How to Implement and Evaluate Communication Campaigns

How to Implement and Evaluate Communication Campaigns

This course is part of Strategic Communication Campaigns Specialization

Instructor: Erin Willis

What you'll learn

Understand how to implement campaign tactics according to strategy.
Understand the importance of evaluation in campaign planning.
Understand campaign planning in its entirety.

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Assessments

2 assignments

Taught in English

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This course is part of the Strategic Communication Campaigns Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 2 modules in this course

As the recommended third course of the specialization, Strategic Communication Campaigns, this course rounds out your communication campaign process knowledge by speaking to how to implement and evaluate the planning and execution of communication campaigns. This course offers an in-depth review of several case studies on how the specifics of paid, earned, shared, and owned media is evaluated as an example to draw from when considering your campaign plan. In the last module, you will evaluate integrated strategic campaigns to reinforce your knowledge of specific details to be aware of in the planning process.

In this module, the implementation process is discussed. Implementation includes the execution and evaluation of the strategy and tactics. You will examine two case studies in-depth to review how the specifics of paid, earned, shared, and owned media is evaluated and what needs to be considered during implementation. These case studies are provided as an example to draw from when considering your campaign plan.

What's included

10 videos6 readings1 assignment1 discussion prompt2 plugins

10 videosTotal 39 minutes

Introduction to Module2 minutesPreview module
Client Background (Imagination Storybooks)4 minutes
Client Research (Imagination Storybooks)6 minutes
Target Audience (Imagination Storybooks)1 minute
Goals, Objectives, Strategies, Tactics (Imagination Storybooks)5 minutes
A Tactical Look (Imagination Storybooks)4 minutes
Evaluation (Imagination Storybooks)2 minutes
Client Background (Chef Ann)1 minute
5TRIVE (Campaign Example)6 minutes
Slight Edge (Campaign Example)4 minutes

6 readingsTotal 60 minutes

About This Course10 minutes
Plans Books10 minutes
GGDM Campaign (Imagination Storybooks)10 minutes
Passion Ventures (Imagination Storybooks)10 minutes
5TRIVE (The Chef Ann Foundation)10 minutes
Slight Edge (The Chef Ann Foundation)10 minutes

1 assignmentTotal 15 minutes

Recap The Campaign Process15 minutes

1 discussion promptTotal 10 minutes

Reflection on Plans Books10 minutes

2 pluginsTotal 30 minutes

Meet the Client: Imagination Storybooks15 minutes
Meet the Client: Chef Ann Foundation15 minutes

In this last module, you will evaluate integrated strategic campaigns to reinforce your knowledge of specific details to be aware of in the planning process. You will learn how to evaluate tactics so that changes might be made mid-campaign (if needed) to ensure success. Evaluation measures the meeting of campaign objectives. It is always good to pause and evaluate if your plan is working as intended. And if not, it is okay to make any changes that will bring you closer towards meeting stakeholder goals.