Workbook · Marketing & Innovation
Building and monitoring a communication action plan
The workbook structures a dated, costed and measurable communication action plan. Each action is in fact linked to an objective, a target audience and an indicator set before launch. The workbook thus brings together the action plan, the editorial calendar and a summary of budget and progress. A PDF presentation describes its tabs.
Contents of the workbook and its presentation
- An Excel workbook with five tabs: instructions, action plan, editorial calendar, summary and standard indicators.
- Action plan: one row per action, with objective, target audience, key message, channel, person responsible, dates, budgets, indicator and status.
- Editorial calendar: one row per publication or public statement, dated and assigned, with channel, format, topic and objective.
- Summary: planned and actual budget by channel, number of actions by status, actions and budget per month over twelve months.
- Standard indicators by channel: website, social media, email, press and events.
- Finally, a three-page PDF presentation: executive summary, four-step approach and description of the tabs.
When to build a communication action plan
The workbook comes into play as soon as communication objectives are adopted. It first serves to translate these objectives into dated, assigned and budgeted actions. It then supports execution, month by month, over twelve months. Furthermore, it allows the planned budget and the actual budget to be compared, channel by channel. It is intended in particular for SMEs, institutions and project promoters.
Instructions for use
First, objectives and target audiences are formulated. Next, each action receives a key message, a channel, a person responsible, dates, a budget, an indicator and a target value. Publications and public statements are then scheduled in the editorial calendar. Finally, the summary tracks the values achieved, the actual budget and the statuses. Grey cells are calculated automatically.
Expected outcome
The result is a dated and costed communication action plan in which each action is measurable. In addition, the summary reconciles the planned budget with the actual budget. An action with neither objective nor indicator therefore has no place in it.
Key facts
| Format | Excel workbook; PDF presentation, 3 pages |
|---|---|
| Languages | French |
| Version | October 2026 |
| Departments | Marketing & Innovation |
| Prerequisites | Communication objectives |
| Audience | SMEs, institutions, project promoters |
Limitations
The workbook covers neither adaptation to the specific case, nor review, nor validation, nor follow-up; these services fall within consultations and packages. It includes no representation. Moreover, the standard indicators remain suggestions, to be adjusted according to the channels selected. Management support tool, to be adapted to the organisation and to the applicable regulations.
Further reading: Marketing & Innovation.
- Prepared by ASKonsult
- Version: octobre 2026
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General information document; it constitutes neither legal advice nor an opinion on a particular situation. References to legal texts should be checked against the version in force on the date of use.
Licence of use: internal use by the purchaser, non-exclusive and non-transferable; resale, distribution and making available to third parties excluded (Law No. 2-00).
Consulting firm not registered with the Bar; no representation before the courts and no act reserved to the regulated legal professions.