[J453] Planning Basics

Week one, brief overview

Transcript

1. J453: Planning Basics
2. Strategic Planning: The “Who” • Communication Technician (entry-level) • Communications Manager • Tactical Manager (day-to-day) • Strategic Manager (bigger picture) • Understands research and planning • Knows how to make strategic choices • Makes tactical choices • Evaluates for effectiveness
3. What is Strategic Communications? • Planned • Intentional • Has a purpose, alternatives have been considered & decisions justified • Informational or Persuasive • Purpose is to build understanding and support for ideas, causes, service or products
4. Planning your Campaign
5. Why Plan? •Be strategic •Be proactive •Accomplish your objectives
6. MYTH about Planning •We can’t afford to conduct intended audience research
7. FACT • You are not your audience • You can’t afford not to. • Avoid: - Misdirected efforts - Ill-targeted distribution - Misunderstood motivations
8. 1. Provide quality childcare to kids ages 2 1/2 - 5 2. Subscribes to the Reggio-Emilio philosophy: child-led education, nature play, play with natural materials. 3. On LCC’s main campus. Provides care for LCC students, faculty and staff in addition to community members.
9. Understanding Context: Organization • Current mission statement • Existing marketing & communication • Personnel skills in the planning and delivery of communications activities • Approach to communications • Decision-making processes • Policies (e.g., partnerships/ sponsorships) • Resources:Human, Material, Financial • Current partners • Access to networks and channels (formal and informal access to audience/segment)
10. Understanding Context: Environment • Type of competition • Competition for attention - Opponents of the cause - Competition within your field • Ethical issues (e.g. confidentiality) • Legal issues (e.g. municipal by-laws) • Social issues (e.g. poverty, generational differences) • Political issues (e.g. elections) • Economic issues (e.g. lost jobs, recession) • Demographic issues (e.g. GenY population boom) • Technological issues (e.g. Craigslist, Care.com, etc.)
11. Understanding Context: SWOT • How can you build on your strengths? • How can you overcome your weaknesses? • How can you use the opportunities available to you? • How can you reduce outside threats?
12. What’s Your Goal? One statement. End result.
13. Ex 1: For Lane Child & Family Center to be recognized as a quality childcare provider by community parents.
14. Identify Your Audience(s) • Demographics • Psychographics • Lifestyle • Values, Beliefs • Orientation to your organization & cause (awareness, expectations, perception)
15. YourBabyYourWay.Com • 80% of mothers-to-be do research online and look outside their physicians • Average age of women giving birth for the first time in Oregon: 25.2 • GenY sees motherhood and parenthood as a lifestyle • Moms, particularly, are looking for products/services designed to help manage stress in every day life and reach aspirations.
16. www.YourBabyYourWay.com
17. Objectives • Measurable • Attainable • Action + Audience + Result + Measure • Ex: To touch the frog so it jumps by nightfall
18. Strategies • Set your direction and focus • Include messaging and positioning
19. Tactics •Channels •Outlets •Format •Messengers
20. Persona l Mass highly personal/ interactive segmented moderate interactive mass-produced mass media Highly Interactive Non- interactive phone call e-mail media tour speech one-on-one handwritten note pitch letter newsletter affinity portal brochure press kit web site company magazine Interactivity Grid of Communication Tactics Video News Release movie billboard PSA news release feature story Op-Ed letter to editor events
21. Messengers • Any clues from research about who influences behavior of your audience? • Who does audience admire or want to emulate? • Who do they trust to give accurate info? • Who do they usually ask questions of about this issue? • Respond better to authority? peer? celebrity? character? • Will they immediately recognize the messenger or who he or is is supposed to represent? • Is there a celeb or public figrue already associated with your issue? • If a public figure, is he or she a role model on the topic? Does he or she have anything in his or her past that could contradict your message?
22. Timeline • Distribution Plan • Publicity/Promotions Plan • Internal Readiness
23. Distribution Partners chosen to participate in dissemination Correct quantities of materials ordered Materials ready for distribution Materials distributed to partner organizations Materials available to target audience Media materials distributed to media outlets Inventory tracking system in place Materials reordering system in place
24. Internal Readiness •Program Spokesperson •Backup Spokesperson •Key talking points about your program •Procedure for dealing with comments or complaints •Other organizations to refer reporters to for more info •Define partner roles and contact person
25. Evaluation • What should we do? - Formative research • How are we doing? - During the implementation • Did we do it? - Outcome evaluation
26. Budget Expenses: • Management/ consultations/committees • Research and evaluation • Media activities • Events • Training of influencers • Print or other material • Mailing and distribution • Other • Contingencies (10% of the above)
27. Questions?