1. PROJECT MANAGEMENT Marketing & Communication Week 5 Propedeuse ICM 2011-2012 School of Communication & Media - INHOLLAND

2. The Marketing & Communication Track Developing a Communication Strategy http://www.youtube.com/watch?v=xrj4zYv4-Og You have already described the basic concept & image of your project. Next, do an internal/external analysis using a SWOT In other words, what are the strengths, weaknesses, opportunities & threats of the project?

3. The Marketing & Communication Track Developing a Communication Strategy INTERNAL: Are the employees competent? What is the financial position of the organisation? EXTERNAL: How reliable are the suppliers, media, regulatory organisations?

4. The Marketing & Communication Track Developing a Communication Strategy What are the threats & weaknesses? How can you avoid or overcome them? What are the opportunities & strengths? How can you make maximum use of them to strengthen the quality and success of the project?

6. The Marketing & Communication Track Creating a Communication Strategy These target groups can be categorised as: 1. Product target groups (main & sub-target groups) 2. Fundraising target groups (subsidisers, sponsors, partners) 3. Other target groups (media, license providers, including copyright)

8. The Marketing & Communication Track Creating a Communication Strategy What is the message? Create a message that communicates with the target groups and fulfills the communciation objective. e.g. To sponsors: ‘This event is a unique opportunity for you to commuicate directly with your audience’ http://www.google.nl/#hl=nl&source=hp&biw=1276&bih=852&q=biggest+sponsorship+deals&btnG=Google+zoeken&aq=f&aqi=&aql=&oq=biggest+sponsorship+deals&fp=a916e5eaf8dcfc17 e.g. To media: ‘This event is will be of great interest and benefit your your audience’

9. The Marketing & Communication Track Creating a Communication Strategy: the target group matrix target group objective message product target groups - - - Fundraising target groups - - - Other - - -

16. The Marketing & Communication Track Creating a Marketing or Fundraising Plan See Verhaar, chapter 8 for: Marketing Plans Fundraising Plans

17. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1,2, Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3,4, 6 Grit, Chapter 8, 9 Project group 3: Verhaar, Chapter 7, 8, 9 Grit, Chapter 6, 7 Project group 4: Verhaar, Chapter 11, 12, 13 Grit, Chapter 4,5 For next week (IMEMC):

18. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1, 2 Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3, 4, Grit, Chapter 7, 8, 9 Project group 4: Verhaar, Chapter 6, 7, 8 Grit, Chapter 5, 6 For next week (IMEMB):

19. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 5: Verhaar, Chapter 10, 11 Grit, Chapter 3, 4, Project group 6: Verhaar, Chapter 12, 13 Grit, Chapter 1, 2 For next week (IMEMB):