Effective Communications Model
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A basic communications model useful in building targeted communication campaigns with measurable results.
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3) Integrated marketing communications (IMC) models which aim to coordinate marketing components to influence brand information and build profitable relationships.
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1. Training employees on social media best practices through a certification program tailored for different audiences.
2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies.
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Effective Communications Model
- 1. Effective Communications Model & Basic Measurement Techniques By Craig Sullivan, MBA, PMP
- 2. MY BACKGROUND • Journalist, 1998 to 2004 – Albuquerque Journal, Feature Writer & Photojournalist – Detroit News, Metro Reporter • Communications (Pfizer), 2005 to 2011 – Public Affairs – Employee Communications – Media Relations – Marketing Communications • Marketing-Focused MBA, UCSD, March 2011 • Marketing & Communications Consultant, 2011 to Present 2
- 3. BASIC COMMUNICATIONS EFFECTIVENESS MODEL Understanding Your Audience Message Resonance Comms Measuring (What’s in for Sweet spot Effectiveness them?) Message Timing & Delivery 3 3
- 4. BASIC COMMUNICATIONS EFFECTIVENESS MODEL Effectiveness Metrics Often Understanding Needed But Your Audience Lacking Message Resonance Comms Measuring (What’s in for Sweet spot Effectiveness them?) Message Timing & Delivery 4 4
- 5. MEASURING COMMUNICATIONS EFFECTIVENESS • Qualitative Research – Interviews & Focus Groups Identify & prioritize opportunities and risks • Quantitative Research – Surveys & Databases Use statistical analysis to gain deeper understanding of attitudes and behavior • Return On Customer Investment (ROCI) Metrics* – Possible for marketing communications *Don Schultz, Heidi Schultz, IMC – The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communication (McGraw Hill, 2004) 5