Communications Plan Structure

COMMUNICATIONS PLAN STRUCTURE 0
Communications plan structure
Windows User
5/4/2019

COMMUNICATIONS PLAN STRUCTURE 1
Current communication strategy
Likely target market:
1. Primary market: the primary market of Carls Jr is urban families such as parents,
teenagers etc. they have certain items which is fixed in menu for families or teenagers
as to satisfy them.
2. Secondary market: the secondary market of Carls Jr is young children or parents of
those children as many kids saw advertisement of Carl Jr food items and they force
their parents to buy those items or order online.
Above the line communication elements:
1. Carls Jr use radio, print advertisements such as newspapers and magazines which
provides them wider reach, better connect with the target audience and building their
brand (Luxton, Et al, 2015).
Key taglines, body copy and visuals:
1. If it does not get all over the place, it does not belong in your face
2. Some guys, do not 49 cent Tuesdays
3. Without us, some guys would starve.

COMMUNICATIONS PLAN STRUCTURE 2
(Source: Carls’ Jr, 2019)
Media used and likely media objectives:
Social marketing media is used by the Carls Jr. and the objective was to build the long-term
relationship among the target customers and the brand.
Below the line communication mix elements:
The Carls Jr consists of remarkable, particular, direct advertising activities and which focused
on targeted audience. They focus more on communication than on the building of brand
(Blakeman, 2018).
Integration across mix elements:
1. Link objectives of business, marketing and communications
2. Link finance, marketing, HRM etc.
3. Link elements of marketing mix
4. Link elements of all promotional mix
5. Unify creative themes across the communications
Perceived current communications strength and weakness:
1. Strength: they focus more on spoken works, evaluate language of body and voice tone
and avoid distractions.
2. Weaknesses: they failed to sufficiently consider the requirements of the customers.