non-economic-strategy

SUSANNE LORRAINE HARFORD – Week 2 Task

Task:

Complete the following task in your online journal

Create a new entry and title it “Week 2 Task”
Read through the Assignment briefs (attached)
and
Consider which
scenario you will work with.

PRELIMINARY RESEARCH

Make a list of sources of primary and secondary data useful for the formative research

of a Strategic Communication Plan

for the event you have chosen.
make separate lists in relation to:

The organisation itself
Stakeholders
Understanding competitors
Analysing the external environment

…………………………………………………………………………………………….

Seniors Expo – Part of file downloaded from:

Attached Files: 4115 Sem 2 Assignment_Brief_2015.pdf (299.923 KB)

– Your fictional client, the Seniors Council of WA, looks after the interests of all aged people in WA.

– Each year, they host a series of free events aimed at informing seniors and the rest of

the community about issues affecting the aged in our community.

– You must plan and implement one of these events – the “Seniors Expo” which will take place in Murray Street Mall in Perth.

You must consider and plan all aspects of the event including how you will attract suitable

exhibitors, sponsors and supporters.

You must also consider and detail how you will attract media to your event.

Your budget is $20,000

…………………………………………………………………………………………………………………………………………………

WEEK 2 TASK, parts 1, 2 & 3:

To create a file titled “Week 2 Task” in PRN2124 BB Journal entry for my second Week 2 entry and in that file to commence marketing communications planning for Scenario 2: “Seniors Expo”.

There are many types and levels of information required on

stakeholder groups and this information should provide the

central focus of a marketing datatbase” (Masterman & Woods, 2006,

18).

The problem for marketing communication planners is… in selecting

the most appropriate information for the decision in hand (Masterman

& Woods, 2006, P. 18).

First, key stakeholders have to be identified at the outset and on a regular

basis as new groups emerge and existing groups may decline or increase

in relative importance (Masterman & Woods, 2006, p. 18).

Event Chosen: I have read through the Assignment briefs (attached) and considered them. I choose Scenario 2 to work with: “Seniors Expo” (p. 2, above).

USEFUL FORMATIVE RESEARCH
Make a list of sources of primaryand secondary datauseful for the formative research of a Strategic Communication Plan

*A number of the research targets are potentially primary &/or secondory, &/or internal &/or external.

ALL parties listed are potential Stakeholders, although some are not listed as such, at this stage.

With the first, second and third quote of Masterman and Woods (2006, p. 18), above, in mind, this is a list of data sources as the initial choices for the event: “Seniors Expo”.

PRIMARY

Below are some possible key primary sources for preliminary research:

Internal:

Self – S. Harford
- research subject – Senior, 68 years old West Australian
- chief planner of this event
- feedback

External:

Same age West Australian friends, relatives, associates
- research subjects – Seniors
- interested parties – Seniors
- potential targets – Seniors
- feedback – Seniors

AND

SECONDARY

key secondary sources for preliminary research:

Internal:

Seniors Council of WA
- Management committee
  - Reports
  - Overall goals and targets
  - Apply SWOT analysis
  - Compile SMART OBJECTIVES
- Budgets committee
- Statistics committee
- Risk analysis and insurance committee
- PR/Media committee

Perth City
- Murray Street Mall
  - Management Committee
  - Seniors Expo liaison office/ers

Other Internal Stakeholders, including:
- Staff
- Consultants
  - Insurers
  - Risk analyis
  - Caterers
  - Printer
  - Merchandiser-groups
- Previous sponsors
- Current sponsors
- Potential sponsors
- Carers organisations
- Disabled organisations
- All Nursing & retirement homes

External:

Australian Government Census ABS
Australian and WA Carers groups
Australian and WA Disabled groups
Overseas, Australian & State nursing & retirement homes, complexes, etc
WA Government
- Department of Transport – bus, trains
- Statistics
UWA and other local WA universities & TAFE
- Faculties studying and/or researching
  - Ageing
  - WA Events
- WA Events Calendar
- Mass media
  - News
  - Magazines for seniors
  - entertainment
- WA Conference Schedule
- * West Australian Psychologists Association
  - Research on WA Aged
  - Research on market/competition
- WA Retail Trader’s Association
- * Trade Press – Industry Trends: local, national & international
- Religous groups
  - Age-related research
  - Information about the aged in the WA community today
- Perth City
  - Mayor’s Office

make separate lists:

