EXAMPLE: In-school August Peer-to-peer Newspaper ads Coalition John Doe, August – Big Tobacco lied newspapers, 2013 delivery of ($2,500/year) members and Coalition and in its marketing Facebook, Campaign messages will with leverage on SWAT youth will Jane Roe, CX campaign begin; efforts to teens Twitter and radio throughout the be the key. school PA survey people in coordinator and baseline ads school year, Utilizing system. Radio the age group Heidi Hoe, research (Possible use of using different prominent social spots on tobacco use SWAT Sept-Dec Fall – Killer Fantasy Brainstorm photos and ad media will ($2,000/year) and awareness coordinator will campaign campaign) Idea: explore a copy that happen through The rest of the before and jointly lead this implemented text messaging support the our existing cost is immediately targeted Feb-April – delivery option. message. SWAT teams. accumulated in after the communication Spring campaign We will also person-hours campaign and campaign. implemented Depending on need print ads spent compare results May End of – the campaign, and radio scripts implementing with the most year surveys messages will from TSET; social media recent Youth conducted alternate each coalition aspects and/or Tobacco Survey. June-August – month members will letter writing. Consultation Evaluation and write letters to with OUE tweaking of Schedule ads for the editor evaluation on communications each high school supporting the the survey tool plan for next edition; 2-3 youth will be included. school year tweets per week component. on Twitter; 4-5 Facebook posts and one radio ad per semester (Fall semester will run outside holiday shopping season)
EXAMPLE: Big Tobacco lied in its marketing efforts to teens (Possible use of Killer Fantasy campaign) In-school newspapers, Facebook, Twitter and radio ads Brainstorm Idea: explore a text messaging delivery option. August 2013 Campaign throughout the school year, using different photos and ad copy that support the message. Depending on the campaign, messages will alternate each month Schedule ads for each high school edition; 2-3 tweets per week on Twitter; 4-5 Facebook posts and one radio ad per semester (Fall semester will run outside holiday shopping season) Peer-to-peer delivery of messages will be the key. Utilizing prominent social media will happen through our existing SWAT teams. We will also need print ads and radio scripts from TSET; coalition members will write letters to the editor supporting the youth component. Newspaper ads ($2,500/year) with leverage on school PA system. Radio spots ($2,000/year) The rest of the cost is accumulated in person-hours spent implementing social media aspects and/or letter writing. Coalition members and SWAT youth will survey people in the age group on tobacco use and awareness before and immediately after the campaign and compare results with the most recent Youth Tobacco Survey. Consultation with OUE evaluation on the survey tool will be included. John Doe, Coalition Jane Roe, CX coordinator and Heidi Hoe, SWAT coordinator will jointly lead this targeted communication campaign. August – and campaign begin; baseline research Sept-Dec – Fall campaign implemented Feb-April – Spring campaign implemented May – End of year surveys conducted June-August – Evaluation and tweaking of communications plan for next school year
Communication%20Plan%20template%20Final%202012-10-16.docx