- Consult the marketing plan. As an expert in communications, you should be talking to the Marketing Manager to make sure you fully understand who you need to communicate with (clients, customers, funders) and what you are expected to achieve.
- Set targets in a time frame.
- Carry out an inventory of your resources, both human and physical. Human resources could be a press officer, a digital marketer, an advertising agency etc. Physical resources would be a website, social media, print media, email list etc.
- Allocate the resources, single or mixed, that will best deliver each target.
- If you have been given a budget, allocate it to the resources that will achieve the best return. Otherwise, work out the budget you will need and negotiate your final spending allowance with the management.
- Create the stories in images and words that are appropriate for each medium. I’ve said it before but I can’t stress enough that it is never the case that one piece of copy fits all: an email will be personal while a press release will be quite neutral; a tweet will be snappy while flier copy will go into detail. On the other hand, the ‘voice’ and branding should be consistent.
- Test and monitor, adapting as you go.
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