Planning aCommunication Strategy

Pat Melgares, Marketing Coordinator

K-State Research and ExtensionKansas State University

Department of Communications

Manhattan, Kansas, USA

Strategic planning is thebasis of all marketing

• Situational Analysis• Key findings• Goals (and key messages)• Target audiences (segmentation)• Strategies• Tactics• Budget• Evaluation

Strategic planning is thebasis of all marketing

• Situational Analysis• Key findings• Goals (and key message)• Target audiences (segmentation)• Strategies• Tactics• Budget• Evaluation

Why is Marketing Important?

▪Need for continued investment in organization▪Need to increase awareness and participation▪Tough funding times require strong marketing▪We have the best darned information out

there

4P’s of Marketing

▪Product – a quality product that meets market needs

▪Price – determining and setting price (value)▪Promotion – activities to make customers

aware of product and getting them to buy it▪Place – Locations and places (channels) to

reach customers

4P’s and Kansas State University

▪Product – Research-based, practical information

▪Price – Free to our clients; cost of program is paid through citizen’s taxes mostly

▪Promotion – Employees and all they do▪Place – Counties in the state and the

channels our employees use to reach clients

What do people want?

They want a PRODUCT that is USEFUL and is EASY to obtain.

They want to know what’s in it for them.

They want to know that what you’re offering is a net ‘plus.’

A product…

K-State Research and Extension provides Knowledge for Life -- that is, education

and research-based information.

…that is useful…

K-State Research and Extension’s

research-based information is practical and makes a difference in how we live our lives.

We might add to your quality of life, or we might give you added security or safety.

…and is easy to obtain

K-State Research and Extension is available in every Kansas county, and 24 hours a

day on the World Wide Web.

Situation Analysis: Define

▪“Point A”▪From where are you starting?▪What conditions have triggered you to

develop a marketing plan?

SWOT AnalysisStrengths, Weaknesses, Opportunities, Threats

▪Your opinion and input▪Survey results▪Customer polls▪Info on the competition

Strengths: Define

▪Think about what your company does well.▪ What makes you different from any other

service or competitor? ▪What advantages do you have over other

organizations or information sources?▪Why should you be funded over other

groups?

Weaknesses: Define

▪List the areas that are a struggle. ▪What do your customers complain about?▪What are YOUR unmet needs?▪What limits your productivity or ability?

Opportunities: Define

▪Try to uncover areas where your strengths are not being fully utilized.

▪Are there emerging trends that fit with your company's strengths?

▪Is there a product/service area that you could do well in but are not yet competing?

Threats: Define

▪Look both inside and outside of your company for things that could damage your business.

▪Internally, do you have financial, development, or other problems?

▪Externally, are your competitors becoming stronger, are there emerging trends that amplify one of your weaknesses, or do you see other threats to your company's success?

Target Audience: Define

▪Defines WHO you need to reach▪Be specific: age, gender, income, education,

location, own or consume a product▪Don't use “general public”

Objectives

What do you really want to achieve?

▪ Use your SWOT analysis▪ Simple (specific)▪ Measurable (evaluation component)

Key Messages

▪K.I.S.S.▪Keep your objectives in mind▪About your program...▪Think of the best possible headline▪What should a news article include?

Key Messages

▪ Test your message (feedback)▪ In interviews, fall back on key messages

when questions get hot▪ Remember the 8 second sound bite

Strategies and Tactics

Strategies are concepts, what you need to ACCOMPLISH in order to achieve your objectives.

Tactics are tangibles, what you need to PRODUCE in order to achieve your objectives.

Strategies

▪Get the program’s story in regional and national farm publications

▪Use the Web site as a marketing tool

▪Cooperate with neighboring state Extension systems to promote the course

Tactics

▪ Pitch feature story on student’s successful project to Progressive Farmer magazine.

▪ Write impact story on research results for Web site’s rotating feature.

▪ Provide DVDs and classroom curriculum to colleagues in the neighboring four states.

Budget

▪ Not an afterthought▪ Helps you be realistic▪ Partners/sponsors may help▪ Provides justification for grant requests

Evaluation/Assessment

How will you know if you met your objectives?

Business….

• Competence in communications is employers’ No. 1 concern.

• LACK of communication is the No. 1 reason they let people go (when skill and honesty are not an issue)

Public communication

• Everything communicates

• Your success depends on people

• You are marketing a ‘product’(tangible or non-tangible)

Thank you!