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Six Campaign Prototypes
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click here to download a more organized table of campaign prototypes

SIX CAMPAIGN PROTOTYPES

 

 

A.     DEFINITION

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

B.PRIMARY CHARACTERISTIC

 

 

C.      OBJECTIVE

 

 

 

D.      RESULTANT/

EFFECT

 

 

 

 

 

 

 

 

 

 

 

 

 

E.      CAMPAIGN

MODE

 

 

F.      SUGGESTED  FORMATS/

CONTENT     OUTLINE

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I. Government Information campaign

 

 

 

 

 

 

 

 

 

 - Activities and strategies employed by the gov’t to promote its programs and services through info, educ. And comm. materials

 

 

 

 

 

 

 

 

 

 

 - INFORMATION     

        DRIVEN

 

 

- To herald gov’t

 programs

 

 

-          public offers access/ transparency

 

 

 

 

 

 

 

-          

 

 

 

 

 

-         - Pro- active

      and reactive

 

 

I. Background/

Project rationale

A.      Problems in public governance

B.      Role of gov’t.

C.      Projects and activities through dept. initiatives

II. Design of Gov’t Comm. Plan

A.                  Objectives

-Setting targets, types of objectives – informational, motivational and actuational.

B.                  Comm. Resource Assessment

  S-M-C- R

III.  Comm. Strategies

A.                     Media Analysis Development

-                      channels, media reach, media costings

B.Media Analysis

C. Audience analysis

C.                  Linkage analysis

- resource sharing

II. Public Information Campaign

 

 

 

 

 

 

 

 

 

 

 

 

 

-          Info-activities launched for public service usually undertaken by private industries in cooperation with the gov’t.

-          carries a theme which is value- laden

-          aims at promoting

 ideas and info in the interest of the general public

 

 

 

-          INFORMATION

      DRIVEN

 

 

- To establish awareness/

       knowledge

 

-          public understanding and awareness

 

II.  PUBLIC INFORMATION CAMPAIGN

(giving non-product info for public welfare

 

 

 

 

 

- Pro- active

 

 

 

I. Project Rationale

A.      Problem identification

B.      Need for public

Information

I.                     Project Mechanics

A.       Title of Info campaign

B.       Project objectives

C.       Duration of campaign

D.       Total project cost

II.                   Project

Implementation

(not necessarily gov’t)

A.                  Audience analysis

-                      primary, secondary and tertiary

IV.  Media Analysis

III.                                          Media Plans

Linkages, sponsorship. Costing, media reach, monitoring and evaluation

III. Product/ advertising Campaign

 

 

 

-          The promotion or “selling” of product in the form of goods and services through a paid communication medium.  

-          Aims to solicit favorable buying behavior of consumers.

 

 

 

 

 

 

 

- PROFIT-DRIVEN

 

 

 

-          To sell goods and services

 

 

-          high sales of goods and services

 

III. PRODUCT/ ADVERTISING CAMPAIGN

(Selling goods or services for profit)

 

 

 

 

 

 

- Pro- active

 

 

 

I. Positioning statement/rationale

II. Ad objectives

III. Ad creative strategies

A.      Message

B.      Appeal

-          emotional vs. logical

-          serious vs humorous

-          specific vs general

C.      Visuals

-          graphics, photos, illustrations

I.                     Media Plan

A.      Tri- media strat

B.      Media reach/ audiences

C.      Media costing

II.                   Appendices

A.      time table (Gantt chart)

B.      Line item budget

C.      Copy Lay out

Visuals

IV. Events Marketing/

Management

Campaign

 

 

-          the launching of special events like momentous celebrations and rituals to promote a concert, exhibits, expositions, conferences among others

-          Reach out to various targets, aimed at sponsorship and support.

 

 

 

-PROFIT-DRIVEN

 

 

 

- To promote products through events.

 

-          sponsorship/ high patronage

 

 

IV. EVENTS MARKETING/

MANAGEMENT CAMPAIGN

(Selling events to promote products through sponsorship)

 

 

-          - Pro- active and sales

 

 

I. Positioning    statement/rationale

 II. Event objectives

III. Event strategies

a.       Title of event

b.       Duration

c.       Venue

d.       Mechanics for implementation

-          activities and attendees

-          key players and sponsors

-          lay-out/floor plan/ structure

-          other requirements

IV. Media Plan

-pre-event,on-event,post event)

A.      Tri media strategy

B.      Media reach/audiences

C.      Media costing

V. Appendices

A.      Timetable

B.      LIB

C.      Floor plan/layout

V. Image/PR Campaign

 

 

 

 

-          The campaign to arrest image disasters confronted by an org.

 

 

 

 

 

 

-          Aims to establish goodwill and attain mutual understanding and org.

 

 

 

 

- SOCIAL - CHANGE

            DRIVEN

 

 

- To create a favorable name/image

 

 

-          goodwill/reputation of organization

 

 

 V.ADVOCACY/

SOCIAL MARKETING

(Making a stand on an issue. Social problem)

 

 

 

 

 

 

- Reactive/proactive

 

 

 

I. Social issues/controversies

a.       Social ills/problem identification

b.       Position/taking a point of view

c.       Spokesperson concept

II. Advocacy Objectives

III.  Strategic planning

A.      Message strategy

B.      Approach strategy

-          logical presentation/factual approach

-          emotional appeal

C.      Media Strategy

-          media planning and programming

IV. Linkage programs

 A. resource inventory

B. Participation/

    Sponsorship

V. Impact of position

-monitoring and evaluation

VI. Appendices

VI. Advocacy/ Marketing Campaign

 

 

 

 

-          Cause-oriented campaign focuses on social issues and makes a position statement which influences policy and decision-making through the deliberate and strategic use of information.

 

 

 

 

 

 

 

 

- SOCIAL – CHANGE DRIVEN

 

 

- To make a stand or position

 

 

-          Public acceptance of stand/view.

 

 

VI. IMAGE/PR CAMPAIGNS

(addressing message   disasters)

 

 

 

 

 

 

 

-  Pro-active

 

 

 

*note: the format was given to you. Well in fact, the format/outline will be for your final requirement.

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