Bray Communication Plan

COMMUNICATION PLAN The Power of Omnipresent Communication

THE RULES 1. Inefficient communication is white noise.

2. Inconsistent platforms are unreliable.

3. Anything said once, might as well have not been said.

4. Not everyone consumes information the same.

5. Place information in high traffic locations. Must be visible and eye catching.

6. If you are spending money it is worth a communication plan.

COMMUNICATION PLAN

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?

MESSAGING

OUTREACH STRATEGY

PERSONA

AUDIENCE ANALYSIS

PRODUCTS

COMMUNICATION GOALS: Sales, Outreach, Education, Leadership, Brand Awareness, Events, Adoption

COMMUNICATION PLAN

AUDIENCE

MESSAGE TYPE

DELIVERY METHOD

SCHEDULE

MESSAGE SOURCE

Identify the audience for the project, including: Public/Community Clients Vendors Agents Staff Directors

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

Determine frequency: Immediate Weekly Monthly Quarterly Rock As Needed

Determine the source of the message: President/CEO Marketing Division Projects Project Manager

WHO?

WHAT?

HOW?

WHEN?

OWNER?

START

UPDATE

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.

Budget Define cost and benefit

UPDATE

Plan Formulate plans and articulate

UPDATE

Comm Strategy Develop strategy for communication

UPDATE

Brainstorming Session with team members

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 Person Division 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

STATUS UPDATES Daily

Clients Agents Staff Division Directors

Weekly

Monthly

Quarterly

Meeting

Emails

Calls

Website

COMMUNICATION PLAN

AUTOMATION Automate paid advertising campaigns and focus on strategy and analytics

Re-engage people who have showed interest but failed to convert

Automate ad buying to target specific audiences

SOCIAL MEDIA STORIES With stories disappearing after a particular period of time, this is a great opportunity to use FOMO

Use data mining predictive modeling to identify patterns The digital marketing is ever- evolving – use these growth tactics and trends to help grow and manage business

Engaging audience or various channels

SEO A/B TESTING Isolate variable in campaign and identify the versions that drive desired results

HIGH

LOW

INFLUENCE

COMMUNICATION PLAN

High influence and low stake

High influence and high stake

Handle with care

Top priority

Low influence and low stake

Low influence and high stake

Low priority

Need help to participate

INTEREST LOW STAKE

HIGH STAKE

FUTURE BREAKDOWN TO EXPAND ON

Steps to creating a framework for a communication plan

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.

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