PBL Task 6 - Communication Plan

1. How do you develop a communications plan?
- Include key steps

To develop a plan for communication of any sort, you have to consider some basic questions:

• Why do you want to communicate with the community?  (What’s your purpose?)
• Whom do you want to communicate it to?  (Who’s your audience?)
• What do you want to communicate?  (What’s your message?)
• How do you want to communicate it?  (What communication channels will you use?)
• Whom should you contact and what should you do in order to use those channels?  (How will you actually distribute your message?)
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Nine step plan:

1. Identify your objectives - what is the purpose for communicating key program messages?
2. Choose your target audience - who needs to know about your program?
3. Design your key messages - what key messages do you want to communicate to each other? What information should you and should you not share?
4. Select your communications method - how will you communicate messages to the target audience?
5. Plan for two-way communication - which method allows dialogue and opportunities for feedback?
6. Establish your time frame - when will you share updates with different audiences?
7. Draft a budget - what is your budget? How much will your plan cost?
8. Implement the plan - what key activities will you need to complete in order to roll out the plan?
9. Monitor results and look for ways to improve - who will be responsible for developing the review criteria and making the review happen?
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2. Why is the communications plan important to a company?
- What can be achieved?

- Helps give your day-to-day work a focus
- Helps set priorities
- Provides you with sense of order and control
- Helps to get staff to support your program
- Protects you from last-minute demands from staff
- Stops you feeling overwhelmed and offers you peace of mind
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Important to project managers because:
Expectations - they set the tone for all communication concerning the project. This allows you to maintain control of the project and ensure all stakeholders receive the necessary information. Set standards for how participants communicate, including email, meetings, phone calls and memos. For regular communication such as meetings, timing is another consideration. Schedule weekly project meetings to keep participants updated on progress.

Consistency - A solid communication plan increases the consistency of how the project is handled. The participants who follow the plan should communicate consistently with one another. You also need to ensure that all stakeholders have the same information on the project requirements and changes. If some stakeholders aren't informed of changes, you risk mistakes or delays in the project work.

Productivity - Regular communication allows the employees working on the project to remain productive. When they are kept in the loop on project happenings, employees will feel more comfortable with their duties. They are equipped with the necessary information to keep working rather than stopping frequently to seek out information they are missing. The employees are also better able to work together with proper communication, allowing for collaboration and effective performance on the project.

Outcome - A communication plan enables you as the project manager to lead the team to the desired project outcome. Without proper communication with all stakeholders, you might fail to meet the requirements of the project. You need clear communication from the stakeholders to figure out exactly what they want and need from the project. For example, if you are developing a software program for a third party, regular communication with the third party is imperative to figure out exactly how they want the software to work. Continued communication ensures that the final product will meet the expectations when it is delivered.

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3. Give examples of different communication plans.
- How were they implemented?
- Industry correlation
- Trends

STARBUCKS

Reason #1: Consistent branding 

Starbucks has a brand personality that comes through in every communication.  No matter where you are in the world, the logo, storefront and store presence all have a familiar look and feel.  When I am in an unfamiliar place, I always notice when someone walks by carrying the distinctive coffee cup.  When driving on a highway, all I need to see is the logo and I know refreshment is nearby.

Reason #2: Web is the content hub

The web experience is tailored to the audience.  For example, my web experience acknowledges my rewards status, so anytime I go to the web site i can easily access my account, check on my rewards, find stores; all the things I want to do as a coffee consumer.  

Video is used to masterfully tell the story of ordinary people and, at the same time, ties in an appropriate brand message.  

Reason #3: Content is Integrated across channels

I’ve subscribed to email communications, so I regularly receive messages.  These messages are appropriately paced, visually oriented, providing interesting information about the products Starbucks offers.  The content is focused on education and information, not promotion.  I am rewarded for frequent purchases and special occasions.

Starbucks has a presence in social media.  Although they have a large Twitter and Facebook audience,  I’ve noticed they have found their voice in these channels and it’s appropriate and consistent with who they are as a brand.

 Direct mail is the delivery mechanism for rewards.  Despite all their online prowess the old fashioned postcard is still the gift basket for delivering rewards benefits. I always look forward to the distinctive solid black postcard because I know it’s treat time.

Reason #4: Mobile experience

Starbucks is leading the way in the mobile experience, which makes complete sense when you consider their product.   At a basic level you can view their content from a smartphone. Email communications are optimized for the mobile experience, so it’s easy to consume the information while you’re on the go.

