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

1. Keeping It On Target
How Research Impacts Communication Planning
Jessica Walter, MSLBE, APR

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. 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. 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. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
 Goal
 Objectives
 Theme
 Key Messages
 Timeline
 Budget

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. 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. 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. Q: What do we do with this info now that we
have it?
A: Categorize & summarize it in your written
Strategic Communication Plan.

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. 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. 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. 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. 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. Research Planning Implementation EvaluationResearch Planning Implementation Evaluation
 Goal
 Objectives
 Theme
 Key Messages
 Timeline
 Budget
Now we're
ready
for…

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