There are 5 key elements to a sound marcom plan 

(1) Communication Objectives 

(2) Message and Positioning Strategies

 (3) Specific Actions (Tactics) 

(4) Measurement Procedures 

(5) Budget 

NOTE: Marketing communications plans are restricted to the things that communication can accomplish for your agency.  Like: increase favorable awareness of your agency name or produce direct responses for sales follow up. Never confuse communications objectives, strategies and tactics with sales objectives, strategies and tactics. 

About each element 

Communication Objectives: State the WHAT you want to accomplish in a quantitative, measurable way: “Obtain 100 qualified new customer leads for BOPs from June to November 1.” 

Communication Strategies:  State HOW you plan to attain the objectives: “Promote ABC Agency as the leader in Main Street BOP services offering a valuable Your Business Analysis that helps match needs with the right coverages.” 

Communication Tactics: State the SPECIFIC ACTIONS required.   

(1) ”Direct mail prospect list of 500 local businesses every month from June to October 31 with Jumbo Postcards that deliver basic message “it pays to call ABC Agency for a Second Opinion before you renew…you could cut your insurance costs dramatically. Include 800-telephone number and e-mail address calls to action asking prospects to give us their X-Dates.”  

(2) Make minimum 20 producer X-Dating calls a week to non-repliers. 

(3) Send quarterly agency business newsletter to entire prospect list starting with February issue. 

(4) Producer calls on current agency BOP customers for referrals;  minimum of 10 calls per producer each week from March 1 to June 30. 

Communications Measurement:  Explains how the program will be evaluated against directly against its objectives: “How many BOP X-Dates did we get for sales follow up by our producers?”  “How many came from our direct mail campaign?”  “How many from newsletter mailings?”  “How many from referral calls on current BOP customers?” 

NOTE: While it won’t be perfect, you should have a “lead capture” business process in your agency.  When a suspect or prospect contact is made at the agency (by mail, telephone, walk-in, e-mail) ALWAYS make sure the agency associate asks, “How did you hear about our agency?” 

 Communications Budgeting:  Simply explains COST OF EACH TACTIC.  Budget figures are the costs of achieving pre-determined communications goals. 

Only two basic objectives for your marcom plan 

In nearly all insurance marketing communications, programs can achieve only two basic objectives:  (1) those that change a target market awareness of your agency from one SPECIFIC LEVEL to another in a SPECIFIC TIME PERIOD; (2) those that produce a SET NUMBER of qualified sales leads in a SPECIFIC TIME PERIOD. 

Make sure your objectives are stated in measurable terms.  For example, an awareness objective should read like this:  “To increase awareness of ABC Agency as a full service insurance agency from X% to Y% in Z months.” An inquiry objective should read: “Obtain X inquiries from target market prospects from June 1 to October 31.”  

Professional, business-like approach 

A well-developed, well-written marketing communications plan is an integral part of your annual business plan.  It supports your sales goals and sales producers. It introduces accountability to advertising, sales promotion, direct mail, Web and other communication vehicles. Adopt the approach we are suggesting and you will be able to sit down at the end of the year knowing, with remarkable precision, what results your marcom investment produced!