A well-detailed and individually developed communication plan is the key to successful brand communication and sustainable corporate success. If there is no integrated communication concept, it makes sense to start a step in advance and create a more strategic communication concept. By clearly defining goals, integrating all communication measures and using modern technologies, you can use planned communication to strengthen your brand perception, improve customer loyalty and achieve a competitive advantage.
You should start with this key question before you start creating a communication plan. An integrated communication concept and a communication plan are similar but not identical. It depends entirely on the current professionalization of communication in your company, the existing strategies and concepts.
An integrated communication concept is a comprehensive framework that coordinates and standardizes all communication activities of a company or organization across various channels and platforms. It aims to convey consistent messages and create synergies between the various communication measures in order to strengthen brand identity and maximize the impact of communication.
The communication plan, on the other hand, is a detailed document that describes the practical aspects of the communication strategy. It is part of the integrated communication concept and focuses on implementing the defined strategy.
While the integrated communication concept defines the strategic framework and the overall goals of communication, the communication plan focuses on implementing these strategic priorities. Both elements are crucial for successful and coherent corporate communication.
A comprehensive and individually written communication plan offers numerous advantages:
An integrated communication concept paper covers five areas.
At Yoline, we follow the steps below to create a comprehensive communication plan
A communication plan is an essential tool for effectively managing communication in a company or project. The most important components of a communication plan are:
- Objectives: Clear definition of communication goals.
- Target groups: Identifying the target groups that are to be reached.
- Messages: Key messages and main messages that should be conveyed.
- Channels: Selection of communication channels (e.g. email, social media, press releases).
- Timetable: Determine the times for communication.
- Roles and responsibilities: Determine who is responsible for which communication tasks.
- Budget: Defining the budget for communication measures.
- Evaluation: Methods for measuring and evaluating communication success.
Advertising is probably the most well-known form of communication in companies. Now when we talk about communication, where can advertising be classified? Because integrated communication is not synonymous with advertising. Both play an important role in corporate communication, but they have different goals and methods. An insight into the differences and connections:
Advertising is a specific communication tool that focuses on the paid distribution of messages to promote products or services and increase sales. Advertising uses various channels, such as:
Although advertising can be part of integrated communication, there are key differences between the two concepts:
