Marketing Communication Plan

17 November 2010

The purpose of the marketing communication plan is to sell the deliverable and the company to the public in the best possible way. The reason both are important is plain to see. The deliverable must be presented in a way that will improve the life of the consumer that is making the purchase. The company’s public image is important because without a certain amount of trust from the public in the company, they will shy away and purchase the competitor’s product.

The part of the marketing communication plan that focuses on the business and its reputation should be a consistent message. This same message should be a part of every advertising and marketing campaign put forth by the business. Just stating you have a quality product is not enough, like what Ford found out. You must also prove you have quality.

The other part of the marketing communication plan is the advertising of the specific deliverable that is about to be produced. This campaign must be focused at the target audience. The target and secondary audiences can be located in the feasibility study that was conducted before the project planning commenced.

A few ideas for the marketing communication plan can also be taken from the project charter. This is where the scope and the goals of the project are documented. Since both the feasibility study and the project charter have already been approved by the stakeholders, what is found there can be trusted on for being factual in nature.

Those responsible for implementing the marketing communication plan are usually the sales force. Since the age of the computer and the internet, there should also be a cyber department within the company. This way, the website will also be a part of the advertising campaign, along with the company blog.

Evidently, the marketing communication plan is more than just the development of a few fliers like years gone past. Today, this is a complex mechanism that is intended to reach out and inform the target audience, no matter who they are or where they are located.