Spring 2016 4860 strategy
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Transcript of Spring 2016 4860 strategy
#PRPLAN101
STRATEGY CREATION
THE PR PLAN IN ONE SLIDE
• Research• Objectives• Programming• Evaluation
LET’S TALK RESEARCH
HOW DO YOU FIND INFORMATION?
• Qualitative Research• Quantitative Research • You should do both• http://libguides.library.ohiou.ed
u/innovation
STEP ONE: SITUATION ANALYSIS
• You want to understand the industry in terms of characteristics and key success factors.
• Go to IBIS World through Alden and read the industry report.
• Google the heck out of the issues to ID the latest trends.
STEP TWO: CONSUMER PROFILE
•Buyer Behavior•B2B=•B2C=
STEP THREE:UNDERSTAND THE WORLD CREATE A PEST PLAN
• Political=minimum wage• Economic=recession=value menus • Social=vegetarian• Technology=mobile payment
STEP FOUR: INTERNAL ENVIRONMENT.ORGANIZATIONAL CAPACITY IS
Internal Environment•Organizational Overview
• History • Core competency
•Summary segmentation and positioning
•What is their capacity to do stuff?
STEP FIVE
Look Through Steps 1-3.Seek common themes.This is the root of strategy.
SOME THINGS TO REMEMBER.•Your job is to solve problems.•The client may want you to do “X.”•You may need to recommend “Y.”•You’ll end up negotiating “Z.”
ALL THIS WORK RESULTS IN A BIG IDEA
OBJECTIVES/KEY PERFORMANCE INDICATOR (KPI)
OBJECTIVES• Goals are often provided to you.
Usually the goal is to make money• You create projects or campaigns to
achieve the goal.
OBJECTIVES• Objectives make the abstract big
idea more concrete.• We do a bad job creative objectives.• It muddies the campaign.
LET’S TALK ABOUT OBJECTIVES• Output are raw numbers.• Impact change perception or
behavior.• You need to have both.• Impact takes more work and can
result from your research.• I’m a big fan of a baseline survey.
WHAT DOES A GOOD OBJECTIVE HAVE?• Singular infinitive phrase.• It must be quantified.• It must be difficult to reach but attainable.• There must be a deadline…..• It must be aligned with the research and
audience.
OUTPUT EVALUATION• To distribute 10 press releases to Athens media
by June 30, 2016. YES/NO• To receive media coverage from Athens media
outlets by July 14, 2016• To get 200 new followers by July 30, 2016.
YES/NO
IMPACT EVALUATION• To increase engagement with followers
by 50% by 6/30/15 YES/NO.• To increase awareness of brand 30% by
6/30/2015.• Gauge awareness 2/10/15. EASY TO DO• Do it again 6/30/15. EASY TO DO
LET’S TALK PROGRAMMING
PROGRAMMING• This is a media kit.• This is social media.• This is an advertising plan.• This is content marketing….• Programming connects to objectives.• Objectives connect to research.• Don’t chase programming.
EVALUATION
EVALUATION SHOULD BE EASY• Did you meet the targets
listed in the objectives?• If your objectives are bad,
this goes haywire.
SO NOW WHAT? • You need to dig on the research.• The research audit is 70% of the work.• You have 50% of the class to get it done.• Divide and concur those steps.
SO NOW WHAT?STATUS UPDATE• Objectives For This Week • Accomplishments From This Week• Issues and Concerns • Objectives For Next Week• Meetings Planned
This creates accountability and makes the work more objective than subjective.
Each team should send me a weekly recap through BB starting next week.