communications plan workshop 5:30 – 6:20 pm mdcl 1008 competition welcome! please take a seat
TRANSCRIPT
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Communications Plan Workshop5:30 – 6:20 pm
MDCL 1008
COMPETITION
Welcome!Please take a seat
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Elements of a Communications Plan1. Situational Analysis2. Target Audience3. Strategic Summary4. Strategies5. Messaging6. Timeline7. Budget8. Evaluation
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Situational Analysis
Analyze your organization’s current situation (background, challenges, public perception, etc) and evaluate what you can do for them • Research• PESTLE• SWOT
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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?
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SWOT Analysis - Weaknesses
Weaknesses• What does the company do poorly?• What problems could be avoided?• Does the company have serious financial
liabilities?
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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?
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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)
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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
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Target Audience
• Know your audience!• Define your publics
• Requires research• Demographic• Psychographics and lifestyle
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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!
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Strategic Summary - OBJECTIVESOBJECTIVE: objectives are set under each goal to help make it a reality • Should be SMART
• Specific• Measurable• Attainable• Relevant• Time-sensitive
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Strategies
A strategy is an approach to solving a problem or capturing an opportunity
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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?
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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
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Messaging
• Clear• Consistent• Tone and Appeal• Transparent
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Messaging - Clear
Clear• Simple and clear• Avoid technical and unnecessary info• Passes the readability test
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Messaging - Consistent
Consistent• All messages should be consistent with each
other
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Messaging – Tone & Appeal
Tone and Appeal• Message should be reassuring, alarming,
challenging, or straightforward depending on the target audience
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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
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Timeline
The outline and time allotted for each strategy
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Budget
The budget allocated for your materials, time, and employees, miscellaneous
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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.
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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