The document discusses developing a communication strategy for a project. It describes analyzing the project's strengths, weaknesses, opportunities, and threats. The document also discusses identifying communication target groups, setting objectives and messages for each group, and determining the means, style, tone and timing of communication. Finally, it briefly introduces the five P's of marketing - product, price, promotion, people and place.

1. PROJECT MANAGEMENT Marketing & Communication Week 5 Propedeuse ICM 2011-2012 School of Communication & Media - INHOLLAND

2. The Marketing & Communication Track Developing a Communication Strategy http://www.youtube.com/watch?v=xrj4zYv4-Og You have already described the basic concept & image of your project. Next, do an internal/external analysis using a SWOT In other words, what are the strengths, weaknesses, opportunities & threats of the project?

3. The Marketing & Communication Track Developing a Communication Strategy INTERNAL: Are the employees competent? What is the financial position of the organisation? EXTERNAL: How reliable are the suppliers, media, regulatory organisations?

4. The Marketing & Communication Track Developing a Communication Strategy What are the threats & weaknesses? How can you avoid or overcome them? What are the opportunities & strengths? How can you make maximum use of them to strengthen the quality and success of the project?

6. The Marketing & Communication Track Creating a Communication Strategy These target groups can be categorised as: 1. Product target groups (main & sub-target groups) 2. Fundraising target groups (subsidisers, sponsors, partners) 3. Other target groups (media, license providers, including copyright)

8. The Marketing & Communication Track Creating a Communication Strategy What is the message? Create a message that communicates with the target groups and fulfills the communciation objective. e.g. To sponsors: ‘This event is a unique opportunity for you to commuicate directly with your audience’ http://www.google.nl/#hl=nl&source=hp&biw=1276&bih=852&q=biggest+sponsorship+deals&btnG=Google+zoeken&aq=f&aqi=&aql=&oq=biggest+sponsorship+deals&fp=a916e5eaf8dcfc17 e.g. To media: ‘This event is will be of great interest and benefit your your audience’

9. The Marketing & Communication Track Creating a Communication Strategy: the target group matrix target group objective message product target groups - - - Fundraising target groups - - - Other - - -

16. The Marketing & Communication Track Creating a Marketing or Fundraising Plan See Verhaar, chapter 8 for: Marketing Plans Fundraising Plans

17. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1,2, Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3,4, 6 Grit, Chapter 8, 9 Project group 3: Verhaar, Chapter 7, 8, 9 Grit, Chapter 6, 7 Project group 4: Verhaar, Chapter 11, 12, 13 Grit, Chapter 4,5 For next week (IMEMC):

18. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1, 2 Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3, 4, Grit, Chapter 7, 8, 9 Project group 4: Verhaar, Chapter 6, 7, 8 Grit, Chapter 5, 6 For next week (IMEMB):

19. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 5: Verhaar, Chapter 10, 11 Grit, Chapter 3, 4, Project group 6: Verhaar, Chapter 12, 13 Grit, Chapter 1, 2 For next week (IMEMB):