STRATEGIC COMMUNICATIONS PLANNING

Turning Strategy into Action

Why You Need a Strategic Communications Plan

Once your positioning is clear, the next step is deciding how to reach your audience.

That’s where the communications plan comes in.

This isn’t about “being everywhere”.

It’s about choosing the right channels, for the right customers, at the right time— and aligning them with your business objectives and budget.

We start with a wish list of everything you could do.

Then we shape it into a strategic marketing plan that balances ambition with affordability, creating a roadmap that you and your team can actually deliver.

The Benefits of a Strategic Communications Plan

A strong plan gives you:

Focus – clarity on which channels matter most for your customers.
Growth – a practical roadmap linked directly to your business objectives.
Efficiency – stop wasting time and budget on scattergun activity.
Flexibility – the ability to adapt when things change (because they always do).
Visibility – a 6–12 month view of your marketing, plus short-term actions to keep momentum.

It’s where strategy meets day-to-day reality.

A Communications Plan in Action

When CN Glass set out to grow their commercial business, the strategy gave them a new positioning. The communications plan turned that into action.

We built a 12-month plan that prioritised PPC, consistent social content, and targeted campaigns — alongside more traditional marketing like shows, door drops, and advertising.

The results?

A quadrupling of website leads.
A successful cat-flap campaign that generated 50+ installs a month.
A shift in business mix from 70% residential to 70% commercial.

Managing Director Gary Mouat put it simply:

“Since we’ve been using Your Marketing Department, our turnover has doubled in the past four years. Marketing has had a big impact on that.”

How We Work

This is a title.

Every plan is shaped by your audience, objectives, and budget. Typically, we:

Start broad – listing every possible channel and idea.
Prioritise – cutting down to what will deliver the most impact within your budget.
Create a roadmap – a 6–12 month overview plus a detailed quarterly action plan.
Review regularly – monthly check-ins and quarterly reviews to track progress and adapt.
Stay flexible – if something isn’t working, we’ll change it. If budget pressure rises, we’ll adjust. Marketing, like business, never stands still.

If you’re working with us on a full outsourced basis, we’ll manage everything for you. If it’s consultancy, we’ll guide you with regular reviews and keep you on track.