1. Challenges of Strategic Communication

2. 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

3. 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

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

5. 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

6. 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

7. 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!

8. 6. Digital Marketing Search Engine Optimization – Maximize Visibility
Paid Search – Drive Traffic
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

9. 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

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

11. 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

12. 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

13. 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

14. 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)

15. 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

16. 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)

17. 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

18. 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

19. 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

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

21. 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

22. 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

23. 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

24. Submit Your Application
Submit your resume and cover letter
If forgot, send to
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