We’ll explore how to set actionable objectives using marketing funnels and conversion rates to ensure your ambitions are fit for purpose. We’ll draw inspiration from the Space Race and the charity sector to cement what we’ve learned. 

Gathering data and transforming it into actionable insights is non-negotiable in communications. You’ll learn about research techniques, audience segmentation and targeting, and behaviour change frameworks including COM-B and EAST.

We’ll use examples from the Metropolitan Police to bring to life what we’ve learned, and will explore the role of stakeholders in our communications.

This is the big one. We’ll dive into the role of integrated communications, crafting key messages, selecting the right tactics and channels, and allocating budgets and resources.

We’ll introduce essential tools from PESO frameworks to risk matrices, and go through the core principles of effective campaign management. We’ll then bring these concepts to life through case studies including the Trojan Horse and the UK Government’s COVID-19 crisis campaign.

We’ll consolidate everything you’ve learned to build an effective communications plan using the UK Government’s OASIS framework. We’ll also explore benchmarking and evaluation models to measure success and apply key learnings for future campaigns.

We’ll explore the purpose of narratives and storytelling, and look at ways to elevate your PR efforts. We’ll also learn how to use AI to enhance your content and planning, along with other useful tools to support your team and wider day-to-day work.