Train Your Brain

Why enrollment marketers should think like comms planners

Communications planning is “about creating a ‘big picture’ for the consumer by weaving together every aspect of a brand’s communication…It puts the consumer first…It treats channels objectively…and links proposition to creative channel.”

Consumer research and channel strategy is at the heart of comms planning.

I can’t help but think enrollment marketers are performing a comms planning function. We create a very specific set of communications that develop an ecosystem seeking to overcome comms barriers. With little control over price, place, product, our communications must work a little bit harder to overcome these barriers.

If that is true, how can we get better? I created this slide deck to act as a guide.

https://docs.google.com/presentation/d/1QExlpDl_bqcSzeo6r_1_5ZV6yfZy-nCPJXhu6PNMIRE/edit?usp=sharing