Integrated

Marketing Communications

Strategy Planning

Why Strategy Planning?

To ensure the communications campaign fulfils

its assigned role in the marketing strategy
To establish the creative directions and
media approaches
To provide the metrics for evaluation
To serve as the basis for the next planning
cycle

Strategy Planning Process

Where are
we?

Are we getting
there?

Implementati
on

How do we get
there?

Why are we
there?

Where could we
be?

1 Situation Analysis

Brand history
Brand audit
Customer profile
Competition audit

SITUATION ANALYSIS
Brand History

Product category, technology

Recent / current advertising, budgets
Marketing opportunities, problems
Relevant environmental analysis PLEST
Marketing data volumes, shares,
growth

SITUATION ANALYSIS
Brand audit

SWOT analysis
Consumer acceptance, satisfaction,
problems
Recent changes: new markets, users, uses
Consumer perceptions: brand personality
Price/value relationship
Distribution: availability; service back-up
Trade satisfaction: margins, relationships
Packaging: is it contemporary? Shelf
appeal?
Is the brand well known? Respected?

SITUATION ANALYSIS
Customer profile

Demographics
Psychographics
Behavioural

SITUATION ANALYSIS
Competition audit

Competition: direct / indirect

Competitive marketing strategies,
communications programmes
Comparison: packaging, pricing,
distribution, trade & consumer
acceptance

2 MARKETING OBJECTIVES
& STRATEGY

From marketing plan document

Marketing objectives
Target consumer segments
Marketing strategy: marketing
mix elements, roles

3 COMMUNICATIONS TASKS

The key fact: why is the campaign needed

Problems / opportunities faced by the
brand
Communications objectives (SMART)
Key response sought
Positioning to be achieved
Behavioural response sought

4 CREATIVE STRATEGY
What is to be said, and how
Brand: in reality / as perceived
Prospects: profile an individual, bring to life
Competitive customer benefit, positioning,

supporting data
Tone & mood
Desired customer response, actions sought

5 MEDIA (1/2)
Media objectives
Target definition: demographics,

psychographics (link to editorial

ambience)
Reach, OTS, Frequency
Budget available
Creative imperatives

MEDIA (2/2)
Media strategy
Channels & vehicles
Schedule, release

pattern
Geographical areas
Evaluation of plan
Costs

6 OTHER ACTIVITIES

Sales Promotions: purpose, techniques,

duration
Marketing Public Relations & Publicity
Interactive & Social Media activities
Events, Experiences and Exhibitions
Point-of-purchase, Merchandising, Activation
Direct Marketing

7 EVALUATION PLAN

When?
In which markets?
Budgets?
What action thereafter?