The Starbucks app is one of the more powerful features in their marketing arsenal.  Once the app is downloaded one can use the phone to pay for products, reload funds on a card, and find stores. In fact I seldom carry my physical gold card anymore, it isn't necessary.

Reason #5: Make it easy to share content

Each communication encourages readers to share content with friends.  Following best practices, Starbucks provides easy one-click options to ensure that sharing content is simple and easy to do; most important, they ask you to share.

Reason #6: Engage consumers

Starbucks has a separate presence for collecting ideas.  For some time, they have branded an experience around the idea of collaboration: the site is myideas.  Once again the web serves as the hub of the experience.  Here, one can submit and comment on different ideas.  Starbucks wisely provides feedback so consumers are able to see how the company uses consumer ideas and feedback.

Starbucks even has a twitter account for this initiative.

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PBL task 5 - Creating a Brand Strategy

Task 5A;

Problem: Brand strategy

1. Define brand strategy - include elements and importance of strategies.

"decision-making for the effective handling of brands; three general branding strategies are available - a single brand for all of the organisation's products, family branding, or the use of individual brand names for all products." (source)

 Five Key Brand Elements:

·         Brand Position
The Brand Position is the part of the brand that describes what your organization does and for whom, what your unique value is and how a customer benefits from working with you or your product/service, and what key differentiation you have from your competition. Once you've defined your brand position, make it available in 25, 50, and 100 word versions.

·         Brand Promise
The Brand Promise is the single most important thing that the organization promises to deliver to its customers—EVERY time. To come up with your brand promise, consider what customers, employees, and partners should expect from every interaction with you. Every business decision should be weighed against this promise to be sure that a) it fully reflects the promise, or b) at the very least it does not contradict the promise.

·         Brand Personality
Brand Traits illustrate what the organization wants its brand to be known for. Think about specific personality traits you want prospects, clients, employees, and partners to use to describe your organization. You should have 4-6 traits (5 is ideal), each being a single term (usually an adjective).

·         Brand Story
The Brand Story illustrates the organization's history, along with how the history adds value and credibility to the brand. It also usually includes a summary of your products or services.

·         Brand Associations
Brand Associations are the specific physical artifacts that make up the brand. This is your name, logo, colors, taglines, fonts, imagery, etc. Your brand associations must reflect your brand promise, ALL of your brand traits, and support your brand positioning statement.

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Importance of strategies:

2. What are the arguments for internal and external brand strategy development - use examples.

While many companies do not use the words internal branding, all of the interviewees were 

able to describe the activities that build the bridge between strategy and execution. They 

used expressions such as: 

• Living the corporate values. 

• Leveraging the corporate brand strategy to reinforce brand requirements internally 

and reach out to potential recruits externally. 

• Activities, processes and communication involved in empowering associates. 

• Create and demonstrate consistent brand experience at all touch points. 

Based on these interviews and additional reading we would suggest the following definition 

for ”internal branding”: 

Internal branding is the set of strategic processes that align and empower employees 

to deliver the appropriate customer experience in a consistent fashion. These 

processes include, but are not limited to, internal communications, training support, 

leadership practices, reward & recognition programs, recruitment practices and 

sustainability factors. 

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External Opportunities and Threats

Situational analyses consider opportunities and threats from the external environment. External opportunities include things such as gaps in the market that no company is currently serving, new markets and other clear growth opportunities. External threats include new product releases from competitors and new competitors arising in the market.

A range of external factors can present either opportunities or threats, depending on the specifics. Changes in the law, for example, can provide distinct opportunities to some businesses in an industry while threatening the survival of others. Changing consumer preferences and market-changing new product categories, as another example, can give new entrepreneurs a world of opportunities while seriously threatening established brands.

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Task 5B;

Problem: Brand architecture

1. What are the advantages and disadvantages of different brand architecture/strategy/models?

- Why do companies use different ones? eg. Apple vs Nestle.

All these brand strategies have advantages and disadvantages to each model. All companies would have to use different methods purely due to the fact that their outcome is going to be different.

For example, Apple's brand is aimed towards people that can afford to spend a lot of money on their products, none of which are cheap. That means that they would earn a lot more money and their profit margin would be higher. They would then be able to spend the profit on making better products and improving their marketing techniques and adverts.

Nestle, however, have a lot of sub-categories such as Kit-Kat, Nescafe coffee and Pure Life bottled water. This shows that they provide a wide range of products for their consumers, showing how diverse they are. Their branding strategy would be based more on families.

They're both different as they are targeting different markets and they have different associations, stories, promises, positions and personalities.