The Strategic Planning Process

Matt Tidwell, APR and Tricia McKim May 15, 2014

Building Audience Personas

Today We Will…

•  Review the components of a strategic plan

•  Provide practical tips for building audience personas

•  Introduce a new connected audience

Defining Our Terms •  Objectives: Answers “what is the desired

outcome?”; achievable; measurable; timeframe

•  Strategies: Describes how, in concept, an objective will be achieved

•  Tactics: The specific activities that put the strategies into action

Public Relations: Strategies and Tactics, 2005, Pearson Education

To Get Us Oriented

IABC, Core Communication: A Guide to Organizational Assessment, Planning and Improvement, 2007

To Get Us Oriented

IABC, Core Communication: A Guide to Organizational Assessment, Planning and Improvement, 2007

To Get Us Oriented

IABC, Core Communication: A Guide to Organizational Assessment, Planning and Improvement, 2007

The Traditional Standard “Honey, let’s get Italian tonight...”

How was the service?

Embrace Your Future Vision

•  Determine your story

•  Communicate to those who matter most

•  Grow your business through an IMC program

Define Your Audience

Consider Work Life

•  Role

•  Title

•  Responsibilities

Alarm-Clock Test

Straight from the Horse’s Mouth

Personas in Action

CHRIS Chris is a 40-year old Chief Financial Officer whose solid business decisions have helped him quickly climb the ranks in his company. His daily routine at home and work hardly ever prompt him to consider the mailing products his company uses. Chris’ main concerns revolve around the financial performance of the company, and when he is not working he is focused on his children and family.

His company is interested primarily in stability and return on investment. Chris knows that, in order to keep his company at the top, he must continue to bring the company new initiatives, equipment and services. But, with new business ventures comes risk. He needs reliable business partners.

The day-to-day annoyances and monotonous meetings wear down Chris, and they often bother him. He appreciates a day where he can actually accomplish something, save the company money and see a positive bump in the bottom line. Vendors and suppliers would not often pursue him because he is not the primary purchaser for the company; however, Chris has a lot of influence over decisions if he believes there is something in it for him.

SAM Sam is a seasoned business professional in her mid-50s. She is a senior leader at a medical supply company. As a wife, mother and executive, Sam is extremely busy, and is always looking for the most efficient way to complete tasks. Sam expects her bank to be convenient and reliable to reduce the amount of stress in her life. She prefers to work with community banks because she values stimulating the local economy. However, she has been frustrated with the general lack of knowledge and frequent errors by her current bank’s staff. She wants a bank that values her as a customer, and is capable of handling business transactions involving large amounts of money. Sam plans on retiring within the next 10 years. As a result, she will also need a bank that can handle several types of retirement plans without incurring tax penalties. She is hesitant to switch banks because of the hassle, but would do so if the right opportunity presented itself.

BARBARA Barbara is a retiree with disposable income. She does not spend frivolously but is able to attend several arts events each year, which is important to her. She will not attend events unless there is name recognition or she has gained interest from word of mouth. Typically, her outings are with her friends, her children who are grown or occasionally her husband. Barbara will also choose her events based on ease of transportation, parking and safety. It is safe to say that if Barbara decides to buy tickets and attend an event, all the stars have aligned so that her evening has virtually no chance of being a disappointment.

So how should we be thinking about audience analysis and persona-

building in the social era?

Studying Influence

Why the Background?

• We need to understand how the connected consumer behaves so that we can design programs that achieve the holy grail of sharing via e-platforms

Looking for a Persona Label?

“Gen C”

Characteristics of the Gen C Audience

•  Demand transparency and action

Characteristics of the Gen C Audience

•  Experiencing means multitasking to SHARE

Characteristics of the Gen C Audience

•  Demand new business models like collaborative consumption

•  Socially-conscious and embrace AUTHENTIC cause marketing programs

•  Expect multi-channel marketing as they demand more sources to make decisions

Key Take-Aways

•  Personas are a powerful strategic planning tool

•  Look at the whole person

•  Find ways to build a shared experience

“Without understanding what matters to customers and why, without learning their behavior or decision-making cycles, and

without empathy, we cannot create a meaningful and engaging

customer experience.”- Brian Solis

Thank You!

© Morningstar Communications 2014

Matt Tidwell, APR 913-220-6274

matttidwell@outlook.com matttidwellcomms.com

Tricia McKim 913-660-9659

tmckim@morningstarcomm.com morningstarcomm.com