Strategic Communications Planning
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Burke’s Anatomy The Skinny on Creating & Implementing a Successful & Strategic Communications Plan
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"Burke's Anatomy: The Skinny on Creating and Implementing a Successful & Strategic Communications Plan" was presented at Ragan Communications' 2009 Corporate Communicators Conference in Chicago, IL. Real-life case studies show the importance of incorporating measurement into your planning and the strategic way to work towards measurable objectives and outcomes.
Transcript of Strategic Communications Planning
Burke’s Anatomy
The Skinny on Creating & Implementing a Successful & Strategic Communications Plan
Remember When… Success = Media Impressions
The Early Years
The Missing Link
PR/Communications Business Value
Fundamentals of Planning
Strategy & Tactics
Objectives
Goals
Smithsonian’s National Portrait Gallery
First-ever Outwin Boochever Portrait Competition (2005-2006)
Courtesy: National Portrait Gallery
What was the problem?
• NPG perceived as outdated• Lack of connection with today’s artists• Portraiture not perceived as “cool” or “hip”• Aimed to reach emerging & mid-career
artists• Needed to secure 2,000 entries for the
contest to be viable
Courtesy: National Portrait Gallery
Research
Courtesy: National Portrait Gallery
What We Did
• Media outreach• Media buy• Direct mail• “Portrait of an Artist”
Results• Changed creative• Impacted tactics &
collateral• Influenced media buy• Influenced media
outreach• Net-net: 4,000+
entries (double goal)
Courtesy: National Portrait Gallery
Inviting customers to connect with the brand…
And personalizing the relationship.
Campbell’s Soup
Courtesy: LiveWorld
Campbell’s Soup
Focus on people, brand culture, and conversation.
A social venue: Introductions and conversation starters.
Courtesy: LiveWorld
Conscious hosting: storytelling and user recognition
Campbell’s Soup Courtesy: LiveWorld
Campbell’s Soup
Storytelling: Allow topical drift to engage to purpose
Courtesy: LiveWorld
In a Soup Can…
• Campbell’s emailed 40,000 cooking moms (mostly on AOL)
• 4,000 or 10% came to recipe message forum site and registered
• 2,000 or 5% of the 40K = 50% of the 4,000 participated for the next several weeks
• Over the next year a total of 20% or 8,000 of the 40,000 came by the site
Courtesy: LiveWorld
Connecting Communications To Business Objectives
Communications objectives MUST support business objectives, i.e. the bottom line
Define your “communications universe” Integrate tactics Measure your messages: prominence & dominance Measure the market: “share of voice,” positioning,
exposure How are your “key performance indicators” (KPIs)
doing? What’s your “cost per impression” (CPI)?
The Process
Goals •Where do you want to be?•“Big picture” language
Objectives•Quantifiable•Time-bound•Correlate to organizational KPIs
Strategy• Research-based• How you’ll achieve these measurable objectives• Right tactics for the right audiences
Launch of the ASPCA’s “Mobile Animal CSI Unit”
Courtesy: ASPCA
Tactics
• Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org
• Aggressive media outreach• Integrated social media & internal
communications• Postings on ASPCA’s online community, MySpace
and Facebook pages• Pre- and post-surveys to gauge post-launch and
campaign awareness
Results• Secured earned media coverage in all top 50 DMAs (goal):
o Print: 2.3 million+ impressionso Radio: 7.5 million listenerso TV: 16,000,000+ viewers
• Raised Web traffic by >22% over November (more than double goal of 10%)
• Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000)
• Pre- to post-survey awareness 28%• Expense budget: $130,000• CPI: $.10
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
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350,000,000
Janu
ary
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ilM
ayJu
ne July
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t
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r
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r
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Exp
osur
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0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
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Novem
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Decem
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Exp
osur
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$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
The Seven Basic Steps*
• Identify your audiences/publics• Define objectives for each audience• Define your measurement criteria• Define your benchmark• Select a measurement tool• Analyze data, draw actionable conclusions,
make recommendations• Make changes, measure again*Measuring Public Relationships, Katie Delahaye Paine
Getting Started
Objectives
•Are they measurable? •Are they quantifiable?•Do they relate to your organization’s KPIs?
Strategy
•Have you identified all your audiences?•What research will you base your strategy on?•What tactics will you use to reach each audience?
Measuremen
t
•Outputs•Outtakes•Outcomes•ALWAYS connect to KPIs
The Point Is…
#1: You cannot have “successful” or “strategic” communications without
measurement.
The Point Is…
#2: Research and measurement go hand in hand.
The Point Is…
#3: Data is your best friend.
The Point Is…
#4: Integrate communications for best results.
Questions?
Thank you!
You can find me at:Email: [email protected]: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
