STRATEGIC COMMS PLANNING
TURNING STRATEGY INTO ACTION
Why You Need a Communications Plan
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Once your positioning is clear, the next step is deciding how to reach your audience.
That’s where the communications plan comes in.
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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.
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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 Communications Plan
A strong plan gives you:
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Focus – clarity on which channels matter most for your customers.
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Growth – a practical roadmap linked directly to your business objectives.
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Efficiency – stop wasting time and budget on scattergun activity.
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Flexibility – the ability to adapt when things change (because they always do).
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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.
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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.
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The results?
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A quadrupling of website leads.
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A successful cat-flap campaign that generated 50+ installs a month.
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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:
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Start broad – listing every possible channel and idea.
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Prioritise – cutting down to what will deliver the most impact within your budget.
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Create a roadmap – a 6–12 month overview plus a detailed quarterly action plan.
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Review regularly – monthly check-ins and quarterly reviews to track progress and adapt.
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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.
What You’ll Get
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A tailored communications plan that fits your objectives and budget.
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A clear overview of the next 6–12 months.
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A detailed quarterly action plan with short-term steps.
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Regular reviews to adapt and keep the plan relevant.
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Confidence that your marketing activity is consistent, focused, and affordable.
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What is a communications plan in marketing?A communications plan is the practical side of your marketing strategy. It maps out how you’ll reach your audience, what channels to use, and what activity will help meet your business objectives. Think of it as the 6–12 month roadmap that turns strategy into action.
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How is a communications plan different from a marketing strategy?Your marketing strategy defines your positioning — who you’re for, how you stand out, and the messages that matter. A communications plan takes that foundation and translates it into activity: which channels to prioritise, how often, and what content to use. The two go hand in hand, but they’re not the same thing.
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How do you develop a communications plan for a manufacturing SME?We start with your wish list of marketing activity, then refine it against your budget, target audience, and growth goals. The outcome is a strategic marketing plan that balances ambition with affordability, giving you a 12-month overview and detailed quarterly action steps.
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What are the benefits of having a communications plan?A good plan stops scattergun marketing. It helps you focus on the right channels (digital, PR, events, or advertising), ensures consistency across every touchpoint, and gives you confidence that your spend is aligned to your growth objectives. It’s a strategic way of marketing that saves time, money, and energy.
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What if my budget changes or something isn’t working?Marketing, like business, never stands still — and neither should your plan. That’s why we build flexibility into every strategic marketing plan. If something isn’t working, we review it and adapt. If budget pressures rise, we prioritise the channels that deliver the most value. Your communications plan is a living document, not a fixed contract, so it always reflects your current reality.
