ADPR Strat Exam 4 (Lesson 12)

Campaign Plan Book

Formal written presentation of research findings and program recommendations for strategy, tactics, and evaluation

Title Page

List a program name as well as the names of the client organization, consultant or team members, and date

Executive Summary

One- or two-page synopsis of a strategic plan or another report intended as an overview for executives and others who need general information but not details

Table of Contents

Outline major segments of the program

Statement of Principles

Lay out the planner’s approach to the strategic campaign (particularly whether it is rooted in public relations or marketing communication), include definitions of key concepts in the book

Situation Analysis

Collection of information that managers use to analyze an organizations internal and external involvements

Strategic Recommendations

Present proposed goals and objectives, as well as your strategic plan for spokesperson, theme, key message, etc

Tactical Program

Present tactical recommendations in whatever format you think works best (such as by public, goals, objective, program, tactic) to address the issue and implement the strategic recommendations

Schedule

Outline time and calendar considerations to implement the tactics

Budget

Outline of financial and other resources within a strategic plan, including personnel, material, media costs, equipment and facilities, and administrative costs

Evaluation Plan

The systematic assessment of the outcomes of a campaign based on the extent to which stated objectives are achieved

Consultant Credentials and Resources

Indicate the resources the consultant or agency offers. This is especially important in competitive situations in which more than one consultant or agency prepares program recommendations

Campaign Schedule

Repetition

Most audiences remember a message they have seen daily for several days more than on presented several times in a single day

Frequency of Tactics

Message Frequency

Number and pattern of messages presented to a particular public in a given time period

Message Reach

Number of different people exposed to a singl message

Multiple Presentations

Audience Confusion

A message presented may not be a message received. There is no specific number for how many repetitions are best. Sometimes even your best efforts wont gain complete success, especially with audiences who are not particularly interested in the issues

Key Public

A specific public that a planner identifies as being most important to an organization’s public relations activity, so as to engage in comunication

Continuity

Scheduling that presents a message at a consistent level throughout a time period

Timeline of Tasks

Timeline

Implementation schedule for strategic plan

Gannt Chart

Common type of flow chart listing tactics and associated tasks with indication of time needed for each task