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Writing a marketing and communications plan requires you to put into practice the knowledge and skills in marketing and communications planning and management you will develop during this Module. It will therefore assess your ability to translate theory and evidence into a meaningful marketing and communications strategy and plan.
You will be required to select a Brand and use the tools learnt on the Module to develop a three-year marketing and communications strategy and plan. The requirement is:
Your Marketing and Communications Plan in due in loaded onto Turnitin at 13.00 on 24th of May, 2021.
Format for a Marketing and Communications Plan
The format for a Marketing and Communications Plan is as follows:
Cover Page
This will show your Name, Regnum Number, Title of your Marketing and Communications Plan, Date of Submission.
Table of Contents
This will show the Sections of your Plan, the Section numbers and Page Numbers.
Introduction
This will detail the reason for the Marketing and Communications plan, focusing on the current business strategy of the Brand or Company you have selected and the rivalry and the trends in the market.
It will also confirm the content of the document, which will include any of the
following:
The Marketing and Communications Plan will be the ‘Roadmap’ to follow to deliver growth.
Executive summary
Completed last, but published up front, this section of the Marketing and Communications Strategy and Plan summarizes the other sections of the document, confirming the positioning for the business or the Brand and the growth for the next three years.
Mission statement
A mission statement is a short statement of why an organization exists, the overall goal of its operations, the type of product or service it provides, the primary customers or market, and the geographical region of operation (see the company or Brand’s websites).
Company or Brand Values
Company Values are the guide on how the company should run and they are normally integrated in the Company’s Mission Statement. These Values assist employees to achieve their goals as well as the company’s. They are the essence of the company’s identity and summarises the purpose of their existence.
Company Business Objectives
Corporate objectives are those that relate to the business as a whole. They are usually set by the senior management of a business and they provide the focus for setting more detailed objectives for the main functional activities of the business.
Marketing and Communications objectives and goals
Marketing and Communications objectives are long-term goals for marketing campaigns intended to drive up the value of a Brand over time>
Marketing and Communications objectives cover the following:
These objectives should set out what the business wants to achieve from its marketing activities. These activities need to be consistent with the overall aims and objectives of the business. They also provide an important focus for the marketing team.
Target Customers
This section of the Marketing and Communications Plan describes the consumers and shoppers the business is targeting. It provides details from the market research and customer insight the business has invested in, including:
Unique Selling Proposition
So as to ensure differentiation from competition, the company has to have a strong ‘Unique Selling Proposition’, to distinguish its products, services and Brands from those of competitors.
This is demonstrated by major brands such as Virgin, Apple. Today it is also seen through carefully crafted customer insight, communicating the Brand values, examples of which include:
Pricing and promotions strategy
The pricing and positioning strategy must be aligned to each other and the goals of the marketing and communications plan.
For example, if the company wants their company to be known as the ‘Premier Brand’ in its industry, then they must not have too low a price compared to ‘inferior brands’ or it might dissuade customers from purchasing.
In this section of the plan it is important to provide detailed information of the brand positioning goal the business wants to achieve and how the product/service/brand pricing will support it.
Distribution plan
The distribution plan should be part of the overall Marketing and Communications Plan, detailing how customers will buy your product/service/brand.
This should to detail the volumes and budget per channel and which customers are designated as wholesalers, distributors, preferred suppliers and those that purchase directly from the website.
Promotional offers
It is important to detail in the marketing and communication plan periods when there will be special deals. These are planned to deliver growth, from selling to more customers, driving past customers back to you and your client’s brands, and to increase market share.
The generic list that should be considered includes (some of which may be appropriate, but not applicable for all):
Marketing materials and collateral
This Section of the Plan needs to cover the type of marketing materials to use as collateral, to promote the business to current and prospective customers. Among others, the materials include:
The plan also requires a budget for the changes and improvements that need to be made to these materials over a three-year period.
Promotions strategy
The promotions section of the Marketing and Communications Plan should include all above the line and below the line communications techniques to reach out to both current and potential customers. It should show the priorities to focus on how the techniques will deliver growth within budget.
The generic list that should be considered include:
The new format for Marketing and Communications Plans is to detail a similar plan for digital and online marketing.
Retention strategy
Strategies for growth are not effective unless they include investment in persuading customers to buy or use the company’s product or service more frequently. The Marketing and Communications Plan needs to provide information on the following, which are focused on customer retention:
Online marketing strategy
All companies are adopting new strategies to use online marketing techniques to maximise a cost-effective approach for delivering growth. It is one of the fastest methods of securing new customers, gaining competitive advantage and collecting data, which contributes to understanding customer behavior and customer engagement.
The four components of an online marketing and communications strategy are as follows:
It is important to identify what key words should be used to optimize your clients’ websites.
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