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Principles CAMPAIGN of Public Relations 2010 John A. Grasso 1
INTEGRATED MARKETING COMMUNICATION
ADVERTISINIM MARKETING G C PUBLIC RELATIONS
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CAMPAIGN PLAN S
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Integrated Marketing Communications Plan What is it?
Coordinated, purposeful, extended effort to achieve specific objectives of a set of interrelated objectives Responds to issues Overcomes problems Takes advantage of opportunities Creates value Changes, modifies or reinforces beliefs Creates a new reality
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Integrated Marketing Communication Campaign Executive Summary
Part 1
Part 2
Description of Organization Statement of Situation (Problem/Opportunity) Creative New Reality Key Publics Integrated Message Platform Proof Points Key Public Relations Strategies (AEB) Strategic Public Relations Objectives (Measures of Success) Key Marketing Strategies Strategic Marketing Objectives (Measures of Success) Key Advertising Strategies Advertising Objectives (Measures of Success) Integrated Tactical Plan Methods: PR, Marketing, and Advertising Overall Timetable Combined Budget
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Types of IMC Campaigns
Awareness Education Reinforcement of attitudes, beliefs Change of beliefs Brand building Behavior modification?
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Characteristics of successful campaigns
Ethical conduct Based on the values, needs and interests of key publics ING ING Systematic planning IT NG NG T R I RI W Continuous monitoring and evaluation ITI IT W WR Multimedia (print, broadcast, interpersonal...) WR NG IT I Achieves strategic objectives WR Executed on time, in budget G IN Professional satisfaction of team RIT ING W IT Learnings (documented) NG R
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"Other" Types of Campaigns
Government Campaigns
Many countries use agencies to deal with social, economic and political issues
Population control in China Military expansion in North Korea Tourism in Mexico AntiAmericanism in Venezuela US?
Global Campaigns
One size doesn't fit all Challenge to coordinate seamless campaign across borders Language, regulation, cultural sensitivities make issues taboo as well as message techniques, Principles of Public Relations slogans, appeals
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Approaching an IMC Campaign
Select SubjectOrganization Define Situation Formulate strategies General idea of key publics Create key messages and proof points
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Define Situation
What? Is this something new? e.g. a product or service, a policy, corporate strategy, change of leadership, market...
Is it large and significant enough to warrant a long term strategic campaign? Is it significant the to organization's overall perception, brand, image or reputation? Do you have enough information to formulate a plan?
Problem/Opportunity?
Is it clearly defined? Can it be addressed by an IMC campaign? Are the means available to solve it or take advantage of it?
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Formulating strategies
Do you need to:
Create awareness among key publics? Provide education/information to key publics? Develop relationship with new publics? Enhance or solidify perceptions/beliefs? Change or redefine perceptions?
Do you have current facts? Do you have the necessary resources?
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Key Publics
Do you know who they are? Can you describe them? (demographics, psychographics, lifestyle, infographics) Do you have information (research) on their current beliefs? Can you segment them? Can you arrange them in order? Do you know what their values/interests are? Do you know how to address them? (media)
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Typical Key Publics (stakeholders)
Employees Shareholders Customers Government Industry Analysts Financial Analysts Influencers/Opinion Leaders Trade Associations Consumer/Activist Groups Legislators/Regulators Unions Suppliers Competitors Principles of Public Relations
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Crafting Key Messages
Message: What the public needs to hear in order to have their beliefs influenced Messages are generated by the recipient based on how they hear and process information Messages are statements that contain explicit conclusions supported by facts and examples called proof points A campaign should have no more than 3 or 4 key messages Key messages should cover all key publics
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Key message example
Rutgers is the leading public research university in the NE United States Proof points:
RU receives more research grants from federal and state sources than any other school in the NE ($XXXXX/yr.) RU is in the top tier research category by every leading rating agency (Note) The Eagleton Institute is the highest rated political research organization in the U.S. (Note) RU research findings in the top five academic fields are the most cited of all other schools in the NE (Note)
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Key message example
The New York Yankees are the greatest professional sports franchise in the U.S.
The Yankees have won 26 World Championships The Cardinals are in second place with 10 The Yankees were recently valued at over $1 billion (The next most valuable franchise is valued at $500 million) The Yankees led baseball in attendance last year (over 4 million) and have already sold 3.5 million seats for 2009 The Yankees receive more revenue for licensing their logo than the total revenue of 15 other major league teams Thee are more Yankees in the Hall of Fame than any other team
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