AU Workshop II semester
33
Transcript of AU Workshop II semester
CAMPAIGN PRESENTATION!
WIN WIN!
Problem Recognitions!!" #$%&'()*+'*,&-$./-%0&.1&)*/2%30/4%0&1.3&0,)+%*,0&
5$/-$&63.2/+%&!"#"$%&'()&&"()$)#!',.&700)864.*&9*/2%30/,:;&
<" #$%3%&'3%&0.8%&*+,%-.+'/0&1'02'#0)34!',$',&=%'+&,.&#"!5+&(+5-0*&
,.5'3+0&700)864.*&9*/2%30/,:&'8.*>&,$%&,'3>%,0;&
?" #$%&-)33%*,&#+1"%&)0'>%&/0&*03'!)"3%6$+'5/,$&,$%&=/1%0,:=%&.1&0,)+%*,0;&
&
Communication Objectives!
!" #.&63.2/+%&"*20&#%-0*'%*1'!3&+*,34''(.),'700)864.*&9*/2%30/,:;&<" #.&-3%',%&%*'+*,%,+#+*3'(%,5%%*&@/>$&A-$..=&A,)+%*,0&'*+&
700)864.*&9*/2%30/,:&(:&)0/*>&%B6%3/%*4'=&8'3C%4*>;&?" #.&-3%',%&3&)!3/0&34"*+!!&,.5'3+0&-)33%*,&79&A,)+%*,0&'*+&@/>$&
A-$..=&A,)+%*,0;&D" #.&!-#)$%3+&,$%&,'3>%,&>3.)6&,.&%*3.==&'*+&0,)+:&',&700)864.*&
9*/2%30/,:;&!
Target Analysis
E3/8'3:&#'3>%,F&7",4'8(400$'83)1+*3!'
A%-.*+'3:&#'3>%,F&9:'83)1+*3!'
E3/8'3:&#'3>%,F&7",4'8(400$'83)1+*3' 9';%<'"*'%'$"2+'
=>;?9'79@?A8'B'C?>D8'&&&&&&&&&&G&'=5':0&E*1'"*20&#%-0*'%60)3')*".+&!"3<'."%'?*3+&*+3'0)-$&'0& +1)F0*+!G(0#' H' 1+IJ1G(0#' %*1' 34+' 0K("%$' /+6!"3+& 1.3& %'-$&) * / 2 % 3 0 / , : ;&& & & & & & & & & &H.3%.2%3I&G&>.&,.&+1)(%-0*%$'+L4"6"-0*',.&-.*0)=,&5/,$&0%*/.30& '*+& /*0,3)-,.30& '(.),& & )*/2%30/,:& ,$',& G& 5'*,& ,.& C*.5;&& & & & & & & & & & G*&'++/4.*I&G&-.*0)=,&5/,$&8:&%1."!"*,'"*!3&)(30&& 1.3&,$%&0 ) > > % 0 4 . * ;&
:M?C>N8?AOP8'8>Q>RA?SM''& & & & & & & & & & & & G& 5'*,& ,.& 0,)+:& ',& ,$%&)*/2%30/,:& ,$',& $'0& >..+& &+5)3%-0*I& '*+&,$%*& =..C& ',& ,$%& !3)1<' 5&0,&%#! ;&&& & & & & #$%& 3)"-0*' 2++& 5/==& (%& ,$%& ,$/3+&-.*-%3*%+I&'*+&!0("+3<&5/==&(%&,$%&='0,&,$/*>&, $ ' , & G & 5 / = = & - . * 0 / + % 3 ;&&
=!G'T)*"I%'8G'UVJUW'<+%&!'0$1'
Targets’ Insight!D4%3'!3)1+*3!'$00I'20&'X!
8+$2J+!3++#F&@'2/*>&-.*J+%*-%&/*&.*%K0&.5*&5.3,$&'*+&'(/=/4%0;&
• &&#$%:&5'*,&,.&0,)+:&5$',&,$%:&=/C%;&• &&#$%:&'3%&%'>%3&,.&%B6='/*&,.&6'3%*,0&&&&&5$',&,$%:&5'*,&,.&(%;&
!"#$ %&'()*)&+
,$
-./0102034#$
5*6037$
8*9*:04&;$
<42&+4&2=>$?+042@A6
>=$
<4BCD&4E&+7=$
S*$"*+'#+1"%Y'L06%-/'==:&0.-/'=&*%,5.3C/*>&M%;>;&N'-%(..CI&O.)#)(%I&'*+&.*=/*%&>'8%"!
