Communication plan: the 6-step method (with template)

In short: a communication plan answers six questions: what do you want to achieve, with whom, with what message, on which channels, at what pace, and how will you measure results. It fits on two pages and stops you spending at random.

Step 1: set measurable goals

"Be more visible" isn't a goal. "Receive 30 quote requests a month on WhatsApp by June" is. A good goal is specific, quantified and dated. Stick to two or three goals.

Step 2: define your audiences

Describe your ideal customers: who are they, where do they live, which language do they speak, what problem do you solve for them? In Marrakech, the same business can target residents, tourists and companies. Each audience is reached differently.

Step 3: craft your message

In one sentence: why you rather than a competitor? Quality, speed, price, proximity, craftsmanship… Then adapt that message to each audience and language without changing its substance.

Step 4: choose your channels

Three well-run channels beat seven neglected ones.

Step 5: build the calendar

Plan over 3, 6 or 12 months: key periods (Ramadan, summer, back to school, end-of-year holidays, trade fairs), launches, posting rhythm. Assign each action an owner and a budget.

Step 6: measure and adjust

One metric per goal: enquiries, sales, bookings, followers, reviews. Review monthly and move budget towards what works.

The one-page template

Copy this table and fill in one row per action.

Need an outside view?

Our communication strategy service starts with a workshop and an audit of your current presence, and ends with a prioritised action plan ready to implement. Let's book a meeting.