Axia's custom strategic plan is a complete project management framework that organizes and lays the groundwork for reaching your organization's communications goals.

Situation Appraisal

We utilize your Strategic Insights and company profile to identify your company’s status; what you want to correct, prevent, and maintain; and baselines for measurement.

Goals

We develop up to three strategic communication goals for the campaign that align with your organization and management goals.

Target Audiences

We identify critical groups or sub-groups you need to communicate with, their attitudes toward your brand, and the outcomes you desire to accomplish through the campaign, such as awareness, attitude, or action.

Consider: 

• Who needs to know or understand your brand? 
• Who needs to be involved? 
• Whose advice or support do we need? 
• Who will this affect?

Objectives

We then form SMARTER organization objectives that state what your organization wants to achieve and four communication objectives for the plan:

Strategies 

For each communication objective, we develop a corresponding strategy that may include how you’ll leverage your brand's positioning, key messages you’ll use, who will collaborate with the team, and the methods you'll use to reach your target audience. 

Tactics

Our team provides corresponding tactics for carrying out each communication strategy.

Calendar and Activities

To ensure you stay on track to accomplish your campaign goals, we create a schedule that outlines public relations activities, including deliverables, tasks, accountable team members, internal and external meetings, and checkpoints. 

Metrics and Measurement

We provide a comprehensive breakdown of Axia’s PR measurement framework and appropriate metrics for measuring activity and results throughout your campaign.

Budget Items

This is a detailed, itemized list of resources and corresponding investments, such as the cost of PR experts (whether internal employees or an outside PR agency), copy editing, software, tools, sponsored content, additional meetings, reports, images, and other materials.

Evaluation

The final component of your strategic PR plan includes monthly and quarterly KPIs to evaluate our success in meeting each communication objective.