Session 2:

Developing a strategic
communication plan

Steps in strategic
communication plan
Learning Agenda
What we'll discuss this afternoon

01 02 03 04 05
Some key dates Review Theory, models, Groupwork Homework
homework and framework
discussion
How many
steps are
there Examples/
Casestudy?

in a communication
plan?
Discussion! How many steps are there in a
communication plan?

Examples, casestudies?
Exam
 Mission

Step in a Goals

strategic Current situatiom

communication
plan Strategies

Tactices

Key messages
What is the most
important step?
 SOSTAC
MODEL
Created in the 1990s by writer and speaker PR Smith,
the SOSTAC® framework has built an authoritative
reputation as the framework of choice for different
scales of business including multinational and start-up
organizations across the world.
RABOSTIC
MODEL
The Integrated Marketing Communications RABOSTIC
Planning Model identifies the stages involved in
developing effective IMCplans.
ROSTAC 1. Situation analysis 2. Objectives

MODEL
The SOSTAC® process covers
six key areas. 3. Strategy 4. Tactics

5. Action 6. Control
 Customer analysis

Product analysis

SITUATION Competitor analysis

ANALYSIS
Where are we now?
PEST analysis

SWOT analysis
 Sell - Grow sales and market share

Serve - Add value to what you offer

the customer

OBJECTIVES Sizzle - Stickiness and the wow factor

Where are we going?

Each of the 5S goals must be SMART - to Speak - Two-way communication with
be effective
customers

Save - Quantified efficiency gains

Strategy How do we get there?

Here, you need to make clear things like how you plan to divide the market, which segment of
customers you should focus on, what message should you use to target each segment, and
how your plan compares to that of your competitors.

Segmentation Targeting Positioning

Tactics?
How exactly do we get there? What data on customers do you have, what do you need?

This section outlines details

What methods are you going to use to reach them?
of strategy such as the
methods you use to achieve
your objectives
Advertising, emails, content marketing, SEO or social media?

What tools and techniques will you use?

 How Do We Monitor Performance?

Control You can use web analytics, KPIs, site

visitor profiles, usability testing, customer
How do we know we will get there?
satisfaction surveys, frequency of
reporting, and who reports to whom and
what happens to that feedback as part of
this monitoring process, says PR Smith.
Action
Who does what when and how?

The details of tactics. You determine who does

what.
About the Speaker

I'm Chidi from Vita

Verde Fitness &
Wellness Center.
We help individuals like you to
care for their holistic well-being.

With Canva Presentations, you can collaborate in real-

time with your teammates or co-presenters. Share tasks
and work simultaneously to create a powerful
presentation.
Friendly Reminders
While waiting for others to come in, here are some
rules and reminders to keep in mind.

01 Turn off your camera and microphone.

Feel free to type your questions

02 in the chat box.

Questions will be entertained at the live

03 Q&A after the presentation.
More Common
than You Think
1 in 5 adults experienced a mental
health concern in the past year.
Present with ease and wow any audience with
Canva Presentations. Make it your own by
customizing it with text and photos.
Mental Health
is Integral
When we are mentally healthy, we
can realize our abilities, cope with
stress, work productively, and
contribute to society.

Apply page animations and transitions to your

Canva presentation to emphasize ideas and
make them even more memorable.
How Do I Maintain
Positive Mental Health?

Practical tips
and advice
Learning Agenda
What we'll discuss this afternoon

01 02 03 04 05
Some key dates Why it's more Why it's crucial How to maintain When to seek
than the mind positive mental professional
health help
A recent study has found that
people who exercise report

43.2%
less days of poor mental health than
those who didn't exercise.

Present with ease and wow any audience with

Canva Presentations. Choose from over a
thousand professionally-made templates to fit
any objective or topic.
Develop Coping Skills

Take a deep breath, Embrace the Be in touch with

then relax. five senses. your thoughts and
Pre-record your Canva Add audio or record yourself
feelings.
presentation to present anytime, talking over a presentation, then It’s excellent for capturing
anywhere. share your video with everyone. audiences beyond a one-time
event.
 Strongly Disagree Strongly Agree

Mental Health Issues 20% 20%

Affect Everyone
It can happen to anyone. Disagree Agree
20% 20%

Neutral
20%

More than 85 percent of survey

respondents agreed that mental health
issues can happen to anybody.

Visualize complicated and dense information with

graphs and charts. These are visual aids that help add
more context to the topic you are discussing.
 50

40
Holistic
30
Healing
Treatments for mental health
20 problems vary.

10

It can include a mix of therapy, medication,

0
and a support system.
n
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Visualize complicated and dense information with

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graphs and charts. These are visual aids that help add
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more context to the topic you are discussing.

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Co
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Pr
 When do I seek
Professional help?
You know it's time when you're
comfortable seeking one.
 Eating or sleeping too little or too much

Having low energy

Have you felt Feeling unusually confused, on edge,

or scared
any of these?
Hearing voices or believing things
that are untrue

Inability to perform daily tasks

Don't hesitate We care about our hearts,
so why can't we care for
to seek our minds?

professional help.
 Send us a message at
Thank you! hello@reallygreatsite.com
if you have any questions.
 The Vita
Chidi Eze
Verde Team
Program Officer
Ask us about our fitness and
wellness programs

Cassandra Lopez
Fitness Center Manager

Lars Peeters
Personal Trainer
 Stipple Unlimited

Certificate of Participation
This certificate is awarded to

Participant's Name
for successfully attending the workshop on
(insert topic).

Name of Workshop Facilitator Date of Workshop

Resource
Page
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