Visual Communication Planner 3: Strategy made easy

www.visualcommunicationplanner.com
www.marketingdistinguo.com
PLANNING YOUR COMMUNICATION
STRATEGY DOESN’T HAVE TO BE
COMPLICATED.
MORE THAN 2,000 DOWNLOADS
AND 27,000 SLIDE VIEWS!
WWW.VISUALCOMMUNICATIONPLANNER.COM
FREE TOOL
FREE SLIDES
FREE RESOURCES

WHAT’S NEW IN VERSION 3.0
• The Marketing Distinguo
concept is now the first and
most important element.
• KPIs take the place of Metrics.
• Investments take the place of
Budget.
• New slides and a new bottom-
up approach.
• New graphic layout and logo.
• New free resources!
YOUR
LOGO
HERE

The Visual Communication Planner by
Gabriele Carboni - Weevo S.r.l. is licensed
under a Creative Commons Attribution-
ShareAlike 4.0 International License.

GABRIELE CARBONI
Finalist for the Best 2019 Marketing Innovation award at DES 2019 Madrid with the Marketing
Distinguo card deck.
Defined by GoingGlobal UK: "LEADING EXPERT IN INTERNATIONAL DIGITAL MARKETING
STRATEGIES".
Among the 5 major Italian marketing influencers according to Digitalic.
Coordinator of the networking project by Philip Kotler in Italy for the Italian Marketing Foundation.
The first and only Italian to complete the MIT Sloan Digital Business Strategy Executive Program on
Digital Transformation. Co-founder of Weevo S.r.l., an Italian web agency specializing in the
international market approach through Social Media. Engaged in Marketing, Communication and
Sales, is a Digital Strategic Planner, journalist and Communications Designer.
Author of "Strategie web per i mercati esteri" (Digital Strategies for International Markets), Hoepli
2016.
Worked as a lecturer for 24Ore Business School, Ninja Academy, Warrantraining and several Italian
universities.
Co-publisher and columist of Il Giornale delle PMI, the Italian online magazine dedicated to small
and medium-sized businesses.
global.weevo.it

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ON OF THE THREE BEST
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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 visualise your strategy simply
and understandably.

STRATEGY IS WHAT TO START WITH
MARKETING DISTINGUO
TARGET MARKETS
GOALS
CONTENTS
CHANNEL AND ACTIVITIES
KPIs
INVESTMENTS
ACTIVITY TIMELINE
WWW.VISUALCOMMUNICATIONPLANNER.COM

HOW TO USE IT
Outlining your communication strategy has never
been easier.
1. Print your copy of the Visual Communication
Planner (A3 is suggested).
2. Answer the questions and start creating
your visual plan right away.
3. Write your answer inside the element of the
VCP.

CONSULTANTS
Fill the elements of the Visual
Communication Planner with your
potential customer.
He/she will see the
communication strategy taking
shape and understand the
importance of it.
Training your customers with this
tool will give them the knowledge
they need to make the right
decisions on the communication
matter.
MANAGERS
The Visual Communication
Planner gives you a better
understanding of the
communication strategy.
It saves time on planning,
analysing and evaluating the
strategy.
Play with your team and define
the perfect plan for the company
of any size.

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
ANALYSE
the communication scenario

BUY NOW

Why should I buy your product?
MARKETING DISTINGUO
The Marketing Distinguo is a simple process to answer the most challenging question:
“Why should I buy your company’s product rather than your competitor’s?”
On the one hand, Positioning refers to the “place”the brand occupies in the consumer’s
mind. On the other hand, USP positions the product within a particular market to create the
perfect advertising.
A glue between these two concepts is essential to simplify the job of the marketing
manager and development of a communications strategy.

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
BUY THE CARD DECK

What to analyse?
MARKETING DISTINGUO
What differentiates the company from its competition can
belong to the brand, or be different for each product line.
The analysis should be done on every market the company
work in or wants to, concerning the players operating in the
same target.
With the Marketing Distinguo method you can answer to the
question “Why should I buy your product?” in three simple
steps.
Discover more
with the e-book,
free with Kindle
Unlimited

The Marketing Distinguo is related to
contents
MARKETING DISTINGUO
Finding the Marketing Distinguo of your brand, your
company, your product/service or your self is crucial as it
influences all contents of your communication.
From the slogan to the website content, from the organic
social media posts to the advertising.
If you focus your contents on your Marketing Distinguo
you will reach your goals faster.

TARGET
MARKETS

• 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 B2B 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

TARGET MARKETS
Target markets are related to channels
It is easy to find the most used social media in the world.
But does your target use Facebook?
The channel you decide to use and the activities you are
going to plan should always keep the target in mind.
Also, you may find that potential customers in your
domestic market use different channels than those in
foreign countries.

GOALS

• First approach to the market;
• search for distributors or retailers;
• business partnership research;
• commercial follow-up;
• customer care;
• consolidating position on the market;
• consumer involvement;
GOALS
• sales growth:
• increase 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:
u attract more visits to the website / e-commerce / blog, through specific sources;
u increase the number of followers or likes on Social Media;
u generate share of your posts on social media;
u get clicks from advertisements;
u increase openings or clicks on newsletters.

GOALS
Goals are related to KPIs
KPIs shall always be set in order to evaluate the actions
leading to the business goals.
In the same way, you should define goals that you can
track with KPIs that are measurable and achievable.

CONTENTS

CONTENTS
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?
CONTENTS

• 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?
CONTENTS

The perfect content – website, brochure, video, advertising – should
always answer these questions:
u Who we are?
u What do we do?
u To whom we want to sell it?
u Why should they buy it? (a.k.a. the Marketing Distinguo)
CONTENTS

CHANNELS
AND
ACTIVITIES

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

• What are the most used web channels from the defined target?
• Are there niche channels dedicated to the industry?
• 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 goals?
• Are your preferred channels already available? Do you need to activate any social
profiles or 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?

A good communication strategy should be planned for at least twelve months.
Under the elements of the Visual Communication Planner you have twelve slots
you can use to note key activities or events.
CHANNEL AND ACTIVITIES

KPIs

KPIs
• What are the business metrics aligned to the goals?
• What are the channel metrics to consider?
• Can you measure those metrics?
• How often do you analyse traffic?
• What tools do you use to analyse the results?
• Who will analyse the results?
• What to do if goals are not met?

KPI EXAMPLES
• Monthly new prospects/leads
• Qualified leads per month
• Marketing Qualified Leads
• Sales-Accepted Leads
• Sales Qualified Leads
• Cost per lead
• Cost per conversion
• Average time of conversion
• Retention rate
• Churn rate

CHANNEL METRIC EXAMPLES
• Monthly website traffic
• Returning vs. new visitors
• Visits per channel
• Average time on page
• Page per visit
• Inbound links to website
• Traffic from organic search
• Advertising Click-Through Rate
• Volume of traffic from video
content
• Traffic from Social Media
• Engagement rate
• Mentions and comments

FUNNEL EXAMPLE
CHANNEL
METRICS
TOFU: WEBSITE TRAFFIC FROM SPECIFIC
CHANNELS
KPIs MOFU: FILLED FORMS
BUSINESS
GOALS
BOFU: SALES

INVESTMENTS

• 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?
INVESTMENTS

• 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?
INVESTMENTS

• 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/.

Visual Communication Planner 3: Strategy made easy

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