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The new challenge – attract a crowd

How we design a communications plan is changing. Traditionally we have said: Where are we now? Where do we want to be? How are we going to get there?

That encouraged us to design a communications plan this way:
1. Aim
2. Objectives
3. Strategies
4. Tactics

Question: What’s question is missing here?
Answer: The above structure encourages us to push information, where now with social media we need to entice people to engage.

But those questions are wrong. Try: Where are they now? Where do they want to be? How can we help them get there?

So now, we need to ask:
‘Who are our stakeholders and what motivates them?’
‘Where are our stakeholders?’
‘What techniques are we going to use to change behaviour?’
‘How do we keep people entertained?’

So now our Communications Plan looks more like this:

1. Aims
2. Objectives
3. List stakeholders – and what motivates them
4. Locate stakeholders, what are their touchpoints?
5. How do we attract them, to visit our website or make a purchase? Do we change – or can they?
6. How do we keep our new partners entertained (instilling loyalty; keeping them as partners for multiple visits, etc.)? What tools do we need to deploy?


Author Peter Wilkinson

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