Plan Development

Strategic communications plans are developed through an evolutionary process beginning with an initial assessment of client needs and objectives.

GIS strategists conduct an analysis of client’s strengths, weaknesses, opportunities and threats (SWOT analysis) to begin the process. Research is then conducted to gauge public opinion, relevant trends, and/or emerging issues to be considered.

In consultation with other GIS sections, tactics and communications products, such as graphic and editorial services, media relations, website support and electronic media are recommended to fulfill campaign objectives. Additional research many also be necessary to test messaging and products at various stages throughout a proposed campaign.

GIS also investigates synergies and links to other current or proposed campaigns which might affect a new project, and tailors recommendations accordingly.

Delivery timelines, evaluation criteria and budgets for each element of the plan are also developed for client approval.

Once approved by the client, the resulting document and supporting budget serves as a manual for the client to plan, track and evaluate campaign progress and effectiveness.