Communication plan Prof.ssa Ernestina Giudici 1
What is it? l A planning tool of communication actions of an organization in a welldefined space of time Prof.ssa Ernestina Giudici 2
Communication plan phases Situation analysis Clear indication of the recipient Defining objectives Strategies Tactics Time frame Budget Result analysis Prof.ssa Ernestina Giudici 3
Situation analysis Prof.ssa Ernestina Giudici 4
Situation analysis l The firm (sector, framework, goals, strategy, strengths and weaknesses) l The product/service characteristics, history, market share position in its life span distinctive elements (brand, packaging, price, purchase process characteristics) internal systems (e.g. production, distribution) communication Prof.ssa Ernestina Giudici 5
Situation analysis l The environment Factors that affect the firm directly Other factors (demographic, technological, socio-cultural trends) Prof.ssa Ernestina Giudici 6
l The market Situation analysis Position in the competitive contest Dimensions regarding product/service Industrial trends Seasonal aspects Sales and distribution systems Prof.ssa Ernestina Giudici 7
Situation analysis l The competition Market share, the product line Market niche and specialization areas Sales and distribution systems Communication Prof.ssa Ernestina Giudici 8
Situation analysis l The medium of communication system Press of information, specialized, sectorial, etc. Rate of knowledge (e.g. Does the media take the firm into account? Or its competitors?) Prof.ssa Ernestina Giudici 9
Indication of the recipient Prof.ssa Ernestina Giudici 10
The segmentation l What does to segment mean? l Why is it important to segment? l How? Prof.ssa Ernestina Giudici 11
The segmentation l To segment means to divide the contest into groups (inside homogeneous, patchy among them) to whom to address specific communication actions Prof.ssa Ernestina Giudici 12
The segmentation B A E D F Prof.ssa Ernestina Giudici 13
l Choices regarding purposes, messages, strategies and channels come from segmentation l It is necessary to use diverse communication to answer to different public demands Prof.ssa Ernestina Giudici 14
Interlocutor category l Consumers permanent and potential l Influential l Regulator bodies l Financial community l Employees l Distribution system Prof.ssa Ernestina Giudici 15
l It is important to define the priority and the significance of various categories to identify who will be reached by direct communication and who, on the contrary, will be reached by indirect communication Prof.ssa Ernestina Giudici 16
Segmentation criteria l Geographic l Demographics l Economics l Behavioral l Psicographics Prof.ssa Ernestina Giudici 17
What is the segment? l A diamond is forever l For the man that never has to ask! l Home is where Barilla is Prof.ssa Ernestina Giudici 18
What is the segment? l Take everything away but not my Breil l Eat genuinely, get back to nature l More milk less cacao Prof.ssa Ernestina Giudici 19
Defining objectives Prof.ssa Ernestina Giudici 20
Determination of goals l Attention! Do not confuse purpose with strategy! Prof.ssa Ernestina Giudici 21
Determination of goals l The goal is what people may obtain, strategy is the way to reach it Prof.ssa Ernestina Giudici 22
Determination of goals l The goal must be SPECIFIC and MEASURABLE l The objectives of a communication plan, in different situations, can be divided into situations as follows To inform To persuade To motivate Prof.ssa Ernestina Giudici 23
Determination of goals l To identify objectives it is important to have a clear idea of what to modify and what to reinforce l Goals must never be generic l It is a crucial aspect of building the plan Prof.ssa Ernestina Giudici 24
Determination of goals l Useful mnemonic help (but not only) S M A R Specific Measurable Agreed upon Reasonable T Trackable Prof.ssa Ernestina Giudici 25
Strategies Prof.ssa Ernestina Giudici 26
Strategies l How to act? l Possible strategies for a communication plan message (e.g. how to place the product or firm) audience (how to reach the interlocutors? umbrella initiatives or targeted initiatives?) realization (way by which to organize the techniques, tools and time frames) Prof.ssa Ernestina Giudici 27
l Completed Situation analysis Interlocutors analysis Goals and strategy definition l It is possible: To verify the right way to approach the problem Give adequate information to the so called creative minds Prof.ssa Ernestina Giudici 28