PBL Task 6 : Communication Plan

Problem

 

How to create a good communication 

plan ?

 

1. What is a communication plan ?

"Step by step process to ensure that the intended message is received, understood, and acted upon by the recipient. It involves: determining the objectives, choosing the audience, and selecting appropriate channel(s) to reach them".
http://www.businessdictionary.com/definition/communications-planning.html

 To develop a plan for communication, you have to consider some basic questions:

• What’s your purpose ?
• Who’s your audience ?
• What’s your message ?
• What communication channels will you use ?
• How will you actually distribute your message ?

 

 

 

When can organize those questions into different steps.

http://www.kansaslearning.org/index/communication

- Step 1 : Make some research

 Evaluate your current communications

- Step 2 : Identify your purpose and objectives

What you might want to say depends on what you’re trying to accomplish with your communication strategy. For example:

• Becoming known, or better known, in the community
• Educating the public about the issue your organization addresses
• Rallying supporters or the general public to action for your cause
• Announcing events

Armed with information from your audit, define your overall communication objectives-the results you want to achieve. These might include

• excellent service to members,
• member loyalty,
• centralization of the communication effort,
• increased employee teamwork,
• improved product delivery,
• visibility for the association and the industry or profession it represents, and
• Influence on government, media, consumers, and other audiences

 

- Step 3 : Identify your audience

Who are you trying to reach? You’ll need different messages for different groups, and you’ll need different channels and methods to reach each of those groups.

List all the audiences that your association might contact, attempt to influence, or serve. Included on your list may be

• members;
• nonmembers;
• consumers;
• related associations;
• adversarial associations;
• educators;
• federal, regional, and local governments;
• related industries; and
• the media.

There are many different ways to think about your audience and the ways they could best be contacted. You can group people according to a number of characteristics:

• Demographics
• Geography
• Employment
• Health
• Behavior
• Attitudes

- Step 4 : The message

When creating your message, consider :

-       content,

-       mood,

-       language,

-       design.

Channels of communication

What does your intended audience read, listen to, watch, and engage in?  You have to reach them by placing your message where they’ll see it. For exemple :

• Posters
• Fliers and brochures
• Newsletters
• Promotional materials - Items such as caps, T-shirts, and mugs can serve as effective channels for your message.
• Internet sites - In addition to your organization's website, interactive sites like Facebook, Twitter, and YouTube are effective mediums for communication

- Step 5 : Create an action plan

   Establish a timetable. Once objectives, goals, audiences, and tools have been identified, quantify the results in a calendar grid that outlines roughly what projects will be accomplished and when. Separate objectives into logical time periods (monthly, weekly, etc.).

http://askthecmmiappraiser.blogspot.fi/2012/10/as-we-adopt-cmmi-how-do-we-improve.html

 

- Step 6 : Evaluate the result

Build into your plan a method for measuring results. Your evaluation might take the form of

• a monthly report on work in progress,
• formalized department reports for presentation at staff meetings,
• periodic briefings of the chief staff executive and the department heads, and
• a year-end summary for the annual report.

 

 

 

 

http://ctb.ku.edu/en/table-of-contents/participation/promoting-interest/communication-plan/main

http://smallbusiness.chron.com/5-steps-project-communications-plan-project-management-18757.html

http://www.hieran.com/comet/howto.html

http://www.connect4action.eu/toolbox/steps-for-an-effective-communication-plan

http://www.slideshare.net/CommunicateAndHowe/5-steps-for-communications-planning-dec-11

http://www.wikihow.com/Create-a-Communication-Plan

http://www.apctoolkits.com/phworkforceactivation/pages/communications/plans.html

 

 

 

 

 

 

 

PBL Task 5 : Creating a brand strategy

PBL Task 5 : Creating a brand strategy 

 

https://www.linkedin.com/today/post/article/20140721142134-11223399-got-brand-strategy

Discussion

At the beginning there was a discussion about the theme. Some suggestions where thrown in. The Group could not get to a decision that’s why they started with the brainstorming first. After that they could quickly find the Learning Objectives.

Problem : How to create a brand ?

