COMMUNICATIONS and ENGAGEMENTW O R K B O O K

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Adapted with permission by KSA-Plus Communications (www.ksaplus.com) from a guide prepared by KNOWN Branding for CCSSO and PIE-Net.

This resource is being provided as a reference for Race to the Top–Early Learning Challenge grantees and others engaged in education reform. Information, materials and approaches mentioned or shown in this document are provided as resources and examples for the viewer’s convenience. No official endorsement by the U.S. Department of Education or the U.S. Department of Health and Human Sercives of any product, commodity, service or enterprise mentioned in this resource is intended or should be inferred.

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PLAN YOUR COMMUNICATIONS CAMPAIGNThis five-step process is designed to help you build a thoughtful and thorough campaign.

STEP 1SEGMENT

Identify the key players on this issue, then zero in on who you most need to reach and engage (“targets”).

STEP 2STRATEGIZE

For each target, develop a specific communications or engagement goal.

STEP 4SEQUENCE

Identify key milestones … and a series of tacticsand channels to reach each target.

STEP 3SIMPLIFY

For each target, develop messages that are clear and compelling — on both a rational and emotional level.

STEP 5SUCCESS

Decide up front how you’ll measure success.

WHAT’S IN THIS WORKBOOK

STEP 1Segment

STEP 2Strategize

STEP 3Simplify

STEP 4Sequence

STEP 5Success

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PROGRESS CHECKLISTBefore you get started, take a few minutes to assess your efforts so far and identify the areas that still need work or where you might need some assistance.

SEGMENT: Identify targetsWe’re solid

This needs work

We need help

STRATEGIZE: Set goalsWe’re solid

This needs work

We need help

SIMPLIFY: Craft messagesWe’re solid

This needs work

We need help

SEQUENCE: Identify key milestones/Choose channels

We’re solid

This needs work

We need help

SUCCESS: Measure resultsWe’re solid

This needs work

We need help

Build an action planWe’re solid

This needs work

We need help

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SEGMENT: KEY PLAYERS LISTBy analyzing all of the specific players in your community (including key internal stakeholders), you can determine communications and engagement targets, identify messengers and focus efforts.

STEP 1AIDENTIFY TARGETS

Make a list ofkey players.

1. List the various internal audiences — parents, early childhod educators, policymakers, community influencers, business leaders, etc. — who need to know about this work.

2. Get specific. Name names. List real people, individuals who represent groups, or the names oforganizations, etc.

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KEY PLAYERS INFLUENCE MAPYou can’t and don’t need to communicate with and/or engage everybody. This map helps you focus your time and energy in the areas likely to have the most impact.

STEP 1BIDENTIFY TARGETS

Plot each key player on the influence map.

WATCH THEM your TArgETsyour MEssEngErs/

CHAMpions

noT A prioriTy

Most influential

Least influential

Stronglysupports

Stronglyopposes

THEsE ArE HEArTs AnD MinDs THAT CAn’TBE CHAngED no MATTEr WHAT you Do

Your targets are the “moveable middle” — the people you have to inform and engage and the people who can still be persuaded one way or the other. This is where you should focus.

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TARGETS AND MESSENGERS LISTDetermine who is best situated to reach your key targets.

STEP 1CIDENTIFY TARGETS

Based on the Influence Map from the previous page, list your targets and messengers (the champions who are best equipped to reach your targets).

Messengers come into play later in the process. Since they share your values and passion and have influence in your community, they can champion your message and strengthen your channels.

Think about which targets become most importantat each key milestone (step 4A).

TARGETS MESSENGERS

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STRATEGIZE: GOAL-SETTING TOOLSet a goal before crafting messages, developing tactics, or choosing channels. Make it clear, concise, and measurable. Your goal might focus on one-way communication (informing) or two-way communications (more engagement and involvement).

STEP 2SET GoAlS

State your goal for each target: For each, what do you want them to think, feel, or do?

TARGET 1 TARGET 2 TARGET 3 TARGET 4

You can’t know if you were successful if you don’t state a goal.

