Communication strategies & planning: Communications planning frameworks (MR, unit 6)

Note strategy (purpose & direction) and planning (articulation of strategic intent) are different.

A cohesive & coordinated plan demands a systematic process ensuring all aspects covered:

1. Context analysis
2. Promotional goals & positioning (corporate, marketing, comms goals)
3. 3p's of promotional strategy (pull, push, profile)
4. Coordinated promotional mix
5. Implementation, control & evaluation

Context analysis in more detail:

• Business context - know the operating conditions (growing. declining), understand comms tactics of competitors
  
• Customer context - purchasing behaviour (existing, lapsed & potential)
  
• Internal context - how responds and reacts with external
  
• External context - PESTEL
  
• Stakeholder context - understand stakeholders