Keeping It On TargetHow Research Impacts Communication Planning

Jessica Walter, MSLBE, APR

Agenda

Sections of the Strategic Communication Plan

Why research is essential

What to look for

Where to find the info you need

What to do with it now that you've found it

Research Planning Implementation EvaluationResearch Planning Implementation Evaluation

Situation Analysis

Target Audience Profile

Media / Communication Tool Analysis

SWOT Analysis

Goal

Objectives

Theme

Key Messages

Timeline

Budget

Strategies

Tactics

Use research methods

Link back to Objectives

Q: Why is research essential?

A: It provides valuable insight for planning the campaign.

It lends credibility to our Strat Comm process.

It positions us as business partners.

Research Planning Implementation EvaluationResearch Planning Implementation Evaluation

Goal

Objectives

Theme

Key Messages

Timeline

Budget

Q: How does research help with planning?

A: It gives us the answers we need to make informed decisions during the planning process.

Research Planning Implementation EvaluationResearch Planning Implementation Evaluation

Goal

Objectives

Theme

Key Messages

Timeline

Budget

What is overall "problem?"

What needs to change to fix it?

What will make audience change?

What does audience care about? What can we claim? What makes us different?

What are key dates / months?

How much should we spend? How much can we expect to make?

Research Questions

Q: Where do we get answers to those questions?

A: You'll use a variety of sources including: Interviews with key informants like leaders, planners,

project managers, community members, & customers Reports on financials, customer satisfaction, and business

trends Websites on communication planning, competitors,

business outlook, & industry trends

Q: What do we do with this info now that we have it?

A: Categorize & summarize it in your written Strategic Communication Plan.

Components of Research

Situation Analysis

SWOT Analysis

Target Audience Profile

Media / Communication Tool Analysis

These are the items to include in the Research section of your Strat Comm Plan.

Components of Research > Situation Analysis

Identify the "problem"

Background information

Overall summary of key findings

Consider completing this item toward the end of your research process.

Components of Research > SWOT Analysis

Complete this from the perspective of the business you’re going to be advertising

Strengths &Weaknesses are internal to the business

Opportunities & Threats are external to the business• Include business drivers & industry outlook

This almost becomes a summary because it categorizes all the important facts you've uncovered during your research.

Components of Research > Target Audience Profile

Identify primary & secondary audiences• Don’t forget about Centers of Influence – groups that

influence the customer’s decision

Include demographics• Age, gender, education level, income, access to and use

of media and Internet, etc.

Include psychographics• Preferences, beliefs, misperceptions, behaviors, etc.

Components of Research > Media / Comm Tool Analysis

Identify TV programs, radio stations, magazines, targeted mailings, billboard locations, etc. that are most likely to reach your target audience

Include info on readership, circulation, reach, etc.

Research Planning Implementation EvaluationResearch Planning Implementation Evaluation

Goal

Objectives

Theme

Key Messages

Timeline

Budget

Now we're ready for…

Research Planning Implementation EvaluationResearch Planning Implementation Evaluation

Situation Analysis

Target Audience Profile

Media / Communication Tool Analysis

SWOT Analysis

Goal

Objectives

Theme

Key Messages

Timeline

Budget

Strategies

Tactics

Use research methods

Link back to Objectives