To begin to appreciate the promotional process, it is useful to understand what customers need to hear and how they need to hear it.  There is an art to the timing and the content.  Watch this video to begin. 

To begin to appreciate the promotional process, it is useful to understand what customers need to hear and how they need to hear it.  There is an art to the timing and the content.  Watch this video to begin.

 

Assignment Questions:

 Design a predictive communication process with a global perspective Using the 4 steps in the video/lecture (Attached).  As always, it is essential to get feedback and perspective from an additional classmate/collaborator.   

Scenario: A small company is going to launch a new workshop or book and needs to create international ‘buzz’ for the launch.  Consider any incentives that could help.  After they sign up, what additional information will they need to know and when?

1. Describe your version of the scenario – the type of company, product, event, etc.  Then design a communication series for a fictional upcoming event.

2. Decide what content/info needs to go in each email and when it needs to be sent out.  Present this in a content mgt. style timeline (i.e., content calendar or chart).

3. Discuss your rationale for the timing of the emails

4. Discuss what global/multi-cultural perspectives you need to consider and apply in your communication process.

 

    • attachment

      PredictiveCommunicationlecture.pptx

 

 

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Part 1: Design Campaign

 

What am I really delivering?

My guiding principles

Beyond the product…

For Support

To build Community

Improve Productivity

Create Distraction

Or adding to Frustration

DESIGN CAMPAIGN

@DrWendyGuess

 

Part 2: Customer Journey

 

How do they really feel about it?

Are they a hunter or gatherer?

Which CTA did they follow?

What do they expect to find?

What stage are they in? (CRM)

What UX concepts are added?

CUSTOMER JOURNEY

@DrWendyGuess

 

Part 3: Questions/Concerns

 

 

What do they really need to know about Product/Service?

 

Logistical details

A surprise feature

How they’ll feel using it

Other ways to use product

Industry/Insider tips

 

QUESTIONS /CONCERNS

@DrWendyGuess

 

Part 4: Response Timing

 

When do they need to know it?

At first glance

Deep dive

After hesitation

Leading up to event

During event/ order

After exchange

As a reminder

Need to Know = RELEVANT

 

RESPONSE TIMING

@DrWendyGuess

 

What’s needed – When it’s needed!

Formatting Tips:

1-3 topics

3-5 Bullet Points

Visually spaced

Less is More

Hyperlink to detail

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Which “Message” Manager Will YOU Be?

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VS

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USEFUL NOTES FOR:

Design a predictive communication process with a global perspective Using the 4 steps in the video/lecture (Attached). As always, it is essential to get feedback and perspective from an additional classmate/collaborator.

Introduction

In this scenario, you are responsible for developing a global communication strategy that will be used throughout the duration of the project. Your team has identified a problem and would like to propose several potential solutions. Your team consists of multiple stakeholders who have different perspectives on what needs to be done in order to resolve the issue at hand.

1. Identify and analyze the problem.

To start, you should identify and analyze the problem. What is it that you are trying to achieve? Why do we need a solution? How will this help our organization or team? The first step in developing a predictive communication process is to gather information about how things work now, so that we can see how any changes will affect them.

2. Examine your organization’s strengths and weaknesses.

Examine your organization’s strengths and weaknesses.

Examine what you are good at and what you are not good at in relation to the global perspective of your communication strategy, as well as other organizations’ communication strategies. Identify the strengths and weaknesses of your organization’s communication strategy in relation to a global perspective, and identify areas for improvement based on this analysis (see Figure 1).

3. Identify alternatives. How could an ‘inclusive’ communication strategy help? What type of alternatives should be considered? Try incorporating different perspectives from different team members and/or stakeholders when suggesting an approach to the problem in this scenario.

Now that you’ve identified the problem and examined your organization’s strengths and weaknesses, it’s time to identify alternative solutions. How could an ‘inclusive’ communication strategy help? What types of alternatives should be considered? Try incorporating different perspectives from different team members and/or stakeholders when suggesting an approach to the problem in this scenario.

For example, if one member believes that their ideas will be ignored because they are too radical or don’t fit within the existing culture at your company, another member may see this as an opportunity for change because he feels like there are other ways they can help improve things while still staying true to themselves.

4. Make a recommendation. Justify your choice of alternative, and provide contingency planning. Describe what you would do if things don’t go as planned with regard to communication, as well as how you would adjust the plan if necessary, throughout the project duration. Please refer to the Project Management Institute (PMI), which is an industry-recognized professional association for Project Managers (PMs).

Contingency planning is a way to prepare for potential issues that could arise during the course of your project. It allows you to anticipate problems and make sure they don’t become bigger problems than they already are. For example, if someone loses their job and needs time off work, you may want to plan ahead so that he or she doesn’t have any trouble finding another position when it comes time for them to return from leave.

To ensure success with contingency planning:

Determine what contingencies might affect the program’s completion date or milestones

Identify who will be responsible for each contingency (e.g., person(s) affected by it)

Every effort should be made to ensure that a global communication strategy is developed and implemented such that everyone involved sees value in the process, and more importantly, sees positive results because of it.

Every effort should be made to ensure that a global communication strategy is developed and implemented such that everyone involved sees value in the process, and more importantly, sees positive results because of it. As we discussed in class, there are four steps involved in any successful predictive communication process:

Understanding – Understanding what you need to do is the first step toward developing a global communications strategy. It will help you identify who your stakeholders are and their needs so that you can tailor your message accordingly.

Planning – Planning helps ensure that there is enough time between steps two and three so that everyone involved can get involved in planning as well as executing on past plans or tasks (e.g., sending emails). This also allows for flexibility if unexpected things come up during execution which may require additional resources or changes in direction (e.g., new regulations).

Executing – Executing involves putting everything into action once planning has been completed; this includes getting approval from key people on all aspects of execution such as when they need updated information sent out again via email/text message etcetera…

Conclusion

In conclusion, a global communication strategy should be developed and implemented such that everyone involved sees value in the process, and more importantly, sees positive results because of it.

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