Management

Topic 7 Strategy

PR0307

Campaign Management

Lecture objectives

• Explore the role and functions of strategy

• Develop an understanding of strategy and how it’s linked to the goal & mission of an organisation

• Understand the importance of writing a strategy statement in a communications plan

Communications strategy (Xavier et al 2006)

• Message strategy

– development & framing of messages that will close the perception gap between the organisation and its publics

- understanding 3 As in what you aim to achieve in terms of target audience (awareness, attitudes, action)

• Media strategy

– key messages are reiterated throughout the campaign through singular or multiple channels

- channels can be divided into controlled/uncontrolled, mass/non mass media

Mission statements

A mission statement defines in a paragraph or so any entity's reason for existence. It embodies its philosophies, goals, ambitions and mores. Any entity that attempts to operate without a mission statement runs the risk of wandering through the world without having the ability to verify that it is on its intended course.

 defines purpose of organisation

 provides roadmap of long term goals (vision)

 guides implementation of its communication strategies

Sample mission/vision statements

• RSPCA :To prevent cruelty to animals by actively promoting their care and protection. To be the leading authority in animal care and protection.

• Singapore Press Holdings : To inform, educate, entertain

• Alcoa : At Alcoa, our vision is to be the best company in the world--in the eyes of our customers, shareholders, communities and people. We expect and demand the best we have to offer by always keeping Alcoa's values top of mind:

Developing a strategic plan

• Implicit in strategy is professionalism and ethics

• Strategy is a planned process comprising:

1. Issues/Situation Analysis

2. Goals & objectives

3. Target audience

4. Key messages

5. Strategy statement

6. Tactics/channels

7. Budget/Timeline

8. Evaluation/Recommendation

Strategy statement

• Describes how, in concept, goals are to be achieved, providing guidelines & themes for the overall plan

• They are broad statements - they are not tactics, which are the visible implementation of plan

• Should encapsulate the following:

 game plan of how the goals/objectives will be met to cater to the needs of the target audience

 rationale of the plan (why it was chosen)

 Key themes & messages to be reiterated throughout the plan

Rockingham Montessori School (Client – Campaign Management 2011)

• MISSION – To provide a Montessori environment in which the needs of the child are met in a nurturing, safe, caring school by encouraging independence, mutual respect & self-discipline so that students are prepared to take their place in the global community.

• GOAL – To raise the profile of Montessori education as a viable alternative to mainstream education

• STRATEGY – To involve parents of Montessori students in local community activities and as spokespersons for media relations activities

Headwest (client – campaign management 2012)

• MISSION – To advocate on behalf of people with acquired brain injuries, issues associated with legislation, policies, services and programs that support sufferers and their families

• GOAL – To raise awareness of acquired brain injury, Headwest and the services they provide, among males aged 17-35, who are potentially at risk of, or who have acquired brain injury.

• STRATEGY – To use celebrity spokesperson, Luke Adams in media relations, billboard, print and radio advertising campaigns, targeting football clubs and high schools.

Summary

 A well-written, short strategy statement is a first step in marshalling your thoughts for the campaign.

PLEASE COMPLETE ALL POST- WORKSHOP and PRE-WORKSHOP

ACTIVITIES ON MYUNITS BEFORE NEXT WEEK’S WORKSHOP (CLASS)