maandag 26 oktober 2015

Communication plan


Communication plan

Problem: communication plan

Learning objectives (LO):

1. How to select the proper communication plan?
  • Types of communication plans
  • Steps of the different communication plans
  • Target audiences
2.  How to implement a communication plan successfully?
  • Case studies

  • 3. Measuring and monitoring
  • Different types of measuring
  • Effectiveness of different types of measuring and monitoring

LO1: How to select the proper communication plan? 

1.1 Types of communication plans

Business communication plans transfer information from one individual or group to another. Though the definition sounds simplistic, each type of plan has a specific purpose in a business and may not receive frequent use. Different types of business communication plans are internal, external, and crisis, with the latter possibly a mix of the first two. Companies put these plans into place so there is a constant flow of information among all parties in or related to the company. Many users are involved with sending and receiving communication, making these plans very important.
Internal business communication plans represent messages intended only for those stakeholders inside a business. These are often owners, managers, and employees. Different types of communication methods may be present with this plan, such as telephone, e-mail, conferences, or face-to-face meetings and reviews. The communication plan receives frequent use as the stakeholders pass messages back and forth through the system. Outside users are rarely active in this communication plan as message content may be highly secretive and contain sensitive business information.
External business communication plans are simply the opposite of the above plan; external stakeholders needing information use it. Though it may sound that internal and external business communication plans carry the same information at times, this is not always so. For example, publicly held companies often have a specific individual or office that handles all external communication or messages. This allows for a united front as companies go through difficult business periods or need to send messages to external groups. Owners and executives are often highly involved with these plans to ensure no negative messages or tones are sent to outside stakeholders.
A crisis communication plan is a special form that works only during a crisis experienced by the business. All business communication plans have some form of a crisis element. A business may go through many different crises during its lifetime, though not all situations are crises for all companies. One internal crisis, for example, may be a sudden lack of natural resources. The company then needs to communicate to internal stakeholders how the company and its elements will respond to this crisis and maintain normal business operations.
Having crisis business communication plans in place allows a company to create a mixed communication channel. This ensures that a company can communicate its responses to crises to both internal and external stakeholders effectively. Again, this allows a united communications front and creates stability during a difficult time.
Source: http://www.wisegeek.com/what-are-the-different-types-of-business-communication-plans.htm

Important things to remember for every communication plan 
A Strategic Communications Plan Should Have Internal And External Components
An internal communications plan is for everyone who has ever been involved in the planning of your initiative. This includes people such as all of your foundation staff and board members who have been involved conceptualizing and developing the initiative, planning team members, advisory council members, the community members who have ever participated in planning meetings, and other involved stakeholders.  Internal communications strategies for those most closely involved in current planning efforts, such as an e-newsletter to keep all the planning team members appraised of what each other is doing, will be very different from strategies to connect with broader stakeholders who don’t yet know about your efforts, such as policymakers, media, and community members.
The external communications plan is for anyone who hasn’t been involved, but who needs to be.  This might be the people who will benefit from your initiative, business, schools, policymakers, other funders who have not yet committed funds, community providers who have not yet been involved, the media, etc.  It also includes those who might be opposed to your efforts.
13 Components of a Communications Plan
A strategic communications plan should include the following:
1. Measurable goals and strategies – The communications plan should include clear and measurable goals and strategies. These goals should be as specific as possible. Avoid generic goals such as “raise awareness”, and make sure communications goals are realistic and can be accomplished with the human and financial resources available.
2. Target audiences 
  • You will want to have agreement about who are the key internal and external audiences, what they key messages are for each audience, and what you want each audience to do as a result of hearing those messages.
  • Be as specific as possible about what you want to accomplish with each audience, and how communications can help. For example, communications with state policymakers will differ if you are trying to create policy change, or if you are trying to get a new line item in the state budget.
  • Think about audiences in two groups: those who will support your effort, and those who will be against it. Be sure to have strategies that address those who will be barriers to success (e.g., to see if you can turn some of them into supporters, or “frame the debate” to prevent their negative messages from taking hold)
  • Delineate the different sectors of audience (public, private, nonprofit, etc) as well as the different levels (local, regional, state)
  • News media is both an audience and a vehicle, so you should be clear on the role of media for each.
  • The “general public” is not a target audience.  You need to be more specific.
3. Identification of the message “frame” – The plan should describe how the initiative should be framed (e.g., “education will lead neighborhood residents to economic opportunity”). It should also identify what people’s current frame is (e.g., “schools in this neighborhood are horrible and students are getting a terrible education”), how you can communicate with them within their current frame, and how you will move them to the new frame.
4. Key messages and persuasive strategies – As mentioned above, while there might be one overarching message, different audiences will need different key messages. You will also want to identify the readiness of each audience to hear and act upon these messages, their core concerns so that you can ensure your messages are meaningful to them, and the messenger to share your message.  Additionally, there are different types of persuasion, and the plan should address how each persuasive strategy will be used to gain support. For example, rational persuasion uses technical data and logical arguments, while emotional persuasion uses values and emotion, such as photographs of happy children, to convey messages.
5. Opportunities and barriers for reaching key audiences – The plan should identify different strategies for and opportunities to reach key audiences with your messages. It should also identify barriers and how those barriers can be overcome.
6. Communications activities – For each goal and strategy, there will be a series of communications activities, or tactics, identified. Each activity/tactic should have a clear timeline, communications vehicles, people assigned to them, and a budget.
7. Communications vehicles – Within each goal, strategy and tactic there will be different communications vehicles to use to carry your message to your audience.  This includes face-to-face meetings, telephone calls, e-newsletters, blogs, grassroots mobilization, policy reports, op-eds, community meetings, etc.
8. Crisis communications – The communications plan should include how to manage and communicate about any crises that might arise.
9. Implementation plan – The communications plan should be accompanied by an implementation plan. This should be a very clear road map that lays out specific timelines, deadlines, activities, who is responsible, etc.
10. Monitoring and evaluation – You will want to track and measure success, so each communication goal and strategy should be measurable and evaluated. That way you can also make adjustments if certain strategies and tactics aren’t working.
11. Timing considerations – A realistic time horizon for a strategic communications plan is three years.  However, the communications plan should include immediate-, short-, and long-term goals and strategies. The implementation plan should help in determining how to prioritize and roll out the different communication components, strategies and tactics. Since your initiative will have immediate communications needs, you should identify what needs to happen immediately and what are some “low-hanging fruit” tactics that could be implemented to meet those needs, even before a full communications plan is developed. Some ideas include:
  • Initial materials
    • Fact sheet – This would be a simple document outlining the aim of your initiative, the timeframe, and who is involved.
    • PowerPoint deck that describes your initiative and conveys key messages. This can be used for both larger presentations, and also to “talk through” the initiative during one-on-one meetings. There might be slightly different versions of this for different audiences.
    • Talking points to ensure internal stakeholder leaders are conveying the same, clear messages.
  • E-newsletters or email updates to key stakeholders (brief)
  • Conducting a series of individual meetings with key stakeholders who have not yet been engaged to inform them about and begin to involve them in your initiative.
  • Identifying “ambassadors” who can help tell the story about your imitative. This can be helpful when many one-on-one meetings or group presentations are needed (so one person is not burdened with conducting them all).
12. Staffing – If a foundation has internal communications staff, it is very helpful for them to begin participating early in planning conversations. This enables them to understand the initiative so that they know how to communicate about it, and also ensures that planning happens with a communications lens. You might need to retain a communications consultant.  It will be helpful to have one person/firm responsible for creating a communications plan, and that this could be in-house staff or a consultant.  Whoever creates the plan should be someone with experience conducting strategic communications planning, preferably with complex, community-based initiatives.
One communications consultant is unlikely be have the skills, experience and capacity to meet all of your communications needs. The foundation could hire a consultant to develop the plan, and that consultant will likely be able to implement some parts of the plan but not all of them. That consultant should be able to help the foundation identify other vendors to help with specific pieces, such as media relations, advertising, community outreach, etc. That consultant could even serve as a coordinator/implementation manager of all the communications-related work.  Someone needs to be identified to manage the implementation of  the communications plan. You can find communications consultants who specialize in philanthropy and nonprofits through the National Network of Consultants to Grantmakers and the Communications Network.
13. Budget – There should be a detailed communications budget developed as part of the plan. This way, choices can be made regarding where to focus limited resources.  Like anything, communications can get very expensive, and the plan needs to match the resources available.
Source: http://putnam-consulting.com/philanthropy-411-blog/philanthropy/effective-comm-planning/


