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Communications Strategy

Communications Strategy. Creating Effective Communications Campaigns. The Bottom Line to Communications Strategy. Say the right things to the right people in the right way at the right time, and do it consistently over time and across different ways of communicating. Sender.

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Communications Strategy

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  1. Communications Strategy Creating Effective Communications Campaigns

  2. The Bottom Line to Communications Strategy • Say the right things • to the right people • in the right way • at the right time, and • do it consistently over time and • across different ways of communicating.

  3. Sender The Communication Process Encoding Feedback Media Noise Message Noise Decoding Response Receiver

  4. II. Developing a Communications Plan

  5. 1. What do we want to happen? 2. Who should we talk to? Major Decisions 4. Where, when, and how often should we say it? 5. How will we know we succeeded? 3. What should we say? 6. How much should we spend?

  6. 1. Major Goals of Communications Build Awareness Create Associations Motivate to Act Increase acceptance of offered services (short term) Acceptance of Organization (long term)

  7. What can Communications Do? Establish awareness Maintain awareness Influence Awareness Establish an image for the services Modify relative service positioning Educate &/or change misconceptions Influence Perceptions Change trade-offs made by beneficiaries Change dimensions along which alternatives are evaluated Influence Preferences Develop an intent to avail of services Encourage behavioral changes Promote meeting occasions Encourage feed backs Influence Behavior Influence Partners Obtain cooperation Receive favorable attention/space

  8. Bottom Line Question Why are beneficiaries not welcoming our services/offers?

  9. 2. Selecting the Appropriate Target • Beneficiaries • Middlepeople • Competitors

  10. Plan a Message Strategy General Message to Be Communicated to Beneficiaries Messages Develop a Position and a Personality Focus on Intended Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Message Appeals Meaningful Believable Distinctive

  11. Start with a Positioning Statement • ________________ (service) • is _____________(unique & most important claim) • among all _____________(competitive frame) • for ___________________(segment) • because _____________________(support)

  12. Communications Program Evaluation 5. CampaignEvaluation Communication Effects Are we increasingly welcomed? Service Effects Are beneficiaries increasingly availing of services?

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