Journalism 345:Introduction to Strategic

Communication

Professor: Dhavan ShahTA: David Coppini

Introduction to Strategic Communication

Strategic conceptsTheory meets practice

Covering:Strategic communication processes Integrated marketing communicationsCommunication ethics and regulationAdvertising and PR campaign elementsPolitical and health communication efforts

Course objectives

Emphasizing breadth over depth Survey of central concepts

Foundation for higher level courses: Account planning (J449/J460) Developing creative messages for media (J445/J61) Strategic public relations (J475/J462) Strategic media planning (J447/J463) Interactive media strategy (J475/J464) Strategic communication campaign (Capstone J475)

Readings

Text: NO PURCHASED TEXTBOOK Moriarty, Mitchell and Wells, 9th Edition XXX XXX XXX + Syllabus and Campaign Project Manual Available at:

http://www.journalism.wisc.edu/~dshah/teaching.htm

Click on “class link” for materialsBoth critical for the class project

Exams

Midterm and finalObjective questionsEach exam is worth 100 pointsNot cumulative

Each covers one half of the classCover lectures and readings

Lectures can be downloaded before class http://www.journalism.wisc.edu/~dshah/teaching.htm

Group project: Applied learning

Class divided into 7 person teams

Each team has one of two clients:

Mexico Tourism Board: organization responsible for promoting and marketing travel to Mexico

Carnival Cruse Lines: a British-American cruise line that

specializes in less expensive cruises.

Agency Positions for Group Project

Research Director - Account PlannerAccount Director – Brand ManagerCreative Director – Copywriter Creative Director – Art DirectorMedia Director – Connections PlannerMedia Director – Interactive PlannerPR & Promotions Director

See workbook for responsibilities and requirements

Topic of Group Project

Five reasons for topic:1. Social and ethical issues involved2. Public and private sector clients3. Challenged brands4. Complex strat comm /IMC options5. New prominence and PR dynamics

Note: You may pose as potential customers and contact the client

Group Project Activities

Campaign Plan (total of 150 points)Rough draft of situation analysis (10 points)Rough draft of campaign strategy (10 points)Rough draft of remaining sections (30 points)Group grade (40 points) Individual grade (60 points)

Pitch Meeting (25 points)

Peer Evaluation (25 points)

About the Group Project Activities…

1. Campaign plan 6 Sections, 50-60 pages Each person has primary responsibility for one

section of plan (except copywriter and art director) Describes in detail the nature of the campaign

proposed for the client

2. Pitch meeting Oral summary of the campaign Focus on strategy and creative executions

…Group Project Activities

3. Peer EvaluationsStudents will evaluate all other students in

their group project agencyEvaluations by other member of their group

worth 25 points toward final grade

Campaign Planning Meetings

Outside Class Meetings

Three meetings outside class hours

1. Group meeting with me

2. Press conferencePress Kit Assignment (10 points)

press release, fact sheet, FAQ, photos/graphics, etc.Press conference and Q&A (10 points)

3. Pitch meeting (25 points)

Grading SummaryExams Exam 1 = 100 points Exam 2 = 100 points

Press Conference Press Conference = 10 points Press Kit = 10 points

Group Project Campaign Plan Rough drafts = 10 points each = 50 points Group grade = 40 points Individual grade = 60 points Group Project Pitch meeting = 25 points Group Project Peer Evaluation = 25 points

Participation Participation Score = 30 points

Total points = 450 points

Grade Distribution

93 to 100 = A

89 to 93 = AB

83 to 89 = B

79 to 83 = BC

71 to 79 = C

61 to 71 = D

Below 61 = F

Possible Adjustments to grade breakdowns

Extra credit

Pitch meeting audience:J-345 students (not working for that client)

Vote to award 5 bonus points to winning groupProfessors and TA

Vote to award 10 bonus points to winning group

Additional extra credit opportunities may be announced during the semester

Questions?

Challenges of Strategic Communication

Expanding Options

‘50s and ‘60s

Today

The Era of Choice

Dominant trend affecting strategic communicators: “Choice”

Three forces drive this trend Changes in Demographics and Lifestyles Technological Development Economic Climate

Demographics

Changes in Household CompositionGrowth of Ethnic Populations“Graying” of AmericaShifts in Women in the WorkforcePolarization into Rich and Poor

Changing Household Composition

Ethnic Populations

Blacks/Hispanics/Asians as % of pop. 1980 – 16% 2000 – 26% 2012 – 37% Majority in some states and urban centers Will be majority in US by 2042 - US Census

Changes in Ethnic Populations

57% of U.S. Hispanic population in ten metro areas

Majority in some states and urban centers already

Source: US Census

Changes in Ethnic Populations

42 million African Americans in the U.S., making up about 12% of the total population

