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STRATEGIC COMMUNICATIONS PLANNING

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AIESEC UGA-COMM

on 5 October 2013

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Transcript of STRATEGIC COMMUNICATIONS PLANNING

STRATEGIC COMMUNICATIONS PLANNING
YOUR OBJECTIVE:
02. Strategic Planning is a cyclical process, not a straight line.
03. Track your progress, learn from it, adapt, and keep records.
designed by Péter Puklus for Prezi
STEP ONE:
STEP TWO:
What do you want to accomplish?
SoCo RoKS
Fall 2013
WHY IS STRATEGY IMPORTANT?
MAIN GOAL:
Getting the right people "on the bus"
"on the boat"
HOW?
Getting the right message, through the right channel, to the right people
SENDERS
[ US ]
CHANNEL
RECEIVERS
[ LIKE-MINDED YOUTH & BUSINESSES ]
WHAT IS THE PURPOSE OF STRATEGIC COMMUNICATIONS?
To define strategic, actionable goals, and an implementation approach and plan, that guides communicators and others in designing, preparing and executing targeted communications.

DEFINED:
REQUIREMENTS:
"Actionable"
> If the plan cannot realistically executed due to time constraints, etc. you need to revise your plan!
Supported by key-decision makers and implementers;
> i.e. VPICX/VPOGX, VPCOMM, Marketing/Promotion TL, Marketing/Promotion Members
The plan can be implemented given access to resources, and culture (mission, vision, etc.) of the organization.
HOW DO WE PLAN?
The standard strategy...
But, is this too linear?
REVAMPED
GTCM
Goal
Setting
Market Research & Audit
Planning &
Creation
Campaign
Management
Tracking &
Evaluation
START
MARKET RESEARCH
& AUDIT
[G]
[TCM]
What's the difference?
MARKET RESEARCH
DEFINED:
Gathering information in order to discover what people want, need, or believe; this is then used to determine how your product should be marketed.
- Market information
- Market segmentation
- Market trends
> competition, supply and demand, etc.
> dividing your market into smaller subgroups with similar motivations
> upward/downward movement of a particular market
- SWOT analysis
> Method of written analysis
> Strengths, Weaknesses, Opportunities, Threats
AUDIT
DEFINED:
Gauges marketing effectiveness by providing you with a snapshot of where your current media performance is.
- In the future, these reports will also provide insight into previous operations and marketing status at a past point in time.
Provides comprehensive data of:

- What you have been doing
- What you have been doing wrong
- How you may be able to fix it
FOR EXAMPLE:
SOCIAL MEDIA
ANSWERS:
- What platforms are you currently using?
- How do you currently track your platforms?
- How are you currently using these platforms?
- How often do you post?
- What do you post?
- Who are your followers? Target market?
- Are they engaged?

PUBLIC RELATIONS
ANSWERS:
- Who are your key audiences? Are you reaching them?
- What type of vehicles are you using?
- On what types of subjects are your press releases?
- Are your PR goals aligned with the objectives of your LC?
- How many stakeholders have been engaged through PR efforts?



HOW?
METRICS!
SOCIAL MEDIA
ACTIVITY-BASED METRICS:
- # of Likes
- # of Shares
- Posts per day

RESULT-BASED METRICS:
- Web traffic via social
- New leads via social
- Lead conversion %
[ Facebook Insights, Twitter Analytics, Hootsuite]
HOW?
HOW?
[Google Analytics]
PUBLIC RELATIONS
ACTIVITY-BASED METRICS:
- # of messages sent to media
- # of mentions placed
- # and type of messages reaching target
RESULT-BASED METRICS:
- # new leads via media mentions
- # who change attitude toward brand
- # who change behavior
HOW?
[media monitoring, content analysis, circulations, event attendees]
HOW?
[focus groups, targeted surveys,
increase in sales/engagement with AIESEC]
REVAMPED
GTCM
Goal
Setting
Market Research & Audit
Planning &
Creation
Campaign
Management
Tracking &
Evaluation
START
[TCM]
GOAL SETTING
Consider:

- LC Goals, AIESEC 2015, AIESEC mission and vision

- Your goals should be directly correlated with the goals of your VPOGX, VPICX, and VPTM
SMART
[Specific; Measureable; Attainable; Realistic; Timely]
KPIs ARE KEY!
REVAMPED
GTCM
Goal
Setting
Planning &
Creation
Campaign
Management
[TCM]
APPLY IT TOWARD YOUR GOALS
H W?
STEP THREE: PLANNING & CREATION
Market Research & Audit
Market Research & Audit
START
[G]
Take all of the information you gathered through your market research/audit and...
RESOURCES:
- PR AUDIT: http://amecorg.com/wp-content/uploads/2011/10/PR-Metrics-Paper.pdf
- AIESEC INTERNATIONAL MARKETING WIKI: http://www.myaiesec.net/content/viewwiki.do?contentid=10255817
REVAMPED
GTCM
Goal
Setting
Market Research & Audit
Planning &
Creation
Campaign
Management
Tracking &
Evaluation
START
[TCM]
[G]
- Monitor audience engagement
TIPS & TRICKS:
- You made a plan, stick to it!
- Especially for Social Media -- stay relevant and real!
[ No one wants to have a relationship with a robot!]
REVAMPED
GTCM
Goal
Setting
Market Research & Audit
Planning &
Creation
Campaign
Management
Tracking &
Evaluation
START
[TCM]
[G]
AND FINALLY...
01. Don't do anything without data
KEY POINTS:
- Get the right people on the boat.
HOW?
- Use strategic planning models when developing marketing and PR campaigns.
[You can find the Marketing Plan Spreadsheet Here!]
WHY?
Help you understand the gaps that exist in your plan, so you can better align your communication strategy with AIESEC's organizational strategy
Full transcript