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Crafting A Marketing Communications Strategy

Marketing comm plan

A company’s approach to their marketing communications strategy can vary slightly from business to business, but the basics remain pretty constant. But what exactly is meant by marketing communications strategy?

To market your products, it defines the entire activity range of what you’ll do. That includes everything from PR (media relations) to paid marketing. There are three guiding principles to any IMC (integrated marketing communications) strategy. They are as follows:

  • Budget alignment
  • Customer alignment
  • Brand alignment

Any large company’s marketing plan, on multiple channels simultaneously, will have several campaigns going. These channels, in combination, are your marketing communications strategies marketing mix. These can include the following:

  • Radio
  • Print
  • TV advertising
  • Social media
  • PPC

However, usually sticking to a couple of marketing channels, smaller businesses reach their target customers somewhat differently. After all, they don’t want to dilute their focus or their budget.

Integrated Marketing Communications Strategy Creation

Create a biannual or annual integrated marketing communications strategy with the above-stated in mind. The following are key steps…

You must have a complete understanding of your target audience:

  • What customer needs are common among all your clientele?
  • Why are they buying particular services or products?

Your USP (unique selling proposition) must be sustained to be defined:

  • Over a competing company, why will the consumer choose you?
  • Compared to your competition, where do you fall short?

Your marketing communications mix must be determined. Included in the mix can be the following:

  • Annual sales promotions
  • Content marketing
  • Sponsorships
  • Events
  • Personal selling
  • Direct marketing
  • Advertising off-line (TV, billboards, printed media)
  • Online advertising (Facebook, AdWords, etc.)

Branding elements must be defined, as well. You should have a consistent feel and look across all your off-line and online marketing materials including the following:

  • Business cards
  • Advertising campaigns
  • Campaigns involving direct marketing
  • Sales collateral
  • Social platforms
  • Apps
  • Your website, and so on

Success metrics must be identified. For all communication channels, you need the right set of success metrics. Here are some metrics examples:

  • The number of sales or leads that are public relations attributed
  • Website visits as a result of shares on social media
  • Number of acquired back links
  • From each article, number of sign-ups or website visits
  • Number of mentions on different blogs or outlets

Now It’s Time For Implementation!

Once the marketing communication process has been planned, it’s time to do the following:

  • Take your marketing strategies and execute them
  • Analyze your success
  • As necessary, modify your approach

A PR Company That Understands the Strategy Involved in Communications

Unfortunately, in the world today, too many public relations companies just aren’t in touch with reality anymore. Eventually, that’s going to end up mattering greatly! At JoTo PR, we deliver results because we consider any and all of today’s needs. We’ve got our finger on the pulse of the PR industry. With us, you simply get good, groundbreaking, honest PR – no smoke and mirrors.

Go with the anti-PR specialists! In the best possible light, tell your story and influence public opinion. To find out how we can be of the most assistance to your company and you, yourself, contact us today.


Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.