MPL c3

Strategic communication is

the purposeful use of communication by an organization to fulfill its mission.

It integrates various forms of communications such as public relations, marketing, advertising, and online communication, tailored

to promote a coherent corporate identity and support long-term strategic goals.

COMMUNICATION PLAN

là quá trình bao gồm:

việc sử dụng có mục đích, để hoàn thành sứ mệnh

tích hợp nhiều hình thức khác nhau

—> thúc đẩy mục tiêu dài hạn

Communication Plan

The key difference is the approach they take to solving marketing problem. (áp dụng để giải quyết vấn đề tiếp thị.)

In a brand’s strategic communication plan, advertising can be one solution.

Media Plan

In a media plan, advertising is THE solution.

Therefore, a paid media plan is necessary to convey the advertising message to the appropriate target market.

KEY DEVELOPMENT INFLUENCES:

Advertising Objectives

Overall Advertising Strategy

Creative Messaging

Execution

FIVE PRINCIPLE AREAS

Markets

Medium

Messages

Money

Measurement

Markets-

Whom are we trying to reach? ( công chúng mục tiêu, giới tính, độ tuổi, mối quan tâm, sở thích, sử dụng công nghệ,…)

Medium

- How do we reach them?

(TV, báo in, mạng xã hội, Google, YouTube, KOLs, email...)

Messages

- What do we say and how?

Nội dung thông điệp, giọng điệu (tone), cách kể chuyện (storytelling), định dạng (video, ảnh, bài viết…)

Money

- How much do we spend?

Phân bổ chi phí cho từng kênh, từng giai đoạn, tối ưu hiệu quả ROI

Measurement

- How well are we doing?

Đo lường hiệu quả: lượt xem, tương tác, chuyển đổi, doanh số, độ phủ thương hiệu…

PLAN COMPONENTS

1. Executive Summary

2. Situation Analysis

3. Marketing Objectives/Strategies

4. Role of Communication kênh truyền thông

5. Communication Objectives

6. Communication Strategies

7. Communication Tactics

8. Communication Budget

9. Communication Flowchart

10. Testing & Evaluation

Marketing Objectives & Strategies

LINKED TO

Communication Objectives & Strategies

MARKETING OBJECTIVES & STRATEGIES

Business Aspects (Sales, Number of Customers, etc.) khia canh kinh doanh

Brand Aspects (Quality, Value, etc.) khia canh thuong hieu

Schematic of plan in ONE page Weekly schedule by:

Vehicle

Dollars

Impressions

Reach/Frequency