Our client is a renowned scientific research institution who recently contacted our agency to help them plan communication actions aimed at increasing their visibility and notoriety. To this end, we produced a communications plan.
We leveraged our combined expertise in the following areas:
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:
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.
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.
We are currently working on the implementation of these actions, which include the regular writing of "storytelling" articles to feed a website, the setting up of networking activities with presentations of current projects, and the creation of online promotional tools to raise the profile of the institution. Although we don't yet have any indicators to provide, as implementation is ongoing, we're confident that these actions will help our client achieve its long-term communications objectives!
To view the template of our communication plan.
For more information, contact us.