carrying the banner: event communications

Carrying the Banner: Event Communications

• Why a framework• What to consider• Tackling the plan

– How to start– What to include

SESSION OUTCOMES

• Strategic– Staffing, budgeting, scheduling– Part of the management function

• Chaos management• Consistency in message and brand/theme

WHY A FRAMEWORK

“We need a ________.”

Our role:• Seat at the management table• Discussions early and often• Regular review and revision• Be the strategist

Dedicated planning session• Calendar• Representation from key staff• Answer to this question: “What are we trying to achieve?”

IN THE BEGINNING

SETTING THE STAGE

ROPE (Research, Objectives, Plan, Evaluation)RACE (Research, Action Plan, Communications Tactics, Evaluation)SWOT (Strengths, Weaknesses, Opportunities, Threats)

Research • Internal• External

• Audience identification

It isn’t about what we want, it’s about what impacts and moves our audiences.

RESEARCH

Understanding of internal elements:• Organization history• Campaign history• Resources• Staff• CultureUnderstanding of external elements:• Community climate• Constituency climate and culture• Competition

RESEARCH

• Alumni• Friends/Members—individuals/corporate/foundation• Faculty/staff/employees• Students and families• Volunteers• Media• Community and peer institutions

Our role: Identify audiences’ roles in the campaign and why it matters to them.

AUDIENCES

QUESTIONS?

• Goal(s)• Objective(s)• Audiences• Strategies• Tactics• Evaluative measures• Budget• Timeline

STRATEGIC PLAN

What am I trying to do?

Example:To create excitement and understandingabout the impact of private support at [my campus].

GOAL(S)

How do I know I’ve succeeded?

Measurable!Examples:• Post-event solicitation where donors increase

their giving by 20 percent• Establish the launch as a historic moment in [my

campus’] history

OBJECTIVES

Who cares and why?

AUDIENCES

What types of things am I going to do to reach my objectives?

Concepts and ideas.Example: Involve students in welcoming donors

and telling our story.

STRATEGIES

What steps to I need to take to fulfill my ideas?

Details, very specificExamples: Enlist students to create a “welcome

tunnel” leading from the parking lot to the venue.Hand-deliver a thank you note to donors at the

end of the event.

TACTICS

What factors am I looking at to measure my success?

Measurable as key performance indicators, benchmarks, totals, project completed or timeline achieved. (hint: draw from objectives)

EVALUATION

What are all the costs associated with the project?

Include printing, contract labor, campus costs, security, etc.

BUDGET

• Project initiation (can include research)• Project implementation• Frequency• Can also include evaluation, assigned staff, key

dates for follow up

TIMELINE

FINAL THOUGHTS ON PLAN DEVELOPMENT

• Multiple versions• Annual plan• Strategic plan• Summary of plan• Regular review of plan• Make your plan friendly• Share widely

QUESTIONS?

Samples of Plans

Managing the Workflow

PROJECT MANAGEMENT SOFTWARE Bubble: http://projectbubble.com/ Trello: https://trello.com/ Intervals: http://www.myintervals.com/

Asana: https://asana.com/ 5pmweb: http://www.5pmweb.com/ Basecamp: https://basecamp.com/ Wrike: https://www.wrike.com/

ASANA