A comprehensive marketing plan brings together individual plans for marketing communications, internal communications, and stakeholder communications. They may even take into consideration things like search engine optimization, paid vs. organic traffic, and marketing automation platforms. For many organizations, developing campaigns at this scale isn’t feasible in the best of times due to the large investments of time and funding they require.
Smaller, micro-campaigns are a great tool for organizations that want something more easily designed that can be implemented swiftly. These tightly focused campaigns are intended to deliver a specific intention or motive; a perfect option for the here and now.
To frame your plan, start by identifying the business goals you intend to reach through your communications. Beginning with your goals in mind will help you market with intention.