The American Cancer Society’s Interconnectedness

For this milestone, students will collect and analyze primary and secondary research data to build an evidence-based presentation deck to build a case for your strategic communications plan, which will include the following:

CLIENT’S PROBLEM/OPPORTUNITY

Based on the students’ review of CapSource materials, and kick-off meeting with the client, students will state the problem/opportunity presented.

BACKGROUNDER

External Environment

• The economic, political, and social environment within which your client operates — how are they situated within this context?
• Impact of current events on the strategic communication function of the organization.

State of the Industry

• Types of organizations, companies, sales, distribution patterns
• Control and regulation, profit patterns, growth patterns, audience demand
• Historical context, technological advances, trends

Market Share and Competition

• Market share and potential in terms of dollars, clients, services, etc.
• Competitors and their market share and potential

Products and Services

• Product and sales offerings
• Significant prior marketing and sales campaigns
• Noteworthy influencers and/or evangelists

SWOT ANALYSIS

Based on information gathered for the Backgrounder, students will list any potential Strengths, Weaknesses, Opportunities and Threats.

SITUATION ANALYSIS

Students will redefine the problem/opportunity based on research conducted. How does the situation present itself? Students will use actual numbers as much as possible. Then, they will identify and assess any potential issues or barriers when it comes to addressing the problem/opportunity for the client.

CORE PROBLEM OR OPPORTUNITY

In one concise sentence, students will state the central core of the problem or opportunity.

For this milestone, students will map out the customer journey for each key public based on the problem/opportunity presented by the client. This will be informed by an overarching “big idea” to structure the strategic communications campaign, and anchored by a Unique Value Proposition (UVP).

BIG IDEA (see p. 116 in text for example)

• A one-sentence strategy statement that leads the strategic communications campaign.
• The big idea strategy in more detail (1-2 paragraphs).
• Visual representation.
• Slogan/Hashtag.

KEY PUBLICS (see p. 132-133 in text for example)

• 2-4 key publics listed based on conversations with Greenspan Consulting / Fabulous App.
• Information regarding:
  • Their self-interests
  • Opinion leaders
  • Preferred channels

CUSTOMER JOURNEY 

• For each key public, students will describe:
  • All potential touchpoints (both online and offline)
  • Ideal customer actions
  • Emotions and motivations behind these actions
  • Obstacles and pain points that may get in the way of achieving your big idea

UNIQUE VALUE PROPOSITION

• Headline: The benefit of the proposed Big Idea
• Subheadline: More information about the benefit
• Paragraph: Detailed explanation of what the strategy offers, how it serves key publics, and the why.

For this milestone, students will craft the goals, objectives, strategies, and tactics of the proposed campaign.

GOALS

• One sentence statements that highlight the overall result needed to solve the problem or seize the opportunity. Does not have to be quantified.

OBJECTIVES 

• Statements of the specific results that lead to achieving the goal. Should be SMART: Specific, Measure, Attainable, Realistic, and Time-bound.
• Evaluation criteria and tools should also be included.

STRATEGIES

• These identify HOW a public can fulfill an objective and the specific channel(s) through which the public will be motivated to take action.
• There should be multiple strategies for each public.

TACTICS

• • These are WHAT will be accomplished via creative elements and tools to deliver messages through specific channels.
  • There should be multiple tactics to support each strategy.

For this milestone, the students will develop a calendar of your proposed project deliverables for the campaign based on the key publics and tactics you crafted in previous assignments. You will also select one of these tactics based on your meeting and the students will deliver it in real-time.