Desired outcomes. What are your communication objectives? We all know about goal setting and it’s the same with our brand communication plan. If we articulate what we’re after then we are more likely to achieve it. But we need to be smart about it. That is specific, measurable, realistic, achievable and timely. So you need to write a thorough statement of what you really want to achieve with as much detail as possible. So it could be: to achieve 50% extra sales by December 30: to achieve 3 print articles in local media by February 2010: to hold a factory tour or open day on November 20 attracting 50 potential customers: to gain 3 extra clients paying 10,000 each by January 2010.
These are very detailed statements and they have a timeframe around them. The more specific you can be then at the end of your communication campaign you can evaluate and see if you really did achieve what it was that you set out to do.
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