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How does a marketing plan relate to an organization's communications plan? What are the differences? Is the marketing plan just one aspect of the communications plan? Should one consider combining them into a single document?

A communications plan is a PART of your marketing plan. A communications plan is a focused strategy you use to get the word out about your business, product or service.

You may use a variety of communications tactics such as public relations, advertising and speaking engagements. Yes, it does identify who you are communicating to and what your message is, and where and how you will get that message out, and often has goals or objectives you are trying to achieve.

Here's the difference between the two

A marketing plan starts by creating a strong, strategic marketing foundation for your communications plan. It addresses the goals and objectives for your business, not just for your communications activities.

It addresses how you package, price and sell your product or service, not just how you talk about it. It takes into consideration your competitors and helps you develop a unique selling proposition to ensure your product or service is uniquely positioned in the minds of your prospects and customers.

And it ensures you have a way to track all of your marketing activities to create the greatest possible success for your business.

You need a marketing plan FIRST

The messaging part of your marketing plan is where your communications plan comes in. Once you have created a strong, strategic marketing foundation (which you will do as part of creating a marketing plan) you can determine a message strategy and tactics - this is your communications plan. And it most definitely can be a part of the same document.

When I write marketing plans for clients, the communications plan is part of the marketing plan. The only time it is not, is when the client has written their own business and marketing plans. But in those cases, I make sure I either get to review their plans or that I completely understand their business goals and strategy so I can develop a marketing communications plan to support them.

The success of your communications plan depends on it

If all you have is a communications plan, you are missing an important part of what it takes to make a business successful. A marketing plan is essential.

(C) 2005 Debbie LaChusa

Debbie LaChusa

Debbie LaChusa is a marketing veteran with 20 years in the business. After 13 years in the advertising and marketing agency business, Debbie founded DLC Marketing, Inc., a marketing consulting and coaching business. Her goal? To give entrepreneurs and small business owners affordable access to the same high-level strategic marketing and advertising expertise that typically only large companies with big budgets can afford.

Debbie's commitment to making marketing expertise accessible to small business also led her to pursue speaking engagements and teaching. She has spoken at meetings and conventions across the United States and in Canada. She also is on the faculty of Wellcoaches Corporation, where she teaches wellness coach trainees around the world how to successfully market their new coaching practices.

Debbie has written and self-published two marketing workbooks, "A Step-by-Step Marketing Guide" and "A Step-by-Step Marketing Guide for Your Fitness Business" which have sold copies worldwide. Her advice is also featured in Entrepreneur Magazine's "How to Start a Personal Training Business," part of the magazine's Business Start-Up Series. And she is a contributor to the San Diego Business Journal.

Debbie created The 10stepmarketing? System to provide small business owners, coaches, consultants and other independent professionals with all the tools they need to market themselves.

This simple, step-by-step system, features an easy-to-use question-and-answer format that walks business owners through every step they need to take to develop and implement their own marketing plan designed to achieve the success they desire and deserve.

On a more personal note, Debbie LaChusa is a fraternal twin. In 2004 she launched Twin Connections, a web site that celebrates the unique and mysterious bond shared by twins. She collects twin stories and hopes to compile them into a book.