Burke’s Anatomy

 The Skinny on Creating & Implementing a
Successful & Strategic Communications Plan
Remember When… Success =
    Media Impressions
The Early Years
The Missing Link



PR/Communications        Business Value
Fundamentals of Planning

                  Goals


     Objectives


                     Strategy
                     &...
Smithsonian’s
                      National Portrait Gallery
  First-ever Outwin Boochever Portrait Competition (2005-200...
What was the problem?

  • NPG perceived as outdated
  • Lack of connection with today’s artists
  • Portraiture not perce...
Research




Courtesy: National Portrait Gallery
What We Did
•   Media outreach
•   Media buy
•   Direct mail
•   “Portrait of an Artist”
Results
• Changed creative
• Impacted tactics &
  collateral
• Influenced media buy
• Influenced media
  outreach
• Net-ne...
Campbell’s Soup
                                  Inviting customers to
                                  connect with the...
Campbell’s Soup                       Courtesy: LiveWorld




Focus on
people, brand
culture, and
conversation.




  A so...
Conscious hosting: storytelling
                  and user recognition



Campbell’s Soup           Courtesy: LiveWorld
Campbell’s Soup




       Storytelling: Allow
       topical drift to
       engage to purpose




Courtesy: LiveWorld
In a Soup Can…
   • Campbell’s emailed 40,000 cooking moms (mostly
     on AOL)
   • 4,000 or 10% came to recipe message f...
Connecting Communications To
     Business Objectives
 Communications objectives MUST support business
  objectives, i.e....
The Process
            • Where do you want to be?
            • “Big picture” language
  Goals


           • Quantifiabl...
Launch of the ASPCA’s “Mobile
            Animal CSI Unit”




Courtesy: ASPCA
Tactics
• Micro-site featuring a “pledge to fight animal
  cruelty”, www.fightcruelty.org
• Aggressive media outreach
• In...
Results
• Secured earned media coverage in all top 50 DMAs (goal):
   o Print: 2.3 million+ impressions
   o Radio: 7.5 mi...
KPIs                            Business Objectives
                 350,000,000                                          ...
KPIs                           Business Objectives
                  350,000,000             $1,800,000

                 ...
The Seven Basic Steps*
• Identify your audiences/publics
• Define objectives for each audience
• Define your measurement c...
Getting Started
Objectives




                                                                 Measurement
              ...
The Point Is…


#1: You cannot have “successful” or
“strategic” communications without
           measurement.
The Point Is…



#2: Research and measurement go hand
               in hand.
The Point Is…



#3: Data is your best friend.
The Point Is…



#4: Integrate communications for
           best results.
Questions?




You can find me at:
Email: info@shonaliburke.com
Twitter: http://www.twitter.com/shonali
Blog: www.WaxingUn...
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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. 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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Strategic Communications Planning

  1. 1. Burke’s Anatomy The Skinny on Creating & Implementing a Successful & Strategic Communications Plan
  2. 2. Remember When… Success = Media Impressions
  3. 3. The Early Years
  4. 4. The Missing Link PR/Communications Business Value
  5. 5. Fundamentals of Planning Goals Objectives Strategy & Tactics
  6. 6. Smithsonian’s National Portrait Gallery First-ever Outwin Boochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery
  7. 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. 8. Research Courtesy: National Portrait Gallery
  9. 9. What We Did • Media outreach • Media buy • Direct mail • “Portrait of an Artist”
  10. 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. 11. Campbell’s Soup Inviting customers to connect with the brand… And personalizing the relationship. Courtesy: LiveWorld
  12. 12. Campbell’s Soup Courtesy: LiveWorld Focus on people, brand culture, and conversation. A social venue: Introductions and conversation starters.
  13. 13. Conscious hosting: storytelling and user recognition Campbell’s Soup Courtesy: LiveWorld
  14. 14. Campbell’s Soup Storytelling: Allow topical drift to engage to purpose Courtesy: LiveWorld
  15. 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. 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. 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. 18. Launch of the ASPCA’s “Mobile Animal CSI Unit” Courtesy: ASPCA
  19. 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. 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. 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. 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. 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. 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. 25. The Point Is… #1: You cannot have “successful” or “strategic” communications without measurement.
  26. 26. The Point Is… #2: Research and measurement go hand in hand.
  27. 27. The Point Is… #3: Data is your best friend.
  28. 28. The Point Is… #4: Integrate communications for best results.
  29. 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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