Learning objectives

1. What is the importance of a strong brand strategy ?
- Brand Architecture / Portfolio

2. What is the role of employees in branding ?

 

1. What is the importance of a strong brand strategy ?
         - Brand Architecture / Portfolio

http://cohesioncompany.com/why-you-need-to-build-a-stronger-brand-today

A brand portfolio is "the total collection of trademarks that a company applies to its products or services. Each make or brand within a business brand portfolio might be registered under applicable trademark laws and can represent a valuable asset to a company that is often actively promoted to potential customers".

http://www.businessdictionary.com/definition/brand-portfolio.html#ixzz3Eu34VaR6

Here is a diagram showing the contents of a brand architecture :

http://brandconnectix.com/our-services/brand-architecture-development-services/

In this picture, we can see the brand portfolio of a really famous hotel chain.

http://www.accor.com/en/press/brand-portfolio.html

http://home.hospemag.com/co/accor

And here, it's also an example of brand architecture of famous international brand : P&G, Marriott, Gillette and Virgin.

http://www.monigle.com/branding/brandarchitecture

"A brand is a person’s gut feeling about a product, service, or company". -Marty Newmeier, The Brand Gap

It’s no secret that it’s easier to sell a brand that you believe in yourself but we can organize the answer in 6 main benefits : 

1. Brand identity commands a price-premium

Why is someone willing to pay thousands of dollars more for a Lexus than for a Toyota? The value proposition is wrapped around the brand.

2. A price premium creates the perception of quality

If a Lexus costs more than a comparable product, it must be because the Lexus provides better quality. Right? Not necessarily. There are plenty of lower-cost, high-quality vehicles available, yet people still pay more for what they perceive to be a better or higher-quality brand. 

3. Perceived quality has been shown to positively affect customer usage

Consumers tend to select brands they perceive to be quality brands. This also connects to repeat buying or brand loyalty.

4. A Brand identity perceives quality that contributes to profitability, in part by enhancing prices and market share.

5. Customers relate value with quality

If one brand is perceived to be of higher quality than another brand, customers tend to perceive that the higher-quality brand is a better value.

6. Perceived quality can be a point of differentiation

It's necessary to differentiate their brand's identity from competing offers. Perceived quality can be used to differentiate and charge a price premium for their strong brand.

2. What is the role of employees in branding ?

http://www.marketing-more-effective.com/2012/08/15/internal-branding-the-key-to-brand-success/

http://brandemixblog.blogspot.fi/2013/09/employer-branding-boot-camp-sneak-peek.html

 

http://linkhumans.com/category/employer-branding

 

http://marque.co.nz/employer-branding

Your brand provides motivation and direction for your staff.

A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization's goals.
- See more at: http://www.strategynewmedia.com/why-is-branding-important#sthash.QdC1Nacd.dpuf

Your brand provides motivation and direction for your staff.

A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization's goals.

We can organize the answer in 2 main points :

1. Image Drivers and Brand Reputation

One of the first and most direct points of contact a company has with its customers is through its employees. At each level of an organization, employees have an opportunity to influence the perception of a company’s brand during these critical points of contact.

A company’s dedicated and able workforce is an important asset in developing customer loyalty. Long-term relationships and customer loyalty are directly related to the level of service and brand image created through daily contact between the company’s customers and its employees.
Whatever their position, employees have two jobs, one is the work they perform, the other is conveying the corporate image. The second job as Ambassadors of the Brand is to communicate the company’s corporate identity to the outside world. For better or for worse, the image of the company employees project to customers is whatever those employees believe that image to be.
 

2. Developing Committed Brand Ambassadors

Employees, who serve as strong brand ambassadors, must be integrated into a corporate brand management program. The responsibility of an organization is to develop an effective means for communicating the company’s corporate identity to all employees.
Only when employees understand their roles as brand ambassadors, and receive recognition and reward for their roles, can they be integrated successfully into a corporate image program.
Corporate communication programs shape how employees present the company to the world at large, and whether they will be ambassadors of commitment or indifference.

http://www.clarity-in-communication.com/getattachment/e69c0b29-934a-4b13-9f8f-d6a1d6274cfc/A-strong-brand.aspx

http://www.strategynewmedia.com/why-is-branding-important

http://www.purelybranded.com/insights/why-a-good-brand-is-important-to-your-marketing-strategy/

http://www.psama.org/2013/06/03/dont-forget-the-importance-of-a-strong-brand-identity-in-your-marketing-program/

http://www.avsgroup.com/articles/articletype/articleview/articleid/11/the-six-financial-benefits-to-brand-identity

http://smallbusiness.chron.com/three-benefits-developing-strong-brand-product-56863.html

https://www.corporatecomm.com/benefits-and-advantages-of-a-brand-identity-system

http://www.brandxpress.net/2005/10/5-benefits-of-branding/

http://www.employerbrandingtoday.com/blog/2011/03/

http://www.forbes.com/sites/williamarruda/2013/10/08/three-steps-for-transforming-employees-into-brand-ambassadors/

http://www.careersinasia.com/blog/the-importance-of-employer-branding-in-todays-market/

http://jfsbranding.wordpress.com/2010/07/01/employees-role-in-building-a-brand-image/

http://www.employerbrandingtoday.com/uk/2010/03/25/employer-branding-five-reasons-why-it-matters-five-steps-to-action/

http://marque.co.nz/employer-branding

http://universumglobal.com/2014/03/what-is-employer-branding/