BUILDING YOUR COMMUNICATIONS Creative Capital Exchange. November 12, 2015
AGENDA Introductions – goals for the session
What is communications strategy?
Deconstructing communications strategy
Putting it all together
Your questions and open discussion
STRATEGY
COMMUNICATION STRATEGIESDefine and
Develop Brand Identity
• Elevate our brand profile
• Be consistent in representing the brand in all executions
• Protect and capitalize on the strength of the brand
Cultivate a Culture of
Communication• Focus messaging on
community impact, relevance and value
• Adopt a digital-first communications approach
• Develop a Stakeholder Communications and Engagement Strategy
• Develop an Internal Communications Strategy
Focus on Targeted
Opportunities
• Focus on flagship activities that amplify Council’s impact for/on artists, communities, the public and government stakeholders
• Public Engagement
• Develop partnership opportunities to realize the full potential of initiatives
KEY COMMUNICATIONS ACTIVITIES
Council Promotion• Website• Social Media• Annual Report• Strategic Plan• Annual Public Meeting• Media Relations
Arts Promotion• Social Media• Speeches• Ongoing
communications to the arts community
• Public events• Major Prizes• Website• Media Relations
DECONSTRUCTING THE COMMUNICATIONS PLAN
BRANDING Does our brand or positioning need
refreshing in the light of our strategic objectives?
Is it consistent?
Does it resonate with our stakeholders?
CANADA COUNCIL’S BRAND
EXTERNAL ENVIRONMENT What aspects of or trends in the external
environment have a positive or negative impact on our communication?
How do we listen and collect intelligence to know what’s happening in the external environment? How is this information shared inside the organization?
Do we collect the data we need to measure the effectiveness of our communication?
DECONSTRUCTING THE COMMUNICATIONS PLAN
AUDIENCE Who are they? Where are they?
What makes them tick/what moves them?
What do they need from us?
Are their needs changing?
What do they think of our organization?
STAKEHOLDER MAP AND MESSAGES
MESSAGES Do we have the messages we need?
Are they clear?
Does everyone in the organization know what they are?
How do our messages play with our audiences?
KEY MESSAGES* The new Liberal government has made many commitments to arts and culture in Canada during the election campaign, notably through investing significantly in the Canada Council for the Arts. We take this as a vote of confidence in the Canada Council and in Canada's dynamic and diverse arts sector.
* With any increase in our parliamentary appropriation, the Canada Council will be better able to support artistic creation and its outreach in Canada and abroad. * With the introduction of our new funding model, we are ready to strategically invest in the arts in Canada, scaling up our impact and that of the sector.
DECONSTRUCTING THE COMMUNICATIONS PLAN
COMMUNICATIONS PLANNING
Audience – who do you need to reach?
What do they most care about?
What is the desired result of the communication?
Message Communications channel(s)
Why and what do we need to communicate?
CHANNELS What channels do our audiences use? Where
do they expect us to be?
What resources do we have to support those channels?
MEASUREMENT & EVALUATION What does success look like?
What metrics will indicate that we are successful?
What metrics are important to my organization/board/key stakeholders?
EVALUATION SCORECARD
Social Media Measurement
Web Analytics
Consistent look and feel
Media Coverage Analysis
Feedback from Stakeholders
Research
CULTURE/SKILLS/RESOURCES Do we have a strong communication
culture?
Does our internal communication support external communication?
Do we have the skills and resources we need to get our voice out there?
PUTTING IT ALL TOGETHER
COMMUNICATION STRATEGIESDefine and
Develop Brand Identity
• Elevate our brand profile
• Be consistent in representing the brand in all executions
• Protect and capitalize on the strength of the brand
Cultivate a Culture of
Communication• Focus messaging on
community impact, relevance and value
• Adopt a digital-first communications approach
• Develop a Stakeholder Communications and Engagement Strategy
• Develop an Internal Communications Strategy
Focus on Targeted
Opportunities
• Focus on flagship activities that amplify Council’s impact for/on artists, communities, the public and government stakeholders
• Public Engagement
• Develop partnership opportunities to realize the full potential of initiatives
CEO OUTREACH Op-ed: Power of the Arts
Speeches – Rideau Club, Creative Cities Network
Outreach and learning trip: Northern Canada
Twitter and blog
Public events: Temporal Re-Imaginings, Governor General’s Literary Awards readings
TOOLS AND RESOURCES http://www.artsmarketing.org/resources
Content Marketing Institute Marketing Profs You’ve Cott Mail Hill Strategies Google alerts IABC.com/articles Culture Days Americans for the Arts Hubspot
QUESTIONS? find me on Twitter @VirtualTarahttps://ca.linkedin.com/in/taralapointe