Ever notice how health clubs market heavily in January and in spring? They know people are more likely to be focused on getting in shape at beginning of a new year, and before summer and swimsuit season arrive. So they spend more marketing dollars and focus their promotional efforts during these times of year and they maintain a lower profile rest of year.

Ask yourself these questions: What "seasonality" exists in my business? How can I schedule my marketing to take advantage?

(C) 2005 Debbie LaChusa

And it ensures you have a way to track all of your marketing activities to create greatest possible success for your business.

You need a marketing plan FIRST

The messaging part of your marketing plan is where your communications plan comes in. Once you have created a strong, strategic marketing foundation (which you will do as part of creating a marketing plan) you can determine a message strategy and tactics - this is your communications plan. And it most definitely can be a part of same document.

When I write marketing plans for clients, communications plan is part of marketing plan. The only time it is not, is when client has written their own business and marketing plans. But in those cases, I make sure I either get to review their plans or that I completely understand their business goals and strategy so I can develop a marketing communications plan to support them.

The success of your communications plan depends on it

If all you have is a communications plan, you are missing an important part of what it takes to make a business successful. A marketing plan is essential.

(C) 2005 Debbie LaChusa