by Terra L. Fletcher

Created on: August 18, 2010

The elements of a corporate strategic plan may vary slightly and may be called by different names, but they are an integral part of all strategic marketing communications or advertising campaigns. When it comes to understanding corporate thinking, one needs to understand upper-level management. When those individuals are not available, the next best place to turn to is the Corporate Strategic Plan.

Organization Mission

The mission statement of a company should answer the questions: Why does the company exist? What do they hope to achieve? The mission should also address the nature and type of work as well as what the company values. The mission is often broad and marketing and communications problems are found in the Situation Analysis.

Strategic Analysis

The strategic analysis is the research foundation. In an advertising plan it highlights the focus and critical issues to be addressed by advertising. Components of the analysis include background information on the company, consumer, market, product, and competition. The strategic analysis should give the company a competitive advantage in information

Long-Term Objectives

Although written for the organization as a whole, the long-term objectives should be in agreement with the specific marketing and advertising goals.

Strategy

All activities planned to achieve the goals must be interrelated. Strategists must understand the links between actions, reactions, or lack of response. This is more than a list of ideas and actions, a marketing strategist looks several steps ahead, predicts the movements of others, and forecasts accordingly.

In an advertising plan there might be advertising, creative, and media strategies. The purpose of strategy is to achieve goals. The best strategies look for ways to give the company a competitive advantage.

Integrated Programs

Integrated programs are the details of the cross-functional actions necessary for strategy and objectives to be met. In advertising these actions are referred to as tactics or executions. They appear often in the media, creative or sales promotion strategy. Items in the integrated programs underscore the team concept.

Financial Projections

Financial expectations and measures are contained in the financial projections to evaluate company performance. In advertising and marketing communication plans the financial projections are covered in multiple ways. Actual expenses are in the budget. Sales projections are under marketing objectives. Few agencies still measure the effectiveness of advertising programs.

Executive Summary

Many corporate strategic plans begin with the executive summary or an overview. Many advertising plans do as well, but they often have a summary at the end of major sections, too.

Because a corporate strategic plan is intended to lead the company from where they are to where they want to be, understanding it will go a long way in creating plans that will meet objectives.

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