1- Strategy Discuss the approach that you will use to meet the objectives. Outline your online value proposition. Describe your acquisition communications strategy: what are the main approaches you will use to acquire traffic? Don’t forget to consider how you drive visitors to your online media through offline media and integrated campaigns. Also describe your retention communications strategy: what will be the main online and offline tactics to encourage repeat visits and sales? Define your strategy using the Customer Value Journey. 2- Actions Who, what, where, when? Define a plan of action to include tactic, person(s) responsible and time frame for implementation. Ensure that you link the actions back to the objectives. 3- Control Outline how you will monitor and evaluate performance. Ensure that these are aligned with your objectives and KPI’s to ensure that your business stays on track. Track, analyse and optimise
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