project management week 5

PROJECT MANAGEMENT Marketing &

CommunicationWeek 5

Propedeuse ICM 2011-2012School of Communication & Media - INHOLLAND

http://www.inholland.nl/frontpage.htm

The Marketing & Communication Track

Developing a Communication Strategyhttp://www.youtube.com/watch?v=xrj4zYv4-Og

You have already described the basic concept & image of your project.

Next, do an internal/external analysis using a SWOT

In other words, what are the strengths, weaknesses, opportunities & threats of the project?

http://www.youtube.com/watch?v=xrj4zYv4-Og



Developing a Communication Strategy

INTERNAL:Are the employees competent?

What is the financial position of the organisation?

EXTERNAL:How reliable are the suppliers, media, regulatory

organisations?



Developing a Communication Strategy

What are the threats & weaknesses?

How can you avoid or overcome them?

What are the opportunities & strengths?

How can you make maximum use of them to strengthen the quality and success of the project?



Creating a Communication Strategy

Who is the communication target group? With whom do you need to communicate?

• Project target groups• Sponsors • Subsidisers• Media• Partners• Local residents• Licence providers




These target groups can be categorised as:

1. Product target groups (main & sub-target groups)

2. Fundraising target groups (subsidisers, sponsors, partners)

3. Other target groups (media, license providers, including copyright)




What is the communication objective? What is the goal of the communication?

• Attracting visitors/customers

• Attracting media attention

• Acquiring sponsorship funding

• Acquiring subsidies



Creating a Communication StrategyWhat is the message?

Create a message that communicates with the target groups and fulfills the communciation objective.

e.g. To sponsors: ‘This event is a unique opportunity for you to commuicate directly with your audience’

http://www.google.nl/#hl=nl&source=hp&biw=1276&bih=852&q=biggest+sponsorship+deals&btnG=Google+zoeken&aq=f&aqi=&aql=&oq=biggest+sponsorship+deals&fp=a916e5eaf8dcfc17

e.g. To media: ‘This event is will be of great interest and benefit your your audience’






Creating a Communication Strategy: the target group matrix

target group objective message

product target groups---Fundraising target groups---Other---




Other important aspects of the communication strategy:

• Means of communication

• Style and tone

• Frequency & timing



The 5 P’s of Marketing

Product

•physical product or service offered to the consumer

•product decisions include aspects such as function, appearance, packaging & service




Price

•take into account profit margins and the pricing response of competitors




Promotion

•related to communicating and selling to potential consumers.

•promotion decisions involve advertising, public relations, media types, etc.




People

•what attitude or appearance do your artists/performers to present to your customers?



Place

•associated with channels of distribution that serve as the means for getting the product to the target customers.


Creating a Marketing or Fundraising Plan

See Verhaar, chapter 8 for:

Marketing Plans

Fundraising Plans

Read :Verhaar, Chapters 2,3,4, (10 & 11 recommended)Grit, Chapters 2,3

Write 2 questions with answers from each chapter, due week 5

Project group 1:Verhaar, Chapter 1,2, Grit, Chapter 10, 11, 12

Project group 2:Verhaar, Chapter 3,4, 6Grit, Chapter 8, 9

Project group 3:Verhaar, Chapter 7, 8, 9Grit, Chapter 6, 7

Project group 4:Verhaar, Chapter 11, 12, 13Grit, Chapter 4,5

For next week (IMEMC):



Project group 1:Verhaar, Chapter 1, 2 Grit, Chapter 10, 11, 12

Project group 2:Verhaar, Chapter 3, 4, Grit, Chapter 7, 8, 9

Project group 4:Verhaar, Chapter 6, 7, 8Grit, Chapter 5, 6

For next week (IMEMB):



Project group 5:Verhaar, Chapter 10, 11Grit, Chapter 3, 4,

Project group 6:Verhaar, Chapter 12, 13Grit, Chapter 1, 2

For next week (IMEMB):

project management week 5

Education