1.2 Steps of the different communication plans

Basic eight step model

To develop a plan for communication of any sort, you have to consider some basic questions:
  • Why do you want to communicate with the community?  (What’s your purpose?)
  • Whom do you want to communicate it to?  (Who’s your audience?)
  • What do you want to communicate?  (What’s your message?)
  • How do you want to communicate it?  (What communication channels will you use?)
  • Whom should you contact and what should you do in order to use those channels?  (How will you actually distribute your message?)
The answers to these questions constitute your action plan, what you need to do in order to communicate successfully with your audience. The remainder of your communication plan, involves three steps:
  • Implement your action plan. Design your message and distribute it to your intended audience.
  • Evaluate your communication efforts, and adjust your plan accordingly.
  • Keep at it
Communication is an ongoing activity for any organization that serves, depends upon, or is in any way connected with the community.  The purpose, audience, message, and channels may change, but the need to maintain relationships with the media and with key people in the community remain.  As a result, an important part of any communication plan is to continue using and revising your plan, based on your experience, throughout the existence of your organization.

One way to look at planning for communication is as an eight-step process.
The steps are:
  1. Identify the purpose of your communication
  2. Identify your audience
  3. Plan and design your message
  4. Consider your resources
  5. Plan for obstacles and emergencies
  6. Strategize how you’ll connect with the media and others who can help you spread your message
  7. Create an action plan
  8. Decide how you’ll evaluate your plan and adjust it, based on the results of carrying it out

1.  IDENTIFY YOUR PURPOSE.

What you might want to say depends on what you’re trying to accomplish with your communication strategy. You might be concerned with one or a combination of the following:
  • Becoming known, or better known, in the community
  • Educating the public about the issue your organization addresses
  • Recruiting program participants or beneficiaries
  • Recruiting volunteers to help with your work
  • Rallying supporters or the general public to action for your cause
  • Announcing events
  • Celebrating honors or victories
  • Raising money to fund your work
  • Countering the arguments, mistakes, or, occasionally, the lies or misrepresentations of those opposed to your work.
  • Dealing with an organizational crisis that’s public knowledge – a staff member who commits a crime, for example, or a lawsuit aimed at the organization.

2.  IDENTIFY YOUR AUDIENCE.

Who are you trying to reach? Knowing who your audience is makes it possible to plan your communication logically.  You’ll need different messages for different groups, and you’ll need different channels and methods to reach each of those groups.
There are many different ways to think about your audience and the ways they could best be contacted. First, there’s the question of what group(s) you’ll focus on. You can group people according to a number of characteristics:
  • Demographics. Demographics are simply basic statistical information about people, such as gender, age, ethnic and racial background, income, etc.
  • Geography. You might want to focus on a whole town or region, on one or more neighborhoods, or on people who live near a particular geographic or man-made feature.
  • Employment. You may be interested in people in a particular line of work, or in people who are unemployed.
  • Health. Your concern might be with people at risk for or experiencing a particular condition – high blood pressure, perhaps, or diabetes – or you might be leveling a health promotion effort – “Eat healthy, exercise regularly” – at the whole community.
  • Behavior. You may be targeting your message to smokers, for example, or to youth engaged in violence.
  • Attitudes. Are you trying to change people’s minds, or bring them to the next level of understanding?
Another aspect of the audience to consider is whether you should direct your communication to those whose behavior, knowledge, or condition you hope to affect, or whether your communication needs to be indirect. Sometimes, in order to influence a population, you have to aim your message at those to whom they listen – clergy, community leaders, politicians, etc.
For instance, in the 1970’s, advocates wanted to stop Nestle from selling baby formula and paying doctors and nurses to recommend it to parents in the developing world; since most parents couldn’t afford formula after the free samples ran out, and many didn’t have clean water to mix it with, the practice led to large numbers of unnecessary infant deaths. Rather than target Nestle or the medical professionals who were selling the formula, advocates aimed at Nestle’s customers around the world, instituting a boycott of Nestle products that lasted for over ten years. Ultimately, the company agreed to change its practices.

