Communication plan: Define the actions to be taken to increase our customer's visibility.

Analysis of needs and competition

We carried out an in-depth analysis of our customer's initial situation, reviewing internal documents and competitors, and using a SWOT matrix (Strengths, Weaknesses, Opportunities, Threats) to identify opportunities and challenges.

Examples of questions that the communication plan aims to answer:

• is there a strategic plan? what is it designed to do?
• who are the target audiences served by the customer?
• what are the communication objectives?
• what communication actions could realistically flow from the communication objectives?

Defining a strategy adapted to constraints

Defining a strategy involves determining the broad guidelines for achieving communication objectives. It takes into account the results of the needs analysis and the competition, as well as the customer's constraints and resources. A well-defined strategy gives communication a clear direction and optimizes the impact of actions.

Based on our analysis, we proposed a customized communications strategy that met our customer's specific needs and objectives, while taking into account financial, technical and time constraints to ensure the strategy was achievable.

Communications consultancy

We then proposed 16 actions to be undertaken over an 18-month period to implement this strategy. We worked closely with our customer to define SMART (specific, measurable, achievable, realistic, time-bound) objectives for each communication action, taking into account target, message, channel, frequency and cost/timeframe.

Each communication action must contain sufficient information to meet SMART (specific, measurable, achievable, realistic, time-bound) objectives. In operational terms, the following elements were listed with each action.

• OBJECTIVE: The objective of a communication action is the reason why it is carried out. It must be linked to the customer's overall communication objectives.
• TARGET: The target is the specific group or audience we want to reach with our message. This can include people based on their age, gender, profession, interests or place of residence, among others.
• MESSAGE: The message is the content we want to convey to the target audience. It must be clear, coherent and in line with the customer's values and objectives.
• CHANNEL: The channel is the means by which the message is transmitted. These can be traditional channels such as print or television, or digital channels such as social networks or websites.
• FREQUENCY: Frequency indicates how often the message will be delivered to the target audience. This may vary according to the nature of the communication action, but it's important to maintain a consistent frequency to maximize the impact of the message.
• INDICATORS: Indicators are measures of the effectiveness of a communication action. These can be measures such as the number of views on a video or the number of clicks on a link.
• WHO: This element specifies who is responsible for implementing the communication action and overseeing its progress.
• COST: This is the budget allocated to the communication action. It must be realistic and kept up to date throughout implementation.
• SCHEDULE: The schedule defines the period during which the communication action will be implemented and evaluated.