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NM5208 Managing Communication Campaigns > Projects > Plan Book

Guidelines for Draft of Plan Book Table of Contents
NM5208 Managing Communication Campaigns
Dr. Linda Perry

The draft of the Plan Book Table of Contents is an outline of what you intend to include in your final plan book after your group considers the instructor’s feedback on your situational analysis. The outline should be as realistic as possible at this point. Once your plan book is complete, you can use the outline as the actual table of contents by adding page numbers. The draft is due in class Oct 1.

The plan book must include:

1. The revised situational analysis with expanded section on the opportunity/problem. This expanded section should contain research on the problem you have identified, including your original research, if any.

2. Plans for (a) special event(s). These should be coordinated with the other groups. They should include a justification showing how they will help achieve the specified objectives and whom the target publics are. Specify what your group’s part in the main, overall event will be.

3. Collaterals:
(a) A campaign logo and slogan: This should appear on all collaterals.
(b) A media kit: This can be broken out under separate cover if your team designs an actual kit (a folder for holding multiple press materials). The media kit must contain: (1) a press release; (2) a backgrounder; and (3) a fact sheet. The excellent kit will have extras, such as a long and short version of the press release, a broadcast public service announcement, biographies of key players, and pictures.
(c) Publications that support your campaign objectives: These include brochures, booklets, fliers, posters, a campaign website, invitations, and/or programs. They should include a justification showing how they will help achieve the specified objectives and whom the target publics are. The justification should include a distribution plan

4. Budgets: As far as possible, estimate the cost of implementing your campaign—including distribution costs—and the special event(s).

5. Issue tracking (20% of plan book grade): (a) The executive summary, (b) the summary of all issues scanned, showing the priority assigned to those issues, (c) the analysis of the top issues, (d) an issues management analysis and recommendation, and (e) a bibliography to support your analysis and recommendation. (The individual issue tracking reports are to be submitted under separate cover, one week before the Plan Book is due.)

You may include other entries in the book and contents page as long as they are relevant to achieving your campaign’s objectives.

The plan book is due when announced in the syllabus, Nov. 12.