Architects wouldn't operate without a blueprint. Marketers should not operate without a marketing communications plan - strategic, thoughtfully conceived guidelines for promoting their work.

Marketing communications programs are activities designed to sell a product, service or idea. They include advertising, collateral materials, electronic media, publicity, promotion, direct mail, trade shows, special events and more.

Marketing communications planning consists of four key steps:

	What is the challenge?
	What will you do about it?
	How will you tell the public?
	Was the audience reached and what was the effect?