3.  THE MESSAGE.

When creating your message, consider content, mood, language, and design.
Content
In the course of a national adult literacy campaign in the 1980’s, educators learned that TV ads that profiled proud, excited, successful adult learners attracted new learners to literacy programs. Ads that described the difficulties of adults with poor reading, writing, and math skills attracted potential volunteers. Both ads were meant to make the same points – the importance of basic skills and the need for literacy efforts – but they spoke to different groups.
You should craft your message with your audience in mind; planning the content of your message is necessary to make it effective.
Mood
Consider what emotions you want to appeal to.
The mood of your message will do a good deal to determine how people react to it. In general, if the mood is too extreme – too negative, too frightening, trying to make your audience feel too guilty – people won’t pay much attention to it. It may take some experience to learn how to strike the right balance. Keeping your tone positive will usually reach more people than evoking negative feelings such as fear or anger.
Language
There are two aspects to language here: one is the actual language – English, Spanish, Korean, Arabic – that your intended audience speaks; the other is the kind of language you use – formal or informal, simple or complex, referring to popular figures and ideas or to obscure ones.
You can address the language people speak by presenting any printed material in both the official language and the language(s) of the population(s) you’re hoping to reach, and by providing translation for spoken or broadcast messages.
The second language issue is more complicated. If your message is too informal, your audience might feel you’re talking down to them, or, worse, that you’re making an insincere attempt to get close to them by communicating in a way that’s clearly not normal for you.  If your message is too formal, your audience might feel you’re not really talking to them at all. You should use plain, straightforward language that expresses what you want to say simply and clearly.
Channels of communication
What does your intended audience read, listen to, watch, engage in?  You have to reach them by placing your message where they’ll see it.
  • Posters
  • Fliers and brochures - These can be more compelling in places where the issue is already in people’s minds (doctors’ offices for health issues, supermarkets for nutrition, etc.).
  • Newsletters
  • Promotional materials - Items such as caps, T-shirts, and mugs can serve as effective channels for your message.
  • Comic books or other reading material - Reading matter that is intrinsically interesting to the target audience can be used to deliver a message through a story that readers are eager to follow, or simply through the compelling nature of the medium and its design.
  • Internet sites - In addition to your organization's website, interactive sites like Facebook, Twitter, and YouTube are effective mediums for communication
  • Letters to the Editor
  • News stories, columns, and reports
  • Press releases and press conferences
  • Presentations or presence at local events and local and national conferences, fairs, and other gatherings
  • Community outreach
  • Community or national events - The Great American Smokeout, National Literacy Day, a community “Take Back the Night” evening against violence, and other community events can serve to convey a message and highlight an issue.
  • Public demonstrations
  • Word of mouth
  • Music
  • Exhibits and public art - The AIDS quilt, a huge quilt with squares made by thousands of people, commemorating victims of the HIV epidemic, is a prime example.
  • Movies - Since the beginnings of the film industry, movies have carried messages about race, the status of women, adult literacy, homosexuality, mental illness, AIDS, and numerous other social issues.
  • TV - TV can both carry straightforward messages – ads and Public Service Announcements (PSAs) – and present news and entertainment programs that deal with your issue or profile your organization.
  • Theater and interactive theater - A play or skit, especially one written by people who have experienced what it illustrates, can be a powerful way to present an issue, or to underline the need for services or change.
Several interactive theater groups in New England, by stopping the action and inviting questions and comments, draw audiences into performances dramatizing real incidents in the lives of the actors, all of whom are staff members and learners in adult literacy programs. They have helped to change attitudes about adult learners, and to bring information about adult literacy and learning into the community

4.  RESOURCES.

What do you have the money to do? Do you have the people to make it possible? If you’re going to spend money, what are the chances that the results will be worth the expense? Who will lose what, and who will gain what by your use of financial and human resources?
Your plan should include careful determinations of how much you can spend and how much staff and volunteer time it’s reasonable to use. You may also be able to get materials, air time, and other goods and services from individuals, businesses, other organizations, and institutions.

5.  ANTICIPATE OBSTACLES AND EMERGENCIES.

Any number of things can happen in the course of a communication effort. Someone can forget to e-mail a press release, or forget to include a phone number or e-mail address. A crucial word on your posters or in your brochure can be misspelled, or a reporter might get important information wrong. Worse, you might have to deal with a real disaster involving the organization that has the potential to discredit everything you do.
It’s important to try to anticipate these kinds of problems, and to create a plan to deal with them. Crisis planning should be part of any communication plan, so you’ll know exactly what to do when a problem or crisis occurs. Crisis plans should include who takes responsibility for what – dealing with the media, correcting errors, deciding when something has to be redone rather than fixed, etc. It should cover as many situations, and as many aspects of each situation, as possible.

6.  STRATEGIZE HOW YOU’LL CONNECT WITH THE MEDIA AND OTHERS TO SPREAD YOUR MESSAGE.

Establishing relationships with individual media representatives and media outlets is an important part of a communication plan, as is doing the same with influential individuals and institutions in the community and/or the population you’re trying to reach. You have to make personal contacts, give the media and others reasons to want to help you, and follow through over time to sustain those relationships in order to keep communication channels open.
The individuals that can help you spread your message can vary from formal community leaders – elected officials, CEOs of important local, businesses, clergy, etc. – to community activists and ordinary citizens.  Institutions and organizations, such as colleges, hospitals, service clubs, faith communities, and other health and community organizations all have access to groups of community members who might need to hear your message.

