Description
This book brings together wide experience of campaigns in marketing communication, corporate PR, government and consulting. The content is ideal for use in:
- Business and marketing
- Entertainment and arts
- Environment
- Health
- Non-profit
- PR firms
- Public interest and government
- Safety and security
- Social issues
- Sponsorship
- Sports
Whether you’re a seasoned professional, or are just getting started with campaign planning, you’ll find this book a superb resource, containing this content, and much more:
- 6 key context questions to ask yourself before you even start writing your plan
- The 5 key elements of every successful campaign
- How to define the critical Problem, Need or Opportunity
- Identify and communicate your “brand personality”
- Unlock the full power of social media
- Gathering intelligence – how to conduct a thorough situation analysis
- How SWOT, PESTLE analysis and research can point you in the right direction
- Always be ethical – and able to prove it
- The right way to set goals and SMART objectives
- How to assess and prioritize stakeholders, target segments and influencers
- Setting the overarching message
- How to develop creative solutions
- Creating new angles for publicity and social media
- How to ‘sell’ your creative ideas to decision makers – overcoming any objections
- Using the most effective communication tools
- How to leverage paid media, earned media, shared media, and owned media (PESO model)
And a whole lot more, including…
- How to create a powerful editorial calendar
- Secrets of successful campaign project management
- How to measure the effectiveness of messages, media, and outcomes
- Use the AMEC Integrated Evaluation Framework to check results against objectives
- How to change the focus from the tactical to the strategic so you can add real value
- Two sample communication project budgets that will make your life much easier
This book is designed to provide you with the real-world tips, tricks, and techniques you need to create fabulous communication campaign plans that get results:
- A methodology earned from hard-won experience in business, government and consulting.
- Saves you a lot of time! All this valuable information is at your fingertips in this one convenient resource!
- Includes current thinking, including the PESO model, social media, and influencer outreach.
- Content that’s easy to read and understand as you are guided through all the stages of a winning plan to get the results you want.
How to write a winning communication campaign
$14.95
