A great resource to help get you started when planning a framework for integrated marketing communications.

1. General Integrated Marketing Communication Planning Framework
1) SITUATION ANALYSIS (everything must tie back to the mission)
a) Mission Statement
b) What is the problem (opportunity)?
Once you can clearly label (name) something, it’s easier to conquer/achieve
i.e. H. Potter
c) General:
§ History
§ Background
§ Environment
§ SWOT (strengths, weaknesses, opportunities, threats)
§ Force field analysis (enabling and restraining forces)
§ Existing survey results, database + capabilities, and other pertinent
information including benefits, competition, issues, existing
marketing communication activities, standing communication
vehicles, etc.
d) Research:
§ Secondary (looked up) or primary (gathered yourself) information
you’ve collected in relation to your problem/organization
i.e. Focus Group data (primary), Census Data (secondary)
Before you can measure change, you have to know your starting
point.
2) GOAL
a) Few, broad, what you want to ultimately achieve.
3) TARGET AUDIENCES/PUBLICS
a) Consider: Who needs to know or understand? Who needs to be involved?
Whose advice or support do we need? Who will be affected?
b) Lifestyle? Demographics? etc. Paint as clear a picture of your target(s) as
possible.
4) OBJECTIVES for each audience/public (WHAT?)
a) SMART: specific, measurable, attainable, realistic, timed i.e. long term?
(six months? a year? more?) Short term? (months)

2. b) Measuring: Outputs? Outcomes?
c) What awareness, attitude, or action do you desire?
5) STRATEGIES (HOW?)
a) May have several strategies for each objective.
b) How are you going to approach the challenge in order to work toward your
objectives?
§ Paint in broad strokes: PR (news/borrowed interest), Advertising
(purchased), etc.
§ Perhaps consider channels of communication (methods of delivery)
here – ex. Internet, Word of Mouth
c) Message development:
Positioning/Branding:
§ What does your Brand represent? Who are you? What do you stand
for? What do promise? What do you deliver? What makes people
interested/involved?
§ How do you want people to feel about the organization and its
services?
§ What makes you unique? What’s your USP (unique selling
proposition)? Ex. MM’s melt in your mouth, not in your hands.
Platform:
§ How can you communicate value?
§ What will key messages/theme be?
§ Benefits=What you actually get
§ Appeals = How you’ll emotionally tie your brand to your target
6) TACTICS/ACTIVITIES
a) Specific details about how you’ll carry out your strategies. i.e. Media plan,
publicity schedule, event plan, etc.
7) MATERIALS/BUDGET
a) What you’ll need to purchase or produce.
b) How much it costs.

3. 8) TIMETABLE/TASK LIST
a) Specifically: Who does what, when?
b) Work backward from deadline, or forward from start date.
§ It’s a good idea to use a Gantt chart or MS Project software
9) MEASUREMENT/EVALUATION
a) Cycles back to objectives: How you will determine success?
§ Observation? Opinion? Formal evaluation methods?
b) Be sure to identify “keys to success” – make or break factors that need
special attention