7.  CREATE AN ACTION PLAN.

Now the task is to put it all together into a plan that you can act on. By the time you reach this point, your plan will already be essentially done. You know what your purpose is and whom you need to reach to accomplish it, what your message should contain and look like, what you can afford, what problems you might face, what channels can best be used to reach your intended audience, and how to gain access to those channels. Now it’s just a matter of putting the details together – actually composing and designing your message (perhaps more than one, in order to use lots of channels), making contact with the people who can help you get your message out, and getting everything in place to start your communication effort. And finally, you'll evaluate your effort so that you can continue to make it better.

8.  EVALUATION.

If you evaluate your communication plan in terms of both how well you carry it out and how well it works, you’ll be able to make changes to improve it. It will keep getting more effective each time you implement it.
And there’s really a ninth step to developing a communication plan; as with just about every phase of health and community work, you have to keep up the effort, adjusting your plan and communicating with the community.

Source: communications handbook by Pinnacle Public Relations Training LINK

Special focus on a marketing communication plan
Gaining awareness is one of the first steps in the sales process and the main focus of your marketing communications (marcom) strategy. Getting to know your audience, crafting your message and tracking results are only a few pieces of the puzzle.
Why all the fuss? An effective marketing communications plan results in a better, more consistent brand experience. The end result: more sales.
1. The Better You Know Your Audience, the Better You (& Your Team) Can Appeal to their Interests
All successful marketing efforts begin with a thorough understanding of your audience. Start by analyzing your current clients and why they chose your products or services. Don't have enough data to get the full picture? Put a research plan in place to help fill in any gaps relating to demographics, purchase patterns and other insights into when, where, why and how people purchase your products.
2. Uncover Your Unique Selling Proposition
Your Unique Selling Proposition (USP) is the main benefit that, when communicated effectively, drives sales of your product or service. It focuses on a unique problem that you solve better than anyone else. Your USP must be compelling and strong enough to move people to act. Your USP will be central to all of your marketing communications, so don't take this step lightly.
3. Sharpen Your Brand Look and Feel
From logos to business cards and marketing collateral, your brand must speak to the customer in a contemporary, relevant manner. It needs to support your operational USP and accurately represent your market position – don't mislead your audience by creating a marquee brand if you're aiming to be a low-cost option. Be honest, sincere and true to the heart of your business.
4. Ensure that All Messaging is Consistent
While most people think of logo and stationary when it comes to branding, your brand voice is equally important. A good place to start is to generate a few key positioning statements to feature in your communications. Start with a tagline, single sentence version and then a standard short paragraph. Try spooling out a handful of key messages (up to 5) that your company should be communicating (note that they cannot all be in all places). Outline key descriptive words to use and not use, and make sure that your new messaging standards are adhered to in all future communications.
5. Choose Your Marketing Mix
With all of the recent advancements in online marketing, there are more ways to communicate than ever before. Every industry and brand is unique, so there is no standard marketing mix that will work for everyone. The key is to understand your options, and choose a media mix that fits your audience (where do they spend their time / attention), budget and marketing communications goals.
6. Establish Marcom Success Measurements (Metrics)
Whatever the medium and message, ensure that your communications are measurable. Whether it's email open rates, social media exposure or direct mail response rates, establish key communications goals and put systems in place to chart your success. Tie this data in with sales metrics to get a true sense of what's working and what's not.
7. Manage Leads and Client Data
You know your audience, you've built your brand and you've told your story. People are interested – now what? A CRM (Customer Relationship Management) system is a database of your contacts (customers, prospects, others) that allows you to organize information (contact info, records, files, calls, emails, etc) to streamline and scale sales and marketing processes. This will help you better understand how clients move through the sales funnel and help you close more leads.
Successful marketing communications efforts are much more than a shot in the dark. Each of these seven steps needs to be explored to the fullest in order to gain the greatest return on investment possible.

Source: http://www.6pmarketing.com/articles/branding-science/72-marketing-strategy/359-7-steps-to-develop-an-effective-marketing-communications-strategy

Marketing communications planning framework by Chris Fill
Source: Fill, C. (2013) Marketing Communications, 6th edn, Harlow: Pearsons

Internal communication plan 

1. Clarify your purpose

For specific communications, get specific about your purpose. For example, is the message being delivered for information only, to generate feedback, to generate new ideas, or is a specific action required?

2. Clarify your desired outcome(s)

Do you need a response in writing by a certain time or prior to a particular event? Are you seeking a list of 3-5 new ideas? How specific can you reasonably be about how you will define success? This step is essential for identifying the benchmarks and metrics you’ll use to evaluate your results.

3. Know your audience

  • Identify your target audience. Who exactly do you need to reach? Is it ‘everyone in the organization’ – or are the most important people, in fact, a few key influencers or opinion leaders (which has nothing to do with positional power, necessarily), individuals with specific skills, or one or two key decision-makers?
  • Meet them where they’re at. What do they already know, believe or feel about the issue? If you’re talking about a brand-new concept, then a little informational background will be essential. If they are aware of the issue, but highly skeptical, then your messages and framing will need to address that, not just gloss over it.

4. Develop the strategy

  • Identify pathways. What are the most effective pathways for reaching your particular target audience(s)? Is it email? Written memos (remember those?) A phone call? Face to face meeting? Intranet? Social media? Cloud platforms such as google drive? Hard copy memos inserted into payroll packages? A display board in the staff common room?
  • Consider messengers. Also ask: who’s the most effective messenger? It may not be you. It may not be the most senior executive. Does your audience instead need to hear the message from a trusted peer? Do you need internal champions to move the issue forward?

5. Develop the message

Now that you’ve identified and ‘profiled’ your audience, develop your message. It should be short, clear, compelling, and ideally, visual. It is very likely positive – focused on what the team is for, rather than what it’s against. If you deliver the message through stories, it will almost certainly be ‘sticky’ – both memorable and high-impact.

