Developing a Marketing &
Communication Plan 

Most businesses understand the need for a business plan. However, just as important, and often times overlooked, is the need for a Marketing and Communication Plan. A Marketing and Communication Plan allows businesses to focus in on how they will interact with their potential and current clients. It provides a strategy that covers the communication spectrum ranging from social media to electronic newsletters.

Bringing its vast experience, Operation Crusader provides the insight and experience needed to help your company develop a comprehensive Marketing and Communication Plan. Our passion is bringing that expertise to your company.


Why do I need a Marketing & Communication Plan?

Great question. The primary purpose of a Marketing & Communication Plan is to provide a game plan on specifically how it will reach, engage and interact with potential and current customers. Where a Business Plan focuses on what you do, a Marketing and Communication Plan focuses more on how you plan to engage with the people who may need your goods or services.

There are as many strategies as there are businesses. There are no “cookie cutter” marketing and communication plans. Each is as unique as the business that develops it.


What’s included in a plan?

The goal of marketing is not to get a customer, but to be perceived as the authority within your industry. When people perceive you as the authority within your industry, getting customers is easy.

The plan focuses in on the emotion of buying and messaging. Identifying primary, secondary and tertiary audiences is critical. The more you know and understand your potential customer, the easier it is communicating and engaging with them.

As the plan is being developed, different revenue streams are discovered, goals are established and targets set. Mile markers are established to ensure that your business is on track to accomplish its goals.

Finally, we look at many of the common tools needed. These range from websites to social media, eNewsletters to texting, and graphics to video. Since each business has limited time and money to spend on marketing, we provide the tools to evaluate the priorities as to which tools are critical and which are not as important.

The four sessions are:

  1. The Starting Point: Here we delve deep into how marketing and communications work. Because each of our attendees comes in at a different place, discovering their starting point is critical before any goals can be established.

  2. Setting the Stage: Setting the Stage evaluates goals as well as revenue streams. Each business determines a variety of revenue aspects of their business and how to capitalize on them.

  3. The Tools: Marketing tools range from simple business cards to complex websites. It is impossible for any business to provide equal focus to everything, nor should they. Each business has to establish priorities to effectively work the tools.

  4. Putting It All Together: Just having information is not enough. It must be put together in a working plan. This session focuses on doing just that. It provides the tools needed to effectively put together a plan that you can utilize the right away.


So how does this work?

Operation Crusader can work with a single business in its Communications Clinic or within a small group workshop. The small group workshop allows for interaction between attendees that proves invaluable.

The Marketing & Communication Plan development package consists of four sessions that run two hours each; a total of 8 hours of training. Because we hold interaction between attendees in such high regard, a minimum of 4 businesses is required and each business can have up to 2 people.

Our goal is interaction. Because of this, we work to ensure that the people attending the workshop are not competitors. We want you to feel free to discuss certain items and having a competitor attending with you just doesn’t work.

The session locations change with each class. We work to find a location that is central to our attendees. The sessions are casual and interactive, but true workshops. We want you to walk away at the end with a working Marketing and Communication Plan that you can use.

We understand that many times blocking out time during the day may be a challenge so we have daylight and evening workshops are available.


OK, so how much is this going to cost me?

Operation Crusader is passionate about helping people put together a strong and workable Marketing and Communication Plan. All four sessions are $500 per business. Because many of the same businesses that need to develop the plan the most struggle with cash flow, we even offer payment options.

We provide a cash discount of $50 for any attendee that would like to pay up front. For those clients who would prefer to pay over time, we allow them to set their own deposit and give them up to 6 months to pay. It really is that easy.


When are the upcoming sessions?