Paul Brown Strategic Communication 4/20/18 Integrated Strategic Communications Paper Portland Media Center 1. Executive Summary / Overview: With this integrated strategic communication plan, Portland Media Center will successfully be able to execute better communication and marketing strategies for getting their new brand name out to the public. This plan was created to ensure that their new brand is clear enough for the consumers to know who they are, what their message is, and what they offer. This plan will help Portland Media Center understand this market and what their needs and wants currently are. Understanding the market is one of the first big goals to tackle. In summary, the goal of this plan is to improve their marketing strategies for how they get the new brand out for everyone to see. They have a good business going, they just need to make sure people know their name has changed, but still the same business. This plan will include the following: organization name and brief description, the strategic communication objective, list of key constituencies, case for support, communication strategy, key message points, message / target audience matrices, media / target audience matrices, and implementation timetables. 2. Organization Name and Brief Description: Portland Media Center was created in 1986 as a public access network for areas in and around Portland, Maine. When first created in 1986, they were originally called Southern Maine Cable
Consortium, before being changed to Community Television Network. Using channels 2 and 5, they broadcast to a total of 16 different communities in this part of Maine. While they are a public access network, they do provide great opportunities for everyone. No matter what your interests are in video production, odds are they have something for you. They offer memberships to anyone who is interested in learning about video production. The offer classes that will teach you the basics of video production and everything you want to learn. Local nonprofits can also come and use their studio to produce pieces to come and get their company name out there for the public to see. Everything Portland Media Center has to offer seems to have something that everyone, does not matter who, can enjoy. They let you have your own kind of creativity that you can show to the 16 communities that watch this channel.
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