Visual Communication Planner v2.0 ENG

www.visualcommunicationplanner.com
PLANNING YOUR COMMUNICATION
STRATEGY DOESN’T HAVE TO BE
COMPLICATED.

WHATS NEW IN VERSION 2.0
• A new concept take the place of Positioning: Marketing Distinguo.
• Content is king: the Content element is now placed before Channels and
Activities.

Plot a path to communication
success, analyse the most effective
methods and eliminate operational
issues and problems along the
way.
NOT A
MARKETING
EXPERT?

Perfect for marketing and communication
professionals and non-specialists alike, the
Visual Communication Planner allows you
to outline and visualize your strategy in a
simple and understandable way.

STRATEGY IS WHAT TO START WITH
TARGET MARKETS
MARKETING DISTINGUO
GOALS
BUDGET
CONTENT
CHANNEL AND ACTIONS
METRICS
ACTIVITY TIMELINE
WWW.VISUALCOMMUNICATIONPLANNER.COM

HOW TO USE IT
Outlining your communication strategy has
never been easier. Answer the questions and
start creating your visual plan today.

WHEN IT IS USEFUL
EXAMINE
results and calculate the ROI
IDENTIFY
and anticipate possible mistakes in
current strategies
DEFINE
the communication plan for a
brand, project or specific market
FIND
any correctives quickly
OUTLINE
the editorial plan
ANALYZE
the communication scenario

• Can you measure your market segment?
• Is it large enough to make a profit?
• Will it remain stable over time?
• Are you confident you can reach the right potential customers through the
communication channels you’re currently using?
• Do potential customers in the same segment want the same kind of product?
• Is your market segment diverse enough? Can potential groups of customers
access different kinds of products?
• Does the market segment respond to marketing stimulation?
• Can you create marketing stimulation with marketing activities that ensure a
cost-sustainable effect?
SEGMENTATION

• Geographical segmentation – Your communication strategy doesn’t have to be confined to a specific
country, you can also target a particular region, city or defined geographical area. This is known as geo-
marketing, and is particularly useful for B2C communication. In geo-marketing, geographical data is used to
communicate directly with specific demographics.
• Demographic segmentation – This segments target markets by age, gender, employment, education or
digitisation. When used for B2C communication, it also takes into account the company’s size - more
specifically its turnover, number of employees and/or industry.
• Behavioural segmentation – Potential customers are divided into groups based on their skills, attitude,
awareness and brand loyalty.
• Psychographic segmentation – This is evaluated based on the social class, lifestyle, personality, interest and
opinions of potential customers.
• Cultural segmentation – This kind of segmentation is particularly important for foreign markets as it takes
into account cultural origin, religion, behaviour, traditions and colloquial language. Segmenting customers
based on culture is becoming increasingly important because of globalisation and migration, and new targets
are beginning to request products and services based on their cultural needs.
SEGMENTATION

• Who do you want to buy your product or service?
• Who are your competitors communicating with?
• Who is influencing your target audience?
• Who is affected by your target audience?
• Who has the greatest online influence in your industry?
• Which industries are connected to your field of reference?
• What job positions do the superiors and subordinates of your target profiles
traditionally hold in the company?
TARGET MARKETS

Why should potential customers buy my products or
services?
MARKETING DISTINGUO
Marketing Distinguo is a glue concept between Positioning and Unique
Selling Proposition: the unique, distinctive way to sell a product or service
and the process used to determine it.
In other words, a method that helps you to find the factor which
differentiates a specific product from its competition.
Marketing Distinguo is not just a theoretical concept, but is also a simple
and effective way of understanding the strengths of your company and
taking advantage of them to increase sales.
WWW.MARKETINGDISTINGUO.COM

POSITIONING
How the brand/product should be - or is - perceived by your
customers and prospects.
USP (UNIQUE SELLING PROPOSITION)
The creative execution of Positioning and Marketing Distinguo in
advertising.
MARKETING DISTINGUO
POSITIONING USP
MARKETING
DISTINGUO

“A process to finally come to the
differentiation you need"
MARKETING DISTINGUO
PROF. PHILIP KOTLER

• First approach to the market;
• search for distributors or retailers;
• business partnership research;
• commercial follow-up;
• customer care;
• consolidating its position on the
market;
• consumer involvement;
GOALS
• sales growth:
• increased number of customers;
• increase in transaction number per
customer;
• increase in average purchase value;
• expanding contact database;
• qualification and segmentation of the
contact database.
What are the business goals for your target market?

