First 5 LA Communications Workshop II Creating a Communications Plan: A Roadmap to Success

2 Session 1 –Research –Goals & Objectives –Target Audiences Session 2 –Message Development –Strategies & Tactics Session 3 –Plan Measurement –Evaluation Strategies Curriculum Contents

3 “If you want to know what consumers want, ask. That’s the foundation of consumer research, and that’s where the true wisdom lies. The trick, of course, is knowing what questions to ask. And knowing how to listen to the answers.” Faith Popcorn Consumer Trend Expert Session 1 - Research

4 Research is the most important step in the development of a Communications Plan –Qualitative vs. Quantitative –Primary and Secondary –The Communications Audit –Surveys Formal scientific surveys Informal Focus groups Research is key to campaign and plan evaluation which will be discussed in Session 3 Session 1 - Research

5 What are your organization’s goals? –Strategic Plan –Mission/Vision/Values Statements Connect organization goals to Communication Plan goals Session 1 - Goals & Objectives

6 Who do you want to deliver your message to? –Focus audience as much as possible –Define Target Audience through research –Create profiles of Target Audience –Use Target Audience to test messages, creative development Session 1 - Target Audiences

7 “People don’t buy products. They buy expectations of benefits.” Roman & Mass How to Advertise Session 2 - Message Development & Strategies

8 Your message should: –Be simple and concise –Relate who you are and why you exist as an organization –Include a strong Call to Action –Be free of jargon and bureaucratic language –Not be a slogan or tagline Session 2 - Message Development

9 Creative Brief: a document that provides direction for message development, design and strategy development Creative Brief elements include: –Objective –Target Audiences –Key Benefits –Tone –Success metrics Session 2 - Message Development

10 Budget is critical--dollars dictate strategy –Select the strategy that is most cost-effective in reaching Target Audience Some effective strategies –Earned (Free) Media--PR –Events –Direct Mail –Media Buys –Strategic Partnerships –Internet (web sites, e-newsletters –Publications Session 2 - Strategies

11 Session 3 - Plan Measurement & Evaluation Strategies “Marketing is a learning game. You make a decision. You watch the results. You learn from the results. Then you make better decisions.” Philip Kotler Kotler on Marketing

12 In order to determine success you need to establish a baseline Use the research you’ve conducted in the early stages of Communications Plan development to acquire baseline standards Review your strategies and tactics to make sure they are achievable and measurable Session 3 - Plan Measurement

13 Create evaluation tools for your plan to measure specific campaign success An important element of an evaluation strategy is the Call to Action -- what do you want your Target Audience to do once they’ve heard your Key Message? –Call an 800 number –Enroll or sign-up for a service –Go to your web site –Return a coupon –Respond to a survey Session 3 - Evaluation Strategies

14 Another important role of evaluation is accountability to: –Your board of directors –Voters –Clients/patients –Donors –The public Make sure your communicate your results! Session 3 - Evaluation Strategies

15 And finally, measuring your plan allows you to identify problems and fix them “If you’re doing something that doesn’t work, change it. If it works, do more of it.” Session 3 - Evaluation Strategies

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