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01 · STR · 02/04

Communication plan.

Not a Pinterest calendar. Not a post list. A cadence indexed on the media plan.

You set a yearly frame, we deliver an editorial roadmap that ranks priority messages, audience formats and publishing cadence. Aligned on your business goals and media plan, never the other way around.

By Camille · Voice & content

Get my editorial plan quotedSee the Brasero mission

02 · OPERATION NOTE · OPS COMMUNICATION PLAN

Communication plan, decoded

The field report

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.

The cost of waiting

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 leadsinbound prospect enquiries bouncing because your brand says two different things in fifteen days.

In black and white

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.

The manoeuvre

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 GA4the Google audience measurement tool and Microsoft Clarityreplays recorded visits of your site, free, then we test the cadence against your media plan. Delivered as a monthly Notion grid.

The lock that breaks

A voice that holds for 12 months, defendable against ad repsthe platforms selling ad space (Meta, Google…). A monthly review loop no longer hostage to a single writer. A ground ready to plug in AI writing downstream, properly briefed.

03 · 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.

04 · THE MISSION THAT PROVED IT

Three missions where we held it.

Brasero estate, corporate retreats and weddings in Liège province

Brasero Group

Hospitality & events

24-month multi-channel editorial plan.

Read the Brasero mission
AVD Revival, reinterpreted 250 GTO, brand built from scratch

AVD Revival

From-scratch brand · high-end automotive

6-month brand-building editorial plan.

Read the AVD Revival mission
Ecostal Group team handling a solar panel in their warehouse

Ecostal Group

B2B photovoltaic e-commerce

18-month editorial plan across three eshops.

Read the Ecostal mission

05 · THE PLAY-BY-PLAY

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

  1. STEP 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. STEP 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. STEP 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. STEP 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.

06 · THE FLOW AT A GLANCE

The path each message takes between your executive committee and your audience.

— not the team wishlist15 ideas a week, 0 arbitrageEDITORIAL GRID · 12 MONTHSJANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECB2B DECIDERSLinkedIn · mailsB2C CUSTOMERSMeta · TikTokCOMMUNITYnewsletter · blogM1 · LAUNCHnew productM2 · PEAKtrade showM3 · RE-ENGAGEautumn windowENGAGEMENT MEASUREGA4 · MICROSOFT CLARITY · NOTIONrepetition rate · cadence vs forecast gapre-prioritise monthlyPRODUCTIONFIGMA · CANVA

Three priority messages anchored on your business peaks. Per-audience cadence follows. Everything else becomes secondary or drops off the calendar.

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.

08 · THE QUESTIONS WE ACTUALLY HEAR

Questions whispered after the second meeting. Honest answers.

On the 5-50 M€ SME missions we ran in 2024-2026, the gap between reactive publishing and a calibrated editorial plan sits around 30% more lukewarm leads on the reactive side (Brasero, Battlekart audits). Not net volume, but waste at the bottom of the funnel (the moment a visitor is about to buy). The broader agency vs freelance vs in-house debate sits here.

Not opposed. AI is useful to produce formats once the voice is set. It is bad at deciding which ones get priority, because that requires knowing your gross margin, your sales calendar, and your team constraints. The plan comes first. Briefed AI writing downstream, properly framed, takes over.

Not to our knowledge. Documented APD (Belgian DPA) sanctions are on tracking without a legal basis and out-of-GDPR email retention. On pure content, the authority only cuts in on misleading comparisons and unsourced health claims. Serious editorial plan + cited sources = no grey zone. On the Brasero mission, we documented every verifiable source and the internal audit went without a hitch.

Belgian 5-50 M€ SME range we observed: 15-25% lower content production cost over 12 months (less back-and-forth), and a lukewarm-to-warm lead conversion shifting from 8-12% to 18-25%. No guaranteed numbers. For your case, we quote after scoping. The brand voice layer downstream amplifies the effect.

The Notion grid costs nothing to maintain. The monthly review takes 1-2 hours from your team or editorial agency. If you want us to hold the loop ourselves, we bill per quarter, not per month. You can stop whenever, the grid stays with you.

Yes. We do this on 35% of our editorial missions. The rule: who steers the message hierarchy and who executes the formats. If the existing agency stays pilot, we scope with them. If they execute our grid, we accompany two quarters then step back. We never step on the other side without saying. We also articulate with the media plan that funds the distribution, so both grids speak the same language.

Field note

A communication plan is not a long list of good ideas. It is the art of saying no. When we ship one without having watched an executive committee arbitrate three messages, we are tinkering. The right word saves 30 € of Meta spend. But the right word picked, validated, ranked, is worth six months of coherence across every channel.

Camille · Voice & content
CamilleVoice & content · HeySquad

Other sub-services STRATEGY

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

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