Developing A Strategic Marketing & Communication Plan
This seminar is designed to provide a project-based approach to building a strategic communication plan that supports internal marketing and communication. Participants will learn how to develop and implement a strategic communication plan designed to meet multiple objectives including building the department's image and selling its services.
Program Objectives:
- Participants will learn the role effective communication plays in large, complex organizations and the benefits of developing a strategic approach to communication for marketing.
- Participants will demonstrate their ability to use a six step approach to building a strategic communication plan designed to meet the communication goals of their departments through interactive, small group exercises.
- Participants will develop a strategic communication plan that is shared with seminar peers who provide feedback and support for implementation.
Seminar Topics:
I. Building the Case for Strategic Communication for Internal Marketing in Organizations
II. Defining the Roles of the Leaders, Managers and Associates in Developing Strategic
Communication Plans
III. Developing the Strategic Communication Plans
• Step 1: Clarify the Issue
• Step 2: Identify the Audience
• Step 3: Develop Key Messages
• Step 4: Plan Delivery Dates
• Step 5: Plan Delivery Methods
• Step 6: Measure the Effectiveness
IV. Overcoming Barriers to Strategic Communication
Optional Seminar Formats:
To meet the needs of the organization this seminar can be designed in either of the following formats: a one day session or a two day session.
- One Day Seminar: Participants would be asked to bring a communication challenge to the seminar that they can focus on in building a strategic communication plan. Participants will apply what they are learning to their own communication challenges and work with others in the seminar to develop the outline of a strategic communication plan. The one day session would be a six hour session.
- Two Day Seminar: Participants would meet for four hours on the first day of the seminar to learn concepts and techniques for a strategic communication plan. Approximately two to three weeks later, the participants will meet again to share their strategic communication plans and receive feedback from seminar participants.
Program Coordinator and Instructor:
Mary E. Vielhaber has been a faculty member in the Executive Education Center of the University of Michigan for over 20 years. Mary has taught in a number of programs including "Management II", "Interviewing: A Strategic Approach", "Coaching and Counseling" and the Pfizer "Leadership Development Program". An active consultant, Mary has worked as a communication trainer and consultant for a variety of organizations including General Motors, Ameritech, Detroit Edison, BASF and the Masco Corporation. Mary also has served as an executive coach in a number of companies including The Ford Motor Company, Verizon, Avery-Dennison, and Motorola.
As a Professor of Management at Eastern Michigan University, Mary has taught business and managerial communication, organizational behavior, human resource development and organizational development at both the undergraduate and graduate levels. She also has served as the Director of the graduate program in Human Resources and Organizational Development, an associate Graduate Dean and a special assistant to the President of Eastern Michigan University.
Mary received both her M.A. and Ph.D. in Communication from the University of Michigan. Her current academic research is focused on strategies for communicating organizational change and approaches for managing a diverse workforce. She is co-author, along with Richaurd Camp and Jack Simonetti, of Strategic Interviewing: How to Hire Good People, published by Jossey-Bass as part of the University of Michigan Business School Management Series.
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Director of the Professional Education Center was named examiner for Baldrige Award.
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