Students

Students

1. Audience profiling

   •   Primary: This is the audience or public that you specifically want to influence. It's the people whose behavior you're trying to change. Influence them, and you've done your job well.   Secondary: These are "intervening" audiences. These are people who can intervene on your behalf and influence the primary audience. Convince them that you're right, and they can help you get to the primary audience. You've heard of "third-party testimonials" that are more credible than your direct communication? Secondary audiences are those "third-party" people. Influence the secondary audiences and your job will become a bit easier. Their "endorsement" of your cause serves as their "testimonial." Tertiary: These are "special" publics composed primarily of organized groups (e.g., clubs, councils, associations) that can mobilize quickly and endorse your cause. They usually have an established means of communication with their membership via newsletters and other media.      
   • Students
     • Aged 18-24
     • Who require vision correction
     • Who are interested in cosmetics purposes only
     • Who are going for new look while starting Uni

2. Timescale

   • September- November

3. Aims

   • ... are general directions, somewhat nebulous, that are not specific enough to be measured.     
   • To drive traffics to CooperVision website
   • To raise awareness about CooperVision brand
   • To raise awareness of the dangers of purchasing over the counter contact lenses (non-prescribed)
   • To encourage students to purchase CooperVision over unprescribed cosmetic contact lenses

4. Objectives

   • The most effective business objectives meet the following criteria: S – Specific – objectives are aimed at what the business does, e.g. The low-cost Jet2 airline might have an objective of filling 95% of all its available seats during May, June, July, August  2012 at Leeds Bradford Airport. M – Measurable – the business can put a value to the objective, e.g. £1.5 million in ticket sales in the four months of trading from May to August inclusive in 2012. A – Agreed - by all those concerned in sales, marketing and public relations department trying to achieve the objectives set by the board of the airline.  R – Realistic – objectives should be challenging, but they should also be able to be achievable by the resources available e.g. number of aircraft, landing and take-off slots at Leeds Bradford Airport, destinations served, and frequency of flights to those destinations. T- Time specific – the airline has a time limit of when the objective should be achieved, e.g. by the end of August 2012.     
   • To target students aged between 18-24 who study in the Hampshire area
   • To increase current sales of the expressions contact lenses by 15% within three months (September-November)
   • To raise the brand's profile among students within Hampshire area

5. Communication strategy

6. Key messages

   • Concise: avoid jargon and acronyms Active: make every sentence active Positive: talk about what one can do, not what you can't Short: one memorable sentence, 10-15 seconds to say. Specific: address a particular challenge and audience     
   • What is the one thing I want my readers to know, to consider, to think about?

7. Digital and social media tactics

   • The tactics are the specific methods you employ to implement the strategy
   • Use of social media
   • Partnership
   • Promotions
   • on-line media and bloggers

8. Analysis and evaluation(ROI) of on-line techniques

9. Budget allocation

10. PR Strategy/Appropriateness of communication style

    • The communications and/or PR strategy is the overall plan you come up with to reach that business objective/goal     

11. Schedule

    • You must show that you have thought through the plan    to the smallest details. In this section, present your planning calendar. Be specific and comprehensive. Include specific dates whenever possible. Tell the client exactly when you're going to conduct the action events and communication tactics you noted earlier. Also, tell the client who will be doing the work.