Developing a campaign

Posted by in Advertising, Communication, Communications, Public Relations

  1.                I.     Situation Analysis (SWOT): This step is assessed for both internal and external areas as needed.
  2. Strengths – Define the advantages, strengths, resources, and the unique selling point the organizations has.
    1.                                                         i.     Provides the organization with a realistic view of what is positive about them and that are occurring with competitors.
    2. Weakness – Identify areas that need improvement, should be avoided and what leads to losses.
      1.                                                         i.     Isolates areas that require attention and are a threat to the organization and also identifies the weakness of the competition.
      2.                                                       ii.     This provides a point of reference to guide the creation of objectives later on.
      3. Opportunities – Identify opportunities for your organization such as markets, products, locations, placement, technology, population, social patterns…etc.
        1.                                                         i.     Enumerating areas of opportunity allows the planners to recognize things that can be used to the advantage of the campaign or that should be highlighted as successes and areas of potential development for the organization.
        2. Threats – Classify obstacles faced, what competition is doing, changes in the market or standards of quality or service or financial problems.
          1.                                                         i.     Listing threats creates a point of reference for problems that are real and that need to be addressed through the campaign or management in order to assist with the success of the campaign efforts.
            1.              II.     Campaign Goals and Objectives
            2. Goals are long-term and broad, while objectives are measureable and allow for a gauge of campaign progress. Typically, both goals and objectives are delineated at the early stages of the campaign as they set the actual campaign in motion. They are what the campaign end results should be and set the tone of the campaign.
              1.            III.     Research – This serves to outline the information that has been learned and will contribute to marketing the brand/product/service. Research supplements the affirmations made through the SWOT (what you already know) and assists in understanding what you do not know. The three areas listed below are devised during the research phase.
              2. Strategies
              3. Methodology
              4. Summary of Findings
                1.            IV.     Target Audience – During the research phase a target audience or population segment should have been identified. At this step of the process the audience is refined and a primary audience should be identified. You may also identity influencers and gatekeepers as they correspond to your situation. The audience must be profiled and include the items listed below so that an understanding of the consumer and how to reach them can be clarified.
                2. Demographics
                3. Psychographics
                  1.              V.     Budget – How much money is available for your campaign and what is the projected cost of the campaign.
                  2.            VI.     Marketing/Message Strategy – This is the operationalizing of how you will achieve or deliver your marketing objectives. How will you sell x amount of things so that your goals can be met. This part of the process includes the items listed below in detail, with specifications, advertisement, press and media communication…etc.
                  3. Communication Plan
                  4. Creative: Advertising, media, promotions and marketing communication
                    1.          VII.     Timeline – This is a timeline that provides dates for when the various campaign components are being worked on, due and go into effect. The timeline will reflect the amount of time that the campaign is being given to run (from start to end).
                    2.        VIII.     Evaluation – The evaluation process is key to the campaign and organization. It provides a check on the efforts and ensures that the campaign is working, if it is not this provides an opportunity to make corrections or to modify marketing plans so that goals and objectives can be positively impacted. The evaluation process will also tell the organization if the choices made for marketing were beneficial and can show things to avoid in the future.