PQN Meeting

Day 3 Session 2

A Separation
Plan PQN Meeting 10-12th January 2011 - Lahore

Prequel to Communication Strategy

Strategic Focus
The Strategy recommends that Plan focus on 5 key areas to improve its communication

The development of communications materials for influential stakeholders Raising the profile of Plan nationally and domestically through awareness/ mass media campaigns Improving internal communication within the Plan network

Strengthening staff capacity to report on their activities, develop effective communication materials and to make use of the media effectively
Utilizing like-minded organizations to help Plan to communicate its objectives

Globally BaLanced Locally Focused

 Promotional Tools Billboards Posters Community gatherings Music (message through lyrics) T-shirts Caps Bags Stickers Calendars Newsletters Pens/Pencils Key Chains/Badges Brochures Banners Internet, World Wide Web, Social Media

The 6 Must Haves

Radio Talk shows News Drama, Plays Forums for specific audiences Advertisements Entertainment

Print Media Newspapers Magazines Feature stories Editorials Opinion editorials Supplements Advertisements

 Television News Feature stories Documentaries Talk shows Locally produced drama Soap operas

Events Festivals Contests (photo, essay) Community gatherings Conferences, workshops, seminars Concert Theater/drama Photo exhibitions Video screenings Booths at events Journalist training

Schools Teachers manuals Teacher training National curriculum development Library collections School field trips Cartoons and storybooks Child clubs Parades Childrens contests Experiments and research Drama (puppet shows, skits) Mobile exhibits Newspaper inserts for kids Murals School gardens Games Child related projects Music (festivals, songs)

Approach A LONG TERM IDENTITY

A long-term identity is a unique set of associations that represent what the product, service, or behavior stands for in the minds of the client. Think of a box labeled with the name of the product, service, or behavior. Then store all the features, benefits, and thoughts in that box. People keep these boxes in their minds. Everything that comes to mind about that product becomes part of its long-term identity. One of the very important components of this identity is the emotional connection that is established between the audience and the product, service, or behavior.

Positioning the Plan Brand Brand Identity

In the context of strategic design, positioning means presenting an issue, service, or product in such a way that it stands out from other comparable or competing issues, services, or products, and it is appealing and persuasive. Positioning creates a distinctive and attractive image, a perpetual foothold in the minds of the intended audience (Piotrow, Kincaid, Rimon & Rinehart, 1997).

Positioning

Think of positioning as a way to deliver PUNCH to the strategy. Positioning: Is always Positive. Is always Unique. Develops a Niche in the minds of the audience. Is always Competitive. Always Helps the audience by delivering a benefit.

Strategic Approach
Managerial Questions

Modeling the Strategy: A 360 Model

Electrons
Threats Challenges Competition Budget Constraints Recession Negative Mass Perception Barriers in Penetration Security Threats Incompatible Norms .. and many more

Neutrons
33 Strategies Creative Strategy Media Strategy Communications Strategy Business Strategy Marketing Strategy Sales Strategy Promotions Strategy e-Strategy Brand Strategy Launch Strategy BCC Strategy CSR Strategy Prospects Strategy Competition Strategy Product Strategy Recession Strategy New Offer Strategy Global Marketing Strategy Public Image Strategy/ Mass Image Strategy Export Strategy Import Strategy Best Practices Analysis & Reporting Marketing Research Risk Analysis/ SWOT Analysis Pitch Strategy Norms & Habits Marketing/ Demographic Marketing Sensitizing Marketing BPO Strategy Mergers & Acquisitions Limited Competitors Partnership Corporate Image Building Strategy Perception Management Marketing Negative Media Countering Strategy

Protons
34 Web Marketing Tools 44 Advertising Tools 21 Outdoor Advertising Tools 04 Merchandising Tools 16 Public Relations Tools 07 Event Management Tools 04 Radio Advertising Tools 05 Call Center Marketing Tools 33 Strategic Tools 07 Mobile Marketing Tools 05 Direct Marketing Tools Total: 180 Tools Applications: Short Term, Long Term

Grand Total: 360 Tools

Special Coverage

Emergency Information System/ Disaster Information System

Take Away of the Day

Jungle

Peacock

Dance

No Audience