How to Develop a Marketing Campaign
The OPSTAR SYSTEM For Marketing Communications
Over the past 20 or so 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 of working with them by asking them to go through the OPSTAR system.
Just putting into writing the issues brought up relating to each word in the system is the first step in creating a plan.
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 tag line 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: 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 make a matrix to show it?
Actions
How exactly are you going to implement the tactics?
Can you fill in the following for each of the tactics you have selected?
|
Action
|
Responsibility
|
Completion date
|
Resources
Can you take each action and put a cost by it?
What do you have at your disposal in terms of personnel, money, and in-kind services to help you achieve your plans?
|
Plan an Event