communication plan - people.unica.it · communication plan phases situation analysis strategies...
TRANSCRIPT
Prof.ssa Ernestina Giudici 1
Communication plan
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What is it?
l A planning tool of communication actions of an organization in a well-defined space of time
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Communication plan phases
Situation analysis
Time frame Strategies
Clear indication of the recipient
Tactics
Defining objectives
Budget Result analysis
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Situation analysis
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Situation analysis l The firm (sector, framework, goals,
strategy, strengths and weaknesses) l The product/service
¡ characteristics, history, market share ¡ position in its life span ¡ distinctive elements (brand, packaging,
price, purchase process characteristics) ¡ internal systems (e.g. production,
distribution) ¡ communication
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Situation analysis
l The environment ¡ Factors that affect the firm directly ¡ Other factors (demographic,
technological, socio-cultural trends)
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Situation analysis
l The market ¡ Position in the competitive contest ¡ Dimensions regarding product/service ¡ Industrial trends ¡ Seasonal aspects ¡ Sales and distribution systems
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Situation analysis
l The competition ¡ Market share, the product line ¡ Market niche and specialization areas ¡ Sales and distribution systems ¡ Communication
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Situation analysis
l The medium of communication system ¡ Press of information, specialized,
sectorial, etc. ¡ Rate of knowledge (e.g. Does the
media take the firm into account? Or its competitors?)
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Indication of the recipient
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The segmentation
l What does “to segment” mean?
l Why is it important to segment?
l How?
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The segmentation
l To segment means “to divide” the contest into groups (inside homogeneous, patchy among them) to whom to address specific communication actions
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The segmentation
A
B
D
E F
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l Choices regarding purposes, messages, strategies and channels come from segmentation
l It is necessary to use diverse communication to answer to different public demands
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Interlocutor category
l Consumers – permanent and potential
l Influential l Regulator bodies l Financial community l Employees l Distribution system
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l It is important to define the priority and the significance of various categories to identify who will be reached by direct communication and who, on the contrary, will be reached by indirect communication
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Segmentation criteria
l Geographic l Demographics l Economics l Behavioral l Psicographics
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What is the segment? l A diamond is forever l For the man that never has to
ask! l Home is where Barilla is
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What is the segment?
l Take everything away but not my Breil
l Eat genuinely, get back to nature l More milk less cacao
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Defining objectives
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Determination of goals
l Attention! Do not confuse purpose with strategy!
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Determination of goals
l The goal is what people may obtain, strategy is the way to reach it
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Determination of goals
l The goal must be SPECIFIC and MEASURABLE
l The objectives of a communication plan, in different situations, can be divided into situations as follows
To inform To persuade To motivate
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Determination of goals
l To identify objectives it is important to have a clear idea of what to modify and what to reinforce
l Goals must never be generic l It is a crucial aspect of building the plan
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Determination of goals
l Useful mnemonic help (but not only)
¡ S ¡ M ¡ A ¡ R ¡ T
Specific
Measurable
Agreed upon
Reasonable
Trackable
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Strategies
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Strategies
l How to act? l Possible strategies for a
communication plan ¡ message (e.g. how to place the product
or firm) ¡ audience (how to reach the
interlocutors? “umbrella” initiatives or “targeted” initiatives?)
¡ realization (way by which to organize the techniques, tools and time frames)
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l Completed ¡ Situation analysis
¡ Interlocutors analysis
¡ Goals and strategy definition
l It is possible: ¡ To verify the right way to approach the
problem ¡ Give adequate information to the so called
“creative minds”