Strategic Communication Planning Guide This guide is designed to get you to think through the communication process in a strategic manner. It is not all-inclusive, as there are many questions and variables that can arise during the planning stages. It focuses on the crucial clements that should not be overlooked in campaign planning. Campaign Planning Phase 1. Statement of the problem: 2. What will success look like? What will happen if you are successful? 3. Who are the decision makers who can help you achieve success (target audience): © Internal: © External:7. What do we already know that could help us achieve the goal? Strengths, Weaknesses, Opportunities and Threats (SWOT)? ‘What are the internal strengths and weaknesses? Consider: Human resources Finances Attitudes Commitment Other groups with competing agendas ‘What are the external opportunities and threats? Consider: + Industry Social Demographic Economic Technological trends Political 9. Looking at the SWOT answers, what are the gaps in your knowledge? 10. What do you know about your target audience (s)? Develop a vivid picture of your target audience (s)—think of a composite person. Consider: Be descriptive. What do they care about? What are their values and core beliefs? How do they spend their time? What are the key drivers in their life—what are they motivated by? Who are the key influences in their lives (e.g., opinion leaders, relatives, friends)?Complete the statement on behalf of your target audience. Remember that the reward should be personal and in the immediate future. If do (new behavior) instead of (old behavior) ____ I will (reward) _ This is your core message. 8. How can you make your reward credible? (e.g,, testimonials, statistics, spokespeople) 9, When is the target audience(s) ready to receive your message? (¢.g., times, places, states of mind)? 13. Overall, how do you want to position your issue/organization? What is the current image of your issueforganization? What would you like its image to be?