6. Deliver the message

Effective communications are really about delivering the right message, to the right audience, at the right time – often many times. So plan it out. Here are some elements to think about:
  • People power: Who needs to do what, by when? Who is the decision-maker? Who needs to be consulted? Who needs to be informed? Who’s doing the actual work? Is there a lead, or internal ‘project manager’ to ensure the work is proceeding as planned?
  • Timing: When is the optimum time to deliver the message? How often does it need to be repeated?
  • Resources: How much time will it take – and are there other resources required? How is this work reflected on internal workplans, if at all?
  • Metrics: How will you know the message is received? How will you know the desired results are being achieved? When and how are you scheduling evaluation along the way (see below)?

7. Evaluate and learn

Don’t just identify metrics for tracking progress – revisit them on a regular basis. Use what they teach you. Build evaluation into monthly and quarterly reviews, for example. And include it as a routine practice or group norm: for instance, at every staff meeting, include a standing agenda item that has the team reflect on its internal communications. Include tracking questions on annual internal organizational surveys. Questions could be as simple as: How well are we communicating our organizational vision? How well are we keeping one another abreast of one another’s work and results? How are we doing with having “courageous’ conversations” in a timely, skillful way? How are we doing with email brevity and appropriateness? How are we doing with the preparation and use of well-crafted briefing notes? Insanity has been defined as “doing the same thing over and over and expecting different results.” Building in evaluation at every level of your communications will interrupt any bias toward activities and help teams focus on results. With routinized evaluation, your internal communications, and therefore your internal alignment and collective ability to get things done, will continually improve.

Source: http://suzannehawkes.com/2013/05/22/7-steps-to-creating-an-effective-internal-communications-plan/
1.3 Target audiences 

Target audiences are the groups of people that you want to receive your message. Sometimes the target audience can be a single, homogenous group of people. Other times you may have multiple audiences.

Determining the target audience
  • Who do you want to hear or see your target message? Who needs to receive your message?
  • Do you have primary, secondary or tertiary audiences?
  • Avoid identifying very broad target audiences (like “all politicians”). Reduce the audience to a tightly defined audience (or set of audiences), which may then be targeted more accurately.
  • What is your purpose for reaching the audience? For example, do you want them to become clients, stimulate discussion, tell them what to do, educate them, or help them to develop opinions?
  • Do you have the necessary resources to reach your target audience?
  • What are you prepared to invest to achieve your desired result?
  • Is anyone else communicating the same information (or have they in the past)? Can you learn from them or partner with them?
  • Does your target audience have any special needs? For example, do they have low literacy rates, limited access to media, or disabilities that may prevent them from receiving your message?
  • Become familiar with your target audience. Depending on your communication aim and objectives, you might want to know:
    o Age and other demographic characteristics, o Geographical location,
    o Problems they want to solve,
    o Educational needs/gaps,
    o Recreational or leisure interests,
    o Where the audience likes to get new information,
    o What group activities do they participate in,or
    o Specific behavior patterns related to the outreach goal.


    Source: Greenmedia Toolshed: Target Your Audience
    http://www.greenmediatoolshed.org/training/TargetAudienceMessage/TargetYourAudience.adp 

Identifying the Target Audience


  • When developing a communication strategy, one of the most critical steps after determining the goals and objectives is the identification of the target audience for the project. The target audience refers to the group a manager is trying to influence. Some key audiences that reef managers commonly target for communication efforts include resource users, community groups, or policy/decision makers.
    The key thing to remember is that, for the purposes of communication, there is no such thing as the “general public.” In other words, outreach materials aimed at the “general public” are too general to be effective in their messaging.
    Managers responsible for communicating about coral reef health and resilience often need to be creative and innovative to gain support from different audiences. Whether dealing with school children, community members, government officials, fishers, the media, industry, or academics, a well-planned communication strategy or campaign tailored to the target audience is needed.
    The following questions can help determine the possible target audiences: 

    Primary Target Audience: The primary target audience refers to the main group a manager is trying to influence. There may be more than one primary target audience for the communication strategy.
    Secondary Target Audience: The secondary audience includes people or groups who are less relevant to the communication efforts, but who need to receive the communication or messaging. They will also benefit from hearing the messages, and they may be able to influence the target audience now or in the future

    1. Who is causing the problem?
    2. How are they causing it?
    3. What other audiences might be interested or relate to the project message or goal?
    4. Which audiences have the most political influence?
    5. Which audiences have the most social influence?
    6. Who shares information in this particular location? Who has the most influence on this particular audience?
    7. Who will be most positively affected by the project/management actions?
    8. Who has the potential to be negatively affected by the project/management actions?
    9. Who will be involved in the implementation of the project?
    10. Who usually causes confusion or trouble when information is distributed to the public or the key audience?
    11. Who is directly involved in using and/or taking resources from the reef?
    After determining possible target audiences it is necessary to identify the primary and secondary audiences of the communication strategy or campaign.
    Target audiences can be identified by considering the following questions:
    • What specific action or behavior needs to be changed to address the objectives or solve the issue at hand? In many cases, the majority of communication efforts should be targeted toward the audience most directly able to change the situation.
    • Which audience best helps meet the specific strategy goals? Keep in mind whose behaviors need to be changed with the communication strategy. These are the people that should be the target audience.
    • Is the audience persuadable? It may be more effective to focus on key influencers, such as community leaders, business leaders, or progressive clergy who can “bring others with them” if their support is gained through the communication strategy.
    • Can the target audience realistically be reached with program resources?

    Note that in some cases, it will not be effective to direct communication at certain audiences (e.g., if they cannot be reached effectively or if they are not likely to change their behavior). In those situations, it may be better to select other audiences that can function as intermediaries for reaching them.

Audience Research

  • By gaining a better understanding of WHO is doing WHAT, audience research is helpful when selecting a target audience. It can also provide information on the awareness and attitudes of people towards a specific issue as well as the media usage of different audiences. Audience research can serve as a baseline for post-communication efforts evaluations.
    Once the primary target audience is identified, it is important to assess the current behavior of the audience, their level of knowledge and awareness of the issue, their preferred methods of receiving information and their motivations for (or barriers to) receiving the information. To assess the knowledge, attitudes, and awareness of the target audience, a variety of research methods are available including surveys, online research, interviews, and focus groups. Research on the target audience will help to identify key messages and the most appropriate methods for successful communication.


