PROGRAMS/CAMPAIGNS OVERVIEW
Core Competencies Program/Campaign Plan Elements
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Research 1. Problem Statement and
-- Organization Situational Analysis
-- Opinions of Publics
-- Opportunities
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Planning 2. Identification of Key
-- Creative Process Audiences
-- Within Constraints of --External v. internal
. Goals, needs, objectives --Primary v. secondary
. Organization culture --End targets v. influential
. Time intermediates
. Budget --Active v. aware v. inactive
. Communication Practices --Segmented by demographics,
. Ethics psychographics, geodemographics
. Law 3. Statement of Organization Goals
. External Developments and Communication Objectives (specific,
-- Culminates in strategy: measurable, realistic, time-specific)
what you want to say to 4. Action Strategies (policy changes,
whom through what medium additional research, other actions)
-- End result: written plan 5. Communication Strategies
for client approval --Themes (key message ideas)
--Media or Activities/Event
(Public media, interactive media,
controlled media, events, one-on-
one communications)
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Implementation
-- Involves day-to-day develop- 6. Tactics/Tasks
ment of plans as opportunities, (Including quality control,
problems present themselves copy testing)
-- Need to avoid major devia- 7. Timetable (based upon deadlines,
tions from the plan or target distribution dates)
revise objectives and adapt 8. Staffing (Staff, agency,
strategy if needed. freelance, vendors)
-- Follow principles of effec- 9. Budget
tive communication
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Evaluation 10. Evaluation and Feedback
-- Flows out of objectives Quality Measures (input)
-- Essential part of plan Output Measures
Outcome Measures (impact)
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