The organisation itself
Stakeholders
Understanding competitors
Analysing the external environment

The organisation itself

Internal & primary

Seniors Council of WA
- VIP guests Level 2
Patron/Chair individual
- VIP guest Level 1
Management committee
- Reports
- Overall goals and targets
- Apply SWOT analysis
- Compile SMART OBJECTIVES
Budgets committee
Statistics committee
Risk analysis and insurance committee
PR/Media committee

Internal & primary

Self – S. Harford
- research subject – 68 years old West Australian
- chief planner of this event
- guest

Stakeholders

Internal & primary

Seniors Council of WA
- Management committee
  - Reports
  - Overall goals and targets
  - Apply SWOT analysis
  - Compile SMART OBJECTIVES
- Budgets committee
- Statistics committee
- Risk analysis and insurance committee
- PR/Media committee
- VIP guests Level 2

Internal & primary

Self – S. Harford
- research subject – 68 years old West Australian
- chief event planner
- guest

* internal/external & primary/secondary

Potential Internal Stakeholders, including:
- Staff
- Consultants
  - Insurers
  - Risk analyis
  - Caterers
  - Printer
  - Merchandiser-groups
- Previous sponsors
- Current sponsors
- Potential sponsors
- All VIP guests Level 2

Understanding competitors

Media

Mass media

Industry publications
consultants
*Sponsors–in-kind
- targets
- Some VIP guests Level 1
Individual journalists
Media liaison
*VIP guests Level 2

Current sponsors

*Financial &/or in-kind
VIP guests Level 1

Potential sponsors

*Financial &/or in-kind
VIP guests Level 2

Prior Sponsors

VIP guests Level 2

*West Australian Psychologists Association

Research on WA aged
VIP guests Level 2
Research on market/competition
targets

WA Retail Trader’s Association

guests
targets

Analysing the external environment

*External & primary/secondary

Same age West Australian friends, relatives, associates
- research subjects
- interested parties
- ‘valid’ Seniors – age
  - targets
  - guests (if involved)

Internal & primary

Perth City
- *Murray Street Mall
  - Management Committee
  - Seniors Expo liaison office/ers
  - VIP – work together to decide the year/season/date/specific area of Mall
  - VIP guests Level 2
  - targets
- WA Events Calendar
  - statistics
  - VIP – work together to decide the year/season/date/specific area of Mall
  - Targets
  - VIP guests Level 2

*Other Internal Stakeholders – primary/secondary, including:
- Staff
  - All VIP guests Level 2
  - All targets
- Consultants
  - Insurers
  - Risk analyis
  - Caterers
  - Printer
  - Merchandiser-groups
  - All VIP guests Level 2
  - All targets
- Previous sponsors
  - targets
  - VIP guests
  - Level 2
- Current sponsors
  - Targets
  - VIP guests Level 1
- Potential sponsors
  - Targets
  - VIP guests Level 2

External – primary/secondary:

Australian Government Census (ABS)
*WA Government
*Premier’s Department
- VIP Guest Level 1
*Minister for Ageing
- ViP Guest Level 1
Department of Transport – bus, trains
Statistics
Targets
VIP guests Level 2

*UWA and other local WA universities & TAFE
- Faculties studying and/or researching
  - Ageing
  - WA Events
  - Targets
  - VIP guests Level 2
- WA Events Calendar
  - statistics
  - VIP – work together to decide the year/season/date/specific area of Mall
  - Targets
  - VIP guests Level 2
- *Mass media
  - News
  - Magazines for seniors
  - Trade Press – Industry
  - Trends: local, national & international
  - Entertainment
    - Targets
    - VIP guests Level 2
  - WA Conference Schedule
    - Set event date/time advertisement
    - research
  - *West Australian Psychologists Association
    - Research on WA aged
      - Targets
      - Homeless
      - Refugees
      - guests
    - WA Retail Trader’s Association
      - research
        
        guests
      - Religous groups
        
        Age-related research
        
        Homeless research
        
        Refugee research
        
        Information about the aged/homeless/refugees in the WA community today
        
        *(VIP guests – Level?)
      - *Perth City
        
        Mayor’s Office
        
        Media
        
        VIP guests Level 2
        
        *Mayor
        
        VIP guest Level 1

Rationale

In this sector of ECU PRN2124 off-campus, S2, 2015, this unit of study, which teaches integrated marketing communications (IMC), one question asked in the study notes and lectures is “why plan”.

