Retroplanning communication: an effective method for your campaigns

Retroplanning in communications allows you to plan each stage of a campaign, from brief to review. It helps define who does what, when and how, so you don't forget anything.

Discover a clear method for organizing your actions efficiently, from A to Z.

Why is creating a communications retroplan indispensable?

A communications retroplan is a simple but essential tool for organizing a campaign in a structured way. It makes it easier to manage time, resources and unforeseen events. It's also an effective way of reassuring your teams and delivering the project on time.

In an SME, it's not uncommon for several projects to follow on from one another using the same resources. Without a solid schedule, it's hard to stay on course. 

A tool for effective project management

Retroplanning enables you to visualize all the stages of a campaign, and better distribute responsibilities over time. It structures the approach and provides a clear vision for all stakeholders.

Anticipate the unexpected and stay in control

Anticipation is one of the great advantages of retroplanning. By defining critical milestones, it allows you to build in margins for contingencies: delays, absences, revisions. This is particularly useful in campaigns where the deadline cannot be moved.

With visual tools like Gantt charts or a Pert diagram, you can better track the dependencies between tasks. 

What are the steps involved in communications retroplanning?

An effective communications retroplanning is based on a few key stages. It's not just a question of chaining tasks together, but of building a coherent method that respects the project's end date. Here are the phases not to be overlooked.

Define campaign objectives and scope

Before planning, you need to know what you want to achieve. It's essential to align message, target, channel and available resources. This framework will guide all subsequent steps.

Build the backward schedule

Start with the delivery or launch date, then work backwards. This enables you to identify the deadlines to be met and the essential milestones, so as not to forget anything.

Identify incompressible times

Each stage may have technical or human dependencies. Integrating these constraints from the outset helps you to estimate task durations realistically.

Choose the right tracking tools

You can use Google Sheets for simple tracking, or project management software for more complex projects. The important thing is to have a clear, shared and up-to-date tool.

Example of a simplified communication backplan

Here's an example of backward planning for a product launch campaign:

• D-60: validation of messages and strategy
• D-40: content creation (display advertising, text, video creation)
• D-25: validation of media
• D-10: scheduling of distribution (e-mail, networks, advertising, radio ads, billboard campaigns)
• D-0: launch of advertising campaign