This topic introduces students to the steps necessary for writing up the Communications section of a Business Plan. Students learn about different aspects of communication planning, both for strategic and for tactical purposes. They are introduced to the different sections any Communications Plan should contain and work on developing each one in small groups. While students are guided step-by-step in this process, they also have degree of freedom to come up with an original Communications Plan.
(Nancy)Relationship Build trust - Basis of social media – people to connect with other peopleValue Online strategy needs to establish expertise Have a finite value for people using tool (YOUR client – not you!) This is NOT the benefits you offerStrategy Big picture goal – how these pieces fit together for your goals – revenue How and who will execute
Hp Life Small Business Communications Plan
HP Life:Communications Plan Presented By:Kristin Slice, MA, Business Analyst
AgendaV.E. Story: Board Context – 5 mins.Business Scenario: Specific Problem- 20 mins.Demonstration: Intro. to the software- 5 mins.Hands on Activity: Software Demo- 1 hourDebrief: Business application discussion – 20 mins
Parts of a Communication PlanStrategy- General summary in paragraph formGoals and objectives- Here you get into specifics. What do you want to achieve with theCommunications Plan? Is the Plan relatively narrow (promoting a grand opening), or moregeneral (increasing brand awareness)? In this section, you elaborate on a few broad goalsand some more specific objectives that explain how each of the goals is to be achieved.Using SMART principles can help with defining objectives (especially making sure objectivesare measurable and timebound).Audiences- Who are you going to address? A specific target group? Or as broad an audienceas you can reach? Besides potential customers, certain types of communication may target: · Employees · Opinion leaders · Media ·Stakeholders · Industry analysts
Parts of a Communication PlanKey messages- Are you telling the right thing to the right people? Key messages shouldcommunicate to all selected audiences why what you do is different – but your key messagesshould be tweaked for your different audiences.Tactics- How are the objectives to be achieved? Tactics are tightly connected tocommunication channels – the methods for conveying your key messages.Timing- You need to have a detailed schedule for when different activities need to occur. Aconsistent schedule is particularly important when it comes to traditional media (TV, radio).Budget - How much does the plan cost Highlighting all costs, including hidden ones, will laterhelp you assess the return on investment.Evaluation- Has the plan been successful? How many hits did you get on your website? Howmuch press coverage did you get?
Hands on Activity Break into groups of 2-3 Open the activity folder on the desktop Follow the instruction in your student handout - Discuss the section as a group - Insert your answers into the plan Create the tools for Song to execute at least one communication tactic for his grandopening. Share with the group your communication plan for Song.
Where do we go from here… Complete your communication planAttend next week’s financial plan workshop Sign up for one-on-one counseling