What is communications planning?

In order to explain, let's take a step back.

Faced with any business challenge, it is possible that some form of marketing will provide part of the solution. There are, these days, so many ways of reaching your audience. You are probably aware that some advertisers seem to communicate in lots of different, sometimes unexpected but, consistent and relevant ways.

So, you brief some specialists. This process takes time and money. The recommendations you receive are, of course, prejudiced by discipline and lack coherence. There should be an earlier step in the process. This is communications planning.

Communications planning starts with a clear understanding of the consumer, what motivates them, how to engage them and change their behaviour.

There are no pre-conceptions of the channels that will best achieve the objectives as we do not carry the overhead for implementation.

Communications planning provides a unifying strategy against which all marketing investments are focused. The whole is always greater than the sum of parts, a great deal of time is saved and clients only pay for the implementation disciplines that are relevant.