In many cases, existing clients will come to you in need of a refresh. Business is flat, or there’s a trend that is stressing their industry. This is a chance for you to deal with a common reality and practice for the final project. This will help you better understand the elements that make up a strategic communications campaign, showcase the skills learned regarding collaborative work, and help you craft something you can use in the real world.
My Project USA
(Links to an external site.)
is a local non-profit in Columbus. It aims to protect and empower American youth. It is committed to address the issues including drugs, gangs, sex-trafficking, bullying, drinking, violence, radicalization and others that are faced by our youth in the contemporary American society. It also aims to empower the youth by creating opportunities for them to become productive citizens and strong community leaders of the United States of America.
It faces two issues: getting potential donors to understand the work it does in the community AND getting at risk youth outside of the Columbus Hilltop area to be aware of available support. Additional information is below.
(Links to an external site.)
Use the ROPE model to help My Project USA address the opportunity at hand.
The case study should be between 2-6 pages in length. Use Associated Press style to give credit to outside sources. Refer to the rubric below for other details. Approximate section lengths listed below are NOT a requirement. They are there to give you general direction and may not be an exact fit for every campaign.
Research Findings/Key Insights (1 page tops)
In a bulleted (using charts/graphs for visual support), provide seven key findings of your secondary research.
Three must come from the client’s annual report.
(Links to an external site.)
One must come from IBIS World
One must come from E-Marketing Pro
One must come from Mintel
The other two are up to you.
Message: The Big Idea (approximately 0.5-1 page)
The message strategy is the key to the campaign’s overall tone and feel.
The message strategy should be believable, simple, adaptable to various mediums, and durable.
It should be short, clear, memorable and easy to understand.
It should also include 2-3 goals of what you want this big idea to do.
This section should also include a brief narrative explaining why the message was chosen and how it fits the goals, publics, strategy, etc. of the campaign.
Strategies and Tactics (approximately 1-2 pages per strategy)
Strategies provide answers on HOW you will accomplish goals. Do NOT note specific tactics.
Strategies must be supported by research to justify why these strategies versus others are the right choices for this client/campaign/audience, etc.
Tactics are the action items of the overall plan.
Tactics usually break down into controlled media, uncontrolled media, and events or PESO (paid, earned, shared and owned.)
Tactics should be selected carefully and should be aligned with the strategies and goals. They should be specific and fully researched and developed to give the client a blueprint for implementing the campaign. These are not general or vague recommendations. This is where you paint a detailed picture of the campaign for the client.
Tie decisions back to research (secondary, primary, strategies, publics) to give clients Reasons to Believe (RTBs).
Tactics require a serious contemplation of budget, timing and resource constraints.
Again, Tactics could be the PESO model or events, controlled media, and uncontrolled media
Objectives and Evaluation (1-2 pages)
This is how we measure the success of the work.
You will prepare at least objectives for each strategy and tactic.
Objectives must be quantifiable and have a deadline.
Objectives should also flow, mixing output and impact. For example, you could have 1,000 people attend an event. It would be great if 100 registered for your e-newsletter and 100 became donors.
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