Communications Strategy TempIate

Communications, Marketing, Activity or Campaign focus/OveraII

Objective

n one or two paragraphs outline the primary reason/s and desired outcome/s
for wanting or needing to undertake the planned communications action,
overall activity or campaign.

ackground/SituationaI AnaIysis

n one or two paragraphs summarize the current situation in relation to the
proposed marketing activity or campaign.

E.g.
O Market position
O Challenges or factors to consider in this strategy
O Relevant market research
O Relevant regional policy or economic indictors
O External levers positive and/or negative

CriticaI Path and OrganizationaI Considerations

communications strategy, activity or campaign should reflect and help to
achieve the business strategy of an organization. Outline, if any, internal,
procedural or structural issues that may need to be addressed in order to
successfully achieve the desired objectives.

E.g.
O a change in corporate culture to embrace a desired outcome
O revised internal communications procedures to facilitate a specific
project
O T systems need to be upgraded to roll out a specific tool
O stakeholder buy-in needs to be secured before a project can go ahead

Key target audiences, key messages per target audience and tooIs to
reach them

n determining the right target audiences and publics to communicate with, it
is important to ask some key questions: who will best help you to achieve your
goals and what do you know about the best ways to reach them? For each
target audience identified it is also important to analyze: current behavior;
their level of issue awareness; how they would like to receive information;
and, potential motivations or barriers to hearing, believing and accepting the
information. The more refined the target audience description, the more
precise and effective communication is likely to be.

Key stakeholder/target audience:

Level of issue awareness:

Potential motivations or barriers to hearing, believing and accepting the
information:

Key message/s:

Communications tools:


Strategy and tactics

Matching target audiences with the overall strategy and tactics pulls together
the marketing/activity/campaign strategy.

Objective:

Tactics:

Target Publics Involved:

Monitoring and EvaIuation: Success Indicators

n any campaign or communications strategy it's important to include
benchmarks against which success will be evaluated. n this process it is
usually most effective to focus on the outcomes that really matter to the
activity/marketing/campaign objectives. These can generally be divided into
two key categories: results related to activities to reach objectives and
changes brought about as a result of achieving the objectives.