Marketing Communications Plan Template Instructions Use this guide and template to lay out your marketing communications plan for the period. Each section includes instructions to guide you through the planning process and details each aspect of the campaign. This guide walks you through every step of marketing communications planning, development and execution. Enter your responses in the provides sections. If you require more space for a response, simply drag the lower right corner of the box to enlarge it. To save a copy of your plan, select PRINT from your browser's file menu. Part I. Marketing Communications (Marcom) Plan In Section 1, enter overall plan information and marketing strategies which the communications plan supports. In Section 2, enter the key messages including the overall value proposition, general corporate messages and any specific product and service messages. In Section 3, you develop and layout your communications plan framework, including identifying the target audiences, key decision criteria, the perceptions the audiences have of the company that the communications plan must consider, the pains or business problems that the product or service will address, the main messages and themes by target audience segment, the communications strategies, and metrics. For each section of the framework, you need to identify plans for the acquisition, retention and if necessary the reactivation phases for each group: the buyers, influencers and the channels. The channels refers to the communications / media / marketing / sales channels. If you have multiple message stages for each group, in each phase, then list them in order that they occur in that section. In Section 4, enter the marketing communications coverage checklist for each industry or consumer segment that you will be communicating with. List the segments, then in the Elements section check the element that will be used to communicate with that segment. The segment numbers are the top of the elements chart are taken from the above code that you assigned to the segment. There are spaces for 8 segments. In Section 5, enter planned campaigns, tactics and programs that will be used for each target audience/segment. Include the message/offers, the objectives, the media/channels used, the target subsegment, the dates the activity will occur and the overall budget. In Section 6, breakdown the marketing communications budget by general promotional category and the projected leads/sales from that category. In Section 7, layout the specific action plans that are necessary to implement and execute the plan. Part II. Messages Calendar In the messages calendar check each month in which the message or solutions offering will be promoted.