Communications Plan

Communications Plan
Factors Involved in Communications Plan
International PC must consider the following factors in developing an effective communications plan: their target audience, determiningtheir objectives, designing the messages, selecting the channels, and establishing the budget. International PC’s communications plan must start with a clear target audience because their targetaudience is a critical influence on what to say, when to say, where to say, whom to say it (Kotler & Keller, 2007). International PC’s main target audience is the fishing industry in England and Russia.The communications objectives for International PC are category need and brand attitude. The new paint coating will enable fishermen to fish in harsh weather conditions while minimizing safety issuesand deaths. Additionally, the coating will eliminate de-icing the vessels manually and the risk of the vessels capsizing. Joseph (n.d.) “The Pareto Principle states that 80 percent of your revenuewill come from 20 percent of your customers. It is therefore in your best interest to develop strong marketing strategies to attract the best customers.” International PC will use a technique calledA.I.D.A (attention, interest, desire, action) in designing their message by gaining attention, creating interest, inspiring desire, and triggering the action for purchase in order for the new paintcoating to be adopted. The best communication channel for IPC is the nonpersonal channel specifically through the media because IPC’s message is directed to a group of fishermen. The objective-and-taskbudgeting method is the method IPC will use to establish their communications budget. This method will enable IPC to analyze the relationship between their objectives, tasks, and the estimated costs pertask with the amount spent, exposure levels, trial rates, and regular use.
The marketing communications plan will follow the same outline for IPC’s domestic and international markets. However, IPC...