Direct Marketing - How to Write a Program Description for Stakeholders
Saturday, November 23, 2013
A program description serves many purposes for businesses and organizations. It provides a concise overview of the most important aspects of the program for any interested party. Any program may have several differing program descriptions specialized for different audiences. A program description written specifically for stakeholders can act as a direct marketing and outreach tool.
Research
1
Review public records, search the internet and interview key people to investigate prior investments and commitments of each stakeholder. This will give you a clear idea of the types of projects that interest them and what information they'll likely be seeking.
2
Develop an understanding of the investment capacity of the stakeholders. Use this information to set a tone for the description. For example, you may need to stick to purely practical program components and avoid flowery language for conservative stakeholders.
3
Research any existing previous program descriptions given to current and past stakeholders. Use this information to develop the Program Changes and Prior Evaluation Sections further described below. Programs in the first operating year benefit from reviewing program descriptions from similar programs in this area and in other areas. Examples from other programs provide insight into appropriate verbiage and formatting.
Document Sections
4
Begin the document with a Program Origin Statement. Describe the problem that the program addresses. Identify key founders, partners and stakeholders.
5
Give a brief overview of the program. Describe the primary intent and activities, but avoid going into extensive detail about the program's components. Stakeholders are not usually interested in the daily minutiae of day-to-day operations.
6
Devote the next section to any program changes. Overview significant changes and provide the reasoning behind making them. Keep stakeholders abreast of program alterations via the program description.
7
List the program's goals and objectives. Use a section to expound on how the program's activities work to meet the goals and objectives of the program. Provide the stakeholders with an illustrative idea of how the program functions.
8
Lay out significant findings from any evaluations of the program in another section. Report any successes of the program in this section. Follow any failures with proposed solutions for better results in the upcoming operations. Stakeholders support effective programs that solve problems in an efficient manner.
9
End the program description with a brief summary of the items reviewed. Note here what stakeholders can expect in the future. Be careful of repetitive statements, but clarify that the program description is over without abruptness.
Tags:
Direct Marketing, Marketing
Research
1
Review public records, search the internet and interview key people to investigate prior investments and commitments of each stakeholder. This will give you a clear idea of the types of projects that interest them and what information they'll likely be seeking.
2
Develop an understanding of the investment capacity of the stakeholders. Use this information to set a tone for the description. For example, you may need to stick to purely practical program components and avoid flowery language for conservative stakeholders.
3
Research any existing previous program descriptions given to current and past stakeholders. Use this information to develop the Program Changes and Prior Evaluation Sections further described below. Programs in the first operating year benefit from reviewing program descriptions from similar programs in this area and in other areas. Examples from other programs provide insight into appropriate verbiage and formatting.
Document Sections
4
Begin the document with a Program Origin Statement. Describe the problem that the program addresses. Identify key founders, partners and stakeholders.
5
Give a brief overview of the program. Describe the primary intent and activities, but avoid going into extensive detail about the program's components. Stakeholders are not usually interested in the daily minutiae of day-to-day operations.
6
Devote the next section to any program changes. Overview significant changes and provide the reasoning behind making them. Keep stakeholders abreast of program alterations via the program description.
7
List the program's goals and objectives. Use a section to expound on how the program's activities work to meet the goals and objectives of the program. Provide the stakeholders with an illustrative idea of how the program functions.
8
Lay out significant findings from any evaluations of the program in another section. Report any successes of the program in this section. Follow any failures with proposed solutions for better results in the upcoming operations. Stakeholders support effective programs that solve problems in an efficient manner.
9
End the program description with a brief summary of the items reviewed. Note here what stakeholders can expect in the future. Be careful of repetitive statements, but clarify that the program description is over without abruptness.
