Marketing Communication Plan
Developing a detailed plan outlining the objectives, target audiences, key messages, communication channels, activities, timeline, and budget for marketing communications.
Proficiency Level
Level 1 (Follow)
- Follows an existing marketing communication plan to understand the context and execute assigned communication tasks (e.g., distributing a press release, formatting a newsletter).
- Understands the specific target audience and key message relevant to their assigned task.
- Uses specified templates or formats for communication materials.
Level 2 (Assist)
- Assists in drafting specific sections of a marketing communication plan under guidance (e.g., compiling audience profile data, listing potential communication activities).
- Helps gather information on different communication channel options, costs, or reach.
- Supports the creation of detailed activity schedules or timelines for the plan.
Level 3 (Apply)
- Develops straightforward marketing communication plans for specific, smaller-scale initiatives, products, or events.
- Defines clear communication objectives, identifies target audiences, crafts core messages, and selects appropriate channels and tactics based on the plan framework.
Outlines a realistic timeline and estimates resource needs for the plan.
Level 4 (Ensure)
- Develops comprehensive and integrated marketing communication plans for major product launches, campaigns, or strategic initiatives.
- Ensures clear alignment between communication objectives, target audiences, messaging, channel selection, and overall marketing strategy.
- Defines key metrics for measuring communication effectiveness and manages the budget allocated within the plan.
Level 5 (Strategise)
- Sets the overall strategic direction and framework for all marketing communication planning within the organisation.
- Develops guidelines and best practices for creating effective and consistent communication plans.
- Ensures that the collective impact of various communication plans aligns with and supports the organisation's brand positioning and strategic business objectives.