GOALS VS. METRICS
Don’t confuse metrics with goals
Some metrics often referred to as goals:
 attract more visits to the website / e-commerce / blog, through specific sources;
 increase the number of followers or likes on Social Media;
 generate share of your posts on social media;
 get clicks from advertisements;
 increase openings or clicks on newsletters.

• Which and how many selected target segments are?
• What is the language in which you intend to
communicate?
• What kind of content do you intend to create?
• How many channels are you going to use?
• What kind of activity do you intend to do?
• What budget can you devote to advertising activities?
• How long do individual activities last?
BUDGET

• What are the internal or external resources involved in the activities?
• Who cares about channel management?
• Who is involved in implementing the identified communication plan?
• Who will follow Social Media discussions, or newsletters answers?
• Who will manage obtained contacts?
BUDGET

CONTENT
TEXT
IMAGES
ILLUSTRATIONS
VIDEOS
BROCHURE
E-BOOK
WHITE PAPER
CASE STUDIES

• What content do you want to use in your communication?
• What is the context of your communication?
• What tone of voice and style do you want to use in your communication?
• What content do you need, and for which channels?
• What new content do you need to create? What existing content needs to be revised?
• Do you have an editorial calendar?
• Do you have editorial guidelines or standards for your content?
• What magazines, influencers or blogs inspire you?
• Who translates or localises your content?
• What are the main concepts or data you want to underline or emphasise?
• What concepts don’t you want to use?
• How do you plan to present your market supply on the web?
• What graphic line do you want to follow?
CONTENT

SOCIAL MEDIA
SOCIAL & WEB ADVERTISING
NEWSLETTER & DEM
CORPORATE BLOG
EXTRANET / INTRANET
CHANNELS AND ACTIONS
www
WEBSITE

CHANNELS AND ACTIONS
• What are the most used web channels from the defined target?
• Are there niche channels dedicated to the reference sector?
• What is the actual use of these channels from your target?
• Have multiple target segments been identified, so are channels dedicated to
these segments?
• Which channels can be opened in relation to the defined budget?
• Do these channels help you achieve your goals?
• What are the direct and indirect costs?
• Is there anyone inside the company who can handle them?
• What tools are needed to use and measure these channels?

• What actions do you need to take to achieve your defined objectives?
• Are your preferred channels already available? Do you need to activate any social
profiles or create a newsletter platform?
• What are the characteristics of each channel you want to use?
• What content do you need to properly profile your chosen channels?
• How many campaigns can you start with your current budget? Which ones will you
focus on?
• What is your budget for web and social advertising?
• What action do you need to take on each channel?
• How often do you want to communicate on each channel?
• How do you plan to manage your engagement?
CHANNEL AND ACTIONS

METRICS
• What are the channel metrics to consider?
• What are business metrics?
• What metrics are needed to measure the ultimate communication goals?
• How often do you analyze traffic?
• What tools do you use to analyze the results?
• Who will analyze the results?
• What to do if goals are not met?

METRICS
CHANNEL
METRICS
TOFU: WEBSITE TRAFFIC FROM
SPECIFIC CHANNELS
BUSINESS
METRICS
MOFU: FILLED FORMS
BUSINESS
GOALS
BOFU: READY-TO-BUY LEADS

GABRIELE CARBONI
Gabriele Carboni is co-founder of Weevo S.r.l., an Italian web
agency specializing in the international market approach
through Social Media. He is engaged in Marketing,
Communication and Sales, is a Digital Strategic Planner,
journalist and Communications Designer.
He is the only Italian who accomplished the MIT Digital Business
Strategy Executive Program about Digital Transformation
(Massachusetts Institute of Technology).
He has worked as a lecturer for 24Ore Business School, Ninja
Academy and several Italian universities.
He is co-publisher and columist of Il Giornale delle PMI, the
Italian online magazine dedicated to small and medium-sized
businesses. He is also the author of "Strategie web per i mercati
esteri" (Digital Strategies for International Markets), Hoepli 2016.

• Enterprise websites with Drupal
• Web Marketing strategies and management
• Web Advertising
• Copywriting
• Twitter: @gabbariele
• Websites:
• http://global.weevo.it
• http://www.visualcommunicationplanner.com
• http://www.marketingdistinguo.com
• E-mail: gabriele@weevo.it
The Visual Communication Planner is licensed under the Creative Commons
Attribution-ShareAlike 4.0 International License. To view a copy of this license,
visit http://creativecommons.org/licenses/by-sa/4.0/.

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