方案撰写要点概要

Assess client situation and context process
• Client assessment
– – – – – What is the client‟s current market situation? What is the client‟s current brand or organization identity? Dose the client deliver on its brand promise? Dose it wish (or need) to change its identity? What are the key competitive advantages and disadvantages in terms of attribute or benefits provided by the client‟s product or organization?
Brokerage research; Business news media; Company web sites; Industry trade news media; Behavior; Brokerage research; Business news media; Company web site; Industry trade news media;
• Financial communication
– – – – – – Board members; Analysts; Financial media; banks; Financial community; Shareholder activists;
Communication architecture stakeholders
Template of proposal writing
Form PN
Communication architecture stakeholders
• Consumer market
– – – – – Consumer organization; Consumer media; Consumer affairs groups; Opinions leaders/presenters; Global NGOs
Identify and profile key stakeholders process
• Stakeholder profile;
– Detail description of high-priority stakeholders; – Distills the most important facts and insights;
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Competitive overview
– – – –
•
Clients overview
– – – – – –
Assess client situation and context process---assessment
• Industry assessment
– – – – – Brokerage research; Business news media; Industry analyst research; Industry trade associations; Industry trade news media;
Assess client situation and context preparation
• Put the goal you‟ve found in contexts, since every organization operation is within a competitive environment. • Gather comprehensive information in three categories (pay special attentions to trends):
• Community relationship
– – – – Local media; Trade association; Local publics; Local associations/NGO;
•
Employee
– – – – – – Management; Trade union; Work councils Labor authorities; Local media Former employee;
Identify and profile key stakeholders preparation
• • • • List business / organization goals; Review CA model; Brainstorming stakeholders for each goal; Prioritize and rank stakeholders;
Key competitors‟ strengths, weakness; Relevant needs, wants, values; Key stakeholders Trends. Market position (leader, underdog, etc.) Key stakeholders; Associated benefits, attributes, values; Personality; Resources, experience; History / heritage
Assess client situation and context payoff
• Top three factors influencing the industry, segment, and client; • Deeper understanding of client‟s business and business environment; • Picture of the client within competitive context.
• Federal government;
– – – – – Political media; Policy influencers; Political parties; Legislative; Executive;
• State / local government
– – – – – Political media; Policy influencers; Political parties; Legislative; Executive;
Clarify client‟s goals payoff
• A clearly articulated list of client‟s goals and their relative importance; • Fundamental knowledge of client‟s business or organizational goals; • Insights into client‟s most important business and organizational goals.
– Industry (e.g., high tech, consumer package food, financial services); – Segment (e.g., personal computers, beverage, commercial banking and brokerage); – Client
• B-to-B marketing
– Channel distribution; – Opinion leaders; – Trade media;
• Supply chain relationships;
– Channel distribution; – Professional media; – Trade organization;
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Competitive assessment
– – – – –
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Client assessment
– – – –
Assess client situation and context process
• Industry Assessment
– What factors impact the success or future of organizations in the industry or market sector? – How is the industry or market sector changing, and id the client keeping up? – What are the key business and consumer trends?
Assess client situation and context process
• Competitive (or issue) overview
– What is the competitive set? What business is the client really in (e.g., family planning, not pharmaceuticals; transportation, not automobiles; knowledge, not software)? – Are there emerging business, products or technologies that will have impact? – What are competitor‟s strengths and weaknesses? – What actions and positions have competitors that may impact the client?
Clarify client goals Preparation
• Organization‟s goals :
– Financial performance; – Reputation; – Risk containment;
• Marketing objectives
– Awareness and attitudes of key stakeholder groups; – Sales and market share; – Legislation / regulation; – Pricing; – Funding; – Service; – Public attitudes; – Distribution; – Image.
GoalLeabharlann Baidu hope to achieve
Targets affect the goal ache.
Clarify client‟s goals process
• Listen with a keen ear and talk with those involved in the program; • Ask to see research, business plan and marketing plans; • Ask : Is the organization mission-driven, profitdriven, or both?
• Stakeholder differentiators;
– How does the stakeholder group differ from users of competitive products? – What are the demographic characteristics of stakeholder (age, gender, income, education, household size, location); – What are their psychographic (self image, desired image, free time, stage of life, important issues, motivating issues); – What cultural or competitive forces affect them?
Assess client situation and context process---overview
• Industry overview
– – – – – Major industry developments Key stakeholders Regulatory, legislative issues; Trends; Media.