This is a planning exercise that I developed for a workshop at Thinking Digital.
The Internet Marketing Workshop uses free and low cost tools to identify or characterise an audience, or public, and explores different forms of digital and social media to understand behaviour and the best means of engagement.
The exercise is framed around attracting people to visit Newcastle. I chose this for no other reason than it’s an objective that is easily understood.
I’ve used a common planning model based on key areas of public relations practice. It keeps the workflow simple.
The objective of the exercise is to gain as much information as possible about your audience or public, and then to develop insights that help influence creative, content and channel or media decisions. Read more ……