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Learn how a little reserach can help you get big results.
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Keeping It On TargetHow Research Impacts Communication Planning
Jessica Walter, MSLBE, APR
Agenda
Sections of the Strategic Communication Plan
Why research is essential
What to look for
Where to find the info you need
What to do with it now that you've found it
Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
Situation Analysis
Target Audience Profile
Media / Communication Tool Analysis
SWOT Analysis
Goal
Objectives
Theme
Key Messages
Timeline
Budget
Strategies
Tactics
Use research methods
Link back to Objectives
Q: Why is research essential?
A: It provides valuable insight for planning the campaign.
It lends credibility to our Strat Comm process.
It positions us as business partners.
Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
Goal
Objectives
Theme
Key Messages
Timeline
Budget
Q: How does research help with planning?
A: It gives us the answers we need to make informed decisions during the planning process.
Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
Goal
Objectives
Theme
Key Messages
Timeline
Budget
What is overall "problem?"
What needs to change to fix it?
What will make audience change?
What does audience care about? What can we claim? What makes us different?
What are key dates / months?
How much should we spend? How much can we expect to make?
Research Questions
Q: Where do we get answers to those questions?
A: You'll use a variety of sources including: Interviews with key informants like leaders, planners,
project managers, community members, & customers Reports on financials, customer satisfaction, and business
trends Websites on communication planning, competitors,
business outlook, & industry trends
Q: What do we do with this info now that we have it?
A: Categorize & summarize it in your written Strategic Communication Plan.
Components of Research
Situation Analysis
SWOT Analysis
Target Audience Profile
Media / Communication Tool Analysis
These are the items to include in the Research section of your Strat Comm Plan.
Components of Research > Situation Analysis
Identify the "problem"
Background information
Overall summary of key findings
Consider completing this item toward the end of your research process.
Components of Research > SWOT Analysis
Complete this from the perspective of the business you’re going to be advertising
Strengths &Weaknesses are internal to the business
Opportunities & Threats are external to the business• Include business drivers & industry outlook
This almost becomes a summary because it categorizes all the important facts you've uncovered during your research.
Components of Research > Target Audience Profile
Identify primary & secondary audiences• Don’t forget about Centers of Influence – groups that
influence the customer’s decision
Include demographics• Age, gender, education level, income, access to and use
of media and Internet, etc.
Include psychographics• Preferences, beliefs, misperceptions, behaviors, etc.
Components of Research > Media / Comm Tool Analysis
Identify TV programs, radio stations, magazines, targeted mailings, billboard locations, etc. that are most likely to reach your target audience
Include info on readership, circulation, reach, etc.
Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
Goal
Objectives
Theme
Key Messages
Timeline
Budget
Now we're ready for…
Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
Situation Analysis
Target Audience Profile
Media / Communication Tool Analysis
SWOT Analysis
Goal
Objectives
Theme
Key Messages
Timeline
Budget
Strategies
Tactics
Use research methods
Link back to Objectives