Reboot Strategy: Create your MarCom Plan 

03/03/2021By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, Scandinavian Communications, Strategic Communications


By Christina Rytter, Founder & Trusted Communications Advisor

A Marketing Communications Plan (or MarCom plan) is your bridge between Strategy and Execution. The MarCom Plan gives an overview of how you communicate your message through specific communications and marketing activities to create awareness and desired behaviour/action in your key target groups. You can have the best strategy and positioning in the world, but if you don’t effectively communicate it to your target customers your business will fail regardless.

SO what makes a strong marketing communications plan? It’s actually pretty simple. There are really four key ingredients in my perspective, that you need to put in the matrix: 

Step: Indicate which step of your strategy the activities support. 

Objective: What are the activity objectives and how do we measure the result (KPI)? 

Activity: What type of activity? 

Timing: When do we execute the activity? 

Remember to be reasonably broad in order to be effective. Relying solely on a single communication vehicle is not likely to produce good results. However, it is very important to always stay focused on communication channels that reach your ideal targeted customer and other key target groups and influencers you find important.

Your MarCom plan should always be developed in the context of a strong marketing and communications strategy – in synch with the overall business strategy.

Need help to Reboot your Strategy and reset your MarCom Goals & KPIs? Don’t hesitate to contact us. We are here to help! 😊

Read more Tips to Reboot your Strategy:

Tip 1: Rediscover your purpose

Tip 2: Evaluate your target group 

Tip 3: Adapt your Key Messaging

Tip 4: Tweak your MarCom Channels

Tip 5: Reboot MarCom Goals & KPIs

Learn more about Strategic Communications