Developing a Comprehensive Communication Strategy

Presenter: Jodi Duncan

The idea of planning is nothing new to any savvy marketer and maybe even to not-so-savvy marketers. Everyone believes they should do it. It’s very logical –  no different than setting out on a road trip. Gotta know where you are going, how you are going to get there and how much money you have to spend to do it. BUT, now there are more and more detours and unexpected forks in the road. And so many avenues to choose from. A good plan is fluid and flexible and is evaluated continuously to morph with the changing needs of your market, audience and industry.

  1. Learn how to think differently about planning
  2. Understand how, what, why and where to measure
  3. Include measurement in your planning cycle – evaluate and alter plan accordingly before it’s too late

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