Communication plan.

02 · THE BRIEFING

1. I
   When to consider it
   You publish in bursts, the tone shifts depending on who holds the keyboard, and your priority messages dilute into filler content. Or you are launching a product and have no idea which channel does what in the first six months.
2. II
   Why it matters
   Without a written editorial plan, your media plan turns illegible. Ads speak one language, the site another, customer support a third. What it really costs you is the lukewarm leads bouncing because your brand says two different things in fifteen days.
3. III
   What you get back
   A yearly per-channel calendar, indexed on your media plan and your business peaks. A list of ranked priority messages. A per-format frame so whoever writes no longer has to guess.
4. IV
   How we run it
   We start by reading 6 months of your existing content, before suggesting a single editorial line. We map the scattered messages, we look at which audiences actually click through GA4 and Microsoft Clarity (replays your visitors scroll), then we test the cadence against your media plan. Delivered as a monthly Notion grid.
5. V
   What it unlocks
   A voice that holds for 12 months, defendable against ad reps. A monthly review loop no longer hostage to a single writer. A ground ready to plug in AI writing downstream, properly briefed.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A communication plan is only useful if it says no to 80% of incoming ideas.

Most editorial plans we inherit are collective wishlists: everyone slid their topic in, no one arbitrated. A useful plan is one that answers in two minutes the question "this idea, for which channel and which month". If the answer is "great, let us put it everywhere", the plan does not hold. The filter is prepared upstream, in parallel with the media plan that funds it.

• 01

  Clear message hierarchy

  Three priority messages, not twenty. Your teams know what must come back each quarter and what can wait. Secondary content lines up behind, not in front.

• 02

  Voice that holds across channels

  The tone no longer shifts depending on who holds the keyboard. The plan documents register, expressions to avoid, accepted references. A new hire takes over in two weeks, not three months.

• 03

  Cadence aligned on business peaks

  Your publishing peaks land on business peaks: product launches, trade shows, seasonal windows. Not on default LinkedIn slots.

• 04

  Anti-wishlist team filter

  You receive 15 internal content ideas a week. The plan gives the criterion to say yes, no, or "later" without debate. Editorial meetings shrink, content aligns.

05 · THE PLAY-BY-PLAY

Four steps. Four weeks on average. No brainstorm meeting without a frame.

1. 01

   We read six months of your content.

   Audit of every post, email, page, ad over two quarters. We measure the message dispersion, the priority theme repetition rate, the tone coherence. Microsoft Clarity (opens in a new window) (replays your visitors scroll) and GA4 (opens in a new window) complete with the pages actually consulted.

2. 02

   We rank the priority messages.

   A 2-hour workshop with your executive committee. Three priority messages emerge, validated in writing. Everything else becomes secondary or gets cut. The filter is documented so future arbitrages no longer rely on a single brain.

3. 03

   We lay down the monthly grid.

   A 12-month Notion calendar, indexed on your media plan and business peaks. Per month: priority message, per-channel formats, internal owner. Figma for visual templates, Canva for fast production. No more editorial meeting without the grid open.

4. 04

   We document the review loop.

   Monthly review procedure, threshold indicators (priority message repetition rate, gap between forecast and published cadence) consolidated in a Looker Studio (opens in a new window) dashboard, and a written reallocation rule. Handover to your teams or your existing editorial agency. You then steer without vendor dependency.

07 · NOT YET FOR YOU IF

Three cases where laying down a communication plan is not the top priority.

• You refuse to rank your messages.

  If your executive committee wants all twenty topics to go priority, we cannot lay down a defendable editorial frame. We can produce content, but it will be diluted and your media plan will have nothing to anchor on.

• Your revenue is below 2 M€.

  Below this threshold, formal editorial scoping rarely pays back. You will gain more by focusing production on two mastered channels than by building a theoretical grid across five formats and three audiences.

• No one internally will hold the grid afterwards.

  The editorial plan requires a minimum monthly review of one hour. If no one is dedicated to holding the rhythm, the grid becomes decorative after four months and you slip back to reactive production.

We open your editorial grid. We tell you where dispersion costs you most in lukewarm leads.