Communication plan worksheet

Communication plan worksheet


1. Introduction



(Briefly explain why you are proposing this plan. Identify
Strengths, Weaknesses, Opportunities and Threats (SWOT). Include relevant research, observations.)


2. Communication goals



(The dream. Big picture. No more than 3.)


3. Objectives





(3-5 doable, measurable outcomes.)

4. Positioning statement




(Briefly describe what you would like the brand’s image to be in the hearts and minds of others. What makes you unique? Example: “The library is the best first stop for expert help in connecting children and youth to learning and discovery.” (State Library of North Carolina campaign)

5. Key message




What is the most important thing you want people to know/do? In 10 words or less. Example: Your library is the very best place to start.

6. Key audiences




(External and Internal. Be specific. No more than 5.)

7. Communication strategies




(How will you deliver the message? E.g. media,
publications, displays, presentations, word of mouth)

8. Evaluation measures




(How will you know what worked and what didn’t? Refer back to your objectives.)