Source: http://www.reefresilience.org/coral-reefs/communication/developing-a-communication-strategy/identifying-the-target-audience/

2. How to implement a communication plan successfully? 

Kellogg's case study

Research shows that children benefit from eating a healthy breakfast prior to the start of the school day. However, too often children have no breakfast at all or eat chocolate or crisps and a fizzy drink on their way to school.
This case study examines how Kellogg’s devised a plan to communicate the importance of breakfast to selected target audiences through a multi-platform campaign. This was in support of its ‘Help give a child a breakfast’ campaign launched in October 2011.
Kellogg’s is the world’s leading producer of cereals. Its products are manufactured in 18 countries and sold in more than 180 countries. Kellogg’s produces some of the world’s most easily recognisable brands such as Kellogg’s Corn Flakes, Coco Pops and Rice Krispies. For more than 100 years, Kellogg’s has been a leader in health and nutrition through providing consumers with a wide variety of food products.

Breakfast clubs

Kellogg’s has been active in supporting breakfast clubs in schools for many years, working with the education charity ContinYou, the experts on breakfast clubs. Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. They also provide a great opportunity for kids to play, learn and socialise with classmates.
Since 1998, this partnership has set up 500 breakfast clubs in schools across the UK. Interested schools have been supported with training on how to start a club and have received a start-up grant from Kellogg’s.
According to research by Kellogg’s, many schools have run into trouble with the funding of their breakfast club due to recent budget cuts by the UK government. Kellogg’s responded by putting a team together to create a communications plan which highlighted the importance of breakfast clubs to parents, schools, the UK government and the public.

Writing a communications plan

Kelloggs 17 Kelloggs Diagram 1The communication process involves transmitting information from a sender to a receiver. However, effective communication needs to ensure that the message has been not only received but also clearly understood. This is relevant whether the communication is internal or external. The message needs to be sent in a way that it will appeal to and be understood easily by the target receiver or audience. This involves selecting an appropriate format or channel to deliver the message.
Examples of media that may be used include a leaflet, a television advert and a personal letter. The feedback part of the process is vital as this is how the sender knows if the message has been received correctly.

For the message to be effective, barriers to communication (known as ‘noise’) need to be eliminated or reduced. Noise is anything that might distort the message or prevent the receiver getting or understanding the message. For example, noise might include using language or jargon that the receiver will not understand or using a channel such as email or the internet when the receiver does not have a computer.

Tailoring the message

Kelloggs 17 Kelloggs Diagram 2

A communications plan uses the same principles of tailoring the message and the delivery channel for a target audience. A communications plan also sets out the overall objectives to be achieved and the means by which these will be measured.
Businesses engage in both internal and external communication. Internal communication may involve transmitting messages to shareholders, senior managers, other employees or contractors. Communication externally may be to a range of stakeholders including customers, suppliers, the media, government or the wider public. In each case, the nature of the message and the format used may be tailored to suit the audience. An effective internal communications plan can help to give clear direction within the organisation and improve employee motivation. Externally, it can even change public opinion.

Background and purpose

Research commissioned by Kellogg’s showed that as many as 1 in 7 children in the UK do not eat breakfast and that up to 25% eat crisps, chocolate or fast food on the way to school. In addition, 1 in every 8 (around 3,000) breakfast clubs in the UK have closed due to government budget cuts and up to 45% of remaining clubs were at risk of closure.

Research with teachers showed that the majority believe that the lack of breakfast opportunities would lead to poorer academic results and worsening behaviour in schools. The purpose of the Kellogg’s campaign was to show its commitment to breakfast clubs in schools in the UK. The important messages that the campaign was aiming to get across were that: 
- breakfast is important for people of all ages especially young people
  • - breakfast clubs positively impact on children’s behaviour, attendance and ability to concentrate in morning lessons
  • - Kellogg’s has supported breakfast clubs since 1998
  • - by buying Kellogg’s Corn Flakes you are helping to feed children at breakfast clubs.

Kellogg’s faced potential noise for its messages from different sources. At the time, the government spending review was high profile in the press which could have resulted in the Kellogg’s story being overlooked. In addition, other food companies also support breakfast clubs which could have led to confusion or dilution of its messages.

It also needed to make clear that this was not a marketing effort to promote Kellogg’s brands but a part of the company’s longstanding Corporate Responsibility programme. Corporate Responsibility involves understanding the impact the business has on the wider community and working to make that impact positive. Kellogg’s has been supporting breakfast clubs in schools and local communities for 14 years and has invested over £1.5 million to date.

Fitting the message to the audience

Kelloggs 17 Kelloggs Table 1

The Kellogg’s breakfast club campaign had a number of key objectives which depended on promoting the right messages to different audiences. Key aspects of the campaign were not only to get messages across about the benefits of breakfast and breakfast clubs, but also to raise funds for the clubs through the sale of Kellogg’s products and to make schools aware of the available funding from Kellogg’s to support their breakfast clubs.

In order to achieve these objectives, Kellogg’s devised a communication plan for internal and external stakeholders. The main internal stakeholders being targeted were Kellogg’s employees. They were encouraged to get involved through information posted on the company intranet (internal communication). Employees were also invited to attend a breakfast club in the atrium of the Kellogg’s building with two local primary schools and then visit breakfast clubs that received funding from Kellogg’s.
However, the campaign was primarily designed for the needs of external audiences. These included:
  • - Schools – to alert them to the Kellogg’s grants available, inviting them to apply for funding.
  • - The media – to generate excitement and press interest about the campaign and to increase public awareness of the issues involved.
  • - Parents – to demonstrate Kellogg’s socially responsible stance and inform them how breakfast clubs could support their children.
  • - Members of Parliament (MPs) – asking them to encourage schools in their constituencies (i.e. the area that they had been voted to represent) to apply for funding.
  • - The public – to attract consumers to buy Kellogg’s products in order to generate additional funding for the breakfast club initiative.

