Communications planning: What it is, why it is important and how enrolment management marketers can apply it

Abstract

Navigating a constricting marketplace, media fragmentation, complex customer journeys and razor-thin enrolment goals, enrolment management marketers are faced with the need to make their efforts more effective. As the current ‘search’ model continues to be questioned, the move from finding the most efficient way to distribute communications to a new model to produce more effective outcomes has yet to be explored. Using communications planning as a framework, this paper details how enrolment management marketers can use the framework for a more effective way to produce better marketing outcomes.