How to Develop a Marketing Campaign
The OPSTAR SYSTEM For Marketing Communications
Over the past 30 years, Harron & Associates has worked with non-profit organizations both big and small. When helping smaller groups with scarce resources, the firm begins the process by asking them to use the OPSTAR system.
The first step in creating a plan involves writing out the issues using this simple format:
O:Objectives
P:Positioning
S:Strategy
T:Tactics
A:Actions
R:Resources
Objectives
What are the results you want to achieve within a specific time period?
Who are the stakeholders in your organization?
How do the stakeholders affect you and how do you affect them?
Can you prioritize the list of things you want to achieve?
Positioning
What do your stakeholders think about you now?
Is what they think correct?
What makes you different from other organizations in your geographic area and in your field?
What are your organization's strengths and weaknesses?
Do you have a logo and tagline that capture what you do and who you are?
Can you prioritize the list of things you want to achieve?
Strategy
What is the best and most efficient way for you to achieve your objectives at this point in time?
Tactics
Which of the following tools is going to work best for your organization now?
- Media relations
- Advertising or public service announcements
- Special events
- Telemarketing
- Direct contact via mail or the web
Do you have a tactic that will reach each of your stakeholders? Can you devise a matrix to show it?
Actions
How exactly are you going to implement the tactics?
Can you fill in the following chart for each of the tactics you have selected?
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Action
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Responsibility
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Completion date
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Resources
Can you take each action and put a cost to it?
What do you have at your disposal in terms of personnel, money, and in-kind services to help you achieve your plans?
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