Goals are broader outcomes as a result of persuasive efforts/ the big picture.
Examples: Increase brand awareness, Increase participation and membership
Objectives are specific and measurable indicators of whether the goals have been met.
Examples: Raise $10,000 at May 4th, fundraiser (short term objective), Form more relationships in the community (long term objective)
Strategies are is a catch-all term that refers to other decisions made on how the program was implemented.
Examples: Character carnival at the village on may 4th, invite local businesses to sponsor event and local families to attend
Tactics refers to the operation level; events media and methods used to implement strategies
Examples: Meet and greet with princesses and super heroes, face painting, exclusive hang out times, crafts and other activities, Get committal of sponsorships for every activity, execute media marketing plan
Messages are the basic ideas that one wants members of audiences to remember as a result of receiving the communication
Examples: Exclusive experience, Once in a lifetime
Themes are the overarching ideas that apply to all the audiences.
Examples: Witness the whimsical, Magical moment