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Creating a Stakeholder Marketing Communication Plan – Tilly’s Toys

Developed a comprehensive stakeholder communication plan for a digital marketing campaign promoting educational toys. Used stakeholder mapping, role analysis, and performance metrics to ensure aligned, transparent, and effective communication throughout the campaign.

Project Type

Strategic Communication Planning | Stakeholder Management

Date

July 2025

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Project Overview

This project was part of my Google Coursera certification, simulating the role of a marketing coordinator at Tilly’s Toys. The scenario involved managing stakeholder communications for a digital marketing campaign promoting a new line of educational toys. I was tasked with ensuring every stakeholder received relevant, timely updates tailored to their needs and influence level.

Step 1: Stakeholder Analysis

In my stakeholder analysis, I identified each stakeholder's role, influence, and interest in the campaign. I categorized stakeholders based on their potential to influence campaign outcomes and their level of daily engagement requirements.

 

This analysis helped clarify the primary information each stakeholder required, from specific campaign data to updates on any issues that could affect progress.


● Role, Influence, and Interest Columns: Used these to understand stakeholder importance and involvement.
● Primary Information Needs: Defined what each stakeholder specifically needed to know for informed decisions.
● Communication Approach: Determined the best form and frequency for each stakeholder’s updates.

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Step 2: Stakeholder Map

Next, I visualized each stakeholder's level of influence and interest in a stakeholder map, which provided clarity on how to prioritize my communication efforts.

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  • High Influence/High Interest: Identified as top priority stakeholders for close management.

  • High Influence/Low Interest: Selected for regular but streamlined updates to keep them informed without overwhelming them.

  • Low Influence/High Interest: Planned for regular updates to ensure transparency.

  • Low Influence/Low Interest: Maintained periodic communication to keep them in the loop.

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Step 3: Key Updates Analysis

I assessed recent campaign updates to decide what to communicate to each stakeholder. Key findings from the data included social media engagement metrics, ad performance insights, and conversion increases, alongside some operational challenges, like software implementation issues and designer resignation.


Key Insights Included:

  • Social media engagement metrics and CTRs by platform and age group

  • Incremental sales performance relative to targets.

  • Updates on team challenges and new tool implementation progress

Step 4: Developing the Communication Plan

Using the stakeholder analysis and map, I completed the communication plan. I outlined:

 

  • Information To Be Shared: Listed specific data insights, progress updates, and issues for each stakeholder.

  • Means of Communication: Determined the most effective communication channel for each stakeholder based on their preferences and involvement level (e.g., email, weekly meetings, dashboard reports).

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Key Takeaways

  • This structured approach helped:

  • Maintain transparency

  • Build trust and credibility

  • Anticipate stakeholder concerns

  • Avoid communication overload

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