Plan Element #1: Defining the Core Concept
The statement of purpose leads directly to the core concept, or the idea that drives the entire communications enterprise.
Core concepts emerge from the mission of the department, program, or project, as well as from the statement of purpose. In turn, the core concept forms the basis of the strategy, the main message, and even the brand. There’s no reason to get stuck on distinctions among these different foundational statements. The substance is more important than how to divide it into the purpose statement, the core concept, and the overarching strategy.
Tip: Use the “Four P’s” of Social Marketing
Create an enticing product; keep the price low; make the product available in desirable places; and promote the product creatively.