Communications Planner Checklist

Brad Cathe 

This article provided by the Engstrom Institute

Looking for a valuable checklist to help you think through your communications strategy for some aspect of your ministry or marketing effort?

The planning questions below from Highgate Cross in suburban Chicago (www.highgatecross.com) cover the key components of an effective communications plan. Use these questions to help you consider the right issues.

Name of Marketing Effort: ________________________________________

What is the desired END RESULT?What do you want to have happen in the mind, heart, or behavior of your audience after communication occurs?

• Have greater understanding of your ministry or cause
• Have a deeper awareness of your distinctives
• Support your ministry or cause
• Use a service or product
• Attend an event
• Request more information
• Think about something
• Request more information
• Take another action step
• Other_________________________________________________

Who is the AUDIENCE? Who do you need to communicate with?

• Supporters, donors
• Administration
• Peers, associates
• Those you are ministering to
• Paying customers
• Potential customers
• Members
• Employees
• Volunteers
• Other __________________________________________________

What is the PURPOSE: Whatneeds to be communicated?

• News
• Capabilities
• Events
• Needs
• Programs
• Teaching
• Reporting
• Information
• Success stories
• Other __________________________________________________

What RESOURCES or TOOLS do you have on hand? What do you have to work with?

• Time
• Money
• Copy (text)
• Images
• Other media
• Software
• Hardware
• Abilities/talent
• Consultants/outsourcing
• Other ______________________________________________________

What is the DISTRIBUTION CHANNEL? How will you deliver it?

• In person (live presentation)
• Snail mail
• E-mail
• Web
• Advertising (print and internet)
• Environmental (billboards)
• Phone
• Other ______________________________________________________

What MEDIA will you use? What's the vehicle?

• Print
• Presentation
• Web
• Video
• Display/exhibit
• Other _______________________________________________________

What PARAMETERS must you abide by? What are your organizational boundaries?

• People/expertise
• Graphic standards
• Branding
• Writing style
• Availability of images
• Deadlines
• Budget/money
• Other _____________________________________________________

Highgate Cross is a full service graphic design, communications and marketing firm. Founder Brad Cathey and his team have served nonprofit and for-profit entities since 1978. Visit them at highgatecross.com