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Choose one topic and develop an integrated communications plan using the 8-step
Choose one topic and develop an integrated communications plan using the 8-step planning process (details below).
Charity: water – Develop a 20th anniversary campaign to promote awareness of the non-profit organization, engage current donors and volunteers and attract new ones. https://www.charitywater.orgLinks to an external site.
Charlotte FC (Major League Soccer team) – This MLS expansion team has had a rocky start since its first game in 2022, from leadership changes to high ticket prices. Develop a campaign to enhance Charlotte FC’s reputation with the local community. https://en.wikipedia.org/wiki/Charlotte_FCLinks to an external site.
Emerging music – Pick an up-and-coming band or solo artist from NME’s 2023 list of essential emerging artists and develop an awareness campaign to drive the act’s career. https://www.nme.com/blogs/nme-radar/the-nme-100-essential-emerging-artists-for-2023-radar-3372061Links to an external site.
Baxter State Park – located in north central Maine, this park is significantly funded through entrance fees. Develop a tourism campaign to attract visitors to the park. https://baxterstatepark.orgLinks to an external site.
8-step Planning Process
Research – 2 pages
Summary of research conducted about your client, including background information on the organization, industry-related news, competitors, trends and important issues.
Objective – one sentence
Define the objective of the campaign. This is one sentence.
Audience – one page
*Identify THREE separate audiences you will target and explain why they are important to the campaign. Define the audience specifically by age, income, geography, interests, characteristics.
*Develop a key message specific to EACH audience, taking into account needs and self-interests.
*Include an explanation of how you will shape your message so that they are both timely and newsworthy
Strategy – one to two sentences
What is the overarching approach to achieving your campaign objective.
Tactics
Identify 5 different PR activities aligning to your strategy that you will use to reach your objective. Tactics should include:EARNED: A press release along with a media list of 5 target publications, online reviews
OWNED: website, social media efforts, newsletter, email campaign, special event, community outreach/community relations
SHARED:
PAID – if you choose a paid component, it cannot be an “ad” community relations/charity
NO ADVERTISING. NO DISCOUNTS.
Calendar
Provide a time frame in which your campaign will be conducted and a sequence for the campaign’s activities.
Budget
Assume there are no budget constraints.
Evaluation
How will you evaluate the campaign’s success? List one metric for each of your five tactics.
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