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For the small to medium sized business, we will review your past and present marketing activities and results in conjunction with your business plan, and put together a marketing communications plan for your marketing staff to implement. The Marketing Communications Plan can cover all areas of your marketing activities or just those areas where you feel it's needed. Is your marketing strategy for a new product or a re-launch of an existing product you may have improved upon?
If you are not experienced in writing headlines, or sales copy, then you may consider hiring a professional copywriter. Notice that the benefits are not about what the product has or is made of, but what the product (or service) will do for your customer. When writing your benefits, keep the message short, often times breaking the copy up into what is called scatter copy; small chunks of information that can be seen quickly and read quickly on your sales sheet or brochure (Read this article on chunking).
If you are not good at graphic design, then I recommend hiring a professional graphic designer to assist you with your marketing collateral.
The final step for developing a marketing communications strategy includes the creative brief.


The creative brief is exactly that, a brief that describes the creative work to be completed, plus some additional information. Provide some information about your target audience, who you are trying to reach, age, ethnicity, socioeconomic status, etc. We can also run regular checks to assess the success of the Plan or Marketing Strategy and make any modifications that may be necessary due to changes in market forces or internal policies. This service requires considerable input from the client - marketing, sales and management - to collect historical data and to ensure that all views, perceptions and needs are taken into consideration when putting the plan together.
However, I have written a digested version for developing a marketing communications strategy that can be used for most small to mid-sized businesses (SMB’s). It helps them organize and focus their marketing communications objectives, mainly for their individual sales campaigns.
A A well-written marketing piece can be worth its weight in gold, not to mention your bottom line. Avoid using highly technical jargon without explaining it, unless, your audience is familiar with the terms.
Whether you are planning on hiring a professional agency or graphic designer to develop your creative deliverables or marketing collateral, television advertising, website, or radio advertising, you need a plan.


Glad you where able to learn something from 5 Steps for Developing a Marketing Communications Strategy! You can even adapt the list for individual marketing communication campaigns or individual marketing collateral, such as your company brochure or service brochure. If you feel you have additional information you want to contribute to the list, feel free to contribute using the comment section below.
All too often I come across business owners who have little to no writing experience, who attempt to articulate their message, just to discover that the message does not convey what they want to say.
What is your take on how and what I should communicate to that donor to get his money but give away the bebefit.
If you feel you are not qualified to develop your marketing collateral, it is best that you hire a professional to do the work. If you have any suggestions or additional thoughts on developing a marketing communications strategy I would encourage you to leave a comment below.



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