PR&AD Campaign Step 8 Implementing the Strategic Plan

1. P H A S E T H R E E T A C T I C S
S T E P 8 I M P L E M E N T I N G T H E S T R A T E G I C P L A N
Public Relations & Advertising
Campaigns

2. Campaign Plan
 Title page:
 list a program name, names of the client organization, consultant, team member, date
 Executive summary
 Summary for busy executives and uninvolved readers
 Table of contents
 Outline the major parts of the program
 Statement of principles or philosophy (optional)
 approaches of the campaign, definitions of the key concepts used in the plan
 Situation analysis:
 Analysis of the issue (step 1), organization (step 2), publics (step 3)
 Strategies and tactics
 Present strategic and tactical recommendations
 Timeline/Schedule
 Outline the time and calendar for implementing the tactics
 Budget
 Outline resources needed for the program: cost of personnel time, money, equipment, income
 Evaluation plan
 Evaluation methods to measure the effectiveness of the plan
 Consultant background (optional)
 Indicate the resources the consultant or agency can offer, especially when more than one was
chosen

3. Tactic Recommendations
 Show the internal logic of using different tactics.
 For each tactic: list the specific public, goal, and
objective, budget, evaluation methods.

4. Schedule
1. The pattern and frequency of your communication
tactics.
2. Timeline of Tasks
1. Work backward from the final tactic date
May 12 Deliver to the post office
May 11 Attach address labels
May 10 Receive from printer
May 5 Deliver to printer
April 28 Finalize copy and design, and obtain approvals
April 21 Complete draft, include copy, artwork, layout
April 14 Begin writing, develop artwork
April 7 Assign writer and designer
April 6 Obtain approval for objectives, determine budget
April 2 Begin planning for brochure
Total time required: 41 days

5. Gantt Chart for Brochure
April May
Brochure 2 4 6 8 10 12 14 16 18 22 30 2 4 6 8 10 12 14
1.Planning (myself) * * * *
2.Objectives (supervisor) *
3. Assign writer/designer (myself) *
4. Writing/designing (freelancers) * * * * * * * *
5. Complete draft (freelancers) *
6. Final copy (myself) ****
7. To printer (myself) *
8. From Printer (printer) *
9. Labels (staff) *
10. To Post Office (Staff) *
11. Deliver (Post office) * * *

6. PERT Chart
 Program Evaluation and Review Technique (PERT)
April 2 April 6 April 7
Myself Supervisor
1 2
3
D
4
3
W
4
5 6 7 8 9 10 11

7. Budget
 Item Category
 Personnel
 Material
 Media cost
 Equipment and facilities
 Administrative items: telephone charges, delivery,
photocopying, office activities, travel cost