Asians number 17.3 million in the U.S., about 5% of the population – growing fast

Source: US Census

Age Change: Graying of America

Graying of America Today, 13% of Americans

are at least 65 years old In 2050, it will reach about

20 percent

Source: Smithsonian Magazine, July-Aug 2010

Shifts in Working Women

About 60% of women are employed outside the home….many more today than in the 70’s

BUT, large numbers of women are dropping out of the workforce ~ and this number is rising From 40 million in 2000, to 49 million in 2013

Why? If not college educated, stay home when have kids If a “top school” graduate, much more likely to work…

BUT, once have kids are LESS likely to work

Source: April 17th, The Fiscal Times; www.careerbuilder.com February 8th, 2013

Income Polarization

Wealth among a few is increasing

Middle class shrinking and many remain poor Wealth concentrated among top 10%

Lifestyle Changes

Americans Lead Busier Lives “Our Whole Family Eats Dinner Together”

1975 - 84%1991 - 78%2001 - 70%2008 - 63%

“I Work Very Hard Most of the Time”1975 - 79%1991 - 87%2001 - 92%2008 - 94%

The Take Away

Americans are… More Diverse

In Their Family Structure Ethnically and Racially In age differential and distribution In terms of women’s roles In terms of income disparities

There is no “mass market” anymore

Makes Your Job Harder

Fragmentation of the audience poses challenges

Where is your market?

Technology

Second Driving Force of ChangeBrings more Choice into Media World Control over viewing patterns More programming options Multi-media and Internet

More Consumer Control

More options are giving Viewers/listeners more control over what/when/where they watch/listen toPodcastsDVRVODLaptopsSmartphones

Now 88% of homes have cable or satellite service with 120+ channels

Internet

Takes fragmentation to a new level Becoming the dominant medium with growth of

streaming video, social networking, and digital media production

Great potential for customizing, personalizing, tracking, and building buzz Yet this demands high level of technological and

strategic competency which few have

Internet Drives Customization

Internet ads programmed to run concurrent with high pollen warnings; customized based on interaction – if click on first ad, get 2nd, maybe 3rd ad

More Adults with Faster Internet

Economics

Third Driving Force of ChoiceFueled by GNP Growth in 80s - 00s

Lots on Investment CapitalRising Stock MarketConsumers Willing to Spend

Current Economy Changes Picture Contraction in innovation and confidence

Technologies Driving New Media Monopoly

5 mega-corporations control most of media industry

GE, which owns NBC, is a close 6th

Media Mergers and Consolidation

More Vertically Integrated Companies Ex. Sony-Columbia, GE-NBC

Leading 20 Web sites and cable channels owned by Disney, Fox, Gannett, Hearst, Microsoft, Cox, Dow Jones, Washington Post and NY Times.

More Cross Media Deals Publishing, Movies, Music, Net, Hardware

Consumers bombarded with ads, product placements, soundtracks, video games, and special offers that cross promote branded goods.

Economic Consequences

Cost per 1000 Homes

Network Primetime Spot TV Primetime

1965 1.98 NA

2003 13.42 27.25

2013 25.06 45.80

Source: Nielsen Media Research, www.tvb.org 2013

Cost of traditional media significantly higher today on a cost per 1000 homes reached vs. 40+ years ago

And so…

Era of Choice Creates Challenges for Traditional Mass Marketers Diminished Effectiveness

Hard to Find ConsumersHard to Get NoticedHard to Hold AttentionHard to Encourage Consumer Response

…and Retention Has Dropped

Percent who can name TV commercial seen in the last four weeks

1985 - 64% 1990 - 48% 1995 - 42% 2000 – 40% 2005 - 36% 2010 - 32%

Ads Surround Consumers

Doctor’s OfficesAirport LoungesMobile MediaCheckout ReceiptsGas StationsGrocery StoresHealth Clubs

Bathroom WallsToilet PaperFloor BoardsBus WrapsSocial NetworksEgg ShellsBald Heads

And I Mean Everywhere

More Action Messages

Number of coupons distributed (billions)

Number of direct mail pieces (billions)

Number of catalogs mailed (billions)

Number of 1-800 calls made (billions)

1980 2010

96.4 322.4

34.6 99.6

5.8 21.1

1.3 12.4

Take Away

All of this results in marketing overload

Consumers are bombarded with over 3,000 marketing messages a day

Lower level of consumer response

Prognosis

Traditional marketing strategies decrease in effectiveness as consumers’ product and media options increase in the coming decade and beyond

This class is about how we respond to these challenges moving forward