11. • 2. Problem/opportunity
What is the communication problem? Does this represent an opportunity for
innovation?
THE TEN POINT PLAN
12. The Ten Point Plan
3. Objectives
Must be SMART and must explain what you are trying to achieve (not how).
Specific
Measurable
Achievable
Relevant
Time-bound
محددة
للقياس قابلة
للتحقيق قابلة
صلة ذات
محدد بزمن مربوطة
14. The Ten Point Plan
4. Target publics
Who is the audience of the key messages?
Who are you trying to establish a relationship with?
Who are you key publics, audiences and stakeholders?
15. The Ten Point Plan
5. Message
In one or two sentences, explain the key message of your campaign and then in
no more than 10 words, express this in a campaign slogan.
17. The Ten Point Plan
6. Strategy statement
Your strategy statement explains how you will achieve your objectives.
To develop a Web Communications Plan for Befriend to achieve a strong web presence to appeal diverse
groups of people by increasing its website traffic and social media engagement to break barriers and social
rules obstructing friendships from happening, using effective channels such as its website, social networks and
search engines and tactics like refreshing its contents with keywords, adding more visuals, creating inbound
and outbound links and creating new social networking sites for the online campaign. The results will be
monitored and measured through market research, the past, current and future analytics, Facebook, Instagram
and Snapchat insights before the campaign, during and after the campaign and analysing the behaviours of
visitors both before, during and after the campaign through the texts they post in the form of comments and
finally using an online survey towards the end of the campaign. The plan will run for three months following
the approval of this plan and will be carried out without overshooting its allocated budget of 5000 Australian
Dollars.
19. The Ten Point Plan
7. Channels and Tactics
What media will you use to communicate your key messages to you target publics
and audiences.
Must be appropriate to the audiences.
Is mass media appropriate or will you need to use more targeted channels.
Will you use traditional or online media or a mixture of both?
What innovations can you implement?
What specific tactics will you use to implement your strategy and communicate
your key messages?
20. Objectives, Channels & Tactics
OBJECTIVES CHANNELS TACTICS
4. Create Snapchat account
and increase followers by
1000 in three months
Social Media 1. Create Snapchat
account
2. short-term visual
message format to
promote events
21. The Ten Point Plan
8. Timetable
Outline the timeframes in which each step of the plan will be executed.
مالحظات الراب األسبوعع الثال األسبوعث الثال األسبوعث الثاني األسبوع األول األسبوع المهمة
البحث
المعلومات جمع
السيناريو كتابة
التصوير بدء
المونتاج
االنتهاء
التقييم
22.
23. The Ten Point Plan
9. Budget
How will you
carve up your
budget and
stretch your
campaign
dollar This
includes how
you will use
sponsorship
and in-kind
support if
applicable.
$1,000 , 20%
$500 , 10%
$600 , 12%
$450 ,…
$350 , 7%
$600 , 12%
300, 6%
$800 , 16%
$400 , 8%
Research
SWOT Analysis
Search Engine Optimazation (website and
SNS)
Re-Design FB Page
Information Architecture and enhancing
Engagement on Instagram
Create Snapchat Account and enhancing
web engagement
Paid hiber link
Evaluation Methods
Others
Budget chart
24. The Ten Point Plan
10. Evaluation/modification
Even though this is step 10 of the plan, evaluation is done at the beginning
(research phase), middle (modification phase) and end (evaluation phase) of the
campaign.
What methods will you use to help you frame your campaign, modify it to ensure
you are meeting your objectives and evaluate for the future?
25. The communications brief
Key questions to answer:
1. What is the project about?
2. What is the project trying to achieve?
3. Is there a current campaign strategy? If so, describe it.
4. What is the project trying to communicate?
5. Who are the target audiences?
6. Who are the key project stakeholders? – the people whom
without the project would not survive.
7. Is there a current campaign message? If so, what is it?
8. What channels an tactics are currently being used to promote the
project?
9. Is there a budget and if so how much is allocated to the
campaign?
Are there any evaluation methods in place already?