The strategy section is usually where people start. Resist the urge! Start with the first four steps: Identifying your vision, goals and objectives and ‘greatest accomplishment,’ your target audience and main channels. If you don’t go through those steps first, you could waste a lot of time developing a beautiful strategy that misses the mark. After all, there is no sense in engaging in a high-level strategy like social media, if you’re trying to reach someone who doesn’t use it. (Yes, those people actually exist.) Or, if they use social media, it isn’t where they go to buy insert whatever you sell here.
Common strategies include:
- conducting media relations
- engaging in community relations
- launching a new community (online or in person)
- holding events
- attending or producing trade shows
- launching a new “theme” for your company or industry or re-branding
- creating your own channels (i.e. launching a magazine)
- engaging or launching social awareness, philanthropic and corporate social responsibility programs
- engaging in customer recognition
- creating an awards program
Hopefully, this short list got you thinking what is possible. Next up? Tactics.
The whole communications plan template can be found here.