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BEVESTIG
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Out-takes
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Outcomes
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Impact
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Outputs
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Activiteiten
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Inputs
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BEVESTIG
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Impact op de organisatie
Wat waren de effecten van de communicatie-inspanningen op de organisatie?
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Outcomes
Beschrijf hier het bewijs voor de effecten van de ingezette communicatie op de doelgroepen.Click op i voor meer informatie over outcomes.
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Out-takes
Beschrijf hier wat de doelgroepen hebben meegekregen van de communicatie-inspanningen en hoe ze reageerden. Click op i voor meer info
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Noem alle belangrijke activiteiten die je gaat uitvoeren of al hebt uitgevoerd
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Outputs
P=Paid (betaald) E=Earned (vrije publiciteit) S=Shared (gedeelde publiciteit) O=Owned (eigen kanalen)
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Activiteiten
P=Paid (betaald) E=Earned (vrije publiciteit) S=Shared (gedeelde publiciteit) O=Owned (eigen kanalen)
P E S O
Noem alle belangrijke activiteiten die je gaat uitvoeren of al hebt uitgevoerd
Strategie
Noteer de belangrijkste elementen uit je strategie en andere randvoorwaarden
Doelgroep
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Inputs
Definieer de belangrijkste doelgroepen
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Communicatiedoelstellingen
Wat zijn jouw communicatiedoelstellingen?
Wat zijn de algemene doelstellingen van jouw organisatie?
Doelen
Organisatiedoelen
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Reputation improvement
Relationships established or improved Compliance / complying action – e.g., sales, donations, meeting membership targets, increased staff or customer retention, reduced smoking, improved health outcomes, etc. Organizational change – e.g., insights to inform future strategy, realignment of policies to stakeholders
Social change – e.g., improved health and well-being, increased access to information, etc.
IMPACT is the flow-on results of your communication related to your objectives.
Impact can include:
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Learning/knowledge – e.g., survey or interview data, quizzes, tests
Attitude change – e.g., survey or interview data
Trust – e.g., increased trust ratings in surveys
Preference – e.g., stated preference in surveys, social media comments
Intention – e.g., inquiries, registrations, trialling, survey data
Advocacy – e.g., endorsements in online comments
OUTCOMES are the effects that your communication had on your target audiences.
You should try to show evidence of:
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Audience attention – e.g., unique visitors, views, clickthroughs
Awareness – e.g., recall
Understanding – e.g., comments, post-campaign survey data
Interest and liking – e.g., likes, follows, shares, retweets, pins, etc.
Engagement – e.g., return visits, subscribing, positive comments
Consideration – e.g., comments, post-campaign survey data
OUT-TAKES are your target audiences’ initial responses and reactions to your communication.
You should try to show evidence of:
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Advertising (paid media) – what audience reach, impressions, CPM?
Publicity (earned media) – what volume, how many impressions?
Web sites, blogs, partnerships or supplements (owned media)
Social media sites (shared media) – how many posts, videos, etc.?
Events held – how many attended?
Sponsorships launched – what audience reach? Direct mail, e-mail, or e-marketing, etc. – what audience reach?
OUTPUTS include:
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Formative research (e.g., surveys, focus groups, pre-testing)
Planning (including SWOT analysis, PEST or PESTLE, etc.)
Design of materials
Writing and production of communication materials, events, etc.
ACTIVITIES include:
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TARGET AUDIENCE define clearly with which audiences you are looking to communicate. Be as specific as possible. The more refined your audience definition, the more focussed your targeting can be. Think demographics, socio-economic data and media consumption habits.
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COMMUNICATION OBJECTIVES are the specific objectives that your communication program, campaign, or project is designed to achieve. Your communication objectives must support one or more organizational objectives; identify which one/s.
Make sure your communications are SMART – Specific, Measurable, Achievable, Relevant and Time bound. Clearly define them and set targets for what you are looking to achieve
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ORGANIZATIONAL OBJECTIVES are usually published in the organization’s business plan or strategy. They are often long-term and require more than communication. Identify which organizational objectives your communication program can support.
Planvorming, succescriteria en andere voorwaarden
OUTCOMES
OUT-TAKES
Communicatiedoelstellingen
Doelstellingen
Organisatiedoelen
Meten van effecten op organisatie
IMPACT
Meten van effecten op doelgroepen
Meten van activiteiten
Uitvoering
Output
Activiteiten
Strategie
Doelgroepen
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Environmental scanning – what environmental and contextual factors will affect your communication?
Having SMART objectives – make sure your objectives are SMART in the context and circumstances
Budget – set a budget and identify the most cost-effective approaches
Resources – what skills do you need? Are there potential partners?
INPUTS might include:
STRATEGY define the plan to reach your key target audiences and crucially achieve the SMART communications objectives and pre-defined targets that you have set. What are the key highlights from your plan?