What Makes a Successful Communications Plan?

By Sam Oliquino, Senior Content Creator

For brands, the moment the fourth quarter of the year drops, one thing comes to mind—it’s time to prepare a new communications plan for the year to come. A communications plan is crucial in sustaining visibility and awareness of brands. This is why it is important to make sure that the plan you put together is not just feasible, but has great potential for success.

But what exactly makes a communications plan successful? 

Our TeamAsia experts share some pointers on what composes a successful communications plan. Here are some of them:

Know your target audience

A successful communication plan should have a determined and specific target audience. It is imperative that brands know who they are talking to when developing an impactful campaign.

“Drawing inspiration, insight, and data from the target market and the environment that surrounds them is the springboard for any communications plan. It will allow you to carve out the response strategy that will hopefully strike a cord in a specific kind of personality and create a behavioral change,” said Selena Herrera, Art Director.

In addition, Digital Director James Chiong reminds us that target audiences should be “realistic and well-thought-out.” He explained that this allows brands to “not be too hyper-focused and not target a whole population.” To do this, brands should have a deep understanding of their target audience. 

Make sure that you do your research and it’s data-driven

What also makes a successful communications plan is if it is grounded on research and data. Brands should bank their ideas and strategies on the insights and data they have gathered through research. This helps them find and understand the context of their plan, making it relatable and valuable to their target audience. 

“Data is everything. Regardless of what you feel about numbers, these often give you a general outlook on a given matter that can be helpful in building an effective communications plan,” said Candice Leocaldo, Digital Manager.

A communications plan that is also led by research and is data-driven helps in determining a brand’s overall messaging.

“Having a sound strategy that’s rooted in research and market insights enables us to create a cohesive and meaningful communications plan. This will guide and align the campaign messaging, channels, and tactics, making sure that they hit the client’s targets,” said Elton Gagni, Senior Editorial Manager.

Creativity is essential

A successful communications plan must also be creative. It brings your ideas to life and helps in engaging brands’ target audiences meaningfully. 

“Creativity is the lifeblood of any comms plan. With the tools you have from data gathering, insighting, and research, it is creativity that pushes you to craft ideas that are both tailor fit to the market but also unique and exciting,” said Herrera.

Creativity is also what makes brands’ overall messaging and plan stand out from its competitors. 

“In a world full of noise, the brand’s message and engagement tactics must stand out because it is effectively relevant, engaging, and original,” said Joyce Alonzo, Strategic Planner.

Gagni also noted that a lot of brands or companies are also creating their own communications plan and it is imperative that you should be creative in both approach and stories. 

“We also need to maintain that creative balance to make sure that the stories we communicate are still aligned with our client’s brand message and our overall strategy,” said Gagni.

Flexible to withstand any changes

Having a flexible communications plan is also key for it to be successful. The pandemic has taught us that anything can happen, the landscape can shift in an instant, and everyone must adapt. 

This is why for Alonzo, a communications plan must not be set in stone. 

“It must be able to adapt as needed, based on the results of the execution of the campaign and the movements in the industry,” said Alonzo. “Continuous improvement and recalibration is the key to the realistic achievement of the goals.”

Apart from the industry, the news cycle constantly changes and the need for flexibility and agility is paramount to the success of every communications plan.

“This allows both the client and the agency to pivot to more impactful stories, initiatives, and engagements and maintain relevance,” said Gagni.

Being flexible also strengthens a brand’s durability when faced with a crisis. 

“A successful communications plan should always be ready for unforeseen events such as crises or negative press. That’s where flexibility and agility are always crucial,” said Paolo Barcelon, Media Relations Manager.

A solid and successful communications plan is the foundation of any brand or company. The unified message crafted through the process of planning is crucial for it to resonate with a brand’s target audience. Furthermore, a successful communications plan is well-crafted enough that it helps you focus your efforts and resources effectively and efficiently.

Need more guidance in creating your brand’s communications plan? Our experts will be happy to talk to you! Schedule a consultation with us! Contact us here. 

ABOUT THE AUTHOR

Sam Oliquino is one of TeamAsia’s Senior Content Creator who creates PR content for the agency’s clients. Featured in the article are also some of the experts of TeamAsia, Art Director Selena Herrera, Digital Director James Chiong, Digital Manager Candice Leocaldo, OIC for Accounts and Strategy Joyce Alonzo, Senior Editorial Manager Elton Gagni, and Media Relations Manager Paolo Barcelon. Together, these experts develop integrated marketing communications strategies to meaningfully engage their clients’ target audiences.