Problem Based Learning (PBL). Trigger 6.
Marketing Communication Planning
Problem: The
process of creating a marketing communication plan?
Learning objectives:
1. What is a
marketing communication plan?
2. Different
models for creating a communication plan (Theory)?
·
The process of creating a marketing
communication plan?
·
Examples of models suitable for B2B or
B2C companies?
3. Setting objectives and measuring the
success of the marketing communication plan?
·
What to consider when setting
objectives for the marketing communication plan?
·
How to measure whether the
communication plan is successful?
Corporate Communication is a strategic management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder group upon which the organisation is dependent.(Corporate Communication. A Guide to Theory&Practice. Joep Cornelissen)
Communication Plan( Program) is a formulated set of activities towards targeted internal and external audiences, which may include outreach activities, community initiatives and other ways in which organisations and their employees communicate with stakeholder audiences.
Communication program is thus a broader concept that communication campaign.(Corporate Communication. A Guide to Theory&Practice. Joep Cornelissen)
The Process of planning communication programs and campaigns:
Strategic intent is formed from the "gap" between the company's vision and its current reputation and the desire of the company to fill this gap by changing or reinforcing perceptions in the line with the vision.
Types of Communication Plans:
- Strategic Plans
- Operational Plans
- Work Plans
- Support Plans
- Crisis Communication Plans
15 Tips for Successful Communication Plan: http://putnam-consulting.com/philanthropy-411-blog/philanthropy/effective-comm-planning/
DRIP Model:
The DRIP model is used to support marketing communication planning and is useful when setting broad communication goals. It can be applied when launching a new product or repositioning an existing business, for example. It stands for Differentiate, Reinforce, Inform and Persuade and can be an alternative to the AIDA model. It was created by Chris Fill and will be familiar to readers of his classic Marketing Communications text.
These are the aims within each of the DRIP elements, it’s a working 'communications flow’ model.
- Differentiate: Differentiate your product or service by defining where it's positioned in the market and often the 7Ps digital marketing mix can inform this.
- Reinforce: To reinforce the brand's message, consider consolidating and strengthening your messages and experiences, demonstrating why your product is different - superior, cheaper or easier to use?
- Inform: Inform or make people aware of your brand. Consider illustrating you’re features and availability. If it's a 'new to market' product, it may need education!.
- Persuade: Persuade your audiences to behave in particular way - encourage further positive purchase-related behaviour i.e. visit a website, read about your new product, share it or request a trial.
Here is an example of how Nokia could apply DRIP in promote of a new Lumia Smartphone.
- Differentiate: Lumia was differentiated from other smartphones with a zoomable Carl Zeiss camera lens, with a 8.7 mega pixels auto focus and digital zoom The objective was to secure 15% of market by November 2013.
- Reinforce: To reinforce the brand message, Nokia partnered with Carl Zeiss for its camera lens. They explained about the camera's features and promised 'blur-free photos every time', reinforced by Pureview technology and the branded lens.
- Inform: To inform people about the brand, Nokia encouraged social conversations by giving away phones on two week trials. Those who blogged or tweeted about it were invited to take up the trial.
- Persuade: The challenge was persuasion and for consumers to switch phones. They started a Twitter campaign to engage and demonstrate the number of those switching. Set up a handle @Nokia_Connects and hashtag #SwitchToLumia. The theme was 'life in colour' with a twitter image from the colour run, but it's weird as the girl is wearing a mask and can't speak!
Taken from http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/use-drip-model/
Communications Objectives should flow directly from the corporate/business objectives, policy issues, external and internal environment of the company.
Communication objectives reflect attempts to :
- Change or reinforce the audience's level of knowledge (cognitive influence)-inform
- Change or reinforce how the audience feels about the subject (attitudinal influence)-persuade
- Change or reinforce audience behaviors (behavioral influence)-move
Research and evaluation as a part of communication campaign:
Research Methods for campaign evaluation:
- Interviews: Open interviews
- Focus Group: Brainstorm sessions with the target group
- Survey: Questionnaire
- Panel study: Questionnaire ( Aim is to record changes in each sample member over time, as a result of exposure to programs and campaigns, typically by having the same participants complete questionnaires)
Sources: Based on Corporate Communication. A Guide to Theory&Practice. Joep Cornelissen; Communication Planning. An Integrated Approach. Sherry Devereaux Fergusson.