The main reason appears to me to be that IMC is actually quite an organic process. As such, IMC must have a structure imposed over that spontaneous growth (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes). As IMC is organic, it should in theory be possible to change the emphasis of this event from from ‘marketing’ to ‘communication’.

In doing so, this plan tries to move this event into some arenas, public and private, obscured as modern life progresses. The event tries to reach that, in 2015, Pope Francis calls a higher aim – a “massive reconsideration of our ethical connection to the natural and technological world”. Pope Francis says: “a certain way of understanding human life and activity has gone awry, to the serious detriment of the world around us” (Hannah Arendt Center, 30 August, 2015).

Specific research and analysis is used to gather important information relevant to “event goals, objectives and targets” (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes). Masterman and Woods (2006, p. 17) clearly set out how this is important – to develop for the very first-stage the objectives, information-gathering system and targets and management systems.

Useful Preliminary or Formative Research identifies ‘Sources’ to commence the development of a Strategic Communication Plan for the “Seniors Expo”.

The notes call this structure the “IMC Planning Model” (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes). In today’s information era that certainly seems a sensible research parameter. In the unit information a first step is called the “PR Planning Process”. This deals with external and internal key matters that must always be kept uppermost in the mind, especially when making decisions. Matters such as the parent entity’s overarching “corporate goals and mission”. Also the “strategic fit”.

The unit explains, in carrying out an IMC exercise if you do not plan you will fail (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes). So this exercise is to develop some initial parameters about the early planning steps. A key factor throughout is “budgeting”.

So, to decide research and analysis parameters for this stage there are two tasks: first develop the IMC “focus” of this specific event. It seems, (in the typical IMC circular-mode) the step of developing research parameters must be preceded by closely examining, in SMART fashion the current “Situation Analysis” of any “event goals, objectives and targets”, and “Event Objectives” that are already set. These may have been set by the client or in any other way (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes).

In the case of the proposed “Seniors Expo” the second matter is to see if any “Event Objectives” about event timing and/or deadlines are already set for the event. Then it is possible to use this information to create timetables for this first stage of research and analysis (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes). In addition, certain “PR Planning Planning Process” steps must be taken.

These are to do with matters such as a first SWOT analysis and to set some initial timing. Associated key actions such as production and distribution of initial press releases, first risk analysis and initial insurance cover all fall within the PR process.

In the case of the “Seniors Expo”, once these two matters are identified, and decisions made then research constraints on initial research can be developed. Other key matters, now, are to chose whether primary and/or secondary, quantitative and/or qualitative research. Then first-stage research and analysis can commence (ECU PRN2124, off-campus, S2, 2015, Week 2 lecture and activities notes), aim to achieve and then again return to identifying, and successfully communicating the message to the specific target audience/S.

Reference

ECU BB PRN2124 off-campus, S2, 2015 Week 3 lectures and task notes, Attached Files: 4115

Sem 2 Assignment_Brief_2015.pdf (299.923 KB)

Hannah Arendt Center (30 August, 2015). The Perpetual peace project. Amor Mundi.

On-line newletter. http://perpetualpeaceproject.org/resources/
and

arendt@bard.edu
Masterman G. and Wood, E. H. (2006). Innovative Marketing Commnications, Strategies for the events

industry. Oxford: Elsevier Butterworth Heinemann.

NOTE/Comment:

(Why doesn’t “Seniors” carry a possessive in this case‘?

Is it their expo? Or someone else’s?)

To commence marketing communications planning for Scenario 2:

Seniors Expo

Your fictional client, the Seniors Council of WA, looks after the interests of all aged people in

Each year, they host a series of free events aimed at informing seniors and the rest of

the community about issues affecting the aged in our community.

You must plan and implement one of these events – the “Seniors Expo” which will take place in Murray Street Mall in Perth.

You must consider and plan all aspects of the event including how you will attract suitable

exhibitors, sponsors and supporters.

You must also consider and detail how you will attract media to your event.

Your budget is $20,000

END

susanneah

Studies

non-economic-strategy

Week2TaskFORMATIVERESEARCH AUG-SEPT. 2015 IMC STUDY SLH

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