DukeProComm

Developing  Communication&  Marketing  Plans

Class  1

DukeProComm

§ Executive  Director  of  Marketing  &  Strategic  Communications

§ Offers  consulting  and  vendor  management  for  print,  web  and  multimedia  communication  efforts

§ Style  guide,  Duke  logos,  brand  standards

§ AVP,  Communication  Services

§ Communication  support  for  administrative  units

§ Working@Duke,  Primetime,  Duke  Today

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§ Name?§ Department?§ What  do  you  do?§ What  do  you  want  to  learn  today?

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Why  Plan?

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Building  on  Solid  Foundation

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Value  Proposition• Developing  a  value  proposition  is  based  on  a review and  analysis  of  the  benefits,  costs, and  value  that  an  organization can  deliver  to  its  customers,  prospective  customers,  and  other  constituent groups  within  and  outside  the  organization.  With  a  clear  value  proposition,  you  can  effectively  communicate  your  organization's  value  to  customers,  partners,  and  staff.

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• It  all  boils  down  to:  –WHO you  are,  

–WHAT you  offer,  and  

–WHY it  matters  or  why  someone  should  care

Or  said  differently  …

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communications:  stuff

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Strategies

Communication:  a  process

Communication

MeasurementSituation  Assessment

Objectives Tools  &  Tactics

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Why  Plan

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Caution

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What  it  is  &  What  it  ain’t

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AB

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Strategies

Communication:  a  process

Communication

MeasurementSituation  Assessment

Objectives Tools  &  Tactics

•What  is  the  issue,  problem?  • Broader  context• Unique  circumstances• Audience(s)

•What  are  you  trying  to  achieve?  •What  you  want  audience(s)  to  do?• Inform,  educate,  change  behavior?

• How  best  to  achieve  objectives• Opportunities  to  leverage

•What  metrics  will  help  you  assess?• Have  objectives  been  met?

•What  tools  exist,  available•What  needs  to  be  created• Consider  specific  audiences• Calendar  of  events

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• Open  Enrollment  for  Benefits

• Financial  Literacy

Examples

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Case  Study

• Situation  Assessment

• Objectives

• Strategies

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Homework

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•Use  template  to  complete  comm.  plan  for  project/initiative

•Submit  before  next  class