ThIN

K, F

EEL,

OR

DO

GOAL

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SIMPLIFY: MESSAGING PYRAMIDYour message for every target audience has an attribute or ”need-to-know” component, a rational component (benefits), and an emotional component.

STEP 3cRAFT mESSAGES

EMOTIONALHow do you want

them to feel?

RATIONALWhat should your

target think?

ATTRIBUTESWhat are the simple things that

your target needs to know?

• Facts• Dates• Times• Places• People involved

PARENT EXAMPLEgratitude: “My child will be prepared and have choices when he grows up.”

TEAChER EXAMPLErelief or pride: "Children in my class will be ready for kindergarten. I will ahave done my jon well.

POLICYMAKER EXAMPLEsatisfaction: “We have spent tax dollars wisely.”

PARENT EXAMPLE“ These assessments will help me know if my child needs more help.”

TEAChER EXAMPLE“ These assessment tools are well aligned with the program standards for my center."

POLICYMAKER EXAMPLE“These assessment tools are affordable”

PARENT EXAMPLE“ starting next year, my child will be ready for kindergarten."

TEAChER EXAMPLE“ This summer, i’ll receive extensive professional development on how to use these tools.”

POLICYMAKER EXAMPLE“ Starting next year we will need to

find a way to sustain the efforts we have begun without these Federal dollars.

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MESSAGING PYRAMIDYour message at every make-or-break moment has an attribute or ”need-to-know” component, a rational component, and an emotional component.

STEP 3cRAFT mESSAGES

What are the three messaging components for each target?

TARGET 1 TARGET 2 TARGET 3 TARGET 4

You’re developing messaging direction, not writing copy. Keep it brief and keep moving.

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SEQUENCE: IDENTIFY KEY MILESTONESIdentify the make-or-break moments when proactive communications and engagement are essential. Some might be obvious, like an upcoming board budget vote. Others may be less so, like program directors’ meetings.

STEP 4AIDENTIFY kEY mIlESToNES

A complete communications/engagement plan includes all the key milestones, plus the points before, during and after. For the purposes of this workbook, select three to five make-or-break moments from your timeline.

2015 2016 2017

Key milestone A

Key milestone B

Key milestone C

Key milestone D

Key milestone E

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Key milestone A

TACTIC AND CHANNEL LISTEvery message needs to be expressed, executed and delivered to the target.Think about how your targets consume information and start compiling a list.

STEP 4BchooSE chANNElS

CONSIDER ThESE QUESTIONS• What are your targets’ regular information and dialogue sources?• Who are the people and institutions they trust most?• Where do they gather, socially and virtually?

• What unique channels and tactics can key players bring to the table?• What’s free? What requires spending?• How does the reach of each channel compare?

2 ChOOSE TARGET + TACTIC + ChANNEL

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WhERE/hOW (CHAnnEL)WhO (TArgET) WhAT (TACTiC)

Think about which messengers can strengthen the message and the channel.

Sample channels:

Meetings/presentations

One-on-ones

Advisory committees

PD sessions

Op-eds

Letters home

Web

Social media

Video

Earned media (newspapers, TV, radio)

Print collateral (one-pagers, FAQs)

Union, PTA/PTO and other third-party partners

Fill out a separate

sheet for each milestone.

13Examples formeasuring success:

Website visits

Number of downloads

Email opens

Facebook likes

Positive press

Before and after polling

Legislative activity

Phone center calls

Print distribution numbers

SUCCESS: MEASUREMENT TOOLRestate your goal for each target and determine how you’ll measure success.

STEP 5mEASuRE SuccESS

KEY TARGET 1 KEY TARGET 2 KEY TARGET 3 KEY TARGET 4

Restate your goal:

How to measure success?

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BUILD AN ACTION PLANAs you’re working through each target and goal, use this planning template to chart your course, track your progress and assign responsibility.

