Assignment 2

Edwaurdo King

Strategic Communication Plan

Business Communication 501

Professor Miller

5-9-2019

Strategic communications plan

This communication plan regards the marketing efforts developed by the marketing team in our company. In this strategic communication plan, the description of the opportunity is made. The reason why this communications plan is essential is given. This is followed closely by the story of the goal of this communication plan. The audience is described in great detail. This includes the target audience, the information available about the audience, and the tone of conveying the message. The key message of this communication plan is also given. This is followed closely by the supporting points for the original word of this communications plan. The description of the channel of communication is equally provided. Last but not least, the call for action is made in this communications plan. That said this communications plan progresses as follows.

Description

The opportunity here is to let the customers and potential customers "know of our new product" (Ferguson, 1999). Our company is launching a new trading expert advisor to help experienced, and newbie forex traders make informed decisions as they continue in their forex trading careers. We want our customers, and potential customers take advantage of this launch period to put our product to the test without paying anything at least within the launch period.

The primary reason this communications plan is crucial to me is that I want to be able to spread the word to as many people as possible while at the same time showing the potential of utilizing our product in their trading careers. For newbie traders, it is an excellent opportunity to start learning how to trade the forex market while at the same time earning in the process. This is possible because our software product will automate the trading process. This product is also crucial to experienced traders because it helps them automate the trading process when they are not doing manual trading.

Goal

The goal of this communication is to teach the customers and potential customer the working of the product during this launch period. Equally, the customers and prospective customers can be earning with our software product during this launch period without having to pay anything.

Audience

The primary target of this communications plan is the customers and potential customers who are in the forex trading niche.

At this point, it should be understood up front that the professional position of the audience members is not of much importance. This is the case because customers of this product can be of any professional places while others could be a newbie in the forex trading space. However, for professional traders, they would be fund managers.

In terms of demographic characters, the audience could be of any gender. However, in terms of age, the audience should be aged 18 years and older. In terms of location, the members could be located in any part of the world as long as they can connect with us remotely at the comfort of their own spaces.

The relationship with the audience is that of the buyer-seller relationship. This is because we have been launching useful products on the market. With the automation capabilities of this product, the audience will find it beneficial to use it as part for forex trading tools in their forex trading careers.

With regards to the background knowledge and expertise of the audience, it should be understood up front that this aspect will differ based on the categories audience falls. As already hinted above, the audience comprises newbie traders and experienced traders. Experienced traders are usually professional traders who have been trading forex successfully for quite a while. For the newbie traders, they are new to the forex world and are still learning the ropes.

The audience is excited to learn about our new product and the potential it will have on their trading careers. With this excitement, they expect to go through the installation and set up process, learn the various features of the product and how they work. Most importantly, they will learn how to automate their trading by implementing our expert adviser product. For newbie customers, they will expect to be earning while learning how to make a career in the forex market.

One of the preconceptions that may prevent me from building rapport with the audience is that psychological bias. Given the fact that the audience has experienced traders, I presume they do not need much of my time learning how the forex market works. For that reason, I may not create enough rapport with this particular audience.

The information available about my audience is that there are two broad categories of members, one of which falls in the experienced category and the other falls in the newbie category.

The research I would use to obtain this information is to conduct a survey. I would ask members what level of knowledge they have about the forex market as soon as we interact.

The conclusion I have drawn about the audience is that the newbie audience will require much time starting with educating them how the forex market works to teaching them how our product works and how it will help them in their new career in forex trading. As far as the mature audience is concerned, I conclude that they will require enough time to assist them in setting up the product and learn how it works. Apart from that, they will require less of my time because they already have good background knowledge about the forex market.

Regarding the tone of voice, I would use my voice as long as it makes the audience comfortable during our communication. Given this is business communication, the setting should be formal. The communication will also be impersonal because it aims to instigate a transaction in a later date after the launch period is over.

Key message

The primary message is that our product will have a high potential in the audience's trading careers. This message is compelling because I will urge them to experience the potential of our product for themselves for free during the launch period. Since the launch period will run for a whole month, the customer will have nothing to lose because they will have the opportunity to test the product for free for that period while at the same time earning from it.

Supporting points

One of the supporting points to our marketing message is that the audience will be taught how to use the product for free. This means that we will take them through the set up of the product one on one. This is to make sure that every audience member is set to take advantage of our product by setting it up.

Another supporting justification is that the audience will get recommendations about any other partnerships they may require. For example, a newbie audience will want to know the broker they may use to set up their trading account. We will offer the consulting service for free courtesy of the launch period because we want to prepare them to take advantage of our product.

Another justification is that the audience will start earning from our product for the entire launch period without spending a dime on our product. This is quite appealing because the customer will have a whole month to "test out the product while at the same time earning from its potential" (Kealey, & Ingenium Communications, 2012) before deciding to invest adequately in their trading careers.

Channel selection

Given that this product is in the launch period, I would use consult/join communication style as a way of "building a community" (Wilson, & Ogden, 2015) before the subscription period is open to the public. The reason for choosing this style is to prepare the audience well enough for the period ahead. This will include educating them on how the product is working while at the same time affording them the opportunity to test out the product and experience its potential before deciding to invest in it.

In terms of the communication channel, I will use teleconferencing because it is not only comfortable but convenient especially because the audience will be located in different parts of the world. Besides, there are free teleconferencing platforms with easy to use interfaces that our audience may find quite easy to navigate.

The purpose of using teleconferencing channels is to connect with the audience as if they were in the same room me. Besides, I would connect with their communication devices remotely to help them with setting up their product.

Action request

I request the audience to join the community, get our product set up immediately to start seeing results. There is no need to sit on the sidelines when there is nothing to lose during this launch period.

References

· Ferguson, S. D. (1999). Communication planning: An integrated approach. Thousand Oaks: Sage.

· Gunther, V., McGowan, J., & Donegan, K. (2011). Strategic communications for school leaders. Lanham, Md: Rowman & Littlefield.

· Kealey, C., & Ingenium Communications. (2012). The Results Map Handbook: The essential guide to strategic communications planning. Ottawa, Ont.: Ingenium Communications.

· Wilson, L. J., & Ogden, J. D. (2015). Strategic communications: Planning for public relations and marketing. Dubuque, Iowa: Kendall/Hunt.