Communication plan: a good instrument for a successful campaign.
DOI:
https://doi.org/10.15517/am.v15i3.11884Keywords:
Campaign, beans, messages, communication plan.Abstract
The methodology used to design a
communication plan for a Campaign to increase bean
consumption in a Costa Rican urban community is described
in this article. Results of an initial assessment, complemented
with behavior tests, were the input used to obtain the
preliminary information necessary to generate main ideas for
the messages to be disseminated throughout the population.
The communication plan (Version I) was designed based on
this information and on conditions previously established by
the Project. On the other hand, the contents for messages
were drawn up, tested, and integrated into the plan, based on
the main ideas. Then, the final communication plan (Version
II) was the result of a group analysis. The process to design
the communication plan is described emphasizing on the
importance of team work and the direct knowledge of the
population under study. The communication plan is a
fundamental instrument to plan, implement, and evaluate the
Campaign.
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