Svcs Mktg Gap 4 ILT 2011资料.pptVIP

Caterpillar: Non-Confidential Services Marketing Workshop Gap 4 Communicate Effectively Gap 4 Communicate Effectively Purpose Document a marketing communications plan that identifies the strategy, budget/cost, tactics, metrics, timeline, revenue projections, and risks Communicate internally / externally about the new offering in a very consistent, audience specific manner Process is to create: Marketing communications plan Communication plans Marketing communication materials Payoff is to have a cohesive approach to communicate about the new offerings Integrated Marketing Communications 4.9 Develop Marketing Communications Plan Create a marketing communications plan that identifies: Strategy Tactics Risks Risk Management Costs Revenue projection Timeline Metrics Marketing Communications Plan  4.10 Develop Internal External Awareness Plan 4.10 Message Map Message Map Purpose simple structure for asking the right questions that help us generate customer-focused advertising 4.10 Message Map 4.10 How to Create a Message Map Step 1: Opportunity Development 4.10 Message Map Overview 4.10 Message Map Overview Create a Message Map 4.10External / Internal Communication Plans Begins with completed Message Map Develop Creative Brief Select internal vs. external marketing agency Develop External / Internal Communication Plans Creative Brief Purpose: used by external (and some internal) communications companies to successfully convey your requirements and target segment needs Input Message map Creative Brief Contents What is the business objective? What is the key barrier/enemy standing in the way? The role for communications? Who are we talking to and what’s the insight we can connect with? Other insights that can help us unlock this brief? The proposition? What should the tone/feel be? The support? What is the call to action? External / Internal Communication Plans Purpose: defines how your message will be conveyed to the customer Consistent messaging