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Patricia T. Whalen, Ph.D., APR

Blueprint. Webpage. Print Ads. Trade Shows. Product Logos. Direct Mail. Contests. Special Events. Press releases. Internal Newsletters. Blog. Define the problemWhat are we trying to solve?What financial impact will it have if not addressed?What priority does it deserve?Do a strategic assessment of the situationSWOT analysis (only as it relates to the problem at hand)Strengths

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Patricia T. Whalen, Ph.D., APR

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    5. Webpage

    7. Define the problem What are we trying to solve? What financial impact will it have if not addressed? What priority does it deserve? Do a strategic assessment of the situation SWOT analysis (only as it relates to the problem at hand) Strengths – internal Weaknesses – internal Opportunities – external Threats – external

    8. Specific Measurable Tied to corporate goals Define in Marketing and Communication terms

    9. What are the specific accomplishments that the communication plan is trying to achieve? Output – production oriented Budget Timeline Quality Media hits, etc Outcome – Changes in targets’ Awareness, attitude, desire to learn more, etc. Behavior: # of attendees, web hits, requests for info

    10. Broad plans on how to achieve the objective Who will you target What communications media will you use? What is the general tone? Light, serious, funny, informative, socially aware,etc.? What are the tie-ins with existing campaigns? Budget input needed from management

    11. Our objective is to accomplish X within Y time period by using strategy Z

    12. Define them demographically Who are they? Where are they? How many are there? Gain an insight about them What makes them different? What language to they speak? What do they want to know?

    13. Refine broad strategies to fit your targets May require: Different media Different tones Different persuasive techniques Different tie-ins with existing programs

    14. The principle that before an organization can convey its brand values to its customers, It must first communicate the brand values to its employees and Then motivate them to deliver the brand values to its customers. >>>Ahmed & Rafiq, 2002

    15. Different for each target But consistent image across campaign Speak to each target’s needs and interests Benefits not product features Solutions not firm characteristics

    16. Identify specific media vehicles for messages Explain production details Quality Quantity Shelf life Time Lines Include every target and message delivery dates Budget Estimates

    17. Identify your measurement before the campaign Build measurements into the design, i.e. Coupons in ads Dept. codes in responses Forms in place for phone lines Do ROI based on objectives Not all campaigns are intended to create a sale

    18. Use evaluation results to assess the new situation and begin again

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