The Communication Strategy is the foundation from which all other communications flow. It outlines what the right message is and how it should be communicated,  Individual communication strategies may vary depending on the target audience, but the corporate strategy remains the same unless changes in the marketing strategy necessitate a change in the communication strategy.

The Communications plan uses the communications strategy to identify the communication tools and tactics that would be most appropriate to reach the target audience.  The communication plan outlines the communication tools (web site, advertising, public relations, collateral, tradeshows etc.) and how to best execute them. 

Communication Strategy

 Objectives:
 
  1.  Develop a positioning statement
  2.  Create a communication/message strategy
           • Identify Customer Values
           • Identify unique selling points-Maim benefits
           • Tone-Character/Emotion
           • Strategic copy points-Reinforce the positioning USP, and tone
  3.  Identify the Target Audience
  4.  Conduct research to validate and improve the Communications Strategy

Communication Plan

 Objectives:

  1.  Develop communication tactics and tools
  2.  Develop and advertising strategy
  3.  Identify methods of distribution for communication tools and advertising