Marketing Plans: The key to reaching your target

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Learn how a little reserach can help you get big results.

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Marketing Plans: The key to reaching your target

  1. 1. Keeping It On Target How Research Impacts Communication Planning Jessica Walter, MSLBE, APR
  2. 2. Agenda  Sections of the Strategic Communication Plan  Why research is essential  What to look for  Where to find the info you need  What to do with it now that you've found it
  3. 3. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation  Situation Analysis  Target Audience Profile  Media / Communication Tool Analysis  SWOT Analysis  Goal  Objectives  Theme  Key Messages  Timeline  Budget  Strategies  Tactics  Use research methods  Link back to Objectives
  4. 4. Q: Why is research essential? A: It provides valuable insight for planning the campaign. It lends credibility to our Strat Comm process. It positions us as business partners.
  5. 5. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation  Goal  Objectives  Theme  Key Messages  Timeline  Budget
  6. 6. Q: How does research help with planning? A: It gives us the answers we need to make informed decisions during the planning process.
  7. 7. Research Planning ImplemenResearch Planning Implemen  Goal  Objectives  Theme  Key Messages  Timeline  Budget What is overall "problem?" What needs to change to fix it? What will make audience change? What does audience care about? What can we claim? What makes us different? What are key dates / months? How much should we spend? How much can we expect to make? Research Questions
  8. 8. Q: Where do we get answers to those questions? A: You'll use a variety of sources including:  Interviews with key informants like leaders, planners, project managers, community members, & customers  Reports on financials, customer satisfaction, and business trends  Websites on communication planning, competitors, business outlook, & industry trends
  9. 9. Q: What do we do with this info now that we have it? A: Categorize & summarize it in your written Strategic Communication Plan.
  10. 10. Components of Research  Situation Analysis  SWOT Analysis  Target Audience Profile  Media / Communication Tool Analysis These are the items to include in the Research section of your Strat Comm Plan.
  11. 11. Components of Research > Situation Analysis Identify the "problem" Background information Overall summary of key findings Consider completing this item toward the end of your research process.
  12. 12. Components of Research > SWOT Analysis Complete this from the perspective of the business you’re going to be advertising Strengths &Weaknesses are internal to the business Opportunities & Threats are external to the business • Include business drivers & industry outlook This almost becomes a summary because it categorizes all the important facts you've uncovered during your research.
  13. 13. Components of Research > Target Audience Profile Identify primary & secondary audiences • Don’t forget about Centers of Influence – groups that influence the customer’s decision Include demographics • Age, gender, education level, income, access to and use of media and Internet, etc. Include psychographics • Preferences, beliefs, misperceptions, behaviors, etc.
  14. 14. Components of Research > Media / Comm Tool Analysis  Identify TV programs, radio stations, magazines, targeted mailings, billboard locations, etc. that are most likely to reach your target audience  Include info on readership, circulation, reach, etc.
  15. 15. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation  Goal  Objectives  Theme  Key Messages  Timeline  Budget Now we're ready for…
  16. 16. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation  Situation Analysis  Target Audience Profile  Media / Communication Tool Analysis  SWOT Analysis  Goal  Objectives  Theme  Key Messages  Timeline  Budget  Strategies  Tactics  Use research methods  Link back to Objectives

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