Challenges of Strategic Communication

1. Challenges of Strategic Communication

2. Treatment • Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools • Traditional marketing is not going away • Must be complemented by emerging strategic communication techniques

3. 1. Integrated Marketing Communications • Need to coordinate various strategic communications approaches • Advertising, Public Relations, Promotions, Direct Response, Interactive • Mutual reinforcement of core themes • Creates synergy and memorability

4. 2. Segmentation • Need to define multiple audiences • Defined by usage, lifestyle, behavior • Speak to targets based on their individual needs and wants

5. 3. Positioning and Branding • Strategies to deal with market complexity through messaging – must break through • Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity • Differentiates your brand from competitors with messages that are relevant, original and impactful = ROI

6. 4. Relationship Marketing • Develop a long-term interactive communication process between a defined segment and the brand • Use a full array of communication messages and channels to build ties

7. 5. Big Data • Technology allows narrowcasting and micro-marketing to individuals • Grounded in synthesis of purchasing and media consumption behaviors • All the opportunities of the Internet • Yahoo, Amazon, AOL

8. 6. Digital Marketing • Search Engine Optimization – Maximize Visibility • Paid Search – Drive Traffic • E-mail Marketing – Cheap Contact • Social Network Marketing – Build Buzz • Blogging – Create a Platform • Web Presence – Advertise on Key Sites • Mobile Marketing – Place-based Marketing • Podcasting – Respond to Tailoring • Online Video – Sight, Sound, and Interactivity

9. What makes a successful campaign? • Learn from successful past efforts • Examples in the book • Case Studies • Learn from past student work • NSAC Planbook • Download from class Web site • Student plans from past classes • Available in JRR starting the 5th week

10. Communication Plan • Right strategy • Right messages • Right audiences • Right media outlets • Right events • Right promotions

11. Purpose of the Plan • To present client with rationale behind communication objectives & strategies • Must be concise and easily digested • Provide enough tactical guidance so that other strategic communication specialists can implement the plan • Must contain enough specificity

12. Stages/Sections of Communication Plan • Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities • Campaign Strategy - Utilize research to determine target, desired position, and branding strategies • Creative Plan - Build message elements off of the creative brief that distills core messaging elements • Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement • Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added

13. Situation Analysis • Complied by Account Planners • Research synthesized into SWOT Analysis • Strength, Weakness, Opportunities, Threats • client background - history of the brand • industry and competitive trends • consumer analysis - purchasers, users, influencers • brand analysis - current perceptions and association • media usage analysis • category creative analysis • public opinion/stakeholder analysis

14. Campaign Strategy • Complied by Account Director • Informed by Situation Analysis • objectives (what you want to accomplish) • target (whom you are trying to reach) • competitive advantage (what differentiates brand) • brand personality (what people think of the brand) • positioning of brand (brand vs. competition) • geographical strategies (where you concentrate your $) • seasonal strategies (when you market the brand)

15. Creative Plan • Complied by Creative Director • Often a Copywriter and Art Director • derived from creative platform or brief • message strategies -- (prospect or brand focused) • selling premise -- (the unique selling proposition • campaign theme (logo, slogan, tagline, etc.) • create examples of executions

16. Media Plan • Complied by Media/Interactive Director • Coordinated with Creative Efforts • media target • timing (start date - launch) • reach (how many) / frequency (how often) • duration (how long) • scope (market selection - national or regional) • media tactics (selection of specific vehicle) • flowchart (scheduling and budgeting of plan)

17. PR & Promotions Plan • Complied by PR & Promotions Director • Integrate with other campaign elements • discuss status of public opinion • state public relations and promotions strategy • define media relations strategy & vehicle selection • public relations tactics (programs, press conferences) • discuss events tactics (press releases, news values) • discuss promotional tactics

18. Pulling a Plan Together • Begins with Situation Analysis • Informs the Campaign Strategy • Account planners and account executives • Creative Plan, Media Plan, and Public Relations Plan are developed in tandem • Overall strategy and individual executions coordinated for timing, theme, and targeting

19. Dealing with Growing Complexity • Strat Communication complicated by: • Diversification of product choices • Demassification of target audiences • Control over plethora of media channels • Economic and industry complexity

20. New Generation of Tools • Traditional approaches displaced by… • Integrated marketing communication • Market segmentation • Product positioning and branding • Relationship marketing • Big data • Digital marketing

21. Given this Complexity… • We can’t possibly deal with: • Every possible situation/product/service • Every possible combination of solutions • What we can do is to lay a groundwork of: • Basic concepts, principles, and tools • It’s up to you to: • Analyze situations • Generate creative solutions

22. Agency Positions for Group Project • Account Planner/Research Director: • Situation analysis • Account Director/Account Manager: • Campaign strategy • Creative Director/Copywriter: • Creative plan and executions • Media & Interactive Director: • Media/Interactive plan • PR & Promotions Director • Public Relations and Promotions plan

23. Additional information • For additional info on the layout of a plan, see Project Manual • Case studies later in the term • Got Milk, Altoids, Lee Jeans

24. Agency Position Preferences • Select a 1st, 2nd, and 3rd choice for preferred position within the agency