristics. The communications plan can also explore how the target audience will perceive the communication based on their current attitudes, beliefs and environment. Ultimately, the SWOT analysis is driven by the overarching purpose of the plan. If the plan is meant to inform and educate existing customers, the SWOT analysis may focus on customer-centered activities. However, if the plan is being designed to launch a new product or gain new customers, the SWOT analysis may examine company resources, such as financial allocations or the success of previous plans.
7. The SWOT analysis could help identify risks and avoid costly mistakes.
Weaknesses: Note room for improvement in the effectiveness of multichannel communication strategies. Consider the response and retention rates of customers or operational deficiencies. Concentrate on weaknesses in the current communications plan. If no previous plans are available, you can draw ideas from research compiled when doing the situational analysis.
8. Opportunities: Write about new government policies, new technology or changes in consumer lifestyles that open doors for a new multichannel communications approach.
9. Threats: Point out political, environmental or technological obstacles that can impact the organization. Consider how existing communication strategies could fail to address these issues.
Marketing Strategy
10. Write a marketing strategy statement; summarize the description of the target consumer, explain distribution strategies and how customers are expected to react to the product or service after viewing the communication. For example, " This multichannel communications plan will target women over 35 using social media advertisements. Expected outcomes include increasing online traffic by 100 percent, raising awareness among users by 33 percent, and improving quarterly sales by 50 percent."
11. Consumer insight, media selection and integrated promotions build a solid marketing strategy.
Highlight which multichannel communication elements will be used. Consider advertising, direct marketing, public relations, new media and event marketing as the basic building blocks.
12. Explain how these elements will interact with each other to strengthen the communication plan.
Communication Tactics
13. Make a list of prospective media for each element in the communications plan.
14. Advertising Tactics: Explain use online and offline advertising channels. This includes social media, email, commercials, banner ads or other media options.
15. Event Marketing: Write about potential sponsorships, affiliate marketing, Webinars, trade shows and on-site demonstrations.
16. New Media: Explain how the multichannel communications plan will include technology, social networks, websites, podcasts or other newly emerging media channels.
17.Public Relations: Compile a targeted media list of publications, news outlets and journalists who cover the company's industry.
18. Direct Marketing: Include direct response and targeted communication tools. This could be in the form of direct mail, telemarketing or personal selling.
Media Plan
19. Design a creative theme and graphic samples that can be tailored to each tactical element.
20. Media Timing: Explain the timing of the multichannel communications plan. Determine if the media will only be scheduled for prime time, weekends or certain months of the year.
21. Media Location: Note geographic reach in each multichannel outlet; detail media runs with regard to national, state, county, city or zip code limitations.
22. Media Frequency: Detail how often the media will run in each outlet.
Budget
23. Forecasting budgets properly helps plans stay afloat.
Summarize multichannel media tactics explained above in a table. This is needed for a quick reference when justifying the budget.
24. Allocate funds to be used for each specific tactic chosen, such as email, direct mail or sponsorships.
25. Include research on production or employee expenses.
Measurement and Evaluation
26
Restate the goal of the multichannel communications campaign.
27
Establish a set of benchmarks to gauge success. Include return on investment, anticipated sales, traffic and customer response as measurable objectives.
28
Write a survey example to be used after launching the campaign.
Executive Summary
29
Compile the most important elements of the entire multichannel communications plan into 1 or 2 pages.
30
Place the executive summary at the beginning of the plan.
31
Proofread and format the entire plan.
