Canvas Kommunikation (WKO)
WKO canvas for planning communication goals, target audiences, and measures for SMEs.
PURPOSE
The WKO Communication Canvas supports small and medium enterprises in strategically planning their communication even without a dedicated communication department. It makes the planning of communication goals, target audiences, and measures accessible at a low threshold. The tool is specifically tailored to the needs and resources of SMEs in the German-speaking region.
HOW TO USE
The canvas is filled out by business owners or marketing managers in SMEs, ideally as part of annual communication planning. First, the company's communication goals are defined and the most important target audiences identified. Then appropriate measures and channels are selected that can be implemented with available resources. The canvas serves as a compact one-page communication strategy.
WHAT IT IS
The WKO Communication Canvas is a planning tool for SME communication developed by the Austrian Federal Economic Chamber (WKO). It contains fields for communication goals, target audiences, messages, channels, and measures. The canvas is deliberately kept simple and oriented toward the practical needs of smaller companies.
EXAMPLE
Example: You run a trades business with 15 employees and have no budget for a communication agency. With the WKO Communication Canvas, you plan your communication yourself: You define your three most important target audiences (private customers, architects, apprentices), the appropriate channels, and your central messages.