Organisation
An international business organisation operating through National Committees around the world.
Communications and Marketing Plan for a Global E-Commerce Programme
Developed for an international business organisation with a worldwide network of National Committees, partners and member organisations. The plan was based on publicly available information, publications and materials provided during the interview process.
01 · Context
Context
The assignment required a practical launch plan that a small central team could coordinate across a global network.
Objective
Launch a global e-commerce programme for SMEs and entrepreneurs.
Constraint
No paid digital marketing tools were available to the small launch team.
Approach
Use the organisation's existing network and owned channels as the communications infrastructure.
02 · The Plan
The Plan
The final plan combined communication channels, target audiences, ownership and a phased launch roadmap.
Internal Stakeholders
Leadership
Communications Team
Programme Team
National Committees
Network Partners
Employees
External Stakeholders
SMEs and Entrepreneurs
Media Outlets
Government Bodies
Regulatory Bodies
NGOs
Grassroots Organisations
03 · Process
How the Strategy Was Built
The steps below show how the brief was translated into an operational plan.
04 · Original work
Inside the Strategy
Selected views from the original workbook show how audiences, ownership, execution and measurement were connected.
Target audiences
Identifying who enables the launch
The mapping separates internal delivery stakeholders from external audiences and defines the role or relevance of each group.
Communication strategy
Audience, ownership and follow-up
Each internal and external activity connects an audience to an owner, channel, follow-up action and expected outcome.
Marketing plan
Actions tied to measurement
Partnership, landing-page and campaign activities are paired with execution details, intended outcomes and success measures.
Launch timeline
Sequencing before and after launch
The roadmap aligns preparation, internal engagement, public launch activity and post-launch optimisation across six months.
05 · Delivery
Why the Plan Works
The plan was designed around the organisation's existing capacity and delivery structure.
Network Instead of Budget
The global network of National Committees and partners replaced paid reach.
Defined Ownership
Each communication activity had a named owner and delivery channel.
Sequenced Delivery
Internal alignment came before public communication and programme launch.
Ongoing Engagement
Newsletters, partnerships, content updates and optimisation continued after launch.