Burke's Anatomy: Creating a Successful Communications Plan
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The document discusses the fundamentals of creating a successful communications plan, including setting goals and objectives, developing a strategy using appropriate tactics, measuring outcomes, and using research to inform the plan. It provides examples from the National Portrait Gallery, which doubled its entry goal for a portrait competition, and the ASPCA, which exceeded goals for media coverage, website traffic, and new registered users from a campaign. The key lessons are that objectives must support business goals, measurement is essential, and research and measurement should inform strategy.
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Burke's Anatomy: Creating a Successful Communications Plan
- 1. Burke’s Anatomy The Skinny on Creating & Implementing a Successful & Strategic Communications Plan
- 2. Remember When… Success = Media Impressions
- 4. The Missing Link PR/Communications Business Value
- 5. Fundamentals of Planning Goals Objectives Strategy & Tactics
- 6. Smithsonian’s National Portrait Gallery First-ever Outwin Boochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery
- 7. What was the problem? • NPG perceived as outdated • Lack of connection with today’s artists • Portraiture not perceived as “cool” or “hip” • Aimed to reach emerging & mid-career artists • Needed to secure 2,000 entries for the contest to be viable Courtesy: National Portrait Gallery
- 8. Research Courtesy: National Portrait Gallery
- 9. What We Did • Media outreach • Media buy • Direct mail • “Portrait of an Artist”
- 10. Results • Changed creative • Impacted tactics & collateral • Influenced media buy • Influenced media outreach • Net-net: 4,000+ entries (double goal) Courtesy: National Portrait Gallery
- 11. Campbell’s Soup Inviting customers to connect with the brand… And personalizing the relationship. Courtesy: LiveWorld
- 12. Campbell’s Soup Courtesy: LiveWorld Focus on people, brand culture, and conversation. A social venue: Introductions and conversation starters.
- 13. Conscious hosting: storytelling and user recognition Campbell’s Soup Courtesy: LiveWorld
- 14. Campbell’s Soup Storytelling: Allow topical drift to engage to purpose Courtesy: LiveWorld
- 15. In a Soup Can… • Campbell’s emailed 40,000 cooking moms (mostly on AOL) • 4,000 or 10% came to recipe message forum site and registered • 2,000 or 5% of the 40K = 50% of the 4,000 participated for the next several weeks • Over the next year a total of 20% or 8,000 of the 40,000 came by the site Courtesy: LiveWorld
- 16. Connecting Communications To Business Objectives Communications objectives MUST support business objectives, i.e. the bottom line Define your “communications universe” Integrate tactics Measure your messages: prominence & dominance Measure the market: “share of voice,” positioning, exposure How are your “key performance indicators” (KPIs) doing? What’s your “cost per impression” (CPI)?
- 17. The Process • Where do you want to be? • “Big picture” language Goals • Quantifiable • Time-bound Objectives • Correlate to organizational KPIs • Research-based • How you’ll achieve these measurable objectives Strategy • Right tactics for the right audiences
- 18. Launch of the ASPCA’s “Mobile Animal CSI Unit” Courtesy: ASPCA
- 19. Tactics • Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org • Aggressive media outreach • Integrated social media & internal communications • Postings on ASPCA’s online community, MySpace and Facebook pages • Pre- and post-surveys to gauge post-launch and campaign awareness
- 20. Results • Secured earned media coverage in all top 50 DMAs (goal): o Print: 2.3 million+ impressions o Radio: 7.5 million listeners o TV: 16,000,000+ viewers • Raised Web traffic by >22% over November (more than double goal of 10%) • Secured 4,700 new registered users via signing of Anti- Cruelty pledge: 56% > goal (3,000) • Pre- to post-survey awareness 28% • Expense budget: $130,000 • CPI: $.10
- 21. KPIs Business Objectives 350,000,000 700,000 300,000,000 600,000 250,000,000 500,000 Web site visitors Exposure 200,000,000 400,000 150,000,000 300,000 100,000,000 200,000 50,000,000 100,000 0 0 r ry ne Fe ry ch ly r ril r st er ay De be be be Ju Ap ua a gu ob Ju ar M m nu m em M br Au ct ve ce Ja O pt No Se Overall exposure Web traffic Courtesy: KD Paine & Partners
- 22. KPIs Business Objectives 350,000,000 $1,800,000 $1,600,000 300,000,000 $1,400,000 250,000,000 $1,200,000 Donations Exposure 200,000,000 $1,000,000 Overall exposure Online donations $800,000 150,000,000 $600,000 100,000,000 $400,000 50,000,000 $200,000 0 $0 mr M ry ne br ry ch Se Aug ly r Ml cr De em r em t ay ce be ri be O be ve pt us Ju Ap ua Fe ua No to b Ju ar n Ja Courtesy: KD Paine & Partners
- 23. The Seven Basic Steps* • Identify your audiences/publics • Define objectives for each audience • Define your measurement criteria • Define your benchmark • Select a measurement tool • Analyze data, draw actionable conclusions, make recommendations • Make changes, measure again *Measuring Public Relationships, Katie Delahaye Paine
- 24. Getting Started Objectives Measurement Strategy • Are they • Have you • Outputs measurable? identified all • Outtakes your • Are they • Outcomes audiences? quantifiable? • ALWAYS • What research • Do they relate connect to KPIs will you base to your your strategy organization’s on? KPIs? • What tactics will you use to reach each audience?
- 25. The Point Is… #1: You cannot have “successful” or “strategic” communications without measurement.
- 26. The Point Is… #2: Research and measurement go hand in hand.
- 27. The Point Is… #3: Data is your best friend.
- 28. The Point Is… #4: Integrate communications for best results.
- 29. Questions? You can find me at: Email: info@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!