Presentation: Writing a Marketing & Communications Plan

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It’s the word that makes you cringe … 

It’s the plan you didn’t have time to write … 

It’s the attachment you “forgot” to upload to the University Relations Project Intake Form …

It’s STRATEGY and it’s coming to a communications office near you. *whispers* ... and it’s not as scary as you think. Really. 

Isn’t strategy just another buzzword? 

Did the “buzzword” jump the shark?

• Renewed emphasis on healthcare, education and prosperity
• More competition for limited resources
• Proactive approaches, because, well, you’re not Olivia Pope.

A good strategy can be the hero. Heroes are:

• Accountable 
• Determined 
• Focused 

But standing in the way of every hero is a villain. 

What “villains” keep you from strategizing? 

A good plot is essential to a good story. 

Set your goals early. Set goals that are:

• Attainable
• Short and long term 
• Realistic 
• Measurable

Establish priorities.

• Primary 
• Secondary

Know your lead characters vs. supporting characters.

Know your audiences. 

• Identify and then tailor your message(s) to each group. 

It’s the pivotal moment where the story really starts to take shape.

• Strategy: What we will accomplish 
• Measurement: How we know we’ve accomplished it. 
• Tactics: The specific tools and channels we will use to accomplish it. 
• Timelines
• A launch date for each tactic
• Allowing a minimum of six weeks when working with an outside vendor
• Don’t forget to factor in editing, approval, and production times