communications plan workshop 5:30 – 6:20 pm mdcl 1008 competition welcome! please take a seat
TRANSCRIPT
Communications Plan Workshop5:30 – 6:20 pm
MDCL 1008
COMPETITION
Welcome!Please take a seat
Elements of a Communications Plan1. Situational Analysis2. Target Audience3. Strategic Summary4. Strategies5. Messaging6. Timeline7. Budget8. Evaluation
Situational Analysis
Analyze your organization’s current situation (background, challenges, public perception, etc) and evaluate what you can do for them • Research• PESTLE• SWOT
SWOT Analysis - Strengths
Strengths• What does the company do well?• Does it have a strong public perception?• Is the company strong in its market?• Does the company have a strong sense of
purpose and culture to support the purpose?
SWOT Analysis - Weaknesses
Weaknesses• What does the company do poorly?• What problems could be avoided?• Does the company have serious financial
liabilities?
SWOT Analysis - Opportunity
Opportunities • Are industry trends moving upward?• Do new markets exist for the company’s
products/ services?• Are there new technologies that the
company can exploit?
SWOT Analysis - Threats
Threats• What are competitors doing well?• What obstacles does the company face?• Are there troubling changes in the
company’s business environment (technologies, laws, and regulations)
PESTLE ModelPolitical – what is the political situation, how does it
affect the industry? (taxes, duties, etc)Economic – prevalent economic factors? Supply/
Demand, exchange rate, inflation, etcSocial - cultural trends, demographics, population
analytics, etcTechnological – technical innovations that are likely
to pop up and affect the industryLegal - consumer laws, safety standards, labor lawsEnvironmental – environmental concerns
Target Audience
• Know your audience!• Define your publics
• Requires research• Demographic• Psychographics and lifestyle
Strategic Summary - GOALS
GOALS: broad strokes, higher-level concepts about what needs to be accomplished.
• They set out a general direction and are inline with the organizations mission.
• Think big picture!
Strategic Summary - OBJECTIVESOBJECTIVE: objectives are set under each goal to help make it a reality • Should be SMART
• Specific• Measurable• Attainable• Relevant• Time-sensitive
Strategies
A strategy is an approach to solving a problem or capturing an opportunity
Tactics
• Actions and materials implemented to carry out strategies.
• What channels, activities, events and/or materials will be used to effectively carry out your message?
Messaging
A good message is • Simple• Adaptable to any medium• Applicable to all messages in the campaign• Durable
Messages should• Be tied closely to your goals and objectives • Deliver information about the issue and
compel the target audience to think, act, or feel
Messaging
• Clear• Consistent• Tone and Appeal• Transparent
Messaging - Clear
Clear• Simple and clear• Avoid technical and unnecessary info• Passes the readability test
Messaging - Consistent
Consistent• All messages should be consistent with each
other
Messaging – Tone & Appeal
Tone and Appeal• Message should be reassuring, alarming,
challenging, or straightforward depending on the target audience
Messaging – Transparent
Transparent• Messages should also be truthful and
honest. Messages should be based on what the target audience perceives as most important to them
Timeline
The outline and time allotted for each strategy
Budget
The budget allocated for your materials, time, and employees, miscellaneous
Evaluation
• To measure the success of the plan and to evaluate whether objectives have been met
• This is an important step to determine• Strengths and weaknesses of the plan• Identify obstacles• Implement new approaches for future
success.
Upcoming Dates
Communication Plans are due Monday February 23rd, 2015Online & 1 hard copy in Dr.
Savage’s Mailbox,TSH 3rd floor
Team Photos (for top 5 teams)Wednesday February 25th, 2015Lyons New Media CentreNoon
Presentation Tips Workshop Wednesday February 25th,
2015MDCL RM 30245:30 – 6:20PM
StratComm Final PresentationsFriday March 6th, 2015Council Chambers (Gilmour Hall)10 AM – 3:00 PM