Develop a Marketing and Communications Plan
A strategic roadmap I helped shape to strengthen ABC's voice, structure its messaging, and guide future communication activities.
Understanding ABC's Communication Needs
Before drafting the plan, I reviewed existing newsletters, council updates, event communication, BID materials, and ABC's overall brand tone. I identified that while ABC had strong content, it lacked a unified structure to guide timing, messaging, and audience engagement. This formed the foundation for the new plan.
Building the Framework
The Marketing & Communications Plan included:
Clear messaging themes aligned to ABC's values
Audience segmentation (business owners, council members, community, partners)
Channel strategies (email, website, social media, stakeholder updates)
Content priorities for campaigns and community updates
A structured monthly communication timeline
I incorporated strategic tools like SWOT analysis and the SMART framework to ensure the plan was realistic, measurable, and aligned with ABC's long-term goals.
A Structured Approach to Communication
The final plan outlined how and when content should be delivered, which messages to prioritise, and how to keep the tone consistent across all platforms. It balanced strategic direction with practical steps that a small team could implement easily.
Outcome and Impact
The plan provided ABC with:
More clarity and structure in its communication rhythm
Consistent messaging across channels
A ready-to-use guide for campaigns and events
A foundation for future digital engagement efforts
This helped the organisation streamline how it connects with Adelaide's business community.
What I learned
This project helped me turn theory into real-world strategy. I learned how to translate organisational goals into communication tasks, build campaign timelines, and ensure messaging stays consistent. It strengthened my confidence in designing professional communication strategies.