COMMUNICATION PLAN
The Power of Omnipresent Communication
THE RULES
Inefficient communication is white noise.
Inconsistent platforms are unreliable.
Anything said once, might as well have not been said.
Not everyone consumes information the same. Place information in high traffic locations. Must be visible and eye catching.
If you are spending money it is worth a communication plan.
2. 3. 4. 5. 6.
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COMMUNICATION PLAN
COMMUNICATION GOALS: Sales, Outreach, Education, Leadership, Brand Awareness, Events, Adoption
Check Your Assumptions Craft Strong Messages Create Effective Outcomes
DECISION-MAKERS
Customers, Agents, Staff, Leadership
SOLUTIONS
No problems to solve, but questions to answer. How can we help?
ALL THINGS REAL ESTATE
Challenges: Market, Competition, Miseducation
What interests them? How to reach them? Action to take? A U D I E N C E A N A L Y S I S P R O D U C T S
PERSONA MESSAGING OUTREACH STRATEGY
COMMUNICATION PLAN
AUDIENCE
MESSAGE TYPE
Identify the audience for the project, including:
Public/Community Clients
Vendors Agents Staff Directors
DELIVERY METHOD
Determine the messaging type (may vary by the audience):
Letter
Face-to-Face
Real Estate Report Project Update
Determine the appropriate delivery method:
Social Media
Print Media
Internal
Face-to-Face
Email/Mail Meeting
SCHEDULE
Determine frequency:
Immediate Weekly Monthly Quarterly Rock
As Needed
MESSAGE SOURCE
Determine the source of the message:
President/CEO Marketing Division Projects Project Manager
WHO? WHAT? HOW? WHEN? OWNER?
Rehearsal
Have a mock presentation
Present communication in house
Proposal
What is the item in question?
Expectation
Discuss expectation and set context -
Research
What is the desired outcome?
COMMUNICATION PLAN
A detailed plan – beginning to end – for delivering any strategic message to a targeted audience as a way to drive a positive business result.
Comm Strategy
Develop strategy for communication
Budget
Define cost and benefit
Plan
Formulate plans and articulate
Brainstorming
Session with team members
START
UPDATE UPDATE
UPDATE UPDATE
DELIVERABLE DELIVERY METHOD FREQUENCY OWNER AUDIENCE ALL COMPANY Events Brand Awareness Quarterly Updates Email/In Person/Posted Email/Posted In Person As Needed Monthly Quarterly Marketing Marketing President Company/Clients Company/Clients Company REAL ESTATE Bray Report Ninja Events Projects Email/Posted In Person Email/In Person/Posted Email/Meeting Monthly Weekly As Needed As Needed Research Sales Manager Marketing Project Manager Brokerage/Clients/Media Brokerage Company/Clients TBD COMMERCIAL Bray Report Events Projects Email/Posted Email/In Person/Posted Email/Meeting Quarterly As Needed As Needed Research Marketing Project Manager Brokerage/Clients/Media Company/Clients TBD PROPERTY MANAGEMENT Bray Report Events Projects Email/Posted Email/In Person/Posted Email/Meeting Quarterly As Needed As Needed Research Marketing Project Manager Company/Clients/Media Company/Clients TBD CONSTRUCTION & MAINTENANCE Events Projects Email/In Person/Posted Email/Meeting As Needed As Needed Marketing Project Manager Company/Clients TBD DEVELOPMENT Events Projects Email/In Person/Posted Email/Meeting As Needed As Needed Marketing Project Manager Company/Clients TBD BRAY CARES FOUNDATION Funding Grant Giving Brand Awareness Email/In Person Email/In Person/Posted Email/Posted All Year One x Per Year Monthly Stakeholders Stakeholders Marketing Company/Public/Media Company/Public/Media Company/Public
COMMUNICATION PLAN
DESCRIPTION FREQUENCY CHANNEL AUDIENCE OWNER Project Status Updates Weekly Meeting - Brokerage, Marketing; Division Email or In PersonDivision Leader Team Members Project Manager Rocks and Divisional Updates Weekly/Bi-Weekly Quarterly Meeting - Directors Meeting Quarterly Breaksfast All Company All Team Members Internal Projects As Needed Weekly/Monthly Meeting or Email Project stakeholders Project Manager Events As Needed Weekly/Monthly Meeting or Email All Company Project Manager PROJECT CHECK-INS Weekly Email/In Person Project Team All Project
COMMUNICATION PLAN
FREQUENCY of MEETINGS
TYPES of COMMUNICATION
STAKEHOLDERS
Daily Weekly Monthly Quarterly Meeting Emails Calls Website
Clients
STATUS UPDATES
Agents
Staff
Division Directors
COMMUNICATION PLAN
AUTOMATION
Re-engage people who have showed interest but failed to convert
Use data mining predictive modeling to identify patterns
Automate paid advertising campaigns and focus on strategy and analytics
Automate ad buying to target specific audiences
The digital marketing is ever- evolving – use these growth tactics and trends to help grow and manage business
Engaging audience or various channels
SOCIAL MEDIA STORIES
With stories disappearing after a particular period of time, this is a great opportunity to use FOMO
SEO A/B TESTING
Isolate variable in campaign and identify the versions that drive desired results
COMMUNICATION PLAN
HIGH LOW
High influence and low stake
Handle with care
Low influence and low stake
Low priority
High influence and high stake
Top priority
Low influence and high stake
Need help to participate
INTEREST
INFLUENCE
LOW STAKE HIGH STAKE
FUTURE BREAKDOWN
ON
Surveys
Thank You Letters/Notes
Social Media/Digital Media
Job Descriptions
Agent Adoption
Agent Recruitment
Vendor Benefits
Core Values
Brand Standards
New Technology Implementation
Processes and Procedures
Use of Marketing Materials
Resources
Events Awards
1. Define your audience: Identify who you want to communicate with. This could be your customers, employees, stakeholders, or any other group that you want to reach.
2. Set your objectives: Determine what you want to achieve through your communication. This could be to increase brand awareness, drive sales, improve customer satisfaction, or any other goal that aligns with your business objectives.
3. Choose your channels: Decide which channels you will use to communicate with your audience. This could include email, social media, website, blog, print media, events, or any other medium that is relevant to your audience.
4. Develop your message: Craft a clear and concise message that resonates with your audience and aligns with your objectives. Your message should be consistent across all channels and should be tailored to the specific needs and interests of your audience.
5. Create a content calendar: Plan out your communication schedule for the year, including the frequency and timing of your messages. This will help you stay organized and ensure that you are communicating regularly with your audience.
6. Measure your results: Track the effectiveness of your communication plan by monitoring key metrics such as engagement, reach, conversion rates, and customer feedback. Use this data to refine your plan and improve your results over time.
Steps to creating a framework for a communication plan TO EXPAND
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