Understanding the Campaign Components

Overview

Class Central Tips

Welcome to "Understanding Campaign Components", the second course of the specialization, Strategic Communication Campaigns. In this course, you will learn how to design and develop a strategic communication campaign from start to finish. You will learn how to identify a brand's communication problem and create a solution by using strategic communication methods. You will then create your very own communication campaign, by employing tactics that take a brand's target audience, reputation, and available resources into consideration. In the third week you will put all the campaign components together, from conducting research to measuring assigned key performance indicators, which allow you to implement a holistic strategy that works for the given situation. In the final week, we will talk about how to monitor your campaign after implementation in order to create long-term success for your brand or organization and you will submit your final campaign plan for peers to review. This course could benefit anyone who needs to reach an audience with intentional messaging, and can increase your skillset in the areas of marketing, advertising or public relations.

Syllabus

Beginning A Communication Campaign

Welcome to "Understanding Campaign Components"! In this first week, you will begin thinking through planning and implementing a communication campaign for a brand or organization. We will start by discussing how to identify a brand's communication problem, and define it using strategic communication.

Defining Goals, Objectives, Strategies and Tactics

This week, you will plan a communication campaign. You will define goals, objectives, and the key performance indicators that you are most interested in affecting with communication. You will learn how to implement a tactical strategy using available resources, and complete interactive scenarios to practice strategic planning.

Integrating Strategic Communication Campaigns

In this week, you will be guided through planning a complete integrated strategic communication campaign that puts all the components together. From conducting research to identifying your target audience(s), reflecting on brand architecture and aligning the purpose of the campaign with your chosen communication strategy, this week solidifies what you've learned in this course so far and provides critical additional input as you begin planning on your own.

Finishing Strong

In this final week, you evaluate the success of your communication campaign. While the campaign planning process is ongoing, it is important to be ever-evaluating the key performance indicators and the success of your PESO tactics. Sometimes, adjusting strategy mid-campaign is necessary to meet the objectives. We will talk about how to monitor your campaign after implementation in order to create long-term success for your brand or organization.