The communication plan

When you're carrying out an initiative or project, you naturally want it to be noticed. A communication plan helps you think strategically about how to reach your audience and how to promote your initiative.

What is a communication plan?

A communication plan is a summary of your marketing approach: from objectives and target audiences to the specific use of promotional tools. The better your understanding of your environment, the more focused your communication strategy will be. The plan not only helps with implementation, but also with applying for grants or funding, where communication information is often required.

Who are you writing it for?

You create a communication plan primarily for yourself: it provides structure and guidance, and you can reuse parts of it in other documents. It’s also useful for grant providers, foundations, and licensing authorities who want to know how wide your reach is. Partners, suppliers, and volunteers can also benefit from a clear overview: this way, everyone knows what role they play in promoting the project.

What does it say?

There are no set rules, but a good communication plan usually includes:

• General Information – Contact Information and Digital Channels.
• Introduction – a brief, personal introduction.
• The initiative or project – a description of what you will be doing, including its key features.
• Objectives – both substantive and communication-related goals (e.g., audience growth or ticket sales).
• Target groups – clearly defined, including size and characteristics.
• General proposition – the core message of your communication.
• Proposition by Target Audience – a tailored message and desired action for each target audience.
• Division of Responsibilities – Who is responsible for which communication tasks?
• Partners and volunteers —organizations and individuals who can help promote your project.
• Corporate Identity – for recognizability and consistency.
• Promotional materials —online, offline, and free publicity (such as social media, posters, and the press).
• Budget – Cost Overview for Communications.
• Planning – When Should You Deploy Which Resources?
• Evaluation – How do you measure, after the fact, whether your goals have been achieved?

Grants and Communication

Grant applications often ask about reach and communication. Your communication plan will help you describe these aspects in a concrete and convincing way. Be sure to include only the requested information, not the entire document.

💡 Tip: Want to learn more about promotion? Check out our article "Tips for Free Promotion." There, you'll find practical ideas for raising awareness of your project without a big budget.