PUTTING IT ALL TOGETHER

TARGET GOAL KEY MILESTONE

TACTICS +ChANNELS +MESSENGERS

OPPONENTS/POTENTIAL

ChALLENGES

PARTNERS NEXT STEPS OWNER

Remember, a complete action plan includes all the key milestones, plus all the communication opportunities in between. Communicate and engage early, often and continuously!

Segment Solid: OffSegment Work: OffSegment Help: OffStrategize Solid: OffStrategize Work: OffStrategize Help: OffSimplify Solid: OffSimplify Work: OffSimplify Help: OffSequence Solid: OffSequence Work: OffSequence Help: OffSuccess Solid: OffSuccess Work: OffSuccess Help: OffBuild Solid: OffBuild Work: OffBuild Help: OffKey Player 1: Key Player 2: Key Player 3: Key Player 4: Key Player 5: Key Player 6: Key Player 7: Key Player 8: Key Player 9: Key Player 10: Key Player 11: Key Player 12: Key Player 13: Key Player 14: Key Player 15: Key Player 16: Key Player 17: Key Player 18: Key Player 19: Key Player 20: Watch Them: Not a Priority: Your Targets: Your Messengers/Champions: 1C Targets: 1C Messengers: Target1: Target2: Target3: Target 4: Target1-description: Target2-description: Target3-description: Target4-description: Step 3 Target 1: Step 3 Target 2: Step 3 Target 3: Step 3 Target 4: T1 Emotional: T1 Rational: T1 NTK: T2 Emotional: T2 Rational: T2 NTK: T3 Emotional: T3 Rational: T3 NTK: T4 Emotional: T4 Rational: T4 NTK: Key Milestone A: Key Milestone B: Key Milestone C: Key Milestone D: Key Milestone E: Step 4B Key Milestone A: Meetings/presentations: OffOne-on-ones: OffAdvisory committees: OffPD sessions: OffOp-eds: OffLetters home: OffWeb: OffSocial media: OffVideo: OffEarned media: OffPrint collateral: OffThird-party partners: OffSample Channels Blank 1 check: OffSample Channels Blank 2 check: OffSample Channels Blank 3 check: OffSample Channels Blank 1: Sample Channels Blank 2: Sample Channels Blank 3: 4B Who: 4B What: 4B WhereHow: Website visits: OffNumber of downloads: OffEmail opens: OffFacebook likes: OffPositive press: OffBefore and after polling: OffLegislative activity: OffPhone center calls: OffPrint distribution numbers: OffMeasuring Success Blank 1 check: OffMeasuring Success Blank 2 check: OffMeasuring Success Blank 3 check: OffKey Target 1: Key Target 2: Key Target 3: Key Target 4: Key Target 1 Restate Goal: Key Target 1 Measure Success: Key Target 2 Measure Success: Key Target 3 Measure Success: Key Target 4 Measure Success: Key Target 2 Restate Goal: Key Target 3 Restate Goal: Key Target 4 Restate Goal: Measuring Success Blank 1: Measuring Success Blank 2: Measuring Success Blank 3: p14 Target 1: p14 Goal 1: p14 Owner 1: p14 Next Steps 1: p14 Partners 1: p14 Opponents 1: p14 Tactics 1: p14 Key Milestone 1: p14 Target 2: p14 Goal 2: p14 Owner 2: p14 Next Steps 2: p14 Partners 2: p14 Opponents 2: p14 Tactics 2: p14 Key Milestone 2: p14 Target 3: p14 Goal 3: p14 Owner 3: p14 Next Steps 3: p14 Partners 3: p14 Opponents 3: p14 Tactics 3: p14 Key Milestone 3: p14 Target 4: p14 Goal 4: p14 Owner 4: p14 Next Steps 4: p14 Partners 4: p14 Opponents 4: p14 Tactics 4: p14 Key Milestone 4: p14 Target 5: p14 Goal 5: p14 Goal 10: p14 Next Steps 5: p14 Partners 5: p14 Opponents 5: p14 Tactics 5: p14 Key Milestone 5: