Analyze Business + Needs = Strategies Messages You Want To Communicate Communication Tools “What We Will Use to Communicate the Messages” Target Audience.

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Presentation transcript:

Analyze Business + Needs = Strategies Messages You Want To Communicate Communication Tools “What We Will Use to Communicate the Messages” Target Audience “To Whom We Will Communicate the Messages”

Execute We Communicate the Messages to the Target Audience Using the Tools  Publicity  Sales Promotions   Media Relations  Crisis Management  Trade Show Support  Reputation Management  Integrated Marketing  Litigation Communications

Measure The Purpose Measure Lion’s Performance  The Methods Lion’s Performance Assessment Matrix  The Results Quantitative Measurement  Measure the Program’s Effectiveness Lion Clippings Evaluation Ongoing Refinement of the Program

Message Communication Vision Systems Design Machine Design Design News Crain’s NY Business Laser Focus World Wall Street Journal Photonic Spectra PD&D Lion Clippings Evaluation (sample) Total Publications = 8 Total Circulation = 1,285,013 Total Value = 60, Message Communication Key: 1.Industry Leader 2.European/Global Capabilities 3.Technical Innovator 4.Driver for Change 5.End-User Benefits Quality Rating Key 1.Very negative 2.Poor 3.Fair/Balanced 4.Good 5.Excellent PUBLICATION 01/07 02/07 03/07 04/07 06/07 08/07 11/07 DATE SUBJECT 20,773 73,457 78, ,029 67, ,238 69,334 53,222 CIRC. VALUE 11, , , , , , QUALITY XXXXXXXX XXXXXXXXXX XXXXXXXXXXXXXX XXXXXX XXXXXXXXXX Feature Article New Product Exec Interview Feature Article Sales Goal Feature Article New Product

Lion Performance Assessment Matrix (sample)  Press Coverage Achieved  Success in Obtaining Coverage in Corporate Target Titles  Success in Obtaining Coverage in Sector- Specific Press  Quality of Internal Communications  Quality of Strategic Advice  Speed of Response  Administrative Support  Presentation Assistance POOREXCELLENT        Target in 2004 = 8 or more Range of Ratings Last Quarter  This Quarter