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Duke ProComm
DevelopingCommunication&MarketingPlans
Class2
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Duke ProComm
Homework
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Duke ProComm
• SituationAssessment(IssueSummary)– Definetheproblem– Establishbroadercontextforissueasappropriate
• CommunicationObjectives– Definewhatsuccesslookslike?MoreX,largerY,etc.(measureable?)
• Audience:Primary,Secondary,Tertiary
CommonThemes
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Duke ProComm
CommonThemes• CommunicationStrategies– Strategies(How) vs.Tactics(What)– Engagingatpoint(s)ofaccess,Connectingdots,Uniqueopportunities,Useexistingchannels
– CarrotandStick(whyshouldIgo?).Push&Pull.– Risksandliabilities:howtomitigatethenegative
• KeyMessages:– Short,pithy,memorablestatements.Activeverbs.– Managingexpectations:tellthemhowyouwantthemtothink.
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Duke ProComm
CommonThemes
• Measurement – Whatdoessuccesslooklike?– Waystomeasure:
• Analytics• Surveys• FocusGroups
– Bespecificinyourobjectivesandstrategies(Butberealistic!)• Example:Wewillincreaseattendanceby40%
– Provideincentives!Briberyisgoodinthiscase.
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Duke ProComm 23
Example:AcademicHomecomingSITUATIONASSESSMENT:• OnMarch19,2014,theAcademicAdvisingCenter,theSophomoreClassCouncil
andDukeStudentGovernmentwillhostthesecondannualeventwelcomingsophomorestotheirrecentlydeclaredmajors,AcademicHomecoming:AMajorCelebration.Theevent,heldonthemainquadonWestCampus,providessophomorestheopportunitytocelebratetheirmajordeclarationalongsidetheirclassmatesandbeginbuildingrelationshipswithintheirmajors.WewanttoestablishAcademicHomecomingasanacademictraditionatDuke,awaytobuildcommunityandexcitementaroundanacademicriteofpassage.
• Wewouldliketobuildonthesuccessoftheinauguraleventin2013,whenmorethan500sophomoreswerejoinedbyfacultyandstudentsfrom50majorsinbothTrinityandPrattforconversationandrefreshments.DeansTomKatsouleasandLauriePattonaddressedthesophomoresandposedwiththemforaphotoontheDukeChapelsteps.
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Duke ProComm
Example:AcademicHomecomingCOMMUNICATION OBJECTIVE(S):• BuildawarenessofAcademicHomecomingasanannualacademictraditionandcelebrationofmajordeclaration
• Increaseattendanceandenthusiasmamongsophomores
• Maintainorincreaseattendanceamongfaculty,assuagingfearsthatnosophomoreswillshowuptotalktothem
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Duke ProComm 25
Example:AcademicHomecoming
AUDIENCE(S):• Currentsophomores• Departments/programsandtheirfacultymembers
• Universitycommunityingeneral
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Duke ProComm
Example:AcademicHomecomingCOMMUNICATIONSTRATEGIES:• Amajorcelebration:Themainstrategywillbetopublicizetheeventvia
channelsviewabletoallDukestudentsandcommunitymembers,thusinformingsophomoresofthekeydetailswhilealsoseekingawarenessoftheeventamongthecommunityatlarge.
• Buildcommunityaroundclass-specificlogo:Wewillupdatelastyear’sclassspecificlogotoa“D16”marktobeusedonAcademicHomecomingmaterialsforthisyear.
• Sophomore-specificcommunication:Wewillsupplementuniversity-widecommunicationbyreachingoutspecificallytosophomores,lettingthemknowthisisaneventaboutthemandforthem,theculminationoftheriteofpassagethatismajordeclaration.
• Directappealstodepartments/programsandtheirfaculty:Wewillreachouttodepartments/programs,remindingthemofthesuccessoflastyear’seventandthechancetowelcomeandmeettheirnewstudents.Wewillfollowupwithuncommittedgroupsandaddressanyconcerns.
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Duke ProComm
Declaringacommitment
27
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Duke ProComm
Declaringacommitment
28
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Duke ProComm
• Eventprogram• Flier• FeaturedeventonDuke
calendar• Pressrelease/announcement
onwebsite• Newsletteritems• Button• T-shirts• Bussignad(tentative)
• Bushandlead(possiblealternativeoradditiontobussignad)
• Chroniclead(possiblealternativetobussignad)
• Facebookposts• Tweets• Emails• Phonecalls• Photos• Websiterecap
Example:AcademicHomecomingTOOLS/TACTICS
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Duke ProComm
PeerReview
30
• Pickapartner
• Revieweachother’scommunicationplans
• Identify:– Areasofstrength– Areasforimprovement
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Duke ProComm 31
BREAK
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Duke ProComm
ReportOut
32
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Duke ProComm
Questions
33