A communication strategy turns an organisation’s objectives into a message, target audiences, channels, a budget and indicators. It comes before the communication plan, which is its operational version: calendar, actions, owners. For the general framework, see Wikipedia, “Strategic communication”.
The dashboard has three levels: reach (impressions), engagement (clicks, interactions, time spent) and results (requests, meetings, applications). Sources: Google Analytics, Search Console, social media statistics and contact forms with source attribution.
The communication strategy defines the message, audiences and priorities across all channels. Digital marketing is its online execution.
Strategy document (diagnosis, audiences, objectives, positioning), message platform, 6 to 12 month action plan, budget by channel, calendar, dashboard and review template.
The strategy sets objectives, audiences and message. The plan details actions, calendar and budget.
It varies from one project to another. Allow 15 days on average.
No. Both share the same message platform, with different audiences and channels.
No. The audit sets the starting values used to measure results.
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