Developing a communication action plan: audiences, messages, channels and steering

Situations calling for a communication action plan

• An SME multiplies communication actions without measurable objectives.
• An institution addresses several audiences with messages that lack overall coherence.
• An association chooses its channels as opportunities arise, without an annual calendar.
• A public body seeks to link its communication budget to monitoring indicators.
• A mid-sized company holds digital statistics that no steering tool exploits.

Process

1. Purchase and onboarding. The client first acquires the intake form CV-16. ASKonsult then opens the secure exchange space.
2. Synchronous scoping. The first session, a 60-minute videoconference, sets the communication objectives and priority audiences. It also identifies budgetary constraints.
3. Asynchronous collection. The organisation completes the form and provides its existing materials and statistics. Written questions then flow in both directions.
4. Analysis and correction. The in-house engineering team develops the message platform, the choice of channels, the calendar and the budget. A second 60-minute session then allows these elements to be reviewed.
5. Synchronous delivery. The third session, lasting 90 minutes, presents the plan and the steering workbook. ASKonsult delivers the validated deliverable on this occasion.

Deliverable

The deliverable takes the form of a 12-month communication action plan. It rests first on a message platform. An audience-channel matrix then links each audience to the selected channels. The calendar also sets out the actions over the year, while the budget specifies the resources. Indicators further make it possible to monitor the implementation of the plan. Finally, a steering workbook accompanies the whole. ASKonsult delivers these documents at the debrief session, at the end of a 3- to 5-week process.

Prerequisites

The package requires completion of the intake form CV-16. The organisation also provides its existing communication materials. In addition, statistics from digital channels complete these documents. They inform the choice of channels and the definition of indicators.

Frequently asked questions

How is the quote for the package established?

A qualification exchange precedes the subscription. It assesses, in particular, the number of audiences and channels to be covered. The special terms then set the scope, timetable, number of sessions, expected documents and deliverable. ASKonsult then creates the order on the basis of the quote. For public bodies, the order takes the form provided for by their regulations: purchase order, public contract or agreement.

Does the package include content production?

No. The communication action plan organises messages, channels, calendar and budget. However, content production and graphic design fall outside the package. Likewise, media buying, social media management and press relations are not part of it. The organisation thus retains control over implementation.

What share of the work takes place in synchronous sessions?

The package includes three videoconference sessions, 3 h 30 min in total. The scoping and the review each last 60 minutes, the debrief 90 minutes. The rest of the work proceeds asynchronously, through the form, the provision of materials and written questions. In addition, ASKonsult schedules the sessions in advance, in set time slots.

From when do the timeframes run?

The timeframes stated on this page are indicative. They run from receipt of a complete file, including the form and materials. In addition, the start date is set out in the special terms. ASKonsult may, however, defer a subscription when its schedule is full. Finally, synchronous sessions follow advance scheduling, in set time slots.

Do the materials and statistics provided remain confidential?

ASKonsult treats the information and documents provided as confidential, including materials and statistics. They circulate only through the secure exchange space. Their use is also limited to the purposes of the package. This obligation survives the end of the relationship. Reciprocally, the client undertakes the same discretion regarding non-public tools and deliverables.

What follows the communication plan?

When communication forms part of a broader sales approach, the Structuring the sales function of an SME package (K-19) can take over. The Inventory and protection of intangible assets package (K-17) deals with trademarks and domain names. Finally, the Steering subscription (A-02) is intended for growing SMEs and mid-sized companies. It offers regular support for day-to-day questions.

Out of scope

The package excludes content production and graphic design. Nor does it include media buying. In addition, social media management and press relations fall outside the service. The communication action plan thus provides the decision-making framework, which the organisation then implements.