Introduction Update the email content prepared in Week 1 as an introduction that
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Introduction
Update the email content prepared in Week 1 as an introduction that summarizes the problems with last year’s strategic communication plan.
Analysis and Research
Update the email content prepared in Week 1 to provide an overview of the research and that highlights the relevant data. Include:
Situation Analysis that answers the questions:
What does the research identify as the problem that needs to be solved?
Who are the individuals affected by the problem?
How widespread is the problem in the community?
How have other solutions failed?
Audience Analysis that answers the questions:
How do the people who are affected by the problem break down into demographic and psychographic groups (priority audience segments)?
Who works as influencers on these groups?
Which influences affect these groups?
Which channels of communication do the priority audience segments use?
Program Analysis
Identify the strengths, weaknesses, opportunities, and threats for the Long Lake Community Center.
Vision Statement
Update and include the content prepared in Week 2 and include the:
Vision statement
Operational plan and measurements used to assess success of your goals
Criteria you will use to assess that you successfully achieved your vision statement (The criteria should change based upon the concepts covered in your reading this week.)
Partners
Update and include the content prepared in Week 2 to include:
Internal partners
External partners
An analysis of why these individuals will help you achieve your vision statement
Communication Theory
Update and include the content prepared in Week 2 to:
Identify and summarize the theory used to develop your objectives, strategies, and tactics.
Explain how the vision statement relates to the theory
Global and Intermediate Objectives
Update and include the content prepared in Week 3 to include:
Global objectives
Intermediate objectives
Explanation of how each set of objectives align to one another, the vision statement, and the communication theory
Explain how you will operationalize each set of objectives, including:
Units of measure
Criteria to assess the progress and effectiveness (The criteria should change based upon the concepts covered in your reading this week.)
Strategies and Tactics
Update and include the content prepared in Week 3 to include an explanation of:
The identified strategies and tactics
How the strategies and tactics support how you achieve the global and intermediate objectives and target the priority audience segments
How the strategies and tactics align to the vision statement
How you will measure the effectiveness of the strategies and tactics
Messages
Update and include the content prepared in Week 4 to include:
Key points and overall message theme
3 prepared messages or advertisements
Explanation of how the:
Strategies and tactics align to the messages
Messages target the priority audience segments
Messages align to the global or intermediate objectives
Media Channels
Update and include the content prepared in Week 4 to include:
Media channels for each message
Analysis of how the media channels align and target the priority audience segment
Explanation of how you will determine if the messages were successful in influencing your priority audience segment
Measuring Effects
Based on what you covered in Week 5, address how you plan to use data to measure the success of your strategic communication plan:
Identify the forms of measurement you will use to gather data.
Identify the types of data that you plan to gather.
Summarize how you will use the data to evaluate the:
Vision statement
Global and local objectives
Strategies and tactics
Message criteria
Share the follow-up data collection planned for the year after implementation of your strategic communication plan. Explain how you might adjust the plan if:
Your criteria exceeded or met expectations
Your criteria slightly underperformed or badly underperformed expectations
