PERTEMUAN 13

MEMBUAT RENCANA KERJA MPR

Whalen’s 7-Step Strategic Planning Process

1. Situation Analysis2. Setting Objectives:– long-terms business objectives and – short-terms communication objectives

3. Defining Strategy4. Identifying the targets5. Creating Messages 6. Identifying tactics7. Evaluating the effectiveness of the plan

1. SituationAnalysis

2. Objectives 3. Strategy

4. Targets

5. Messages6. Tactics

7. Evaluations

SWOTSpecificMeasurableTied to Corporate Goals

Budget Input

Target Strategies

Budget Output

Terms ExplanationTerm Definition ExampleMarketing Goals

The business goals that the entire marketing organization is trying to achieve

These can be intermediate-term or long-term goals and are often in financial terms, such as increased sales revenues, but could also be in terms of market share, product trial, or some other measurable goal

Term Definition Example

MPR Objective

The specific communications goals that the MPR plan is trying to achieve, and for which the MPR team should be held accountable.

Both outcome and output objectives should be identified.

They answer the question: “What are we trying to accomplish with our MPR plan that will help us achieve marketing goals?”

Outcome objective: conduct a public relations campaign that will increase target awareness of our products skin-enhancing benefit by 15 percent by year-end.Output objective: Generate positive media coverage in at least 25% of the key media aimed at our targets by year-end ( a list of target media to be identified).

Term Definition Example

MPR Strategy

The broad plan of attack to help us achieve our MPR objectives.

There are typically just a few MPR strategies recommended.

MPR strategies answer the question: “How can we achieve the MPR objective?” They include things like who to target, how to position the brand, the tone of the campaign, and key message points to emphasize.

For example:•Target young professionals.•Focus on beauty instead of health.•Equate the tanning of skin with the tanning of leather.

Term Definition Example

MPR Tactics The specific plans of attack for each of the MPR strategies. There are usually several MPR tactics that flow from a single MPR strategy.

These answer the question, “What are the specific things we need to do to make the MPR strategy work?

Examples:•Kicking off the campaign during fashion week in a major fashion center such as New York or Milan.•Using an older model whose skin looks 20 years younger than it is to tout the importance of blocking the sun’s rays.

CASE STUDY

• Make Whallen’s 7 Step Strategic Planning Process for a product / brand / corporation.