An integrated communications marketing plan makes all aspects of an organisation’s communications work together. Small to medium businesses should start using a plan as a way of building their business.

A simple plan will cost you nothing above what you pay now but leverages your existing activities. Once the plan is developed you need to start assessing how much you should spend at the next step.

Here are the key steps in making a plan:

1. Develop a business plan

You first need a business plan to provide the foundation for your communications. You need to define your business and what it sells before you can start telling everyone about it.

2. Set objectives

Objectives should be SMART (Specific, Measurable, Achievable, Realistic, Time-bound).

3. Determine your stakeholders

The stakeholders are persons or organisations that have a legitimate interest in your organisation. All stakeholder groups need to be considered.

4. Review existing communications

This involves reviewing everything you do that interacts with people, your stakeholders. In a large organisation this is a communications audit. Have a look at the list of possible communications tools.

5. Assess your branding/image/identity

Is your businesses image and branding truly reflecting what you do and how you do it? Are you portraying yourself properly? If not improve it, now!

6. Key messages

Develop some key messages and slogans. Develop the facts or ideas that you want to convey.

7. Budget

Once you have a basic plan you need to start looking at your marketing budget for the future.

For assistance in developing an integrated communications marketing plan contact Madrigal Communications.