Campaign Basics and Integrated Communication-Planning Campaigns
Introduction to Module 1
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Orientation To Campaign Planning
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The Art of Planning
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Campaign Basics
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Campaign Basics and Integrated Communication-PESO (Paid, Earned, Shared, Owned)
The PESO Model
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What is the PESO Model?
Campaign Basics and Integrated Communication-Integrated Communication
Different Fields, Different Functions
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Coordinated Messaging
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Integrated Communication
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Campaign Examples
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Case Study: Arthur W. Page Society
Understanding Brand Basics and How to Tell Your Story-Brand Basics
Introduction to Module 2
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Purpose and Mission of Brands
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Defining Brand Mission
Core Values and Brand Behaviors
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Understanding Brand Basics and How to Tell Your Story-Brand Ambassadorship
Employee Relations and Brand Ambassadors
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Ambassadorship Strategies to Build Brands
Telling Your Brand's Story
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Brand Storytelling vs Strategic Communication Campaign
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Understanding Brand Basics and How to Tell Your Story-Lessons from the Field
Bailley DeCamillis Example
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Comprise
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Becky Grubb Example
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Communicating to the Right Audience-Messaging for Target Audiences
Introduction to Module 3
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Audience Segmentation
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Research and Consumer Insight
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What You Need To Know About Segmentation
Crafting the Right Messaging
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Theoretical Implications
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Communicating to the Right Audience-Lessons from the Field
Renee Spurlin (Alloy) Example
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Laura Barnett (Axxess) Example
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B Public Relations
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Strategic Communication Campaigns-Designing Communication Campaigns
Introduction to Module 4
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What is Strategic Communication?
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The Purpose of a Communication Campaign
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The Best TED Talks on Branding
Strategic Communication Campaigns-Adding Strategy to a Communication Campaign
Knowing When To Use Communication Campaigns
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Strategic Communication Campaign Examples
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