There are four categories of keys publics including customers, producers, limiters and enablers. The customers of the five bridges could include HR professionals in fortune 500 companies who have desire to aid their employees in wellness practices as well as entice potential recruits with added employee benefits such as a wellness program. The main target for the campaign will be HR professionals in Fortune 500 companies; however, there are several other customers listed on their website including youth programs, mental health clinic patients, substance use rehab patients, law enforcement, first responders, suicide prevention groups.
First Steps:
The goal is to first target Fortune 500 companies. To target them we have to first establish our goals and objectives. After Step 4: Establishing Goals and Objectives. Step 4 focuses on the ultimate position being sought for the organization and for the product or service. "This step helps you develop clear, specific and measurable objectives that identify the organization’s hoped- for impact on the awareness, acceptance and action of each key public. A good deal of attention is given to objectives dealing with acceptance of the message, because this is the most crucial area for public relations and marketing communication strategists" (Smith, 11).
As we enter phase two, creating goals will require strategy as the goals will serve as a map for the direction of the rest of our campaign. The first decision we have to make are the goals of who we want to target, where and how. Our agency wants to first target Fortune 500 companies by sending out a survey to gage interest and awareness. Following the survey, we developed secondary research on 5 Bridges and it's competitors.
A goal we have is to make 5 Bridges the most known and used wellness program amongst its competitors Headspace, Calm, WELCOA, and Ginger.
WELCOA is on c Facebook, Instagram, LinkedIn and Twitter. They promote upcoming events, partner spotlights, and fun things like “meet our pets.” With their emphasis on growing their membership and highlighting those that already use their platform, they do a good job trying to gain engagement with the public. A goal is to increase awareness by 10% and one way we are aiming to do this is to increase social media presence as well as create a Tie Tok to share short, curated videos explaining the content of 5 Bridges wellness programs.
(Youtube, Learn with Shopify, 2021).
The video above explains techniques into using TikTok to grow a business in the areas of finding a niche, using a hook, provide value and navigating the app and features. While this goal is further down the road, it is important to start with the end goals in mind and work backwards to have the most clarity throughout the research process.
Defining Goals
There are ways to break up goals in the process as sometimes defining "goals" can be too difficult and broad to define.
(Smith, 84)
Examples of Public Relations Goals involve reputation management, relationship management and task management. Reputation goals include increasing brand awareness by 10%, enhancing the quality and response of the program as well as the quantity of Fortune 500 programs who are using the wellness program. We are just starting the process of developing our goals and objectives and one barrier I have found is writing an effective benefit statement once the goal is already in your hear. This article provides insight to compliment the reading from the textbook.
Below is a preview of the article and its content (Alca, 2013).
Sources
Learn with Shopify, (2021, July 6) How to Use TikTok Marketing to Make Your Business Go Viral [Video]. YouTube. Url https://www.youtube.com/watch?v=JRMSDbQtcoQ
Writing effective goal statements. ALCA. (n.d.). Retrieved March 1, 2022, from https://www.alcaweb.org/arch.php/resource/view/108994
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