Communication planning involves determining in advance when, how, and through which channels you communicate. The goal is to bring structure to communication and ensure that the right message reaches the right target audience at the right time.
When do you use communication planning?
Communication planning is used for:
- Roadworks
- Infrastructure projects
- Mobility campaigns
- Events
- Situations with multiple communication moments
As soon as communication does not consist of a single moment but extends over a longer period, planning is necessary.
What is the goal of communication planning?
The aim is to:
- To create an overview
- to structure communication
- To determine the right timing
- to ensure consistency
- To reach target groups in a targeted manner
Good planning prevents communication from being ad hoc and fragmented.
Who are the target audiences?
Depending on the project, target groups may be:
- Neighbours
- Forensics
- Companies
- Visitors
- Stakeholders
Each target group requires its own approach and timing.
What is included in a communication plan?
A communication plan usually contains:
- Target groups
- Groceries
- Channels
- Timing
- Phases of the project
- Responsibilities
This forms the basis for consistent communication.
What makes communication planning effective?
Effective communication planning is:
- Realistic
- Tailored to the project
- Targeted at target groups
- Flexible to changes
- Clear to all involved
Planning must provide direction, but also offer room to adjust.
Common mistakes
Common mistakes include:
- Don't make a plan
- Planning too broadly
- Not taking target groups into account
- Do not link to project phases
- Not making adjustments during the project
This leads to inconsistent and less effective communication.
How do you approach communication planning?
A simple approach:
- Determine the phases of the project
- Define the target groups per phase
- Determine the message for each phase
- Choose appropriate channels
- Determine the timing
- Monitor and adjust
Following these steps creates a structured approach.
The role of digital platforms
Digital platforms, such as the BaaS platform from Traffic Solvers, make it possible to centrally manage communication planning and convert it into concrete campaigns faster.
Summary
Communication planning ensures structure, overview, and consistency in communication. By considering target audiences, timing, and channels in advance, communication becomes more effective and better aligned with the project.
