Challenges of Strategic Communication

Treatment Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools Traditional marketing is not going away Must be complemented by emerging strategic communication techniques

1. Integrated Marketing Communications Need to coordinate various strategic communications approaches Advertising, Public Relations, Promotions, Direct Response, Interactive Mutual reinforcement of core themes Creates synergy and memorability

2. Segmentation and Targeting Need to define multiple audiences Defined by usage, lifestyle, behavior Speak to targets based on their individual needs and wants

3. Positioning and Branding Strategies to deal with market complexity through messaging – must break through Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity Differentiates your brand from competitors with messages that are relevant, original and impactful = ROI

4. Relationship Marketing Develop a long-term interactive communication process between a defined segment and the brand Use a full array of communication messages and channels to build ties Digital, social, and mobile media are key to building relationships

5. Big Data and Data Science Technology allows narrowcasting and micro-marketing to individuals Grounded in synthesis of purchasing and media consumption behaviors Detailed data on individual consumers All the opportunities of the Internet Google, Amazon, Yahoo!

6. Digital Marketing Search Engine Optimization – Maximize Visibility Paid Search – Drive Traffic E-mail Marketing – Cheap Contact Social Network Marketing – Build Buzz Blogging – Create a Platform Web Presence – Advertise on Key Sites Mobile Marketing – Place-based Marketing Podcasting – Respond to Tailoring Online Video – Sight, Sound, and Interactivity

What makes a successful campaign? Learn from successful past efforts Examples in the book Case Studies Learn from past student work NSAC Planbook Download from class Web site Student plans from past classes Available in JRR starting the 5th week

Communication Plan Right strategy Right messages Right audiences Right media outlets Right events Right promotions

Purpose of the Plan To present client with rationale behind communication objectives & strategies Must be concise and easily digested Provide enough tactical guidance so that other strategic communication specialists can implement the plan Must contain enough specificity

Stages/Sections of Communication Plan Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities Campaign Strategy - Utilize research to determine target, desired position, and branding strategies Creative Plan - Build message elements off of the creative brief that distills core messaging elements Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added

Situation Analysis Complied by Research Director/Account Planner Research synthesized into SWOT Analysis Strength, Weakness, Opportunities, Threats client background - history of the brand industry and competitive trends consumer analysis - purchasers, users, influencers brand analysis - current perceptions and association media usage analysis category creative analysis public opinion/stakeholder analysis

Campaign Strategy Complied by Account Director/Brand Manager Informed by Situation Analysis objectives (what you want to accomplish) target (whom you are trying to reach) competitive advantage (what differentiates brand) brand personality (what people think of the brand) positioning of brand (brand vs. competition) geographical strategies (where you concentrate your $) seasonal strategies (when you market the brand)

Creative Plan Complied by Creative Director Can split between Copywriter & Art Director derived from creative platform or brief message strategies -- (prospect or brand focused) selling premise -- (the unique selling proposition campaign theme (logo, slogan, tagline, etc.) create examples of executions

Media Plan Complied by Media & Interactive Director Coordinated with Creative Efforts media target timing (start date - launch) reach (how many) / frequency (how often) duration (how long) scope (market selection - national or regional) media tactics (selection of specific vehicle) flowchart (scheduling and budgeting of plan)

PR & Promotions Plan Complied by PR & Promotions Director Integrate with other campaign elements discuss status of public opinion state public relations and promotions strategy define media relations strategy & vehicle selection public relations tactics (programs, press conferences) discuss events tactics (press releases, news values) discuss promotional tactics

Pulling a Plan Together Begins with Situation Analysis Informs the Campaign Strategy Account planners and account executives Creative Plan, Media Plan, and Public Relations Plan are developed in tandem Overall strategy and individual executions coordinated for timing, theme, and targeting

Dealing with Growing Complexity Strat Communication complicated by: Diversification of product choices Demassification of target audiences Control over plethora of media channels Economic and industry complexity

New Generation of Tools Traditional approaches displaced by… Integrated marketing communication Market segmentation Product positioning and branding Relationship marketing Big data Digital marketing

Given this Complexity… We can’t possibly deal with: Every possible situation/product/service Every possible combination of solutions What we can do is to lay a groundwork of: Basic concepts, principles, and tools It’s up to you to: Analyze situations Generate creative solutions

Agency Positions Account Planner/Research Director: Situation analysis Account Director/Brand Manager: Campaign strategy Creative Director: Copywriter / Art Director: Creative plan and executions Media Director: Connections Planner / Digital Planner: Media/Interactive plan PR & Promotions Director: Publicity / Promotions Public Relations and Promotions plan

Additional information For additional info on the layout of a plan, see Project Manual Case studies later in the term Got Milk, Altoids, Lee Jeans,Old Spice, Allstate

Submit Your Application Submit your resume and cover letter If forgot, send to dshah@wisc.edu If late, will decrease chance of getting top choice Will try to give everyone first or second choice when assigning agency teams Will break ties based on strengths of application