Strategic Communication Draft Plan Component 5: Final Strategic Communication Plan

The final strategic communication plan should be an integrated written narrative and final report presenting the finalized components of your strategic communication plan.  It should not BE presented as answers to the section prompts for each assignment that your turned in during the quarter.  Rather, the plan should be presented as a report/document you would provide to a VP of marketing as if you were presenting a detailed background and proposal.  The plan should be clearly written and visually appealing.

It should have five main sections, each with a sub-section.  Each section is worth 2.5pts (12.5pts).  The remaining 2.5pts are for the clarity of writing, grammar, organization, and visual appeal.

1. Target Market
   1.  How do you decide to segment your target audience – by what criteria and what defines them
   2. What is their unfulfilled need? 
   3. Target Persona (include completed worksheet)
   4. Brand Positioning Statement
2. Brand Consumer Behavior
   1. Key Motivations of Target Audience
   2. Most Salient and Applicable Brand Attributes
   3. Recommended post-purchase /post-decision approaches for shaping/influencing consumer learning
   4. Social Influences