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Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
Strategic Communications Planning
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Strategic Communications Planning

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"Burke's Anatomy: The Skinny on Creating and Implementing a Successful & Strategic Communications Plan" was presented at Ragan Communications' 2009 Corporate Communicators Conference in Chicago, IL. …

"Burke's Anatomy: The Skinny on Creating and Implementing a Successful & Strategic Communications Plan" was presented at Ragan Communications' 2009 Corporate Communicators Conference in Chicago, IL. Real-life case studies show the importance of incorporating measurement into your planning and the strategic way to work towards measurable objectives and outcomes.

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Transcript

  • 1. Burke’s Anatomy The Skinny on Creating & Implementing a Successful & Strategic Communications Plan
  • 2. Remember When… Success = Media Impressions
  • 3. The Early Years
  • 4. The Missing Link PR/Communications Business Value
  • 5. Fundamentals of Planning Goals Objectives Strategy & Tactics
  • 6. Smithsonian’s National Portrait Gallery First-ever Outwin Boochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery
  • 7. What was the problem? • NPG perceived as outdated • Lack of connection with today’s artists • Portraiture not perceived as “cool” or “hip” • Aimed to reach emerging & mid-career artists • Needed to secure 2,000 entries for the contest to be viable Courtesy: National Portrait Gallery
  • 8. Research Courtesy: National Portrait Gallery
  • 9. What We Did • Media outreach • Media buy • Direct mail • “Portrait of an Artist”
  • 10. Results • Changed creative • Impacted tactics & collateral • Influenced media buy • Influenced media outreach • Net-net: 4,000+ entries (double goal) Courtesy: National Portrait Gallery
  • 11. Campbell’s Soup Inviting customers to connect with the brand… And personalizing the relationship. Courtesy: LiveWorld
  • 12. Campbell’s Soup Courtesy: LiveWorld Focus on people, brand culture, and conversation. A social venue: Introductions and conversation starters.
  • 13. Conscious hosting: storytelling and user recognition Campbell’s Soup Courtesy: LiveWorld
  • 14. Campbell’s Soup Storytelling: Allow topical drift to engage to purpose Courtesy: LiveWorld
  • 15. In a Soup Can… • Campbell’s emailed 40,000 cooking moms (mostly on AOL) • 4,000 or 10% came to recipe message forum site and registered • 2,000 or 5% of the 40K = 50% of the 4,000 participated for the next several weeks • Over the next year a total of 20% or 8,000 of the 40,000 came by the site Courtesy: LiveWorld
  • 16. Connecting Communications To Business Objectives  Communications objectives MUST support business objectives, i.e. the bottom line  Define your “communications universe”  Integrate tactics  Measure your messages: prominence & dominance  Measure the market: “share of voice,” positioning, exposure  How are your “key performance indicators” (KPIs) doing?  What’s your “cost per impression” (CPI)?
  • 17. The Process • Where do you want to be? • “Big picture” language Goals • Quantifiable • Time-bound Objectives • Correlate to organizational KPIs • Research-based • How you’ll achieve these measurable objectives Strategy • Right tactics for the right audiences
  • 18. Launch of the ASPCA’s “Mobile Animal CSI Unit” Courtesy: ASPCA
  • 19. Tactics • Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org • Aggressive media outreach • Integrated social media & internal communications • Postings on ASPCA’s online community, MySpace and Facebook pages • Pre- and post-surveys to gauge post-launch and campaign awareness
  • 20. Results • Secured earned media coverage in all top 50 DMAs (goal): o Print: 2.3 million+ impressions o Radio: 7.5 million listeners o TV: 16,000,000+ viewers • Raised Web traffic by >22% over November (more than double goal of 10%) • Secured 4,700 new registered users via signing of Anti- Cruelty pledge: 56% > goal (3,000) • Pre- to post-survey awareness 28% • Expense budget: $130,000 • CPI: $.10
  • 21. KPIs Business Objectives 350,000,000 700,000 300,000,000 600,000 250,000,000 500,000 Web site visitors Exposure 200,000,000 400,000 150,000,000 300,000 100,000,000 200,000 50,000,000 100,000 0 0 r ry ne Fe ry ch ly r ril r st er ay De be be be Ju Ap ua a gu ob Ju ar M m nu m em M br Au ct ve ce Ja O pt No Se Overall exposure Web traffic Courtesy: KD Paine & Partners
  • 22. KPIs Business Objectives 350,000,000 $1,800,000 $1,600,000 300,000,000 $1,400,000 250,000,000 $1,200,000 Donations Exposure 200,000,000 $1,000,000 Overall exposure Online donations $800,000 150,000,000 $600,000 100,000,000 $400,000 50,000,000 $200,000 0 $0 mr M ry ne br ry ch Se Aug ly r Ml cr De em r em t ay ce be ri be O be ve pt us Ju Ap ua Fe ua No to b Ju ar n Ja Courtesy: KD Paine & Partners
  • 23. The Seven Basic Steps* • Identify your audiences/publics • Define objectives for each audience • Define your measurement criteria • Define your benchmark • Select a measurement tool • Analyze data, draw actionable conclusions, make recommendations • Make changes, measure again *Measuring Public Relationships, Katie Delahaye Paine
  • 24. Getting Started Objectives Measurement Strategy • Are they • Have you • Outputs measurable? identified all • Outtakes your • Are they • Outcomes audiences? quantifiable? • ALWAYS • What research • Do they relate connect to KPIs will you base to your your strategy organization’s on? KPIs? • What tactics will you use to reach each audience?
  • 25. The Point Is… #1: You cannot have “successful” or “strategic” communications without measurement.
  • 26. The Point Is… #2: Research and measurement go hand in hand.
  • 27. The Point Is… #3: Data is your best friend.
  • 28. The Point Is… #4: Integrate communications for best results.
  • 29. Questions? You can find me at: Email: info@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!

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