Portfolio : Media Plans

So you want your project/event/achievement to capture the public mind? A media plan, which basically involves six steps, is the defined approach to using mass media tools to accomplish that.

1. Determine the objective. What are you trying to accomplish?
2. Define your goals. Remember to be specific, measurable, etc.
3. Determine your target audience and key messages you want to communicate.
4. Determine what media outlets (TV, radio, billboards, posters, etc.) and which products (press releases, ads, public speeches, etc.) are the best avenues for reaching your audiences and communicating your message.
5. Develop a project schedule for items determined in Step 4; and finally
6. Evaluate your results by monitoring media hits, convening focus groups, conducting surveys or utilizing some other form of measurement.

Media Plan Example

The Summer 2006 implementation of the IUPUI Tobacco-Free Policy is a prime example of the media plan.

Tobacco-free Policy Communications Plan Review, 9-5-06

Diane Brown, Office of Communications and Marketing

The on-going awareness campaign for the implementation of the IUPUI Tobacco-free policy has been a success in terms of the broad scope of media enlisted; positive tone of media packages; and external use of key messages of the campaign.

Factors contributing to that success include a close collaboration between the Office of Communications and Marketing and the sponsoring campus unit; commitment and dedication of official spokespersons who were available for media interviews and well-versed in the key messages of the campaign; and the willingness of faculty, staff and students across campus to cooperate with a directed "integrated marketing" approach to getting the word out.

An overview of the plan for the campaign and a summary of the highlights follow.

Objective

To inform campus and community members of the tobacco-free policy being implemented on the campus August 14, 2006.

Goals:

1. Inform internal audiences by widespread dissemination of information about the smoke-free policy in advance of its effective date so that faculty, staff and students can be aware of the policy and its implications.
2. Inform external audiences by widespread dissemination of information about the smoke-free policy in advance of its effective date so that community members, campus guests and others can be aware of the policy and its implications.

Internal Communications

Since the new policy would impact faculty, students and staff across the entire campus an all-out approach was taken to disseminate information. This involved media placement with:

• Tobaccofree.iupui.edu Web site, created by OCM's Student Life Web staffer
• Sagamore, IUPUI student newspaper
• Inside IUPUI
• JagNews
• Postcards to new students
• E-mail notices
• On-Campus Advertising: Flyers, Table Tents, sandwich boards, new door signs

External Communications

The IUPUI campus has more than 1 million visitors annually; is among Indianapolis's larger employers; and has a leadership role as Indiana's health and life sciences campus. Therefore extensive public interest in the new campus policy, coupled with directed, timed pitching to media resulted in extensive media coverage:

• Indianapolis Star
• WIBC Radio
• Television Channels 8, 13, 59 and 6; including Channel 13, Channel 59 live broadcasts from campus.
• Numerous external Web pages for universities, community agencies, blogs, etc. picked up media coverage, press releases, etc. and posted information.

Accomplishments

Advance Publicity

Tobacco-free Initiatives Web site http://www.tobaccofree.iupui.edu goes live: 5-17-06.

First press release - "IUPUI Campus to Become Tobacco Free; New Policy Promotes Health, Reflects Campus's Health/Life Sciences Emphasis"- published online on Tobacco-free Web site and distributed to local media. Press release placed online on IUPUI home page.

Press release issued to local media.

Tobacco-free policy notice submitted to JagNews for distribution to students and faculty/staff.

Press release published in Inside IUPUI.

500-word article on new policy written by OCM staff and submitted to INShape for publishing in annual report: 5-25-06

Press release of 5-17-06 published on www.WhiteLies.tv.

Press release published on Indiana Tobacco Prevention and Cessation Web page: www.in.gov/itpc/ .

Campaign spokesperson did interview with Medically Speaking, a WTLC Saturday broadcast on health-related issues.