A%-.*+'3:&#'3>%,F&9:'83)1+*3'9';%<'"*'%'$"2+'
=>;?9'79@?A8'B'C?>D8'
:M?C>N8?AOP8'8>Q>RA?SM'& & & & & & G&-$..0%&79&(%-')0%&9:&4%!'%*'+L(+$$+*3'$%*,)%,+'!I"$$I&%06%-/'==:&/*&L*>=/0$&'*+&'=0.&4%!'%' ,001'Z)%$"3<'02' +1)(%-0*;& G& (%=/%2%' ,$',& ,$%&,&%1)%3+1' !3)1+*3!' %&+' +L5+&3!' "*' 34+"&' E+$1G'
=!G'A%*<%'AG'[\J[]'<+%&!'0$1'
& & & & & & & &N/30,&.1&'==I& G&%!I+1'#<'($0!+'5+&!0*' !)(4' %!' #<' 2&"+*1' %*1' #<' !+*"0&''(.),& ,$%& )*/2%30/,:& ,$',& G& '8& /*,%3%0,%+& /*;&P%B,I& G& 0%'3-$%+& /*1.38'4.*& /*& 0K("%$'/+6!"3+& '*+& G& $'+& .66.3,)*/4%0& ,.& ."!"3' 34+') * " . + & ! " 3 < ;&
Big Idea!
TNS^>88?SM9Q';>8A?M9A?SM'_D+'5$%<'/4%3'/+'$"I+H'D+P&+'/"!+'/4%3'/+'$+%&*`'
=001'%*1'A0*+Y &Q648/04-&& &N)*&& )0,5.3,$:&&& &R3%+/(/=/,:&
-'*&(%&T&02+!!"0*%$!
^)*(-0*%$'6+*+E3'02'9!!)#5-0*':*".+&!"3<'
?*!",43'02'!3)1+*3!'
?*!",43'2&0#'7",4'8(400$'83)1+*3!'%*1'9:'83)1+*3!'
%60)3'9:',&%1)%3+1'
R%#5%",*Y&SE3.1%00/.*'=&T%04*'4.*F&U%&E=':&U$',&U%&V/C%I&U%K3%&U/0%&U$',&U%&V%'3*W&R%#5%",*'Q+*,34Y'X&H.*,$0&R%#5%",*'T+&"01Y'Q-,.(%3&<Y!!&Z&763/=&<Y!<!
Campaign Timeline
!!
S6a+(-.+!F&&Z&#.&/*1.38&/86.3,'*,&6%(I,&0)*1&'*+&'''!3&+*,34'.1&700)864.*&9*/2%30/,:;&Z&#.&048)=',%&"*.0$.+#+*3'%*1''''+*,%,+#+*3'(:&)0/*>&%B6%3/8%*,'=&&&&8'3C%4*>;&
<!S6a+(-.+!F&Z&#.&048)=',%&"*.0$.+#+*3'%*1'+*,%,+#+*3'(:&&&&)0/*>&%B6%3/8%*,'=&8'3C%4*>;&Z&#.&-3%',%&,$%&3&)!3/0&34"*+!!&,.5'3+&&&&700)864.*&9*/2%30/,:&&'8.*>&,$%&-)33%*,&&&&0,)+%*,0;&Z&#.&!-#)$%3+&,$%&,'3>%,&>3.)6&,.&%*3.==&'*+&&&&0,)+:&',&700)864.*&9*/2%30/,:;&
S*$"*+',%#+'
S5+*'40)!+'
>L4"6"-0*'
N0%1'!40/'
=06"$+'%55$"(%-0*'
840&3'E$#'
(0*3+!3'''
@<':!"*,Y'=%!!'#+1"%',.&3%'-$&,$%&,'3>%,0;!
S*$"*+',%#+'
S5+*'40)!+'
>L4"6"-0*'
N0%1'!40/'
=06"$+'%55$"(%-0*'
840&3'E$#'(0*3+!3'''
Executions'T4%!+'?Y'S(306+&'[\UU'b'c%*)%&<'[\U[''
!
=06"$+'955$"(%-0*'
S6a+(-.+Y&!;&#.&63.2/+%&/*1.38'4.*&2/'&.*=/*%&8.(/=%&
&
9)1"+*(+!',+3d&
• &R.*2%*/%*,&'--%00&&• &L'0:&,.&>%,&3%>)='3&)6+',%0&
• &[*.5&8.3%&'(.),&700)864.*&9*/2%30/,:&
• &N%%=&-=.0%3&5/,$&700)864.*&9*/2%30/,:&
9:'%55$"(%-0*'e2)$$'!+&."(+!f'• &R$%-C&>3'+%0I&%B'8/*'4.*&0-$%+)=%I&*%50&)6+',%0I&
63.8.4.*I&)*/2%30/,:&'*+&'-'+%8/-I&-'=%*+'3&
*.4J-'4.*0I&'**.)*-%8%*,I&%2%*,0&\&'-42/4%0&6)0$&
*.4J-'4.*0&'*+&'==&'(.),&&700)864.*&9*/2%30/,:;&&
g+<'>L+()-0*Y'=06"$+'955$"(%-0*''
S7='J'@A8'A&%*!"3''
S6a+(-.+Y'!;&#.&-3%',%&'5'3%*%00&2/'&8'00&8%+/'&
9)1"+*(+!',+3d'E%.6=%&5/==&C*.5&8.3%&'(.),&700)864.*&9*/2%30/,:&
]3'+)',%&'*+&8'*'>%&:.)3&.5*&()0/*%00!
h%#+'S*$"*+'J'9:'=%*"%'
R3%',%&-$'3'-,%3!
R$..0%&'3%'&'*+&()/=+&'&$.)0%!
L*,%3&,.&79&'*+&-$..0%&1'-)=,:!
L'-$&1'-)=,:&$'0&+/^%3%*,&,'0C0!
S6a+(-.+!Y&!; #.&-3%',%&,$%&/*2.=2%8%*,&&<; #.&63.2/+%&/*1.38'4.*&?; #.&0$.5&3%'=&=/1%0,:=%&&&
g+<'>L+()-0*Y'S*$"*+',%#+'
=%"*'/+6!"3+!'20&'5&0#0-*,Y'• 79&Q_-/'=&U%(0/,%&• &&&N'-%(..C;-.8&• &&&['6..C;-.8&• &&&T%CZT;-.8&
9)1"+*(+!',+3d'• E%.6=%&C*.5&5$',&,.&63%6'3%&(%1.3%&
%*,%3/*>&,$%&)*/2%30/,:&2/'&.*=/*%&>'8%;&
9:'S5+*'70)!+'J'9:'^)*'^%"&'
@0034'R%#5'13.8&U\'^%()$-+!!
>*3+&3%"*#+*3'@0034!
g+<'>L+()-0*Y'S*$"*+',%#+'
=%"*'/+6!"3+!'20&'5&0#0-*,Y'• 79&Q_-/'=&U%(0/,%&• &&&&N'-%(..C;-.8&• &&&&['6..C;-.8&• &&&&T%CZT;-.8&
;+3%"$!Y'• A$.5-'0%0&'*+&(..,$&-'86&13.8&%'-$&1'-)=,:&(:&
79&A,)+%*,0;&• #$%&6='-%0&1.3&0$.5-'0%0&'3%&=.-',%+&)*+%3&,$%&
()/=+/*>0`&AHI&A]I&AaI&R7I&7a&'*+&HAH;&&
S6a+(-.+!Y'!; #.&/*1.38&'*+&63.2/+%&/*1.38'4.*&/*&+%,'/=0&<; #.&-3%',%&/*2.=2%8%*,&
9:'N0%1'840/'
R.36.3',%&5/,$&^9A'&%1"0''M+/3%-,=:&,'=C&,.&,%%*'>%30"&'*+&63.8.,%&9:'N0%1'840/;!
b.,%&1.3&305'U\'7",4'8(400$!'34%3'/"$$'6+'!+$+(3+1'1.3&
700)864.*&9*/2%30/,:&30'."!"3;!
g+<'>L+()-0*Y'9:'N0%1'840/'S6a+(-.+Y'!;&#.&=')*-$&*%5&3.'+&0$.5&,$',&5/==&(%&8.3%&1)*&'*+&/*,%3%04*>&13.8&63%2/.)0&3.'+&0$.50&
;+3%"$!Y'850*!0&!4"5'/"34'^9A'&%1"0'/40'/%!'(40!+*'20&'&+%!0*!'%!'20$$0/i'!; N7#&3'+/.&-'*&3%'-$&,$%&,'3>%,&')+/%*-%&%'0/=:;&<; N7#&3'+/.&.3>'*/c%0&,$%&%2%*,&-.*0/0,%*,=:;&?; N7#&3'+/.&/0&0)/,'(=%&5/,$&,$%&,'3>%,&')+/%*-%&/*&,%38&.1&,$%&63.>3'8K0&/8'>%;&&
'
>1)(%-0*'>L4"6"-0*'J'@0034';+!",*'
• 90%�&+'%j&%(-.+'60034',$'*&.,$%3&-.86%4,.30&,.&'d3'-,&,$%&0,)+%*,0&,.&e./*;&
g+<'>L+()-0*Y'>1)(%-0*%$'>L4"6"-0*'
S6a+(-.+!Y'!; #.&/*1.38&'*+&63.2/+%&/*1.38'4.*&<; #.&048)=',%&/*2.=2%8%*,&'*+&
%*>'>%8%*,&
#$%:&>%,&,$%&/*Z+%6,$&/*1.38'4.*&'(.),&700)864.*&9*/2%30/,:;&9)1"+*(+',+3d'
9:'840&3'^"$#'R0*3+!3'
g+<'>L+()-0*Y'9:'840&3'^"$#'
S6a+(-.+!Y'!; #.&63.8.,%&*%5&8%00'>%&<; #.&>/2%&8.3%&.66.3,)*/4%0&,.&@/>$&A-$..=&
A,)+%*,0&5$.&$'2%&06%-/'=&'(/=/4%0&?; #.&)0%&,$%&'5'3+%+&0$.3,&J=80&,.&
63.8.,%&)*/2%30/,:&
R&"3+&"%!Y'!; b/+%.&fZ!Y&8/*),%0&<; ?Zf&8%8(%30&6%3&,%'8;&?; @/>$&0-$..=&0,)+%*,0&.*=:;&D; V.-'4.*F&79&A)2'3*'($)8/&-'86)0&&&.*=:;&
=%"*'/+6!"3+!'20&'5&0#0-*,Y'• &79&Q_-/'=&U%(0/,%&• &&&&&7('-,.+':;-.8&• &&&&&N'-%(..C;-.8&• &&&&&['6..C;-.8&
<!
Campaign Timeline
!!
S*$"*+',%#+'
C"&%$'91.+&-!"*,'
?*3+&%(-.+'%1.+&-*,'=%,%F"*+'
M+/!5%5+&'
S6a+(-.+!F&Z&#.&048)=',%&"*.0$.+#+*3'%*1'+*,%,+#+*3'(:&&&&)0/*>&%B6%3/8%*,'=&8'3C%4*>;&Z&#.&-3%',%&,$%&3&)!3/0&34"*+!!&,.5'3+&&&&700)864.*&9*/2%30/,:&&'8.*>&,$%&-)33%*,&&&&0,)+%*,0;&Z&#.&!-#)$%3+&,$%&,'3>%,&>3.)6&,.&%*3.==&'*+&&&&0,)+:&',&700)864.*&9*/2%30/,:;&
@<':!"*,Y'TN'*+/!',.&0$.5&,$%&%6"$"3<'02'9:'83)1+*3!G!
>L+()-0*!'T4%!+'??Y'^+6&)%&<'b'95&"$'[\U[''
!S*$*+',%#+'
C"&%$'91.+&-!"*,'
?*3+&%(-.+'%1.+&-*,'=%,%F"*+'
M+/!5%5+&'
C"&%$'91'J'8+&"+'U'
C"&%$'91'J'8+&"+'[''
C"&%$'91'J'8+&"+'k'
C"&%$'91'J'8+&"+']'
C"&%$'91'J'8+&"+'V''
?*3+&%(-.+'91'
S6a+(-.+Y'#.&-3%',%&,$%&,3)0,5.3,$/*%00&
E%.6=%&5/==&6%3-%/2%&,$',&700)864.*&9*/2%30/,:&$'0&8.3%&-3%+/(/=/,:;&
9)1"+*(+!',+3d'
Newspaper
=%,%F"*+'
S6a+(-.+Y'#.&-3%',%&,$%&,3)0,5.3,$/*%00&
E%.6=%&5/==&6%3-%/2%&,$',&700)864.*&9*/2%30/,:&$'0&8.3%&-3%+/(/=/,:;&
9)1"+*(+!',+3d'