Using the right medium

In order to convey any message effectively to a targeted audience, the most suitable medium and channel needs to be used. For example, if a company wants to promote products with a mass market appeal to a wide audience, it might use well-scripted television advertising. To advertise a job opportunity for a finance director of a company, a business might place an advertisement in the Financial Times (or other financial and business-related publications).
Kelloggs 17 Kelloggs Table 2
Take, for example, the message that ‘Kellogg’s supports breakfast clubs’. How should Kellogg’s communicate this message to children and parents? Kellogg’s approach was to use a multiplatform campaign. This is an approach which communicates over a range of media, rather than using just one, in order to reach many different audiences.
The various campaign communications involved a mixture of formal and informal communications. Formal communications are through approved channels and so might include, for example, a company policy document or a press release. Kellogg’s formal communications included the letters sent to MPs.

In contrast, informal communication is more spontaneous and less structured, for example, a chat with colleagues over coffee. Informal communication can be very effective in a business as it has the advantage of being quicker and more direct. Kellogg’s face-to-face interactions at breakfast clubs and the briefing to mummy bloggers demonstrated a more informal approach to communication. The problem with informal communication is that it could result in rumours that can cause messages to be mistrusted or even convey inaccurate information.

Conclusion


Breakfast clubs provide a healthy meal at the start of the day in a safe and friendly environment. They also provide a great opportunity for kids to play, learn and socialise with classmates. Kellogg’s has long supported breakfast clubs and so planned a multi-platform approach to communicate key messages about the importance of breakfast and breakfast clubs to various audiences. The feedback to any communication is important to evaluate whether your messages are reaching the target audience effectively. Kellogg’s therefore carried out an evaluation of its campaign. Highlights include:
  • The first six weeks of the campaign generated 73 press articles across a variety of media – including news coverage on ITV’s Daybreak and news articles in The Observer and The Independent. All carried positive reaction to the messages and reached a potential audience of nine million people.
  • Over 700 schools applied for the funding and around 500 of these received a grant of up to £450 for their breakfast club.
  • Kellogg’s employees have attended 15 of those breakfast clubs with the local MP to see what difference the funding has made to the children.
  • The money raised from the campaign will provide a million breakfasts by the end of 2012.

These results clearly indicate that Kellogg’s has communicated its messages effectively. The time taken in planning the communications through a multi-platform approach worked in relation to each of the targeted audiences. As a food company that takes its responsibility for nutrition seriously, Kellogg’s has maintained its commitment to write to and talk to key government officials to get the message over about the importance of breakfast for children. This highlights how effective communication is not just a one-off event but an ongoing cycle requiring evaluation and a response to feedback received.

Source: http://businesscasestudies.co.uk/kelloggs/devising-a-communications-plan/using-the-right-medium.html#axzz3pgtxakOK


Case study domino's pizza: crisis communication 

Domino's YouTube Crisis: 5 Ways to Fight Back

The video clip is stomach-turning. A Domino's employee in Conover, N.C., is seen assembling sandwiches, spraying snot on them, sticking cheese up his nose before placing it on a piece of bread and passing gas on a slice of salami. The woman holding the camera narrates. "In about five minutes, they'll be sent out to delivery, where somebody will be eating these, yes, eating them. And little did they know that cheese was in his nose and that there was some lethal gas that ended up on their salami," she proclaims proudly. "That's how we roll at Domino's."
The woman, Kristy Hammonds, 31, uploaded the video on YouTube. In a matter of days, thanks to Twitter and other viral social media, the clip had been viewed more than a million times and Domino's had an instant crisis on its hands. (The original video has been removed, but copies are still easily available online.) Both Hammonds and the other employee in the clip, Michael Setzer, 32, have been fired from the pizza-delivery chain and now face felony charges for distributing prohibited foods. Hammonds and Setzer say the video was just a prank, and that the unsanitary food was never delivered.
The company did not publicly respond to the video immediately, hoping attention would subside. But when it became clear by mid-week that the controversy was only escalating, Domino's executives acted. The company posted an apology on its website and asked employees with Twitter accounts to tweet a link to it. The company also created its own Twitter account, @dpzinfo, to reassure consumers that this was an isolated incident. And Domino's U.S.A. president, Patrick Doyle, issued an apology on YouTube.
These moves do carry certain risks — the more you seek forgiveness, the more people discover you have sinned — but for the most part, brand experts give Domino's high marks for its response. "First of all, they handled it very well with the video response," says Pete Blackshaw, brand strategist for Nielsen Online. "It could have been a little bit quicker, but the company needed time to get its facts straight. It was near perfect."
That being said, Domino's is far from healed. "This is going to be a tough one," says Dodie Subler, founding partner of Tait Subler, a consulting firm. "Domino's is known for its excellent training program, but these guys broke the code of ethics. It will be hard for Domino's to recover." The worst part of a viral video crisis is that the clips live forever online. Says Blackshaw: "The Web never forgets."
So what is Domino's to do? Here are five ways to attack a corporate crisis in the digital age:
1. Blog. Blackshaw advises Domino's to create a blog on its website, where the company can highlight great deals, new marketing campaigns, and, yes, the fact that 99.9% of its employees do not spit on the food. "I don't want to overhype blogs, but they can serve as very powerful rapid response vehicles," says Blackshaw.
Domino's spokesman Tim McIntyre says the company had been discussing starting such a blog, even before this crisis hit, and is still debating how to approach it. "Who blogs?" asks McIntyre. "Is it our CEO, or our chief marketing officer? Do we take a team approach, or do we have one person who is the voice of Domino's?" However the company decides to proceed, now is the time to do it.
2. Go Back to Its Base. Whether they're pepperoni junkies or hungry college kids, Domino's customers are extremely loyal. And now more than ever, the company needs to tap into this crust-chomping base. Domino's can gather the names of all customers who have offered positive feedback over the last couple of years, and send those people a quick letter or e-mail saying: This incident is isolated, we appreciate your business and, please, encourage your friends to stick with us too. "Managing brand influencers is so critically important," says Blackshaw. "Domino's doesn't have the same evangelist level as a company like Apple, but their core consumers can move the needle." According to McIntyre, Domino's is in the process of employing this strategy.
3. Update Wikipedia. Blackshaw calls Wikipedia a "reputational broker," a gateway through which financial analysts, the media and even current and future customers come in contact with the brand. By late afternoon April 17, the Wikipedia entry for Domino's noted the following about the controversy: "In April 2009, videos depicting two Domino's employees, Kristy Hammonds and Michael Setzer, in Conover, North Carolina, tampering with customer food were uploaded to the YouTube video hosting service. Later, the duo was arrested and charged."
What's missing? "The Domino's video response," says Blackburn. "That's a crucial component of brand editing." Wikipedia's editors typically strike links to anything that smacks of propaganda, but says Blackshaw, "I'd be surprised if Wikipedia pushes back. A response from a Domino's executive to a major controversy is fair game." McIntyre says a Wiki-reply is "on the list."
4. Friend Google. If you searched for "Domino's" on Google on April 17, the video, entitled "Disgusting Domino's People," was the third result (the president's video apology, entitled "Disgusting Dominos People — Domino's Respond," was the fourth). If you searched for "Domino's and disgusting," the whole first page of results dealt with the incident. One link screams "Never Eat at Dominos Again." The company has to move more aggressively to cancel out the negative reinforcement in the Google results. Domino's could, for example, purchase ads from Google that would appear at the top right corner of the page of "Domino's" search results. The ad could say "Domino's Apologizes" and link to the video from the company executive. Another ad could highlight a new promotion or discount. Right now, that space is blank on the page. Why not fill it up with positive messages from the company? Domino's says it is considering this option.
5. Take a Commercial Break. Domino's is between ad campaigns. The recent commercials featuring CEO David Brandon in Washington promising customers a "bailout" via $5 Domino's pizza have stopped airing, and the company plans to unveil new commercials within the next week. Put them on hold, says Subler, the brand expert. "There's no need for mixed messages right now," she says. Her logic: Let things cool down for a few weeks. Introducing TV commercials for a new product may only serve to recall the incident. And people may wonder why the company isn't addressing the negative news head-on: Why is Domino's pushing a new product on us when we still feel traumatized by those two moronic employees?
Domino's won't be taking this advice. The ads are still on, no question, says McIntyre. "I can understand that train of thought," he says. "'Hey, make the whole thing go away. Wipe the brand from consciousness for a while.' But the other thought is that the more you maintain a sense of normalcy, the faster you'll get back to normal."
So the company is trying its best to move forward. Domino's can only hope that its customers let go of controversy as quickly as it likes its deliveries.

