Organizational Goal
(The larger org/dept/command goal against which your communications program must deliver; it should be timespecific and measurable)
Plan-on-a-Page
Target Audience
Communications Goal
(Should answer what awareness, belief or behavior you want to change, among whom, by when, and by how much)
Key Message
(Should be compelling to your audience, current, competitively unique, and credible)
Strategy Statement
(Should encapsulate overall approach to messaging, messengers, media and moments; and must serve as both spark for and test of creative tactics)
Q1
Q1 Tactics: Q2 Tactics:
Q2
Q3 Tactics:
Q3
Q4 Tactics:
Q4
Q1 Metrics:
Q2 Metrics:
Q3 Metrics:
Q4 Metrics: