Positioning Advertisement, Media Management, PPRR, CRM )

8/3/2019 Positioning Advertisement, Media Management, PPRR, CRM )

1/21

AdvertisementProcess and procedures


2/21

To know my market

According to market research

process and also segmentation

I define my position (SWOT),

within my stakeholders.

Example: 100.000 Students,

50% Engineering, Faculty with

high quality, Deans contacts,professional internship offices.


3/21

Set objectives

After the definition of yourlocal planning goals andunderstand my marketposition, we should set

campaign objectives accordingto the LC needs in order topersuade the target to buy a

pin, attend to information

session, make match with us,achieve a meeting, etc.


4/21

Set main theme and

elements

Now you should put a themeor framework of yourcampaign.

Im an AIESECer: Poster,

backgroundLa generacin de pepsi:Facebook fan page, Tvcommercials

Siempre coca-cola : Radiocommercials

Elmundo malboro: Free test


5/21

Define Media ChannelsAccording to the segment youshould choose what kind ofcommunication channels willsupport your messages.

University places

FairsUniversity web sities

MyAIESEC.net classifed

WikisForums


6/21

Media Calendar and

Timeline

When we are going to

deliver my messages and

commercial materials, also

How. Finally define how longwill be your campaign in

media.


7/21

Budget

Put clearly your cash flow!

Without this theres no

money, theres no Campaign.


8/21

Public RelationsProcess and procedures


9/21

What is PPRR?

RRPP are a group of actions of strategic

communications coordinated and long term

sustained; its main objective is strengthen

links with different stakeholders, listening ,

inform and persuading in order to get

conssesive, fidelity and support of them in

present actions and/or future.


10/21

should we manage a PPRR?....

Improve relations with stakeholders

Manage crisis

Make echo with more people

Build fidelity


11/21

Define stakeholders tokeep

Stakeholders who are very

important to the LC and theyare giving a huge support to

the LC.


12/21

Define stakeholders toimprove

Stakeholders who are in

some troubles with us andits important to maintained

the relation.


13/21

Define stakeholders toachieve

Stakeholders who are

potential partners of the

organization but we didnt

have contact yet.


14/21

Define best way to buildthe relation

Newsletters

Local eventsLobby strategy

Events attendance

Casual visit

Etc etc etc.


15/21

Budget





16/21

Media ManagementProcess and procedures


17/21

To know my market

According to market research

process and also segmentation

I define my position (SWOT),

within my stakeholders.Example: 100.000 Students,

50% Engineering, Faculty with

high quality, this one have itsown newsletter and billboard.


18/21


19/21

Define Messages

What kind of messages Im

going to deliver according to

my target

Example: international

internship according to my

international cooperation


20/21

Define my channels

Where can I put thatmessages and also whatprograms or sections

Example: internationalinternship according to myinternational cooperation are

messages for universityemail, faculty billboard anduniversity newsletter.


21/21

Budget




Positioning Advertisement, Media Management, PPRR, CRM )

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