3. Measuring and monitoring

3.1 Effectiveness of different types of measuring and monitoring

EVALUATION AND COMMUNICATION
- Evaluating the effectiveness and impact of communication activities and tools (including programme/project communication, media outreach strategy, internal communication)
- Are we providing the right communication means and products to the right people through the right channel at the right moment?
> if the answer is yes to all of these questions, it is quite likely that you are having an impact in terms of communication 


Impact assessment and communication
- Difficult to measure
- Sometimes short-lived, sometimes the impact is much later than expected
- Often simply unlikely to happen at the level of public opinion at large

page8image608
IMPACT ASSESSMENT Which impact are you expecting?
- Communication output: is the actual product of a communication activity, what is delivered to the target audience (e.g. conferences held, press releases distributed..)
 These figures reveal nothing about the quality, reach, impact or utility of your communication activities
- Outgrowth: refers to how the target public demands and receives the output produced (response rates which can be measured e.g. by media clippings, attendance figures, web hits...)
 Provides information on the availability of information and who potentially received it, but not information on how much of the information was retained or led to further impact.


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IMPACT ASSESSMENT Which impact are you expecting?
- Outcome I Awareness/knowledge: impact can be assessed in terms of knowledge gains that can be traced to com activities
 problem: awareness raising is often too vague
- Outcome II Attitude/perception: (Positive) perception of a project or your programme and EU funding in general
 difficulty: often evaluations of attitudes lack clear objectives; changes cannot be traced back to communication measures
- Outcome III Behaviour: E.g. influence on regional policy (regulations..)
  •   Most obvious when things have gone wrong (protests, complaints...)
  •   However, behavioural communication impacts can hardly be isolated
validly 

Monitoring your communication activities
Keep track of participants’ lists and contacts (including journalists!)
Prepare a questionnaire for feedback or conduct a brief online survey after your event
Online tools
Monitor your website hits in connection with certain events, after having sent out a press release etc...
Social media activities
Publications
Keep track of who received your publications (distribution
lists) and the number of publications disseminated. Get feedback through surveys or focus groups.
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MEDIA MONITORING
Media Monitoring and evaluation of media impact Step 1
- Compile an archive including press clippings and screen-
shots of websites that mentioned your programme (incl. date!)
- If you cover a large programme area (e.g. transnational programmes) you may also think about hiring a professional media monitoring service, although this can be costly
- Keep also a media archive of radio and TV programmes that mentioned your programme
- Set up a library/archive with your projects’ publications
Step 2
-Evaluate the content of the media and its effectiveness (content analysis)
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EVALUATION METHODS
Event: Direct consultation of the audience
- What do you want to know: content – method – setting/organisation
- Oral evaluation techniques:
- Thumb
- Card (green – red – yellow)
- Feedback: The suitcase and the bin: What will I put in my suitcase – what will I leave there?
- electronic voting system
- Written evaluation:
- During the event (evaluation sheet) - After the event (online evaluation)
- Focus groups
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EVALUATION OF YOUR COM STRATEGY
Evaluation of your communication strategy
- To what extent does the communication strategy respond to the information needs of the target audience(s)?
- How coherent are the tools and messages with the objectives of the strategy, with each other and with other existing initiatives in the field?
- How effective is the communication strategy/policy in improving awareness and knowledge about EU policy in the field x?
- To what extent does the communication strategy/policy contribute to a better understanding/perception of the Commission’s policy in the field of x?

EVALUATION METHODS 3-level classification table

satisfactory
room for improvement
unsatisfactory


Source: http://admin.interact-eu.net/downloads/3087/Presentation_Evaluation_and_communication_INTERACT.pdf










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